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News & Press: Current DEMA News

Obtain New Potential Customers and Receive Media Exposure with the 2015 Be A Diver® Pool Tour

Tuesday, January 20, 2015   (0 Comments)
Posted by: Rachelle Reimers
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Obtain New Potential Customers and Receive Media Exposure with the 2015 Be A Diver® Pool Tour

DEMA Member Retailers & Sponsors Are Encouraged to Join the 2015 Be A Diver® Pool Tour Early to Maximize Opportunities and Benefits of Participation

For more than 10 years now, DEMA has sponsored the Be A Diver® Pool Tour, traveling around the U.S. to large scale events allowing attendees to try diving in the warm, safe confines of its four-foot deep swimming pool under professional supervision. Once again, the 2015 Be A Diver® Pool Tour is looking at another productive year of helping retailers acquire new customer leads, sponsors gain recognition with consumers, and generating positive press coverage for the entire diving industry. DEMA Retail Members are encouraged to get involved with the Pool, providing staff and working one-on-one with Pool participants to gain new customers.  Any DEMA Member can also sponsor the pool to gain invaluable exposure.

DEMA works directly with New York based PR firm Adams Unlimited PR to help drive media attention to the Be A Diver® Pool event.  When media attend, retailers can be part of the media action and obtain exposure for their business.  At each Be A Diver® Pool Tour event, the Pool itself is staffed by diving and sales professionals from these local DEMA Member retail stores. Retail staff members are part of the “try diving” experience and have the opportunity to help participants find a local dive center and convert them into loyal customers for years to come. In order to maximize their success in getting publicity and potential new leads, DEMA Member Retailers are encouraged to sign up with the Be A Diver® Pool Tour early for a participating event in their area.  DEMA offers many benefits and resources that can help retailers before, during and after a Pool Tour event.  Retailers who are interested in participating or who can suggest an event with potential for attracting new divers are encouraged to view the Be A Diver® Pool Tour Retailer Prospectus or contact DEMA’s Pool Tour Coordinator, Dave Reidenbach at

Media exposure can be expensive, but reaching a targeted consumer audience with a message about the fun and ease of diving can be made affordable when your company sponsors DEMA’s Be A Diver® Pool. Sponsorship opportunities exist for budgets large and small, including multiple and single venue event sponsorships. Whether you’re looking for an increase in exposure within a certain city or to spread your brand awareness across the U.S., the Be A Diver® Pool Tour has a sponsorship option available. From large scale banners, to material distribution and on-screen news opportunities, the Pool Tour can find an opportunity to fit your needs. Detailed information can be found in the Be A Diver® Pool Tour Sponsor Prospectus or by contacting Dave Reidenbach, at

“The Be A Diver® Pool targets potential diving consumers who attend or frequent major events and locations,” commented Tom Ingram, Executive Director of DEMA. “Since 2001, the Pool has introduced tens of thousands of people to diving with the participation of DEMA Members, allowing these interested customers to try diving in a fun and controlled environment. Reaching more than 3.5 million television viewers during 2014 alone, the Pool is a great opportunity for DEMA Member Retailers and Sponsors to generate media coverage, both locally and nationally, and have access to potential new divers.“ 

Making stops around the country all year long at various consumer-oriented travel, outdoor activity, adventure shows and other targeted locations, the Be A Diver® Pool gives anyone age 10 and up the opportunity to discover the fun and exciting sport of scuba diving in the comfort of a large, tropically warm pool. Event attendees not only have the opportunity to try scuba diving for free, but also to test out some of the latest scuba equipment provided on-site and have a photo taken of themselves underwater which can be an everlasting keepsake and encouragement to become certified. 

Participating in a 2015 Be A Diver® Pool Tour Event is a unique and effective way to build relationships with up-and-coming divers and receive free publicity for your dive center or brand. Now is the time to start planning for success! Participation with the Be A Diver® Pool is available for DEMA Members only – Become a 2015 DEMA Member today!

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