As we approach the start of the summer dive season we should all be looking at how we can invite more divers into this amazing industry.
Entry level divers are the core of our business and to ensure industry growth we need to compete with all the other summer activities today’s consumer have to choose from. We must ‘stand out from the crowd’ and show the value of gaining a PADI Open Water Diver certification.
Often I hear comments like “How old do you need to be to learn to dive'” or “Does your PADI licence expire?”
Perhaps our promotion and education to the general public needs to improve so there is more awareness around when and how people can achieve their certification.
So, how can we improve on what we are already doing? How can we increase our new diver numbers? Start thinking about avenues of advertising – have you promoted learning to dive in local gyms and sports clubs? Schools? Swimming pools? Scouts groups? Surf Life Saving Clubs? If not perhaps this is a missed opportunity for you and the dive business you work in or own.
Remember – there are many options for learning to dive – PADI Open Water Touch, eLearning, Manuals and Lite Paks – ensure you are allowing students to choose the option that works best for them!
Many parents are now starting to think about summer school holiday programmes and activities they can put their children into – PADI Seal Team, Bubble Maker and Discover Scuba Diving are just some of the options to offer and advertise as ‘School Holiday Programmes’.
Reminding consumers that once they learn to dive they are qualified for life and even if they have a break, it’s super easy to refresh skills with PADI’s Reactivate programme.
We work in an industry that makes advertising using imagery easy – start promoting and educating consumers on what lies beneath our ocean – get those photos of marine life up on websites, social media and printed advertising – non divers may be unaware of the beauty of our big blue backyard!
People will want to protect the ocean and its inhabitants more if they know what is there and see it first hand! Promote underwater conservation through the Project AWARE programmes – get the community involved.
Finally – don’t forget why we do what we do! It is easy to get consumed by the business of diving. If you have lost your ‘diving mojo’ and are less enthusiastic than you used to be, or your staff are no longer answering the phone with a smile on their face, perhaps its time to get back into the water for some fun diving. Potential divers will more likely sign up for a course from a business with happy, passionate staff than those who are not!
We are lucky to be able to call the ocean our office – we have the ability to introduce others into this magical world underwater. Keep your passion alive and selling diving will be effortless!
If you would like any assistance with a marketing plan or setting some goals for growth heading into the season contact your PADI Regional Manager.