PADI Store Wrapping

In my previous blogs I was talking about the importance to find a difference to your dive center colleagues, next door. As you know, PADI is offering to design your Shop windows, your walls in the Dive Center or your dive center cars. This is called PADI Store wrapping.

 

 

 

When you are interested in a Store or Wall Wrapping, you need to do the following:

  1. Contact your PADI Regional Manager
  2. Fill in the Application, which your PADI Regional Manager will provide to you. The PADI Marketing Department needs the following information from you:
  • How many Windows or Wall Wrapping – indicate the number
  • Decide what % of your store window should be covered
  • half window bottom
  • half window top
  • full window
  • Other

Measurements – provide the exact measurement of your windows or walls in width x height

Please supply any high resolution (300dpi) photographs or graphics that you want us to use and any logo’s you want to be included – also in high resolution

 

Theme – Which topic do you like to have in your wrapping?

  • Kids diving
  • Go Dive
  • Keep Diving
  • Go PRO
  • TecRec
  • Specialties
  • PADI Con-Ed Flowchart
  • Other

Imagery – please provide PADI with the kind of pictures you would like to add to the wrapping:

  • Warm Water
  • Cold Water
  • Pool

 

 

Text – Please provide this in both English and all other languages that you require the final artwork in:

ExampleGet your PADI at XZY Dive Center

 

  1. Send the Application, together with all the Photos and Logo attached – together with a Pictures from the location where you wish to have the wrapping – back to your PADI Regional Manager

 

 

When you are interested in a Car Wrapping, you need to do the following:

  1. Contact your PADI Regional Manager
  2. Fill in the Application, which your PADI Regional Manager will provide to you. The PADI Marketing Department needs the following information from you:

Provide the Marketing Department with the exact type of your car. The designer needs to get the Blue Print from your vehicle.

Please supply any high resolution (300dpi) photographs or graphics that you want us to use and any logo’s you want to be included – also in high resolution.

Theme – Which topic do you like to have in your wrapping?

  • Kids diving
  • Go Dive
  • Keep Diving
  • Go PRO
  • TecRec
  • Specialties
  • PADI Con-Ed Flowchart
  • Other

Imagery – please provide PADI with the kind of pictures you would like to add to the wrapping:

  • Warm Water
  • Cold Water
  • Pool

 

  1. Send the Application, together with all the Photos and Logo attached – together with a Pictures from the location where you wish to have the wrapping – back to your PADI Regional Manager

 

Important information

  • Measurement of windows, doors, walls etc. must be exact.

 

  • Please note that there is a minimum turnaround time of 45 days for a store wrap designs.

 

  • All photographs and graphics that are submitted must be in the correct resolution/format, otherwise they may not be included in the design.

 

  • The Dive Centre confirms that it has the right to publish the provided photographs and/or graphics and that it possesses the applicable Copyrights. The Dive Center confirms that PADI can use these photos. PADI shall have no responsibility for photographs or graphics that are not supplied from the PADI database.

 

  • Please note: No artwork creation will begin until all required information has been received.

Marketing Support from PADI in 2017

marketing-supportThe New Year is over a month old and I hope that the majority of you paid your PADI Membership fess already. But what do you get from PADI when you renew your PADI Membership? What kind of marketing support can you expect from PADI in 2017?

This is a very good question and you will find further down the answers to this question.

Please remember that you will not have access to your PADI Prosite anymore when you did not renew your PADI Membership until the 31st of January 2017!

How can PADI support you in terms of marketing?

The following 8 points should show you how PADI can support your Business in terms of marketing and that you can focus on the most important things of your Business – YOUR CUSTOMER!

 

alpha-divers-2Dedicated Store Visits or Online Consultations

Your Regional Manager can organise a visit from our eMarketing Specialist in your Dive Centre. Our eMarketing Specialist will check your Website and Social Media activities from head to toe – during a 2 – 3 hours visit. Our Specialist will show you exactly how you can improve your Website and how to improve your Social Media activities.

If it´s not possible for the eMaketing Specialist to visit your Dive Centre – we can always organise an Online Consultation.

 

13735723_1056550734419555_678261624877133597_oStore Wraps > Design

PADI has an amazingly professional Designs Department who can “pimp“ your Dive Centre outside or inside. We are even able to organise a Car Wrapping.

 

Poster and Brochure Support > Design

Like the Store Wrapping – We can support you by design customized Posters and Brochures for your needs.

 

Adverbs on Social Media

In the past few years, PADI launched very successfully the Adverb support for PADI Members on Social Media. PADI is sponsoring adverbs for your Dive Centre for example on Facebook or Google.

 

Website Reviews

If you wish – we can organize a Web Review for you. PADI is working very closely with an external company together who will check your Website. You will get a detailed report from PADI with all the changes you need to make to improve the traffic to your Website and that the Website is working better for you.

 

fb-header-aarau-dive-factory-2017_signatureSocial Media Support & Artwork Assistance > Cover Photos etc.

Our Designs Department can create cover Photos for your Facebook campaigns or to advertise your events.

 

email-templateEmail Template Design & assistance > with or without EVE

Our daily business is writing emails and read emails… PADI can show you how easy it is to work in the future with an EPS like Mailchimp for example. We can also, if you wish, design special Templates for your needs.

 

 

 

canary-campaignCampaign Support

Our Marketing team is worldwide 24/7 active. We never sleep and we always create new campaigns and content for our social media channels, for our blogs and for our Website. The goal is always the same – we want to bring your customer back in your Dive Centre and we are looking for the customer their where they are looking for you… We are leading your future customer in your direction.

Below you will find a link for a campaign to advertise the Canary Islands:

 

Important

Please don’t be afraid to ask. We might not always be able to assist immediate, or have the resource to complete the request at that time, but we will be endeavouring to help where we can.

Please contact your PADI Regional Manager if you wish more information about the Marketing support we provide during 2017.

Celebrating 25 Million Certifications

It’s getting close now. Really close. Anticipation is building all over the globe, as the latest news from the PADI® Certification Department is that the milestone will hit sometime this December. If you compared the situation to cooking some popcorn in an iron skillet, it would be wise to keep shaking things as a few kernels are just about to get scorched. 25mil

The excitement is sure to build even more following the announcement that as part of the celebration the lucky diver who receives the 25,000,000 certification, his/her buddy, and the certifying PADI Member will be invited on a dream dive vacation to Australia’s Great Barrier Reef.

You read that right. The celebratory trip includes: round-trip economy airfare and four nights’ accommodation in Cairns, Australia, a three-day/three-night live-aboard dive adventure on the Great Barrier Reef and, for the ultimate surface interval, a day trip to the Daintree Rainforest World Heritage Site. Made up of nearly 2900 individual reefs, 600 islands and 300 coral cays, the Great Barrier Reef is the world’s largest single structure comprised of living organisms. Divers around the world revere the reef for its biodiversity and beauty, and the region is home to an amazing array of marine life including turtles, rays and even dwarf minke whales.

greatbarrierreef

That’s a seriously cool package for any diver and a great way to celebrate the fact that PADI has issued 25 million certifications over the last 50 years. Ready to pack your bags? Keep sending in those PICs, and if one of yours is the 25 millionth, you’ll be on your way…

Marketing is Everything

By John Kinsella, (CD – 13969)

When I was looking for a pithy marketing quote to grab your attention for this article, I came across an interesting piece (http://heidicohen.com/marketing-definition/) listing no fewer than 72 separate definitions of the term “marketing”. Two definitions really stood out. The first, attributed to Matt Blumberg, CEO of Return Path, a highly successful email marketing company, claims that when done well, marketing is the business strategy: It is the value proposition, brand positioning and image to the world. It must be largely measurable and accountable around driving business goals. When not done well, Blumberg asserts, it’s an endless checklist of advertising and promotional to-dos that can never be completed. The second definition emphatically makes the same point. Regis McKenna, writing for the Harvard Business Review, said simply, “Marketing is everything.” [My italics]

MyPadi_SD_Sept_full2.eps

If you agree, it makes solid business sense to prioritize your marketing efforts and get as much help as you can. Especially when that help is basically free. One of the most important benefits of PADI® Membership is marketing support, and it’s yours for the asking (or downloading). There’s a plethora of detailed information in your back issues of The Undersea Journal® and the valuable resources on the PADI Pros’ Site are at your disposal. Here’s a look at a few initiatives that should be on your strategic radar for 2017.

Women and Divingwdd_logo

The second annual PADI Women’s Dive Day saw a doubling of interest in 2016 over 2015. Events organized by PADI Members worldwide grew from 330 to more than 700 and it’s going to be a focal point again in 2017. The goal is to increase the number of women in diving and bring more families into the sport. Research indicates that women make anywhere from 80-92 percent of the vacation decisions for the family, so attracting more women to the sport will invariably bring the families. “This year, in PADI Americas alone, we had almost 400 million (media) impressions for Women’s Dive Day,” said Katie Thompson, Director of Marketing. “If you register an event on PADI.com, people will find you.” You’ll see a preview of what’s in store this month, and there’ll be marketing support assets available in the first quarter of 2017. Mark 15 July 2017, the next PADI Women’s Dive Day, on your marketing calendar now.

My PADI Club

Another arrow in your 2017 marketing quiver has to be My PADI Club. This new premium membership product has the potential to become the cornerstone of your all-important digital marketing and social media marketing strategies. Take a look at the dedicated article in this edition of the Surface Interval for early details of yet another great marketing initiative with PADI Dive Centers, Resorts and Members at the center. Make a point of being an early adopter.

DEMA16_PadiClub_225

New Advanced Open Water Diver Course

Along the same lines, speaking of cornerstones, the new Advanced Open Water Diver course is just that, for your entire continuing education program. Keep this front and center in your marketing strategy for 2017. Take a look at the article in the third quarter 2016 The Undersea Journal for detailed insights (and marketing tips) into just how the links between Advanced Open Water Diver and (almost) the entire suite of PADI courses can help you keep your continuing education courses full.

PADI Members have a wealth of wonderful marketing material at their fingertips; it just makes sense to make the most of it.

Goal Setting For PADI Members

As the New Year beckons, people around the world are making resolutions and setting goals. Unfortunately, research shows that only eight percent of these goals will be kept or met. Whether running a major dive center or resort, or simply considering taking the step from divemaster to instructor, PADI Members are only going to succeed if they’re part of that eight percent.

Here are a few ways to make sure that’s you:

check-1Start today. Running a dive business keeps you busy. There’s always something that demands your immediate attention, and the temptation is to wait until there’s a perfect uninterrupted window to sit down and carefully consider business and personal goals. Sounds nice, but think back and try to identify the last time you had such a window. I’m willing to bet it was the summer after you graduated from secondary school. The solution is to start now and keep at it – one small step at a time.

check-2Keep at it. The 92 percent who fail to meet their goals likely set them in the New Year and check their progress the following July. Setting and achieving goals requires constant attention and frequent adjustment. Drill down into daily, weekly, and monthly actions you can take to achieve your goals. It’s an ongoing, organic process.

check-3Write the goals down and share them. No lecture here about SMART goals or other technicalities; just a suggestion to make sure you’re not the only one who knows about them. Some people keep them posted on a “goals board” in the staff room, others use a digital equivalent to set regular reminders. One powerful option for PADI Members is to attend a PADI Business Academy and have their PADI Regional Manager help with this; Regional Managers have significant experience in the development and maintenance of growth opportunities within the industry, and their knowledge is a crucial business resource.

The real-world evidence that relates setting goals to business growth speaks for itself. A recent study of PADI Members in Japan found that members who set and stuck to their goals – they participated in PADI’s Goals for Growth program – saw an average increase in entry-level certifications of nearly 16 percent over than those who didn’t.

Even more impressive are the continuing education statistics, goal setters enjoyed increases of more than 26 percent in core curriculum and 20 percent in specialty certifications compared with members who didn’t participate in the program.

“We never really set goals like this in the past. We have seen the positive effects setting goals can bring, and we plan to continue,” said one member. “I made a specific Goals for Growth plan and checked it every day. It has been very helpful in making our business successful. Step by step, setting a Goals for Growth plan will help my business be successful,” said another.

goal_target_si

And, from an individual member perspective, sticking to your goals can be truly life changing. One hard working diver I had the pleasure of working with recently is heading off to the Caribbean as a newly minted PADI Divemaster; careful and determined goal setting helped her balance a busy career as a freelance graphic designer with her dive education, and now she’s reaping the rewards.

Make sure you’re an eight percenter in 2017; take your first step toward setting goals today.

Northern Cyprus

1Cyprus is a special Island. Surrounded by the deep blue Mediterranean and washed by the gentle currents carrying marine life from the Red Sea, the Island and especially Northern Cyprus is a unique diving experience.

Isolated by politics, the northern Cyprus environment has avoided the rampant commercialism that has spoiled much of the  for diving. The underwater environment reminds one of the Red Sea with remarkable visibility, vivid colour and an abundance of fish life. This is complemented by an underwater topography that challenges the diver with a spectacular coastline of gently sloping beaches, steep, vertical walls, arches, tunnels, caves, canyons and pyramid rock formations. All of this is melded with a history over 9000 years. The result-unidentified aircrafts wrecks and mysterious shipwrecks to be explored; the seas floor littered with old amphora vessels and thousands year old stone anchors from the ancient days of commercial shipping in the Eastern Mediterranean.

Add to this the warm climate, brilliant sunshine reflecting off the bottom even at 4o meters, no tides, gentle currents, prolific marine life and you have the ingredients for a remarkable diving experience. 2

Northern Cyprus is also home to the magnificent green and loggerhead sea turtles. There are few diving experiences more compelling the opportunity to observe and swim with these marvellous creatures.

3Although the commercial diving community is small in Northern Cyprus, it is very professional. At the present time there are nine PADI Dive Centres located in the North – with more opening every year. They all are offering a full range of instruction and guide services for beginner and advanced Divers.

Diving is possible throughout the year although the months April through December are optimal. The environment is spectacular and the sunsets are stunning.

Geography and Weather

4Sometimes referred to as the “Pearl of the Mediterranean” the island of Cyprus is located in the eastern Mediterranean Sea. After Sicily and Sardinia, it is the third largest island in the Mediterranean Sea.

The total population on the island is around 900´000 people of which about 200´000 live in northern Cyprus.

It is a beautiful island – scented with wonderful aroma of wild jasmine, with mountain peaks stretching to over 6000 feet, long stretches of sand beaches and turquoise coloured sea.

Northern Cyprus has a coastline of approximately 500miles ranging from gently sloping beaches to sheer rock walls plunging into the sea. The season is long with over 300 days of sunshine and water temperature ranging from 19° C – 27° C from May through December.

 

Text from the Diving Guide of Northern Cyprus by:

Fehmi Senok

David St. Charles

PADI Pool Party – Bring a Friend Combo

PPP-logoIn 2015, PADI launched the highly successful PADI Pool Party. But to make the event even more successful, you can combine the PADI Pool Party concept with a “bring a friend” campaign. We call that the “PADI Pool Party – Bring A Friend Combo”.

We know various “combos“ from other sports, like skiing for example, where there’s a combination between downhill and slalom, or in ski acrobatics, where the jump is presented in different combinations.

But what about diving and combinations?

We are all familiar with the existing combinations between the PADI Advanced Open Water Diver Course and the PADI Specialties, or the combination between the PADI Discover Scuba Diving experience and PADI Scuba Diver / PADI Open Water Diver courses. But there is now an even better combination – what about a PADI Pool Party – Bring A Friend Combo?

The concept is very simple and doesn’t need a lot of preparation.

It is important that you contact all of your customers who have completed a course with you already, and invite them to bring their friends for a try dive. This is called “bring a friend”. You can contact your customers through an EPS (Email Processing System) such as Mailchimp, for example.

Invite them to the PADI Pool Party and offer them the Discover Scuba Diving program with a certain discount. Of course, the amount of discount will depend on the philosophy of the Dive Centre.

How does the PADI Pool Party work?PPP- Facebook Cover

Contact your PADI Regional Manager and agree a date on which to conduct your event.  Allow enough time to market your Pool Party, so that you can attract the greatest number of guests possible.

In preparation for your Pool Party, PADI will send you an electronic Pool Party marketing kit to help you advertise your event.  The kit includes:

  • Email Header and Signature banner
  • Website Banner
  • Facebook Cover graphic
  • Facebook Post/Advert graphic
  • A3 and A2 print ready, customisable posters
  • Electronic and print ready, customisable invitations

You will also receive:

  • Discover Scuba Diving Brochures
  • PADI branded bunting and PADI branded balloons
  • A set of A3 printed posters
  • A supply of printed invitations

Your Pool Party can be as fun, exciting and different as you wish.  You are only limited by your own imagination!

So that the event becomes a great success, you will need to have highly motivated Staff Members and a strong marketing strategy in place. The events needs to be advertised on all of your social media platforms, published in your newsletters and on your website. You can now also advertise your Discover Scuba Diving Event on the PADI.com Website.

 Best Practices:

  • Always highlight the free benefits available within the Discover Scuba Diving Participant Guide –  especially Open Water Diver Online – Section 1
  • Have a special offer for those who enroll in a course that day
  • Have a designated staff member at the water’s edge that is ready to take signups for the course.
  • Create a fun social setting and offer refreshments to encourage your visitors to spend more time with staff after their scuba experience.
  • Follow up with all participants who didn’t enroll in the course within two days and extend the special offer to them. Remind them of the great time they had with the “PADI Pool Party – Bring A Friend Combo”.

If you are interested in the “PADI Pool Party – Bring A Friend Combo”, please contact your PADI Regional Manager or the PADI EMEA Regional Headquarters for more information.

PADI Pro Member Benefit #3: Business Training

In order to operate a thriving business within the scuba industry, diving professionals need to be more than just experts in the water – they’ll need to have specialist business knowledge, too.

As a renewed PADI Professional you have access to a wide selection of tools and training opportunities to help equip you with the knowledge and skills you need to manage and grow your diving business efficiently and successfully.

These tools include courses such as the PADI Business Academy, print and online publications and live or pre-recorded webinars, and cover a variety of topics including:

  • Selling and conducting PADI courses and training
  • Marketing, eMarketing, advertising and social media tips
  • Boosting sales opportunities for courses, merchandise and equipment
  • Customer and stock inventory management with EVE
  • Developing and expanding your business into the wider market

To find out what support is available, contact a consultant in your local PADI Office or speak to your local PADI Regional Manager.

Remember: renew your 2016 PADI Professional Membership before 31st December 2015 and you’ll be able take advantage of our special renewal offers. Find out more here.

Ready to renew? Click here to renew your membership online, or contact Customer Services by email (customerservices.emea@padi.com) or telephone (+44 (0)117 3007234)

How to use social Media most effectively

Social MediaEveryone has them, everyone knows them – but does everyone know how to use social Media most effectively.

I am now working as a PADI Regional Manager for several years and I saw many Facebook, Twitter and Google Plus – business pages of various diving schools. I also learned that today’s youth is represented on Instagram. So, if you only use Facebook – in the eyes of youth you are “Out”!

Oh dear… I thought … I’m already so old … But you have to be clearly aware that every target group uses different Medias – the diversity is the key to success

There are seven important points which need to be considered:

  • Existing social platforms
  • Which social Media do I use for my diving school
  • Target groups
  • How many times do I write a post
  • Who should write you posts
  • Insights
  • Blogging

Existing social Media platformssocial Media_2

The number of social media platforms is increasing, however, not every Platform is suitable for your business. Below you’ll find the most popular social media of our times.

– Facebook

– Twitter

– Google Plus

– YouTube Channel

– Instagram (only Mobile)

– TripAdvisor

– ScubaEarth

– Snapchat

Social Media_1Which social media do I use for my diving school?

From my experience I can say very clearly that a business without Facebook, Twitter, Youtube Channel and ScubaEarth – has clearly missed the today´s train. You have to be visible and find the customer where he is looking for you. This is called inbound marketing – means to target the potential customer, who is looking for you, will find you. That is why it is so important that your website is always up to date.It does not mean that each platform needs a separate entry. Various social media can be linked with each other. For example, Facebook can be linked to Twitter and vice versa. Then each entry on Facebook will be automatically published on Twitter. Then there is also Hootsuite. Hootsuite is a platform that manages all your social media. This means; you write an article only once and Hootsuite publishes all your messages on your registered social media. The only problem with this is that the contributions are not adapted to the uniqueness of the platform.Very important, especially for resort areas is TripAdvisor. Statistics show that diving schools, which have a TripAdvisor account and also several reviews, are much more frequently contacted by new customers.

Target groupsZielgruppe

Which target group I want to reach with my entries?

How effective are my messages?

Do I reach new customers with my photos?

These are all questions that you need to ask yourself, if you are planning a new post. A post should be interesting and exciting. The visitor of your page has to feel addressed. You want to get to your existing customers, to keep them in touch with you and show them what´s happening in your Dive Center after they leave it. After all you want these customers to come back. You also want to acquire new customers through your social platforms. Attracting and motivating the user is key. Facebook for example, it is not about how many “likes” you have, it is about how many of them are interacting with you on your page. The number of “likes”, “comments” and “shares” improves the chance that future “posts” appear in the news feeds of your “fans”. Non interaction risks that your future “posts” will disappear in the “fans” future news feeds. That is not a good thing…

ZeitaufwandHow many times do I write a post?

I know that the time is a problem – especially during high season. However, you cannot avoid to actively and effectively use your social media during high season. This is the time where you have to promote your business. You have to publish a post, for example, on Instagram and Facebook at least once a day, a blog post would be very good once a week, but by-monthly is also ok. What you want is consistency in your publications. Google, as well as your readers, will immediately notice irregularities. The great thing about social media and blogging is that you can schedule you publications, and therefore write your posts in advance.

Who should write your posts? 12188053_918898418191860_5675352402385959746_o

People are always asking me: “Who should be writing all of these articles?” Delegate your social media needs to a responsible staff member, give them a camera and your login details and tell them to go wild.

Encourage your customers to write on your wall. Animate and activate your clientele, by publishing on your wall they become advocates for your diving school. Motivate them with prices for the most liked article during the season for example.

What is the first thing you do when a customer is walking in your diving school…? Right – you say “hello” and then…? … Then you give him a Tablet in his hand and ask him to log on to their social media platform. Encourage them to like your Facebook business page immediately. It is also very important that you mention that they tag themselves in every picture where they appear.Before your satisfied customer leaves your Dive School, ask them to write you a review on Trip Advisor and / or on the Facebook Business page. It’s amazing how many new customers have been generated by TripAdvisor and Facebook reviews. People read these reviews before they decide where to go!

InsightsInsights

Each platform has a statistic. Use this well! You can read when your “fans” or “followers” read your posts, when they are active on the Internet, where they come from, how many of your visitors are men or women – and a lot more. You can find all of this within the insights. Try to find out what your most successful posts are and according to that you will write your future posts – and measure the success again.

BloggingBlog

A diving school with no blog – is like a VW without a catalyst…! It is absolutely a must have! It does not mean that you need to write a novel, even a small article is ok. But it is important that you blog frequently.It is also important that your blog has social media sharing buttons. This ensures that your blog can be shared by the readers. It is also important that your readers can subscribe to your newsletter or blog. With this they will get an email as soon as you published a new blog. Encourage your customers to share your new blog on their social media platforms.

What are the key points for a successful Blog?

– Update frequently so that the readers are coming back

– Link your Blog with Facebook / Twitter – for automatic feeds

– Use keywords to support you search engine optimization (SEO)

– Link your Blog with your website and vice versa

Your goal should be to keep your existing customers in the loop about what´s going on in your diving school since their experience – after all you want them to come back. By using the right keywords (SEO) to attract new customers, you have the highest chance that your blog will be read and shared by a wider audience. The more interesting your article is – the better. You will generate future clientele.

I hope that this article has opened your eyes a little wider and that you understand the importance of how to use social media most effectively.

If you would like to learn more about social media and Websites, it would make sense to apply for the PADI Business Academy, which is offered in various countries.

A PADI ReActivate Blog Article to help inspire inactive divers

If you’re looking to inspire inactive divers, and help them rediscover the underwater world through your dive operation, then PADI ReActivate is the perfect tool to help you achieve this goal.

We recently published an article on our consumer blog, PADI.com, specifically written to inform divers about PADI ReActivate and to encourage them to jump back into the water again with this modern digital tool.

reactivateblogClick here to view the blog article and feel free to share and repurpose it for your own blogs, social media sites and newsletters to help encourage inactive divers to join your next course or trip.