Promote Domestic Success with a “Third Space” Dive Store

Analyse the competition to your dive business and what are the results? Is it the domestic high street suffering? Is it spending power? Are potential consumers preferring to spend their weekends sat in trendy coffee shops rather than learning to dive?

These may indeed be valid concerns, but your biggest threats they are not. Your largest competition is from the customers themselves. At this point in time, customers are the savviest they’ve ever been. They are careful with how their money is spent and with whom they spend it. Customers need experience, content, validation, reassurance and personalisation. They crave lifestyle improvement. Transactional relationships are a thing of the past to modern consumers – you are both now embraced in an emotional one.

With this in mind, create a “third space” dive store. A place away from home and work where customers are at ease. If your dive store promotes a transactional environment, the customer is presented with two options: buy something or get out. However, the “third space” environment would allow a customer to sit down and chat with a coffee – and a word of warning, people drink more coffee than ever so don’t skimp on the quality of beans! In this environment you can reassure the customer that scuba diving is the embodiment of lifestyle improvement. Through PADI’s Pillars of Change you confirm that scuba diving is an experience-rich investment worth paying for.

Embrace the millennial thought process to ensure domestic success. Consider these two Facebook advert messages for example:

  • 10% off the PADI Open Water Diver course with ABC Diving. Find out more!
  • ABC Diving are recruiting ocean conservationists! Visit us in store to protect our ocean planet!

The first message is purely transactional and wide of the mark with how experience driven customers think. Promoting this message within your domestic market would serve to only confirm the savvy customer’s fears – you’re another business trying to make some quick cash.

Now consider the second message. You’ve moved away from transaction and now focus on relationship building. Now you’re recruiting. Now you’re appealing to emotions and creating an environment away from home and work where customers can find gratification through purpose. This now goes beyond selling a dive course. This is selling a lifestyle and a possibly also a career change.

Continue to change lives in 2019 with your PADI Membership

The PADI Retailer & Resort Association Members are at the forefront of education and conservation, introducing a world of wonder and magic to the next generation of ocean stewards. Continue to change lives in 2019!

Renew your membership by signing up for PADI Automatic Renewal by 6th November 2018, and you’ll save at least 25%* on your annual membership.

PADI Automatic Renewal will ensure you continue to receive the full support of PADI:

  • The PADI Brand – 1,000,000+ certifications per year.
  • Marketing Horsepower – 3.8 million social media followers and a total media reach of 7.3 billion. Revamped marketing collateral, including the new YOU promotional assets.
  • Best in class training materials – a revitalized and elegant online learning environment. A consistent, globalized learning experience for all PADI courses with accessibility to 25 languages across all devices.
  • Online business services – Online Processing Centre 3.0 for quick and easy online processing for certifications and digital certification packs. Dive-Check Online & Pro-Check Online quickly verify certifications and PADI Pro Credentials.
  • Training and Customer Relations – Continued access to multi-lingual customer relations team. Regional Training Consultants, alongside their Regional Managers will guide you through training queries and business support.

Sign up to Automatic Renewal now and save on your PADI Retailer & Resort Association Membership.

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*This saving is exclusive for PADI members who sign up to Automatic Renewal and represents a saving of at least 25% against the standard renewal pricing

How can PADI Stores use Micro Influencers?

Social media has evolved quickly over the last decade. From humble beginnings to a multi-billion dollar industry, social media has infiltrated most of our daily lives. Businesses know this and subsequently invest millions into their digital and social marketing strategies. There has been a shift in recent times to the rise of the Micro Influencer.

Who are they?

Micro influencers are the connecting bridge between real people and brands. Celebrity endorsements are insanely expensive and out of touch with the end user. As such, brands look to connect with real people through real people. For example, the user scrolling through their Instagram page will have a higher affinity to an experience hungry travel blogger with a few thousand followers compared to a well-established sponsored influencer with millions of followers. Why? The less well-known blogger, or Micro Influencer is more real to us and subsequently more relatable.

Ronaldo (sponsored athlete) vs. Dom (adventure traveller, domonthego.com)

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What does this mean for a PADI Dive Shop?

You offer adventure. You give people the opportunity to go places others can’t and see things others don’t even know exist. You can sell that all day long – but the consumer knows you’re selling it. You’re using the words you want to use and in the style you want to be perceived. That’s fine. That’s your marketing. However, in a time where social media reigns supreme, a micro influencer talking about you in their language and their style, is a much more powerful marketing asset.

How to get involved?

Option 1:

Wait for an influencer to contact you. If your dive store is in an exotic location and a couple of travelling micro influencers are heading there, you may find they’ll be looking to get a fix of adventure and content. Remember, they need you as much as you need them. They need fresh new content, and your dive store is the perfect backdrop. Requests may come in all shapes and sizes: “can I get my Advanced Open Water Diver course in exchange for some posts on Instagram”, or “for $75 I can advertise your page on my social feeds to a combined audience of 9,000 followers”.

Option 2:

iconosquare

Actively search for influencers. Use Iconosquare to search relevant hashtags for your region, industry and lifestyle. Explore the profiles and find your perfect match. Look for an audience size of up to 10,000 followers. Make sure they fit the SCUBA lifestyle you want to portray. A micro influencer who has actively been promoting something contrary to your business ethos, may end up being detrimental. For example, if the influencer had supported spearfishing in an earlier post, this may backfire when they promote your dive center.

What to ask them?

Ask the micro influencers for page insights. You want to know about their followers, both real and percentage of potential fake followers. Note, fake followers/accounts are bought in order to bump up the numbers.  Expect to learn about the engagement of their posts. A high audience number but a very low percentage of engagement is a potential indication of a fake audience. You want to know where their audience is from. For example, if you want to target the local market but the micro influencers’ main audience comes from a different country, you should avoid them (unless looking at bringing in tourism, of course).

The agreement

What are you prepared to offer in exchange for social media exposure? A Discover Scuba Diver? A PADI Open Water Diver course? A day on the boat? A cash payment? This will depend on what you think marketing is worth. How much would you spend to take an advert out in a local magazine to promote your center? This is the social media equivalent. Manage expectations early on and don’t be afraid to ask for more. Ask for a post on Instagram and Facebook, but with an accompanying mention in a blog post on their website. If they write a blog post about their recent trip to a location titled, “5 amazing things to do in ____” and one of those things is SCUBA diving, make sure they deeplink from their blog post to your website. These are known as backlinks and are SEO gold dust.

If you need more assistance with micro influencers, contact your PADI Regional Manager or the PADI Marketing department.

PADI Women’s Dive Day 2018 Events to Remember

On Saturday, 21 July, PADI® Dive Centers, Resorts and Professional Members hosted more than a 1000 events in 104 countries across the globe for the Fourth Annual PADI Women’s Dive Day. With record-breaking participation, the day brought together thousands of divers of all genders, ages and experience levels.

Here’s a look at some locations that helped make this year extra special.

United Kingdom. British PADI Dive Centers led the way this year when it came to creativity and inclusion for all. Fifth Point Diving dedicated an entire week to underwater photography workshops, snorkel safaris and an impromptu Dive Against Debris, before culminating with the PADI Women’s Dive Day event. Taking inclusion one step further, Vivian Dive Centre combined PADI Women’s Dive Day with their own inaugural event, Scuba Pride. Visitors had the chance to converse with fellow divers, retailers and PADI. Experience a wide range of scuba activities from Discover Scuba Diving to Tec and Sidemount try dives. If visitors weren’t in the water, they were found in the photo booth, getting their faces painted or at the BBQ.

Sharm el Sheikh, Egypt. *Allergen alert – this story contains peanuts. Camel Dive Club prides itself on being an ideal choice for solo female divers, so PADI Women’s Dive Day is the perfect back drop for like-minded travellers. On the day itself, Camel Dive Club organised a Dive Against Debris with over 25 participants followed by a special rendition of their weekly Divers’ Night. Among the girl power anthems blasting out from the speakers, the celebrations descended into chaos as the cashews and pistachios went flying in the first ever Women’s Dive Day Peanut Fight.

Sicily, Italy. The crystalline waters of Sicily provided the perfect playground for Sea Spirit to pay homage to their female staff members and divers. Female professionals make up over 50% of the Sea Spirit team, taking on roles such as instructors, management, administration and boat skipper. 24 divers submerged for an incredible dive, all showing their support for the female dive community by wearing pink t-shirts.

Maldives. 50 Maldivian female divers splash down with Moodhu Goyye. The Maldivian dive community on Facebook, created by PADI Course Director Zoona Naseem, hosted the most colourful Maldivian PADI Women’s Dive Day yet. Attracting 50 female certified divers to share their love for scuba diving with non-divers to inspire the ever growing community. 6 PADI Dive Centers came together to make this a truly unforgettable day of diving in the Maldives.

Switzerland. Although landlocked, the diving opportunities appear to be endless. Lake diving in the summer, ice diving in the winter and going with the flow down a river. And it’s in a river we found Valeria Machado hosting a Women’s Dive Day event. The enthusiastic photographer had long dreamt of displaying her photography in the Verzasca River and finally realised that dream on 21st July. With assistance from PADI Members and Dive Centers, the underwater gallery created a stunning spectacle to showcase her images.

South Africa. Pro Dive in Port Elizabeth summed up their PADI Women’s Dive Day perfectly with a few simple words, “sharing what we love – sun, sea, salty hair & ocean hair – mermaids’ life.” Their boat dive followed by lunch helped bring together their female dive community and will inspire friends of friends and family members to try scuba diving.

Turkey. For a country where the dive population was predominately male until the 1990s, it was big news for a woman to get certified – it might even warrant a write-up in the newspaper. Thanks to the introduction of multiple PADI dive operators and instructors to the area, the number of female divers has continue to rise. For this Women’s Dive Day, the participation was impressive with dive events held throughout the country for both divers and non-divers.

United Arab Emirates. Freestyle Divers, based on the coast in Dibba Al-Fujairah, got their divers in the Women’s Dive Day spirit with shore dives, boat dives and Discover Scuba Diving experiences held throughout the day. To keep things interesting, they also hosted an underwater treasure hunt and gifted their divers with PADI grab bags.

There were many other incredible events all around the region and world. You can see more event photos on the PADI Facebook page or search for #PADIWomen on social media.

If you held an event this year, remember to follow up with all your event participants. A simple “thanks for diving with us” message keeps divers engaged and encourages them to continue diving with you. Don’t forget to include a call to action.

Mark your calendars – Next year’s PADI Women’s Dive Day is scheduled for Saturday, 20 July 2019.

Refer a Friend Campaign Tools to Increase Certifications

New tools available in the campaigns folder of the Retailer and Resort Association Marketing Toolbox.

Refer a Friend Tools found here

These tools have been designed to encourage your customers to bring friends and family to your dive store. You may already give incentives to returning customers for referring friends, but is it known to all of your customers?

To fully integrate this campaign, create a landing page on your website with your Refer a Friend special offer. Then incorporate these tools across your website and newsletters pointing to the newly created page:

Print A1 posters for in-store displays and hand out A4  flyers to customers for offline marketing:

The Refer a Friend offer?

Consider the following incentives as potential offers for the Refer a Friend Campaign:

  • Discount for your next dive
  • Discount for your next PADI course
  • Discount on diving equipment
  • Refer 5 friends and get a free dive
  • Refer 5 friends and get a free pair of fins
  • Refer 5 friends and get 50% off your next PADI course

Implement the Refer A Friend campaign across your emails to ensure maximum exposure and awareness amongst your customers. You can add a Call To Action to your current email templates, or use one of the PADI email templates using your Mailchimp login**. Send the email to your students and divers whenever they have completed a course, trip or dive.

** You will need to add your logo and edit the links to point to your dive store’s pages. As default they re-direct to PADI.com pages.

Click Here for Template

 

Discover all the assets available for your integrated Refer a Friend campaign in the RRA Marketing Toolbox today. If you need assistance, contact your PADI Regional Manager or the PADI EMEA Marketing Department.

New Marketing Materials for 2018

YOU CAN. Grow your dive business!

New for 2018, take advantage of the revamped marketing toolbox to support your business efforts across your acquisition, continuing education and pro acquisition markets.

The latest digital marketing materials have been designed to inspire and attract new divers, keep certified divers diving, and convert recreational divers into professionals.

HOW?

Access the 2018 Marketing Toolkit, download the assets you require based upon campaign level, the type of regional imagery and the language variation you want to use.

WHERE?

Implement the assets across all of your marketing channels for a fully synchronised multi-platform campaign. Potential customers and returning customers alike should see a consistent message when they receive emails from you, when they visit your social media pages, read your blog or visit your store. A consistent message equals a consistent income.

Example: Acquisition of new divers in Northern Europe

  • Open the 2018 RRA Marketing Toolbox
  • Open the Campaigns folder
  • Open the Entry Level folder
  • In this case, we want to promote PAD Open Water Diver, so open this folder
  • Choose Northern Europe
  • Decide which marketing channels work best for your business. For consistency, use assets from all digital and print folders.
  • Implement these assets in line with your marketing plan

 

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