DEMA’s Go Dive Now program and advertising campaign has delivered outstanding results since its May 2016 debut. Since the launch, GoDiveNow.com has received more than 78,000 page visits (59% of which were new visitors), and the Dive Store Locator feature has been used more than 24,300 times to find DEMA Member retail dive centers across the US. Social media and YouTube have had even more impressive results, including almost 2.5 million potential customers reached on Facebook (with 11 million impressions) and more than 134,000 video views on YouTube since June 30.
On May 24, 2016, DEMA launched the Go Dive Now consumer marketing campaign which utilizes Facebook, YouTube and pay-per-click advertising focused on connecting targeted consumers with their local retail dive center and dive vacation destinations through the locators hosted on GoDiveNow.com. The website also highlights the many benefits of diving, and eases barriers to entry by offering information and resources for potential new divers. In the 3 months since its launch, the campaign has seen significant results with traffic from paid and organic sources driving potential divers to the website to learn more about the sport.
During the month of August alone, GoDiveNow.com has had over 35,000 page visits. The website provides potential divers with a wealth of information to help them learn more about diving. Site features include a helpful professional dive center locator, listings of DEMA Member international vacation destinations, FAQ’s, videos, and ways to connect with other divers through social media.
Go Dive Now’s campaign videos are also making quite an impression. The campaign’s “Learn to Dive” campaign video, released on YouTube in June has received over 95,000 views to date, and in the three weeks since it was uploaded on August 10, “Dive Into a Bigger World,” has already been viewed on YouTube over 27,000 times.
Beyond the website, Go Dive Now is utilizing social media to build awareness, generate interest in scuba diving with non-diving consumers, and drive visitors to GoDiveNow.com. Social media continues to be the most influential source in driving traffic to the website, accounting for 55% of new visitors visiting GoDiveNow.com. Facebook ads alone have reached almost 2.5 million people with impressions at over 11 million.
Paid Facebook ads are targeting relevant neighborhoods located nearest to DEMA Member retail stores. If your retail dive store is not a DEMA Member already, now is the time to become a 2016 DEMA Member to make sure potential new consumers near your location are being reached by the campaign.
More than a way to drive just certifications, Go Dive Now utilizes industry research to locate and target households with adults and children in the age range for certification. These are audiences that are most likely to fully engage in all aspects of recreational diving, including buying equipment, diving locally and buying dive travel. Go Dive Now is expected to be a multi-year campaign. By working with many different stakeholders in the industry, Go Dive Now has been and will continue to be, a collaborative effort amongst industry members through the gathering of marketing insight, coming together for brainstorming sessions, and sharing media files for promotional efforts.