Written by Megan Denny
On average, 80% of people abandon their new year’s resolution by mid-February. But your customers are above-average, right? Help divers achieve their goal to dive more in the new year with these four helpful tips.
Schedule Recurring Activities
Regularly-scheduled activities make it easy for divers to fit scuba into their busy schedules. Whether you have a Saturday morning fun dive, or a club meeting the last Wednesday of every month, make an activity schedule and stick to it.
- At the end of every class, dive club meeting, etc. talk about upcoming events and encourage divers to take out their phones and add plans to their calendars.
- Post your events and activities to Facebook or other social media sites.
- Include a list of upcoming events in your eNewsletter.
Offer an Incentive
Each month, raffle off an enticing prize and invite customers to earn raffle entries by:
- Attending dive club meetings
- Getting airfills
- Participating in Dive Against Debris® surveys
- Bringing their gear in for service
- Taking PADI® courses
Promote your giveaway online and in-store. Put a fishbowl next to your register with a small sign, “enter to win XYZ prize.” Each month, post a picture of the winner on social media and in your eNewsletter with a description of the current prize and how customers can win.
Important – your raffle must include an option for customers to enter the drawing without making a purchase or having an obligation. If a purchase or obligation is required to enter, that can be considered a lottery and is illegal in many areas.
Try a Disincentive
Encourage divers to show their commitment to diving more with a fun or philanthropic disincentive. Ask divers to choose a goal like logging 20 dives before 31 December, or earning their Master Scuba DiverTM rating. Then, help them choose a penalty for not meeting their goal.
Research has shown a disincentive can be more effective than an incentive to help people achieve their goals. The disincentive might be having to wash the dive center van, posting an embarrassing picture to social media, or something philanthropic like making a donation to Project AWARE®.
To keep things light, throw a year-end party for everyone who signed a commitment to dive more in the new year. Invite all participants whether they achieved their goal or not.
Use the Buddy System
Encourage dive buddies to set a team goal such as earning their PADI Rescue Diver certification. Create a #scubagoals social media post and ask your followers to share their goal and tag a buddy to help them achieve it. You can find a variety of images on the PADI Pros’ Site under Toolbox, Image/Video. Quickly and easily add your logo and custom text with Canva (a free online program) See examples below:
Use the ideas above to help your customers feel a sense of accomplishment in the new year, while having fun and supporting their local dive shop.