Funds Raised Through DEMA Show Help Provide DEMA Members with Crucial Market Research
DEMA is a US-based non-profit trade association and as such funds raised through DEMA Memberships and through your participation in DEMA Show are used to benefit the industry and DEMA members.
Most know that market research can help describe the diving consumer and funds raised by DEMA are used to conduct industry wide research as well as individual store research. The Diving Industry is dependent on acquiring new diving customers and keeping already-certified divers active. Knowing what these new and current customers want, how to communicate with them, and how to evoke a buying (or diving!) response is critical for all stakeholders in the industry.
Market research can also tell us much more about our market place – the behavior and other information about the non-diver who has the potential to become one. DEMA provides this specific information but also has data about other activities that divers do (helping us understand the competition) and even WHERE these potential customers can be found.
If you think about it, having a clear picture of who the diver is, and applying it so that you can find non-divers who might want to become your customers, is what research is all about. In fact the definition of “Marketing” is “to understand the customer.” “Promotions” follow marketing to try to induce that buying response. Selling the lifestyle and fun of diving, along with education and the cool toys seems to be the right approach.
With changes in the economy and in banking standards, more businesses are having difficulty “holding their own” or even getting bank loans without good solid business plans which include a review of the customer and the market. This is exactly the type of data available to DEMA Members. Research provides DEMA Member companies with crucial information about the abundance of factors that affect their business and the ways to get more customers. In this economy, market research is essential to avoid expensive and time consuming missteps.
DEMA Members benefit through participation in DEMA Show and through their DEMA memberships and Market Research is just one of the many benefits available to Members. DEMA also produces DEMA Show where buyers and sellers can get together, created the Be A Diver Campaign, the Be A Diver Pool PR Campaign and works to keep dive sites open while protecting the underwater environment through legislative advocacy.
Participating in DEMA Show benefits YOU!