DEMA’s 2010 Be A Diver® Co-op Advertising Program
DEMA Member Retailer benefit can help you promote recreational diving in your local area.

DEMA can help you increase advertising and
the visibility of recreational diving in your area:

  1. Utilizing a sophisticated geo-location mapping program DEMA can help you locate consumers with the greatest probability of becoming YOUR customers and help you tailor your advertising program to these groups.
  2. DEMA Members have FREE access to the professionally produced television and radio commercials and accompanying advertising templates that can easily be customized for your specific store and location.
  3. DEMA's 2010 Co-op Funds Program can help you keep advertising affordable and reach more consumers.  DEMA Member Retailers should work directly with DEMA to determine the best timing and cable network for the television commercial in order to reach the greatest potential consumer audience.

2010 Co-Op Program At-A-Glance

  • DEMA Member Retailers* may apply for up to $5,000 in co-op advertising funds.  DEMA will match up to the contribution made by DEMA Member retailers.
  • Funds are available for Television & Radio, when using the Be A Diver® Commercials.
  • At least two DEMA Members must be involved, one of which must be a DEMA member retail store.
  • DEMA Member Retailers must contribute at least 25% of the total ad buy.
  • Funds are available for new promotions once approved and cannot be used to cover previous promotions.
  • Co-op funds are available to those retail advertising campaigns that consist of at least three promotional items one of which is the customized Be A Diver® television or radio commercial.  The additional promotional items are not funded as part of the available co-op monies, but could include any of the following recommended items, (note that all promotions include using the Be A Diver® campaign materials, customized for the retail store(s):

    1. E-mail ad campaign

    2. Internet banner or other internet ad campaign
    3. Promotion in conjunction with another businesses
    4. Radio advertising*
    5. TV advertising*
    6. E-postcards or post card mailers
    7. Local print advertising – magazines, newspapers, yellow pages or other directory ads
    8. Postal mailer to direct mail list of potential customers
    9. Outdoor signage/billboard
    10. Movie theater ads (slides or video commercial)**
    11. Posters (when displayed away from the retail store)
    12. Promotional activities including the Be A Diver® Pool Tour or other “try scuba” events utilizing Be A Diver® materials
    13. Other promotions using the Be A Diver® logo or campaign materials as approved.
  • Retailers need to supply reports weekly and at the completion of the promotion.
  • Funds are also available for In-Theater movie advertising during the April, 2010 run of Disney Nature “Oceans.”  For this promotion DEMA Member Retailers may receive funds even when advertising without other DEMA members.
  • All Co-op Program funds are available on a first-come, first-served basis.
  • DEMA can fund only one medium for co-op purposes.  For example, if the retailer chooses to advertise with both television and radio, DEMA can fund only one medium in the campaign (either television OR radio).

To get your application process started please contact Dave Reidenbach at (920) 205-3657 or bigwavedave@dema.org.

*DEMA defines “retail dive store” as DEMA member retailers that meet all of the following criteria: teach diving; sell scuba diving equipment; provide diving equipment service; have a retail store front; have regular retail business hours; are located in an area zoned for business where such business zoning is required; provide air fills; provide DEMA with a copy of the government-issued business license which permits the business to operate.

When conducting any advertising program DEMA encourages the use of an appropriate PROMOTIONAL MIX which includes multiple ways of reaching potential customers, including:

  • Advertising:  Such as radio, television and print ads through various media. 
  • Sales Promotions:  Sales promotions involve the use of media and non-media pressure applied for a pre-determined, limited period of time at the consumer, with the objective of stimulating trial or increasing consumer demand, or to improve product visibility and availability. 
  • Publicity (PR):  The classic definition of “Publicity” or “PR” states that it is "non-paid-for communications of information about the company or product, generally in some media form.”  While the actual appearance of the product or service in the media may be considered “free,” most publicity activities do have a cost associated with them.  PR firms charge for follow-up, “stunts” cost money to create, and even writing press releases can have a cost.  Still, these can be very effective when used in conjunction with other promotional activities, and getting the attention of the media can provide a store with far more visibility than not having it. The Be A Diver® Pool is a form of publicity.
  • Personal Selling:  Diving is a relationship business, and not withstanding the sales that take place on the web, getting people to come to a store and purchase equipment or learn to dive is still largely dependent on the face-to-face selling skills employed by dive store staff.  All employees should be versed in selling techniques and willing to participate in the sales process.  Given that more than 60% of all divers look to their diving instructor for guidance on what they should buy, this is especially important for the instructional staff.

Click here to access DEMA's Promotional Mix Guide as presented at the Our World Underwater Member Update and Informational Session conducted by DEMA Executive Director, Tom Ingram. 

Tom will once again be on hand at Beneath the Sea on Sunday, March 28th from 10:00am-12:00pm for a DEMA Member Update and Information Session.  Don't miss this important update taking place in the 2nd floor Conference Room at the Meadowlands Exposition Center.