Get the Most out of Black Friday

Black Friday has grown in the public imagination over recent years – it is common to see retailers offering huge discounts for their goods on the 23rd November.

How does a small business capitalise on a big event like this?

Here at PADI we wanted to share some key ideas to help you make the most of Black Friday 2018.

  • Create a sense of urgency:

The buzz around Black Friday only works because the offers you make are unique. There are lots of excuses for extending the event (Cyber Monday has essentially become a way of offering things throughout the weekend) but be sure to limit yourself – if your customers can get the offer any time, they won’t feel an urgency to buy from you now.

  • Reward loyal customers:

Your marketing reach is probably going to be most effective at reaching your existing customer base. They’re the ones who have shopped from you before, and they are the ones most likely to recognise the benefits of your offers. PADI continuing education courses are best used for this.

  • Don’t just discount – upsell:

Simply reducing the cost of your courses on Black Friday is unlikely to truly benefit your business – you simply give away profit and end up working harder for less. Your best option is to encourage people to buy full price, and get something extra as a result as a reward.

  • “Buy two, get one free”:

This is a classic sales technique that is easily deployed. Your customers choose two items and get a third item free. You need to look carefully at your profit margin on the first two items to ensure that the offer works, however used correctly this is a great way to encourage customers to increase their average purchase price.

  • Keep It Simple:

Too many offers can be confusing for you, your staff and your customers. Pick a couple of attention grabbing headlines and use these to encourage consumers to your store. Even if they don’t take the offer in the end, you have a chance for them to see all the other products you have available.

So how might these offers look in real life? We’ve put together a few simple ideas that you could use in your store. You can use these are they are, or you could use them as inspiration to then make your own offers:

The Upsell:

Target your Rescue Divers from the last two years and offer them a free gift if they register for a Divemaster course with you during Black Friday. They should be required to pay a deposit on the course over the weekend in order to secure the offer. You need to ensure that the price of the course includes enough profit to cover the cost of the gift.

Example advert: Change your life and become a PADI Pro by completing your PADI Divemaster course with ABC Dive centre – BLACK FRIDAY OFFER! Register for your Divemaster course during Black Friday by paying a deposit and receive a PADI towel valued at £35 completely free of charge!

The Buy Two Get One Free:

Target your Advanced Open Water Divers and offer them a free Oxygen Administration course when they register for their EFR and Rescue Diver course. O2 is an easy course to add one, with minimal extra time commitment, and a high perceive value

Example advert: Serious Fun! Become a PADI Rescue Diver today! BLACK FRIDAY OFFER! Register for your EFR and Rescue Diver course during Black Friday, and complete your PADI Emergency Oxygen Administrator Specialty complete free of charge!

The Customer reward / sense of urgency:

Target your Open Water Divers and offer them a reduced price on a Specialty course if they sign up within a certain time-frame:

Example advert: Thank you from ABC Dive Centre – BLACK FRIDAY OFFER! As a thanks to our loyal customers, we are offering a 10% discount on Dry Suit Specialties to everyone who has trained as an Open Water Diver with us during 2018. Limited spaces available – contact the store on Black Friday to book your training now!

 Business advice is available to all PADI Dive Centre owners – if you’d like ideas and support for promotions during Black Friday, contact your Regional Manager ([email protected] or [email protected]) today!

Responders in Action

Emergency First Response would like to congratulate Rob Mackean (PADI IDC Staff Instructor # 289793) for providing much needed assistance when called upon.

Rob was in the water when he saw another diver come to the surface face down. Rob immediately swam to the diver, saw that he was not breathing, and provided rescue breaths while signalling for help and towing the diver to the shore. The diver was revived and began breathing of his own accord. He was kept in hospital overnight and then released, returning to work a few days later!

Thank you, Rob – this diver was fortunate that you spotted the emergency and responded in such an effective manner; well done!

How Cold is Too Cold?

Written by DAN Staff

Whether you use a dry suit, a thick wet suit and/or warm thoughts to stay warm in cool water, it’s important to know how cold is too cold. Diving on a blustery winter morning can be fun, but pushing your body and your exposure protection to their limits can lead to serious consequences. Help your new divers and customers avoid putting themselves in harm’s way with guidance about how to stay comfortable underwater.

Letting one’s core temperature drop too low, leading to hypothermia or a near-hypothermic state, can affect dexterity, decision-making and the body’s ability to offgas. Because one of the first symptoms of serious hypothermia is diminished awareness, many individuals fail to recognize the symptoms until another diver draws attention to them. Know what to look for in yourself and your students to reduce the risk of mild hypothermia escalating into a life-threatening issue.

What is Hypothermia?

Hypothermia is a drop in core body temperature. It can obviously occur in the arctic, but can also happen in warm tropical waters if divers have inadequate exposure protection and a long enough exposure. The condition is of particular concern for people lost at sea and those diving in extreme conditions.

A typical adult maintains a core body temperature of about 37°C/98.6°F. When this core temperature drops below 35°C/95°F, hypothermia begins to set in, and the body’s function begins to be impaired. To keep the vital organs warm, the body will shunt blood to the core. The initial symptoms of hypothermia include shivering, loss of coordination, dizziness, nausea and feelings of hunger. If the core temperature is allowed to continue dropping, at 30°C/86°F many people will stop shivering and their pupils will dilate. At 27.8°C/82°F, muscles become rigid and a serious risk of cardiac complications arises. These symptoms worsen as the core temperature drops, so it’s vital that people suffering from hypothermia are taken to qualified medical care as rapidly as possible.

Learn to Beat the Cold

Hypothermia can be serious, but it’s not something a well-prepared diver should have to contend with in all but the most extreme situations. Plan ahead with appropriate exposure protection, heat sources and a well thought-out emergency action plan if things get a little too chilly. Bring hot water to make a warm drink or warm water to pour into your wet suit between dives to make yourself more comfortable on a day that’s more winter wonderland than diver’s paradise outside. If you or a student begins shivering, terminate the dive in a safe manner and take time to warm up. Consider whether anyone who was shivering will be warm enough for another dive. If not, come back on a warmer day – there’s no sense in putting anyone at risk.

Italy Dive Fest Lampedusa and Linosa 2018

Italy Dive Fest is a yearly event organized in partnership between PADI and DAN, Divers Alert Network to promote diving activities in different regions in Italy.

Italy Dive Fest 2018 was held on the islands of Lampedusa and Linosa during 10-14th October. Manufacturers participating in the event 2018 were Cressi Sub, Aqua Lung, SUEX, ScubaPro, COLTRI SUB and the diving activities were organized by Marina Divers PADI 5-Star IDC Centre, Pelagos PADI 5-Star Centre and Moby Diving PADI 5-Star Dive Centre on Lampedusa and MareNostrum PADI Dive Resort on Linosa.

The event was also supported by the Pelagie Islands Marine Park Association (MPA) who provided facilities and conducted presentations on how they ensure all parties work together to protect the islands beautiful and unique underwater environment. MPA together with PADI and DAN held meetings during the event to bridge the two communities – Scuba Diving and the Fishing Industry. With these groups discovering ways we can work better together for the longevity of the Pelagie Islands.

The environmental movement started with pictures taken of our blue planet from space by the first space explorers. It was then that we first realized how fragile our planet is and why it is so important to act now, to prevent us from destroying all the beauty that took millions if not billions of years to evolve.

Marcel Proust said “the true voyage of discovery is not so much about finding new landscape as to get a new pair of eyes”. Diving in areas like Lampedusa and Linosa gives you those new eyes and with those new eyes a better understanding why we have to act now to protect the ocean.

The ocean takes up more than 75% of our planet, with an average depth of nearly 3,700 meters and home of a larger biodiversity and bio density than the rain forest. The ocean has more earthquakes and volcanoes than on land. You find the longest mountain range in the ocean. The World Ocean is the habitat of 230,000 known species, but because much of it is unexplored, the number of species that exist in the ocean is much larger, possibly over two million.

Our hope is that our photos and videos from the depths of the oceans and lakes during an event such as the Italy Dive Fest 2018 will inspire in the same way as those photos taken from space by the first space explorers, which started the first environmental movement.  Therefore creating further awareness to protect the underwater world, inline with PADI’s mission.

Lampedusa is the largest island of the Italian Pelagie Islands in the Mediterranean Sea. The island of Lampedusa is part of the Sicilian province of Agrigento which also includes the smaller islands of Linosa and Lampione. It is the southernmost part of Italy and Italy’s southernmost island. Tunisia is only 113 kilometres away, Sicily is further at 205 kilometres, whilst the island nation of Malta is 176 kilometres to the east. Lampedusa has an area of 20 square kilometres and a population of about 6,000 people. Its main industries are fishing, agriculture and tourism. There are year-round flights from Lampedusa Airport to Palermo and Catania on the Sicilian mainland. In the summer, there are additional services to Rome and Milan, besides many other seasonal links with the Italian mainland.

Below is a short description of the activities during the Italy Dive Fest 2018.

TUESDAY, 9 OCTOBER
Italy Dive Fest 2018 started with the iXperience Tour in partnership between Aqua Lung, PADI and DAN.  This included presentations about the PADI Enriched Air Specialty Diver Program, Aqua Lung Enriched Air Computers and DAN Research. Divers could test dive Enriched Air Computers during the day.

WEDNESDAY, 10 OCTOBER
The first day involved diving activities managed by the PADI Dive Centres on Lampedusa followed by research activities in the Diving Village by DANs Diving Safety Lab. Manufacturers like Cressi Sub and Aqua Lung invited divers to test dive new diving equipment. The evening presentation, Technical seminar on dive regulators, was held by ScubaPro in the Marine Park Associations facilities in Lampedusa followed by a presentation by Ernesto Azzurro from ISPRA (International Government Research Institution) about ‘Climate Change’ and the new research program ISPRA is conducting with the support of PADI Dive Centres around Italy.

THURSDAY & FRIDAY, 11-12 OCTOBER
The DAN Medical Team conducted Medical Checks during the day on divers from PADI Dive Centres, who also had a chance learn more about how Doppler tests work. SUEX conducted an intro dive on the SUEX Scooters and presented the new PADI Distinctive Specialty Dive Course ‘SUEX Advanced Scooter Diver’. During the evening PADI Regional Manager Fabio Figurella and Director of the Neapolitan Zoological Station Professor Franco Andaloro presented the new PADI Distinctive Specialty Diver Course “Environmentally Friendly Diver”

SATURDAY, 13 OCTOBER
The day was dedicated to a trip to the neighbouring island of Linosa. DAN, SUEX and PADI conducted dives on the island with the support of PADI Dive Resort Mare Nostrum. In the evening SUEX Marketing Manager Ivo Calabrese held a presentation about the HYDRA Project, a research project using scooters in the Santa Margaretha Ligure Marine Park. The evening finished off with announcing the winners of the Instagram Italy Dive Fest Photo Competition in partnership with EasyDive, with prizes from ScubaPro, Aqua Lung and Cressi Sub.

So did we achieve our goal of spreading awareness about diving activities around the Pelagic islands of Lampedusa and Linosa? We believe by introducing more divers to the amazing to the underwater world around these islands, by holding presentations about diving programs that help divers improve their diving and through PADI’s joint programs with partners such as the Marine Park Association, Divers Alert Network, Neapolitan Zoological Station and diving manufactures Cressi Sub, Aqua Lung, Scuba Pro, SUEX, Easy Dive and more – We truly believe we did!

So please continue to spread this message by posting photos and videos from the underwater world, just like the space explorers did 50 years ago of the blue dot we call home. Thanks to all that participated in this year’s Italy Dive Fest. Special thanks goes out to PADI Regional Manger Fabio Figurella who initiated the event and was the main organizer.

See you all next year!

Ciao,

Jonas Samuelsson
PADI EMEA Territory Director

 

 

 

 

 

 

 

 

 

 

 

Training Bulletin Live – Webinar Schedule 4th Quarter 2018

 

Please find below the dates for the next round of Training Bulletin live Webinars:

As always, we will be discussing the latest standards changes, providing background information on the updates and insight into how these can be integrated into your training. We will also be reviewing new products and providing business and marketing advice.

4th Quarter 2018:

24/10/2018 English

https://attendee.gotowebinar.com/register/6108084350881035011

25/10/2018 Dutch

https://attendee.gotowebinar.com/register/8154793362070932482

29/10/2018 German

https://attendee.gotowebinar.com/register/8969213720723781378

30/10/2018 Spanish

https://attendee.gotowebinar.com/register/3300505598612320001

31/10/2018 French

https://attendee.gotowebinar.com/register/727249266915444993

01/11/2018 Russian

https://attendee.gotowebinar.com/register/1829437108179511299

05/11/2018 Greek

https://attendee.gotowebinar.com/register/1849712103928519938

06/11/2018 Polish

https://attendee.gotowebinar.com/register/6526135164458981889

07/11/2018 Arabic

https://attendee.gotowebinar.com/register/7688162827751539971

08/11/2018 Portuguese

https://attendee.gotowebinar.com/register/4204023781180959234

14/11/2018 Italian

https://attendee.gotowebinar.com/register/2352880507098996226

21/11/2018 Scandinavish

https://attendee.gotowebinar.com/register/634512061568823297

If you have any questions regarding the webinar you can email [email protected]. We look forward to speaking to you during the webinar.

Would you like Nitrox with that?

 

With so many dive companies offering PADI Enriched Air Nitrox (EANx), it would be a disservice to our customers if we didn’t promote the opportunity to learn to dive with it, as well as educate students about the amazing benefits that it has to offer.  Who would not, within the recreational limits, like to spend a little bit longer below the surface

As PADI Professionals, we know how amazing it is to dive with nitrox, but how do we inform the customers of the benefits when they walk in the door of your dive centre?  The customer may have walked in wanting to just ‘learn to dive’ and here we are asking for some more money to dive with something called nitrox.

So how can we educate divers about the benefits of diving with nitrox?

  • Natural Promotion.

One of the first things to do is have all your staff diving on nitrox, whenever possible. Natural curiosity from the students during a course will see them asking the Divemasters or Instructors “what is nitrox?”

  • Explaining the worth of the extra money.

If you are also in a position to offer nitrox to your students then be sure to explain why the extra cost is more than paid for by the extra time underwater. Divers without the PADI Enrich Air Diver certification will soon be queuing up to join a course.  If you offer dive packages then why not look at the costs versus the benefits of offering “free” nitrox or “nitrox included” to your divers?

  • Increased no stop time.

Use an example to show students the value of using PADI EANx on a popular dive site. For example, by using a dive computer in planning mode you can amaze the students by showing them how long they could extend their dive for:

  • Using air at 21m the no stop time is 37 minutes
  • Using 40% EANx (the maximum for an Enriched Air Diver) at 21m the no stop time is 89 minutes!

In this case, 89 minutes shows the diver the extent of how much more time they can enjoy underwater, all for just a small extra cost. To engage and involve your students, have them work out the cost per minute of their time underwater and they’ll soon be convinced that nitrox is by far the better option. If you are able to do either one or both of these suggestions, the course will promote itself.

  • Integrating the course.

So you have your student’s attention, now how do you integrate PADI EANx with the course they have originally signed up for? As we all know, the PADI EANx course can be completed without the dives, but it is pretty cool for a PADI Open Water Diver to actually dive with nitrox as the Enriched Air Adventure Dive can’t be simulated. The PADI EANx course can also easily be run alongside other Specialty Diver Courses, but some, such as Deep Diver and Wreck Diver, can really showcase the benefits of increased no stop time.

You are able to see details on how to link courses in the Instructor manual under ‘Linking Courses’. PADI EANx is the most flexible course we have in this respect and can easily be linked with Open Water Diver, Advanced Open Water Diver as well as other specialties.

  • Approaching your customers.

Lastly, you should consider the way you promote the PADI EANx course. When you approach your students, ensure that the focus is not on the additional cost. Asking “would you like nitrox with that?” is you, as an experienced PADI professional, offering the right course to the student so that they can get the most out of their dive. Hopefully from this incredible experience they will then decide to join the scuba diving world.

Davy Jones Diving in Gran Canaria won the PADI AWARD

DAVY JONES DIVING in Gran Canaria won the PADI AWARD for outstanding achievement in PADI Diver Training.

“Davy Jones Diving have made an immense contribution to the training of divers in the Canary Islands since moving to their new  spacious dive centre in Arinaga in 2014”, said Sascha Engeler – Regional Manager for PADI EMEA. “Feedback from customers tells us that their students are  trained to high levels of safety and confidence and really enjoy their courses with Davy Jones Diving. It is a very professional PADI Five Star rated Dive Centre, and has a mature, experienced  team of instructors. They cover a range of  languages and have several who have gained PADI  Elite Instructor status.”

Brian Goldthorpe, Owner and Chief Instructor of Davy Jones Diving  said “I am delighted that the hard work of my instructors has been  recognised with this award.  We have one of the most amazing  dive sites in the Canary Islands (the el Cabrón  Marine Reserve) right next to us, and this has different dive areas  which are perfect for different courses.  Our combination of a strong team of instructors, great dive locations and great space and facilities  at our dive centre in Arinaga have helped us  to achieve this prestigious  award.”

In the name of PADI EMEA, we would like to thank you and the whole team of Davy Jones Diving for your hard work, your passion and your dedication. Keep up the great work!

 

Professional PADI Clothing

When conducting a Professional Level PADI Course it is paramount to include as much information as possible.  It is also a nice addition to be able to present your candidates with a congratulatory gift once they have completed their course.

We can all remember how proud we were when we became a PADI Divemaster or PADI Instructor and to wear this as a badge of honour feels great!

You can give your Divemaster and Instructor Candidates this opportunity by packaging a piece of clothing together with their course.

Or perhaps you would like to have these for yourself or your team to easily differentiate from students when at dive sites or the pool.  Also giving you and your team the chance to wear that badge again!

The PADI Instructor Hoodies come in Small, Medium and Large.  They are cosy and warm, perfect to throw on after a dive!

The Women’s PADI Divemaster T-Shirts come in S, M, L, XL and XXL.  There are also a very limited number of Men’s XL PADI Divemaster T-Shirts.

These are all only available while stocks last, so don’t waste time and get your orders in soon!

If you would like to place an order you can find them on the Online Shop, or send your order through to Emma Hewitt – [email protected], Matt Clements – [email protected], Emily Petley-Jones – [email protected] or Jason Socket – [email protected]

Welcome to our new 2018 PADI EMEA Course Directors

In July, the second 2018 International Course Director Training Course (CDTC) took place in Punta Cana, Dominican Republic.

During nine intensive days, working with PADI staff from Regional Headquarters, the selected Course Director candidates learn to market and teach PADI’s Instructor level training courses. Upon successful completion, candidates were awarded the esteemed rating of PADI Course Director.

We now welcome our newest PADI Europe, Middle East and Africa Course Directors and wish them much success with their Instructor Development businesses in 2018.

RYAN BURCHELL SOUTH AFRICA
DAVID KENDRICK-WHITE UNITED KINGDOM
SHAM’AA HAMEED REPUBLIC OF MALDIVES
JASON LINBOURNE UNITED KINGDOM
IAN CRADOCK UNITED KINGDOM
AIKATERINI KANELLOPOULOU GREECE
MATTHEW CLEMENTS UNITED KINGDOM
ANDREAS BRUSTMANN AUSTRIA
MARCUS KITCHING-HOWE UNITED KINGDOM
PAMELA HOLT UNITED KINGDOM
JARI FORSMAN MOZAMBIQUE

To learn more about the Course Director Training Course or to apply for selection onto the programme click here

 

PADI Women’s Dive Day – An Interview with PADI CD Marlies Lang

When did you fall in love with the ocean?

I did my open water course in the middle of winter in New Zealand and confined training was done in a swimming pool – the first open water dive literally blew my mind – the colours of the marine world were amazing and the topography stunning – I felt like discovering a whole new world…

 

How did you start diving?

I joined a PADI Open Water Course in 1995 in the middle of winter in New Zealand. I still remember loving the feeling of being weightless under water – it changed my life for the better.

When did you become a PADI instructor?

After working as a Divemaster for a while I felt it was time to better myself and become a PADI instructor – little did I know then how much I would enjoy teaching people how to dive – a hobby turned into a passion!

Why did you become a PADI Course Director?

Working as a PADI instructor and Staff instructor for 8 years I wanted to take another step up and trained to be a PADI Course Director. I know for sure that I have the best job in the world not only being able to introduce people to the wonders of the underwater world but also train dive professionals and prepare them to become an instructor themselves to LIVE THE DREAM AND TRAVEL THE WORLD!

What would you tell our readers especially women who are interested in diving?

Come and try diving today!! You will not be disappointed of what the silent world has to offer – the PADIs woman’s dive day is the perfect opportunity to finally make it happen!  Come and dive with us at Sea Dancer Dive centre here in Dahab!

Why did you chose to work in Egypt as a PADI professional?

I fell in love with Egypt 16 years ago – the people – the culture – the nature – and specially of course the magic that happens under water! Here in Dahab the wonderful coral reefs are only footsteps away from the shore and with dive sites like the Famous Blue Hole and The Canyon one of the top diving destinations in the world. Come and see it for yourself – and all you woman out there that are curious but not sure – try diving on PADI’s woman’s dive day!!

See you under water

Marlies Lang

PADI Course Director