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DEMA News-4/3/04-DEMA Announces Power Up
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Series of key retailer meetings is part of the Industry Best Practices Series. Program designed to help retailers as industry moves into 2004 Season and Beyond

The Diving Equipment and Marketing Association (DEMA) is preparing to "hit the road" to present "Power Up Breakfast" meetings-an opportunity to generate ideas and learn from others for dive retailers. These meetings are part of DEMA's Best Practices Series to help improve diving business in the US.

DEMA hosted a Retail Conference on March 3-4, 2004, the purpose of which was to bring to light some of the best practices of successful retailers from around the US with regard to diver acquisition and retention in tough economic times. Now DEMA is taking that program of best practices back to other retailers in at least 18 major diving markets using a short, half-day format. Traveling to different major market cities will make the information more accessible to all diving retailers. The Power Up Breakfast series will hit all 18 cities before the warm weather diving season gets into full swing.

According to Retail Programs Director Chris Fuller, "These 'Power Up Breakfast' meetings will consist of information from the March DEMA Retail Conference (presented on a take-home DVD, free to all registered breakfast attendees), as well as helpful information on how to immediately increase sales, and an opportunity to learn about a youth-based program that can help retailers to build future business." The cost of the programs is $50 per store, part of which can be applied to DEMA Membership (2 attendees per store). Each program is scheduled to begin at 8:00 am and conclude by noon.

All retailers (DEMA members and non-members) are invited to attend one or more of these programs. The first will be held in the Ft. Lauderdale/Miami area on April 14, 2004 at the Hilton Garden Inn, Ft. Lauderdale/Hollywood Airport. All other programs in the remaining major market cities, as well as details on the program can be found on the DEMA website (

The Diving Equipment & Marketing Association is a global, not-for-profit organization comprised of more than 1,200 companies and organizations. DEMA's mission is to promote sustainable growth in recreational diving and snorkeling while protecting the underwater environment.

For information about DEMA or to schedule an interview, please contact Nicole Russell, Association Coordinator at DEMA at (858) 616-6408.


DEMA, The Diving Equipment & Marketing Association | US Toll Free: (800) 862-3483 | Ph: (858) 616-6408 | Fx: (858) 616-6495 |