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Top 10 Ways to Capture Holiday Dollars |
Holiday Promo Ideas for Scuba
The average holiday shopper will spend $700 - $800 this yearand complete the majority of their shopping before December 15th
 More Holiday Shopping By the Numbers:
- In 2010, shoppers spent $112 more last year than they planned - $811 on average.
- 57% of shoppers surveyed said they intended to take advantage of holiday discounts to buy for themselves.
- Shoppers using credit cards spent $896 on average.
With these facts in mind...PADI Instructor News is proud to present:
Top 10 Holiday Ideas for Dive Retailers
1. A Holiday DSD - Discover Santa Diving
Ugly Christmas sweaters have polluted holiday cards far too long. Offer an alternative to cheeseball family photos with Scuba Santa. Tell the local media about your event, and your scuba event could end up in the paper! Read more about preparing for a Scuba Santa event.
2. The Equipment Specialist Course Puts Scuba Gear on Their Wish List
Invite students to learn about the "care and feeding" of their equipment. Offer save a dive kit packages and showcase your latest and greatest gear. Invite equipment reps to help with demos, and show "How It's Made" equipment/tank manufacturing videos from PADI's Encyclopedia DVD-ROM (part no 70833). Read Scuba Steve's tips for teaching an equipment specialty course.
3. Holiday Deal of The Day
Post a daily special to your Facebook page and/or website and encourage customers to check back every day for a new deal. Call it 12 Days o' Deals and promote it in advance via your enewsletter and Facebook page. 87 Percentage of shoppers said they won’t buy gifts unless there is a discount of at least 20% so promote the specific dollar or percent savings of your deal.
You could offer an all-around deal such as 20% off any dive computer in stock with purchase of BC/Reg - today only or a limited quantity offer such as 2012 unlimited air fill card - $200 - first five customers to call or come in today.
4. Seal Team = Mother's Little Helper
The week between Christmas and New Years is a great time to offer a Seal Team program. Once the shine of new presents has warn off, house-bound kids want something fun to do with their friends. A Seal Team "day camp" provides a mental health break for parents and a memorable activity for kids.
5. Make Holiday Shopping a "No Brainer"
Figuring out what gifts to buy is a big challenge for most shoppers. Make purchasing easy with gift ideas / packages in a variety of price ranges: (under $50, under $100, etc). You could have an equipment care kit, a "World's Best Dive Buddy" training package with Rescue Diver and EFR, a dive traveler package, etc.
53% of shoppers say they will use the internet to research gift ideas so don't forget to post the list of ideas / packages to your website and on Facebook.
6. One in Four Shoppers will buy virtual gifts
A recent survey noted - 27% of holiday shoppers plan to purchase digital goods this year (e-books, music, etc). Folks buying digital goods tend to be younger, male and university-educated. Does that demographic sound familiar? Shoppers with a digital preference also planned to spend $440 more than shoppers who aren't in the market for digital goods. As a PADI Pro you can offer eLearning gift passes - read more about buying / using eLearning Gift Passes.
7. Don't forget non-divers
Make your dive business one-stop shopping. Be sure customers know about some of your great non-diving gift ideas like a family first-aid package with hands-on training and a first aid kit. Swimming supplies and fun underwater toys can round out a holiday shopper's list.
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| Flex Clock - part no. 82299 |
8. Why should I buy from you?
A charity tie-in gives customers a feel-good reason for spending their gift-giving dollars with you. Here are some ideas:
- A Giving Tree - decorate a tree with paper or glass ornaments tagged with a prize or discount on a future purchase. Invite customers to bring in five cans of food in exchange for selecting an ornament off the tree. Not into trees? Create a custom scratch its instead.
- Make a donation based on sales or FB Likes - For every dive computer sold from 1-31 Dec we'll donate $25 to XYZ charity (such as Project AWARE) - OR - we'll donate $5 for every new "Like" to our Facebook page this holiday season (specify dates) - see example here.
9. Create a holiday gift center
Feature your holiday packages and ideas in a special area of your store. Make a simple display by wrapping empty boxes in holiday paper and placing gift items on top or take an existing display and decorate with garland. Include products in a wide price range and a sign promoting "gift certificates available."
10. Holiday thank you party
Invite your dive club members and students certified during 2011 to a special party. Certificates of recognition for Most Improved Diver, Most Dives Logged, or 2011 Master Scuba Divers are a great reason for people to attend. The magic of experienced students and shop staff mingling with new divers typically leads to con-ed classes and charter spots filled!
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Ideas Wanted - Topics for 2012 Webinars |
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The Business of Diving 2012
Each month, PADI offers a different Business of Diving webinar. This year we've covered a variety of topics (Groupon, Social Media tips, etc) and we'd like your suggestions for 2012.
If you've never been to a webinar before, they're an hour well spent. There's a powerpoint presentation viewed over your computer or iPad, and you listen in via phone or through your computer. Our guest speakers are PADI Retailers / Gurus for our featured topic. For example, one of our speakers on the Boy Scout webinar was a store owner who's also a troop leader. You can ask questions through the computer, or contact the guest speakers at a later date.
What topics would you like us to cover in 2012? Take our short, four-question survey.
Here are the topics that we've already done:
- Discover Scuba Diving (conducting / converting)
- Working with Boy Scouts
- Go Pro Nights
- Customer loyalty
- Promoting / Teaching Digital U/W Photo
- Groupon
- eLearning
- Phone tips
- Sales tips
- Social Media
Recorded versions of the webinars above are available in the toolbox section of the PADI Pro's website.
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PADI DEMA Sale31 Oct - 7 Nov 2011
Our DEMA special is going on now. You don't have to attend the show to take advantage of the DEMA discounts.
View the PADI DEMA specials PDF or view the DEMA promo as a webpage. For those of you attending the show, here's PADI's 2011 DEMA program schedule.
We're offering 5% off all merchandise and there are some package specials for the purchase of:
- 10 or more specialty kits
- 10 or more eLearning crewpaks
- 10 or more AOW or Rescue kits
Get level three pricing* on a set of updated EFR materials.
As of today, only the new Primary / Secondary care materials are shipping. The CPR/AED materials will be available later in November, but the revised Care for Children materials won't be available until 2012.
* 33% off member level price
Lastly we have some special discounts on limited-edition PADI swag. The branded-merch isn't on the regular DEMA promo flyer so click the link or the image below.
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| You can't spell HaPpy HolIDAys without PADI. Har har har. |
Oh-So-Fine Print
PADI's DEMA specials are not available from our online shopping cart. You must call, FAX or email a human to get the DEMA discounts. Prices valid from 31 October to 7 November 2011. DEMA specials cannot be combined with any other offer. No store or member discounts on listed branded merchandise. Promo excludes PICs, Emergency First Response Course Completion Authorization Forms, PADI eLearning® programs and Gift Passes. All price list policies and procedures apply to this promo.
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Movie Invite for PADI Members
PADI Members and their families are invited to view a special presentation of the film This is Your Ocean: Sharks Wednesday 16 Nov 2011 in Laguna Beach, CA. RSVP required.
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| click to enlarge invite image |
This special event, sponsored by marine artist Wyland, is a family-friendly event including a kids coloring contest. Please call 800 729 7234 ext. 2247, or email jannac at padi dot com with your PADI number, and how many children and adults would like to attend. A limited number of seats are available. You will receive a confirmation from us that we have room for your party.
This is Your Ocean: Sharks looks at the global plight of sharks and introduces the audience to a massive 14-foot tiger shark named Emma. Narrated by legendary oceanographer Dr. Sylvia Earle, this documentary takes you on an adventure with world renowned marine life artists Wyland, Dr. Guy Harvey, and shark expert Jim Abernethy.
Emmy award-winning producer George C. Schellenger directed and produced this timely documentary. “The decisions we make right now determine the future of these animals and the future of our oceans. We’ve made a film that’s like nothing else you’ve seen. It’s the start of a new paradigm.”
The film mostly focuses on the Bahamas but was shot around the world. For more information about the film, visit thisisyourocean.com.
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What Are You Doing for Shark Shout Out Week? |
Divers have a special appreciation for sharks that the average person (probably) doesn't understand. Together, we can raise awareness about the dangers facing these amazing creatures and take action to protect them.
Can you do one thing this week to help us spread the word?
Pasted below are some items you could include in your enewsletter or post to your Facebook wall. Encourage readers to forward the information to their family, co-workers, etc. Sharks will benefit from winning a few more friends, and your business information will be shared across the interwebs.
Shark Petitions
Two important petitions need your voice this October. You can link to these pages, or there's also a Shark Petitions widget for your website.
Link to the Sharks in Peril video (1 min)
http://ow.ly/6T2ds
Offer the AWARE Shark Conservation Diver Distinctive Specialty
This course can be taken by both divers and non-divers. To get started: download the course materials and apply for your instructor rating.
For more information on the Big Shark Shout Out Week, visit projectaware.org 
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