In 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?
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
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.
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.
Do you have enough Open Water Divers? Our most successful centres at diver acquisition are those that have a proactive Discover Scuba Diving (DSD) programme targeted at securing entry level divers. Thought it was too difficult to run and market? With two simple options it’s actually easier than you think. Time to give it a go!
Discover Scuba Diving made easy
Review the DSD Instructor Guide in the PADI Instructor Manual for further detailed information if required.
DSD in a pool or confined open water.
Are you a Divemaster or Assistant Instructor or above? If so, you can do this.
DSD participants complete and sign the PADI Discover Scuba Diving Brochure Conduct briefing
Help new divers put on and adjust their scuba equipment. Show them how to inflate and deflate their BCDs at the surface.
Directly supervise new divers as they breathe underwater and swim around in shallow water. When comfortable, take them on tours in deeper water as appropriate.
Promote your PADI Scuba Diver or PADI Open Water Diver Programme
Register your DSD participants online
DSD Open Water Dive
Do this if your DSD’s want to do more!
Participants complete and sign the DSD Brochure.
Before the dive a PADI Instructor conducts briefing on equipment they’ll be using; explain risks of diving, breathing and equalization rules, aquatic life, limits of the programme.
Practice the following skills in shallow water with a PADI Instructor:
Regulator clearing and recovery
Hand signals/underwater communication
Finally conduct the participants on a tour of the dive site
Credit for PADI Scuba Diver and PADI Open Water Diver courses
If your DSD participants have done the open water dive, it can be credited towards the Scuba Diver or Open Water Diver course – A good incentive for your divers to do more!
Review the DSD Instructor Guide in the PADI Instructor Manual for further detail and information.
DSD Facts – why you should use this programme
While the conversion from the DSD Programme to PADI Scuba Diver or PADI Open Water Diver may differ between domestic markets and resort markets, it has been proven (and it’s still the case) that the proper conduct of a PADI DSD programme brings new customers.
With the introduction of the new DSD experience in 2002 the conversion has increased to 8.5% new divers in main European markets.
In the resort areas, the conversion is lower at between 2.9 and 5%. The difference being that the actual number of participants is much higher by far when compared to mainland Europe.
What needs to be considered:
A DSD experience is the most successful programme to generate new customers, especially if the centres are using freshly certified divers to share their experience at the end of the DSD. It’s within PADI standards to have a PADI Open Water or Advanced Open Water Diver helping with the logistics of organizing equipment and other materials used in the programme, motivation and registration at the end of the DSD experience. (They can’t supervise, be used as a certified assistant or in any way conduct the experience or any of its elements.) The registration ratio is very often close to 80% if the emphasis is well positioned (end of the programme).
A closer analysis of German Dive Centres in 2006 has confirmed that the DSD is crucial for the good health of a business. Centres who conducted the DSD experience and actively promoted the Open Water Diver course during the experience found a significant uplift in their business.
In a resort environment, sometimes the programme is only conducted as a fast “benefit” and there is no follow-up being done at the end of the experience. In resorts where the conversion effort is made not only during the experience but also at the end of the programme, the registration into a PADI Scuba Diver or PADI Open Water Diver course is close to 70%.
Have fun, and by using the programme correctly you will create new divers!
For more information regarding the PADI Discover Scuba Diving programme, please contact the PADI Training Department at firstname.lastname@example.org
The first UK PADI Discover Scuba Diving Pool Party
After the unprecedented success of the very first PADI DSD Pool party hosted by CY Dive in Pafos, Cyprus, it was time to bring it to a domestic market. The whole event was organised and hosted by Norwich’s very own ChristalSeas Scuba Ltd on the 16th of June.
The team there already conduct a very well polished DSD so it was exciting to get their feed back on our new concept on how to increase the conversions of people who would like to “try diving” to people who “Do Diving”.
PADI’s goal is simple, to give PADI Centre’s an extra tool to grow their own diving community with new and enthusiastic individuals who will hopefully find the same life en-richness that only the underwater world can provide. These new divers will in-turn spread that message to friends and family and hopefully grow the number of people interested in learning to dive for everyone.
Chris and Polly at ChistalSeas Scuba Ltd. came up with a diverse group of Participants and outstanding instructors who were all then handed over to PADI’s regional Manager for the North UK and Malta, Matt Clements. By sharing our passion of our own first Discover Scuba Diving experiences and then the PADI Open Water Diver Course set the scene for lots of fun in the pool.
After all the in-water activities, training and fun we then regrouped for some snacks and more experience sharing. The feed back was great and everyone from the group had their own buzz and reasons for trying a dive. Having an additional team of positive Instructors and Dive Masters on hand combined with an open shop full of equipment the evenings experience led to questions about how, who and when could they start. Having both the new PADI Digital Products and a trusty Open Water Ultimate CrewPak on hand meant the new students could really appreciate the quality of their training materials along with the fantastic instructional team.
I look forward to catching up with the new divers that we made last night and hopefully being their buddy one day soon. Thank you to all of the team at ChistalSeas Scuba Ltd. and I look forward to helping at the next one in the South at Andark
The first ever PADI DSD Pool party was organised and hosted by CY Dive in Pafos, Cyprus. This highly successful event happened on the 8th of June 2015.
What ingredients do you need to host the PADI DSD Pool Party?
Discover Scuba Diving Participants
PADI Pool Party Marketing Material
PADI Regional Manager
Enthusiastic Staff Members
Food & Drinks
Bing all these together and you will have a fantastic event!
CY Dive invited 50 Sales Representatives from the Tour operator TUI. The goal of this event was to show and to explain the participants what diving is all about and that they could also do a Discover Scuba Diving session in the Pool. Thanks to the great facility which CY Dive provides to their customers, it was quite easy to attract the guests to try the Discover Scuba Diving program and to sign up for a PADI Open Water Diver Course.
During the event PADI Regional Manager, Sascha Engeler, showed the Participants how to become a certified diver and what they can do following certification.
For some of the participants, the whole PADI DSD Pool party even became a life changing experience!
After all the in-water activities, CY Dive provided a fantastic barbeque for all the attendees. People were dancing around the pool and it became the first real CY Dive Pool party in 2015.It was a great and successful event and I can only highly recommend that you will try this kind of event also in your Dive Centre.
In addition to being a lot of fun, it´s also a great diver acquisition tool as all the staff members are present and able to talk about their experiences of becoming a diver, and how their lives changed since they became Divers.
Thank you CY Dive for being such an amazing host. I´m sure we will continue with this event in 2016.
Throughout the year, there are plenty of seasonal, holiday and event-based marketing opportunities which you can take advantage of to get new and existing customers in the water with you. For example here are just a few ideas:
Summer or Winter specials
Promotions based around local events
New Year resolution packages
Birthdays or Festive periods (a great gift giving opportunity)
Mother’s Day, Father’s Day – promote family experiences
Awareness Days – Earth Day, World Ocean’s Day, Women’s Day…
They’ve just completed a course – what’s the next step for them?
To help you get started, we’ve recorded a webinar which provides instructions on implementing, editing and integrating seasonal email marketing campaigns with MailChimp and EVE. The webinar provides tips on:
Where to find the free email templates to download
How to upload and edit templates within MailChimp
How to integrate your edited template to a MailChimp campaign
How to integrate merge tags to auto-fill customer details
How to integrate and automate seasonal templates within EVE
You can also download the free email templates mentioned in the webinar here:
Remember, by using EVE, you can use your customer database to deliver relevant, targeted email campaigns automatically and with ease. For more tips, check out this video or contact your PADI Regional Manager.
The Anglesey ScubaFest event is taking place this weekend (in North Wales, UK), and PADI is once again supporting activities with PADI Discover experiences in the pool and PADI staff on-hand to answer visitor, diver and PADI Pros’ questions.
PADI Discover Scuba Diving Programme
Free PADI Discover Scuba Diving experiences are being conducted by PADI Professionals between 1pm and 4pm on both Saturday and Sunday, at the Holyhead Leisure Centre pool complex (Holyhead Leisure Centre Pool: Kingsland, Holyhead, Isle of Anglesey LL65 2YE).
Tickets for the PADI Discover sessions were offered on a first-come basis and have now sold out! Nearly 50 participants will be experiencing the unforgettable feeling of breathing underwater for the first time at the event.
About Anglesey ScubaFest
Anglesey ScubaFest is open to divers and non-divers, with plenty going on to keep certified enthusiasts and those looking to get into the sport fully occupied. It’s also a great opportunity to bring your students to a fun packed and exciting event. Expect RIB shuttles and charter boats heading out to nearby dive sites, try-dive sessions for total newbies, along with sessions on sidemount and rebreathers for those looking to expand their horizons, beachcombing expeditions for the kids (and the young at heart!), underwater photography splash-in competitions, the chance to trial equipment from major manufacturers, plus much, much more.
Furthermore, once everyone is out of the water, the après-dive festivities continue long into the night, with hog-roasts, curry and chilli nights, live bands and fancy-dress parties bringing all attendees together in one big, happy family.
Get your friends and family to experience the incredible underwater world during Into the Blue 2013, and you’ll all be rewarded with a range of free gifts!* All you need to do is take them to your local participating PADI Dive Center and show your PADI certification card.
Plus, selected PADI Dive Centers are even offering 2-for-1 on PADI Discover Scuba Diving bookings, so you can bring even more friends and family to share the adventure! Watch our special promo video by clicking here!
By booking a PADI Discover Scuba Diving experience as part of Into the Blue 2013, your friends and family can take their first underwater breath in a safe environment under the supervision of a fully-qualified PADI Professional. What’s more, they’ll get to take away a range of benefits* too:
A 33-page colour guide to take home, packed full of tips and reminders
A limited edition certificate of participation
Access to a 90-day free trial of both ScubaEarth Premium and the Digital PADI Diving Society
A free PADI Discover Scuba Diving e-Card to recognise their diving experience
The first section of the PADI Open Water Diver Online course via PADI eLearning for free
A £20 voucher to redeem against the PADI Open Water Diver course
Free entry to win one of 50 limited-edition PADI Discover Scuba Diving t-shirts
An exclusive invitation to the Birmingham Dive Show in October, including a free ticket and presentation for Into the Blue 2013 participants only
Not only will you both get PADI branded gifts*, but when you accompany them and show your existing PADI certification card, you’ll get a €10 voucher to spend on PADI Sportswear clothing as a reward too!
So, whether your loved ones are interested in marine life, shipwrecks or just the sheer tranquillity of scuba diving, the adventure will capture their lifetime’s imagination. By taking part in Into the Blue 2013, they will be able to join you as part of the global diving community and start their own journey to explore what really lies beneath the waves.