(Dive Travel Business News - September 4, 2011) -- A new Discover Diving Referral Program is being pilot tested by Cayman Islands' Dive Operators in conjunction with Dive Center Business magazine and U.S. dive stores. Each year thousands of vacationers head to warmer climes and try a discover diving experience. But there has been a disconnect between their "Resort Diver" experience and the next obvious step: To find a local dive store back home and become a fully certified diver.
The Discover Divers’ Retail Connection Program has been designed to encourage Resort Divers to become Certified Divers by providing them with the information they need to connect with a local dive store, and at the same time provide U.S. Retailers with potential Full Certification Students and a means to follow up with them. Additionally, it creates a connection between Resorts and Retailers that has been missing: For many years, Retailers have been referring students to resorts, while resorts have traditionally not returned the favour. This program closes the referral loop.
The program is simple Push-Pull Marketing: A guest takes a discover diving experience in the Cayman Islands and opts in to receive additional information about diving via email. When the guest returns home, they receive an email from the Cayman Island Dive Operator they took their Discover Diving experience with. The email thanks the guest for trying diving, encourages them to continue the experience with a local dive store and then provides the names and contact information of the nearest Dive Retailers. At the same time, those dive stores will receive an email from the Cayman dive operator with the customer’s contact information, so that the local Dive Retailers can follow up as well.
If a Discover Diving participant doesn't choose to opt-in, the participant will still receive the email from the Cayman Dive Operator which thanks them for the business, encourages them to continue diving and provides the name of their local dive retailers.
The proximity of the Cayman Islands to the U.S. makes this popular dive destination an obvious choice to test and refine the Discover Divers’ Retail Connection Program. When the test program is complete in the Cayman Islands, the program will spun out around the world and be made vailable to resorts that wish to grow their diving business. Using the database of Dive Training Magazine and Dive Center Business, this program is not limited by agency affiliation and is intended to benefit all U.S. Retailers.
For more information contact dcb@dtmag.com and TrinaChristian@cita.ky.
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