We all know there is a cost involved in advertising to new and none divers, but this is should be considered a fundamental on going running cost. We here at PADI we are reaching out to both new and established divers on your behalf on multiple platforms (online, in print, events and shows, TV etc. etc.) and of course we try and bring those inspired customers through your Centre’s door. It is great to hear so many people to asking to get their PADI, no matter whether that is a DSD to DM or beyond.
I have been hearing great things about the ongoing Get your PADI in the UK promotion we have been running on Facebook and the number of clicks to the micro site (https://dive.padi.com/EMEA_UK/english/) speak for themselves. The success of “Get your PADI” campaign has led to a further 57 being developed and we are reaching out in 6 languages in 14 Countries, with multiple regions within each.
The above was just one campaign and not cheap to do, what I am looking to do is share some ideas that you can implement. So I have done a few ideas to hopefully spark some ideas for you.
These are important to understand what they are, you need to be able to do them quickly and easily. The general idea is that you will point people to these pages from any form of online marketing. You could have it as a Competition, e-mailing, Facebook ad, and newsletter. There needs to be a reason why someone will either sign up or give you their details and it needs to be easy for them to do it. Think about screen size on catchy text. There is no point paying for a campaign if that data is going to get lost of someone gives up the will to complete the process of filling it in.
A couple of examples. PADI recently was a completely none diving Event for above water sports, we got our foot in the door at the national watersports festival. PADI then teamed up with a local dive centre to help run DSD’s and we then both spread the message of diving to everyone attending. As this was a National event I was pointing people to their nearest dive centre for when they return home. Another recent and month long event has seen PADI teaming up with the Aqua Lung to help promote learning to dive in a Drysuit to those Centres customers who had taken up the offer. As you are hopefully aware you can easily “bolt on” the Drysuit course to both the Openwater and Advanced Openwater Diver Courses. Those PADI Centre’s who took part ran a promotion for learning to dive or taking their Drysuit Course as a “Fusion” distinctive Speciality. It was great fun and meant I was at different sites over the various weekends. I am looking to do more of the same.
But, what about taking part in a local event to yourself? Have you thought about summer fairs, corporate events, market or a creative car boot stall? It shouldn’t have to cost lots but it should look professional. Reaching out to none divers it is important to look like they will be safe in your hands. PADI has a budget to help with none dive show events and as a 5* Centre you can apply for a marketing support pack (packs are limited to a specified budget but you should get in touch with your Regional Manager regardless).
What about running a regular Project AWARE event and adopting a dive site? https://www.projectaware.org/
You should look at ways and means to apply for funding. Funding can unlock the means to really do something special to help those that may not normally get to take part in our beautiful sport. I have been keen to follow what Herts Dive Club has been doing since they were awarded Lottery Funding
It really does pay to give back as there is a huge about of positive messaging that comes out of doing something that makes a difference.
Have you reached out to your big local businesses? It is worth knowing that most companies will have a staff benefits scheme. If you are not on that list then why not. Let your regional manager know if you would like some help getting your foot in the door.
Don’t forget there is a huge promotion that PADI is doing with regards to helping your centre with the youth market. If you are not yet on the PADI approved youth training scheme please get in touch with the office.
If you would like more help with Marketing why not sign up for the PADI Business Academy?