The Diving Equipment & Marketing Association
Summary: DEMA, the Diving Equipment & Marketing Association, is an international organization dedicated to the promotion and growth of the recreational scuba diving and snorkeling industry. With more than 1,300 members, this non-profit, global organization promotes scuba diving through consumer awareness programs and media campaigns such as the national Be a Diver campaign; diver retention initiatives such as DiveCaching; and an annual trade-only event for businesses in the scuba diving, action watersports and adventure/dive-travel industries, DEMA Show. For more information on DEMA and affiliated programs contact (800) 862-DIVE (3483) or (858) 616-6408. Stay updated by following “DEMAOrg” on Facebook and Twitter.
Mission Statement: To promote sustainable growth in safe recreational diving and snorkeling while protecting the underwater environment.
Purpose: DEMA exists to serve its members by identifying key issues that affect the growth and success of the scuba and snorkeling industry. It is the united voice that speaks on behalf of the sport and its operational function is to create focused programs that positively affect the industry.
Promise: DEMA fosters the highest levels of cooperation and professional standards among all the constituent groups who make up the scuba diving industry. DEMA delivers membership value by promoting an ongoing, powerful, consumer-focused image of scuba diving and providing information and tools that assist its members’ focus on reaching, communicating to and affecting the consumer.
1. To produce an annual trade event for the industry which services the needs of its stakeholders and produces a successful financial outcome for the association.
2. To engage in marketing programs which promote the industry, create new customers, drive business into retail stores and resorts and promote diver retention.
3. To reserve funds annually to be dedicated to potential legislation which could adversely affect the industry.
4. To engage in marketing research programs which will:
a. Define the universe of divers
b. Determine the rate of erosion amongst existing divers
c. Determine the number of entry level certifications which take place in the United States and Caribbean each year
d. Provide retail audit information that is made self-liquidating through annual subscriptions.
5. To conserve and protect natural aquatic resources.
DEMA is widely known for DEMA Show, the annual trade show it produces, however DEMA is involved in MANY other activities focused at helping the industry. Information about these activities can be found below:
DEMA monitors legislative activity around the country. We contract formally with a liaison based in Florida and have other member representatives in California and Hawaii.
DEMA works directly with local associations of dive operators. DEMA lends assistance where needed, especially when legislation could set precedents that impact the overall industry.
DEMA also has involvement with Marine Life Protection Areas and other critical legislative considerations that impact the ability of operators to dive, pick up passengers or other activities.
(If you know of a legislative, environmental or other issue affecting the dive industry let us know at email@example.com. )
With over 1,600 member businesses, including over 600 retailers from around the US, DEMA serves a variety of operations and uses funds raised through DEMA Show to create marketing programs that help drive new customers into stores and help to retain currently certified divers.
Marketing Research for the Industry
Marketing research through a major marketing firm to determine the make-up of the potential and current consumer.
Manufacturer's Sales Index to assist participating DEMA Member Manufacturers in making their business more successful.
Certification Census to determine growth of entry-level certifications in the US.
(Certification Census and other Market Research available online by clicking here.)
True Marketing Strategies for the Industry
Strategic planning to ensure the future growth of the Industry
An aggressive goal of creating partnerships with non-endemic corporations and destinations
Carefully crafted programs that will reach today's complex consumer
The Be A Diver Pool Tour
(For more information visit www.BeADiver.com.)
Ships 2 Reefs Program
Man-made reefs can help generate hundreds of thousands of sales dollars for local businesses
DEMA's program shows the industry how to generate revenue by sinking retired navy vessels to create man-made reefs
Money for cleaning these vessels can be obtained from the US government
DEMA is serving as an information clearinghouse for these projects
(For more information visit DEMA's S2R website, www.ships2reefs.com)
DEMA Show - Bringing You Networking Opportunities, Business Education and Product Knowledge. DEMA Show is the only event for dive, adventure travel and action water sports professionals where you can see over 600 exhibits, learn from dozens of DEMA, Exhibitor and Training Agency-sponsored seminars and connect with thousands of industry colleagues from around the world! For more information about DEMA Show visit www.demashow.com.