You re A Retailer: Why Join DEMA? Dive Retailers Receive Value, Tools and Cost Savings

You re A Retailer: Why Join DEMA? Dive Retailers Receive Value, Tools and Cost Savings

Retailers and Trade Associations At the heart of joining DEMA or any trade association is finding out what the association has to offer, and seeing if the benefits fit your business needs. DEMA provides many benefits designed specifically for dive retailers, but also useful for members in any membership category. All include saving money and time, and many help find and bring in more customers. 2

What s In It For You? The Dollars and Cents In an average year DEMA provides more than $580.00 in annual direct benefits to each retail member, including: Public Relations Campaign Regional/National Advertising Co-op Advertising Legislative Advocacy and much more That s $580.00 in value for each retail member business, every year. 3

What s In It For You? The Dollars and Cents There s ALSO: The value presented by the production of DEMA Show The value of meeting face to face with other members of the Industry at DEMA Show The value of FREE and continuing use of the Be A Diver materials The retailer priority listing on www.beadiver.com and the availability of many other benefits 4

Promoting Recreational Diving In addition to the value of face-to-face meetings and education at DEMA Show, funds raised from the Show also go back into the Diving Industry to help promote the sustained growth of the sport Promotional Dollars as a Percent of Net Show Income 100.00% 90.00% 80.00% Promotion Percent of Show Income 70.00% 60.00% 50.00% 40.00% 30.00% Promotional Dollars as a percent of Net Show Income 20.00% 10.00% 0.00% 2002 2003 2004 2005 2006 2007 2008 2009 Year 5

Sales, Networking, Education and Achieving a Competitive Advantage One benefit of joining DEMA is the opportunity to network, learn, and gain a competitive advantage over other recreational businesses through DEMA Show. DEMA Show is a place for buyers and sellers to come together and conduct business, demonstrate products, and attend seminars. Attending makes sense because retailers can learn from other individuals in the same position we re all in: taking the biggest business risk of our lives in the same industry. 6

Sales, Networking, Education and Achieving a Competitive Advantage Most new store owners have never started a business from scratch, and few have time to work on the business instead of in the business. Why not save time and money by networking and learning from other retail professionals dealing with the same issues? For more than 30 years DEMA Show has been a great place to learn how to reach your business goals. 7

Education and Information DEMA Show 1977 Few dive centers have a marketing specialist, in-house counsel, or human resources department. DEMA s marketing and business information resources can save time and money while advancing the business. Members have access to industry specific data on advertising, marketing and other topics, and seasoned retailers will find the exclusive retail and customer research, and sophisticated marketing information valuable too. At DEMA Show retailers can also attend seminars on business topics, environmental issues, legislation, and more, while Show exhibitors provide information on equipment, training, and travel. 8

Reaching More Customers Ask a new dive center owner about finding their first customer and they ll tell you he/she will come from a referral, a family member or from a competing store where they used to work. Ask them where they will get their second and third customers and you might get a deer in the headlights look. 9

Reaching More Customers DEMA offers programs and products that can help retailers find new customers and inexpensive or free materials to help bring them in. DEMA s national PR campaign makes use of the Be A Diver Pool, BeADiver.com website, a New Yorkbased PR firm to create campaigns that capture the interest of the media, and frequent communication with potential divers as well as the industry. DEMA has generated more than 271 million media impressions for recreational diving in the last two years alone. 10

DEMA Member Promotions That Work For You.Our ad campaign ran for 5 months ending in Mid-September. Contrary to the overall SCUBA industry trends for the (last) three quarters, The Scuba Shack's education revenues were up 20.5%. Additionally, our equipment (Total Diving System) revenues for that period are up 16.1%. Jim Barrie The Scuba Shack 11

Co-Op Television and Radio Advertising Retailers customizing the Be A Diver ad materials for their stores multiply their local visibility, save money and time, and tie into the national PR campaign. Since 2008 DEMA has also funded more than $200,000 in co-op advertising partnerships with retail DEMA members. 12

Co-Op Television and Radio Advertising Our customers are hearing the Be A Diver spots on the radio This year our sales are up 13% with the number of students certified are almost twice that of last year s at this time. James Gautreau Rum Runner Dive Shop 13

Be A Diver Pool and PR Campaign The Be A Diver pool tour always comes along just when we need it the most. Last week we can attribute $23,600 in sales due to the new student signups at the show. Our other store in Orange County received a referral and $7,500 from that referral. The pool tour does work! Rusty Berry Scuba Schools of America 14

Local and Customized Market Research for the Retailer A unique benefit available to DEMA members is the use of a geodemographic research database that helps pinpoint potential customers near the member store. This DEMA member benefit, coupled with Be A Diver advertising materials, available direct mail address lists, and local household data, helps member retailers reach their local potential audience more effectively. For non-dema members, this information would cost thousands of dollars! DEMA member retail stores can receive this for FREE! 15

Advocacy DEMA members also receive the benefit of a professional lobbyist who monitors and helps shape legislation having an impact on recreational diving. DEMA has testified on behalf of the diving industry before the US House of Representatives and US Senate, and continues to provide guidance to member businesses on local legislative issues. DEMA testifies before the US Senate Sub-Committee on Oceans regarding the economic impact of Ocean Acidification on the Recreational Diving Industry, April 22, 2010 16

Why Join DEMA? Members save money and time, and have increased opportunities to reach additional customers, and more. DEMA is more than a trade show. Find out more, and join DEMA at www.dema.org. 17