"Be A Diver" Pool Creates New Customers with its Pool Stops in 2011

Dive Travel Business News - March 27, 2011) -- Continuing to demonstrate its value as a new customer acquisition tool and a diving awareness program, DEMA's Be a Diver Pool kicked off 2011 with a big splash at all of its first quarter pool stops. DEMA's Big Wave Dave Reidenbach and DEMA Member retailers who were on-site with the Be A Diver Pool, educated attendees about the ease of learning to dive, and why diving is a fun and family-friendly activity. As a result, thousands of dollars in scuba class signs-up and multiple broadcast coverage spots were generated in the first quarter of 2011.

At the Tour's most recent stop, the LA Times Travel & Adventure Show in Los Angeles, CA multiple dive stores worked together to help hundreds of consumers try diving for the first time. Many who tried diving in the Pool chose to continue their discovery of the sport by signing up for a local scuba course. As Rusty Berry of Scuba Schools of America (located in Montclair, CA) put it, it was a "Great weekend!! 34 new signups and over $5,000 in tuition brought in! I think all the stores worked well together!" Local consumers were encouraged to try diving and visit the pool on multiple television stations including Los Angeles& KTLA-CW and KTTV-FOX.

Other pool stops around the country have reaped similar success in 2011 - in the first quarter alone the Tour has garnered over 6.5 million viewer impressions for recreational diving and a public relations value of over $430,000. Scuba diving and the Be A Diver pool piqued the interest of attendees at the Minneapolis Boat Show, and also the TOP FOUR news stations: KARE-NBC, KMSP-FOX, KSTP-ABC Twin Cities Live and WCCO-CBS with coverage throughout the entire weekend.

The Be A Diver Pool was also featured in a segment dedicated to scuba diving on WCIU's morning show The U as a result of its presence at the Chicago Travel & Adventure Show. The segment features Host Aly Bockler trying scuba diving for the first time and highlights the sport as a great family activity and the health benefits of being a diver. Additional coverage of the pool was showcased on Oakland's KTVU-TV, Chicago's WLS-ABC, Philadelphia's WPHL-TV and WCAU-NBC, Detroit's WDIV-TV and WJBK-FOX, and Miami's WPLG-TV.

As Big Wave Dave and the Pool Tour continue their journey around the country many more opportunities for customer acquisition by local DEMA Member retailers, and PR exposure for the diving industry will be possible. For more information on upcoming stops and to find out how you can get involved with the success of this DEMA Member-only program visit the Be A Diver Pool website or contact Dave Reidenbach, Retail Membership Manager at bigwavedave@dema.org or (920) 205-3657.  For more information on how DEMA can help you acquire and retain more customers visit DEMA  or contact us at membership@dema.org or (858) 616-6408.

Photo Courtesy: Be A Diver

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