In last month’s Surface Interval™, you learned about EVE Complete System components and how EVE has revolutionized the way a dive center operates, is managed and communicates with customers. Now let’s look at an example of how EVE can help you guide the journey of a potential new diver.
The customer contacts you – whether via email, your website, social media, telephone or a physical store visit – and you enter the customer’s details into EVE as an enquiry.
EVE Agent then sends that potential diver automated emails based on the new diver marketing criteria you’ve set up. Each email contains new content and fresh imagery designed to drive the customer to your website or to the click the “Buy Now” link.
If your website was create using EVE Website, the customer will see information pulled automatically from your EVE in-store system to your EVE Online Store, including:
- Expanded information about the PADI® Open Water Diver course
- Your upcoming course dates
- Your course price
- Buy Now links and options
- Related products – perhaps a Discover Scuba® Diving experience or a mask, fins and snorkel package
Receiving consistent and regular messages, the customer is far more likely to act on the Buy Now message and sign up for the course.
After the customer enrolls in the course, another set of regular email messages can go out including:
- “Course starting soon”
- “Course starts tomorrow”
- “Now that you’ve started your course…”
- “It’s time for your open water dives”
These organized and automated emails can be a combination of practical information, chances to purchase equipment or messages that sow the seeds of continuing education. And, that’s only the start of the marketing cycle. When the course is completed, you can continue to promote the next steps to the diver, such as:
- Continuing Education
Because you set up all the marketing steps, the only manual effort in this scenario would have been entering the enquiry into EVE. The rest of the actions are automatic. This cycle applies to every diver for every course you offer, which is why the EVE Complete System is so beneficial to any dive business.