PADI Business Academy at 2018 DEMA Show: Google Ads Made Easy

Google’s advertising platform is getting a facelift and PADI’s Marketing Executives will be at the 2018 DEMA Show to help you discover Google’s newest advertising tools. This program, titled Google Ads Made Easy, will discuss the new changes and best practices for using this advertising platform. Stay ahead of curve by learning how to properly plan, prepare and implement Google AdWords, Display Ads and Video Ad campaigns, complemented with live demonstrations and workshops.

Sign up before 25 October 2018 and save $25 US off enrollment.

Google Ads Made Easy
Pavilion 4, Westgate Las Vegas Resort & Casino
Saturday, 17 November 2018
7:30 am – 12:00 pm

Register Now!

For more information, please contact Kyle Ingram or Claudia Sherry at PBA@padi.com

How to Use PADI Referral Marketing Materials

 Written by Megan Denny

Referral Candy, an international marketing firm that specializes in word-of-mouth marketing reports, “Marketing-induced consumer-to-consumer word-of-mouth generates more than twice the sales of paid advertising in categories as diverse as skincare and mobile phones.”

McKinsey and Company, a renowned worldwide consulting firm, found, “old-fashioned kitchen table recommendations and their online equivalents remain so important. After all, a person with 300 friends on Facebook may happily ignore the advice of 290 of them. It’s the small, close-knit network of trusted friends that has the real influence.”

If you’re tired of spending time and money on marketing and advertising efforts with a low return, try referral marketing. Visit the PADI Pros’ Site to download free marketing collateral and launch your campaign.

Here’s a few ideas for using PADI referral marketing materials:

Around the Store

  • Put a stack of postcards by the register
  • Insert a postcard in each student Crew Pak
  • Hang a poster in the classroom
  • Tape up a flyer in the dressing room and bathroom
  • Drop a postcard into each student’s certification card envelope

When promoting your program, create a sense of urgency. Customers are the most likely to refer someone within the first week or two after being certified. After 30 days, that likelihood drops off dramatically. Consider stamping the postcards and flyers with a date and the words “valid for 30 days.” You can also reach out to recently-certified customers, and customers who are very active with your business.

In Google or Facebook Ads

Both Facebook Ads and Google’s AdWords allow you to upload a spreadsheet of customer email addresses and target ads to people who are already familiar with your business. Use the PADI web banners to quickly create clickable ads.

By email

Create a web page that explains your referral program and how customers can refer friends. Compose an email to your customers with a link to this webpage and include ideas on who they might refer. For example: “Do you know someone who loves to spend time in the water? A co-worker who loves to travel? A family member who enjoys outdoor photography? Change someone’s life by inviting them to try scuba diving!”

On Your Website and Social Media

Create a link to your referral program webpage from your homepage, include it in your email signature, and post about it regularly on social media (at least every 2-3 weeks). You can use the PADI referral program images on Facebook, Instagram, etc., or showcase some of your favorite divers who are lifelong friends.

Via a Customer Service Survey

Sending a customer service survey to your customers can be a goldmine of information and ideas. Read this article for more information and question ideas. When building the survey include a question along the lines of, “How likely are you to recommend us to a friend, family member or co-worker?” and put it towards the end of the survey. Make the answer choices, “very likely, somewhat likely, unlikely.”

If using Survey Monkey (free for up to 10 questions), you can automatically direct low scores to a blank text field where they can answer “How can we improve?” Positive answers can be directed to a page of information about your referral program.

 

PADI Women’s Dive Day Marketing Guide

Check out PADI Women’s Dive Day Event Marketing Guide that includes a timeline for planning and promoting your special event.

Make sure you list your event on the event locator,  so that you get in on the publicity about Women’s Dive Day through PADI’s Facebook/Instagram campaigns, email campaigns, digital remarketing and consumer press releases. Don’t miss out on this great opportunity to celebrate diving and welcome new customers into your business.

2018 Marketing Co-op Coming Soon

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Get ready to flex your marketing muscles. PADI® Americas will begin accepting applications for the 2018 Marketing Co-op Program in late January. The program includes exciting new features and expert help to optimize your marketing initiatives.

Because online marketing for a small business is a necessity, the 2018 Marketing Co-op focuses on helping you increase new diver acquisition through digital marketing efforts. The new program also features one-on-one marketing consultation with a PADI Marketing Consultant. The Marketing Co-op is a three-month program that requires your participation in the strategy, placement and execution of your digital marketing initiatives – so start planning now.

Watch for more details, including how to apply, via email and also on the PADI Pros’ Site in January.

Marketing is Everything

marketing-strat

Article by John Kinsella

When I was looking for a pithy marketing quote to grab your attention for this article, I came across an interesting article listing no fewer than 72 separate definitions of the term “marketing”. Two definitions really stood out. The first, attributed to Matt Blumberg, CEO of Return Path, a highly successful email marketing company, claims that when done well, marketing is the business strategy: It is the value proposition, brand positioning and image to the world. It must be largely measurable and accountable around driving business goals. When not done well, Blumberg asserts, it’s an endless checklist of advertising and promotional to-dos that can never be completed. The second definition emphatically makes the same point. Regis McKenna, writing for the Harvard Business Review, said simply, “Marketing is everything.” 

If you agree, it makes solid business sense to prioritize your marketing efforts and get as much help as you can. Especially when that help is basically free. One of the most important benefits of PADI®Membership is marketing support, and it’s yours for the asking (or downloading). There’s a plethora of detailed information in your back issues of The Undersea Journal® and the valuable resources on the PADI Pros’ Site are at your disposal. Here’s a look at a few initiatives that should be on your strategic radar for 2017.

wdd_logoWomen and Diving

The second annual PADI Women’s Dive Day saw a doubling of interest in 2016 over 2015. Events organized by PADI Members worldwide grew from 330 to more than 700 and it’s going to be a focal point again in 2017. The goal is to increase the number of women in diving and bring more families into the sport. Research indicates that women make anywhere from 80-92 percent of the vacation decisions for the family, so attracting more women to the sport will invariably bring the families. “This year, in PADI Americas alone, we had almost 400 million (media) impressions for Women’s Dive Day,” said Katie Thompson, Director of Marketing. “If you register an event on PADI.com, people will find you.” You’ll see a preview of what’s in store this month, and there’ll be marketing support assets available in the first quarter of 2017. Mark 15 July 2017, the next PADI Women’s Dive Day, on your marketing calendar now.

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My PADI Club

Another arrow in your 2017 marketing quiver has to be My PADI Club. This new premium membership product has the potential to become the cornerstone of your all-important digital marketing and social media marketing strategies. Take a look at the dedicated article in the December edition of the Surface Interval for early details of yet another great marketing initiative with PADI Dive Centers, Resorts and Members at the center. Make a point of being an early adopter.

New Advanced Open Water Diver Course

aow_name-315x203Along the same lines, speaking of cornerstones, the new Advanced Open Water Diver course is just that, for your entire continuing education program. Keep this front and center in your marketing strategy for 2017. Take a look at the article in the third quarter 2016 The Undersea Journal for detailed insights (and marketing tips) into just how the links between Advanced Open Water Diver and (almost) the entire suite of PADI courses can help you keep your continuing education courses full.

PADI Members have a wealth of wonderful marketing material at their fingertips; it just makes sense to make the most of it.

5 Reasons to Start Your Holiday Promotions Now

Article by Megan Denny

According to the National Retail Federation, the average shopper will spend $935.58 on holiday gifts this year. Read on for our 2016 holiday marketing game plan for dive retailers.

Start NOW
To ensure you capture the maximum amount of holiday dollars – don’t wait to start your holiday promotions.

Step One: Put On Your Santa Hat*
*Or applicable holiday apparel

Look around your store and identify what would make a great gift:

  • For someone with a $20 budget, $50 budget, $100 budget, etc.
  • For divers who have kids.
  • For a new diver, experienced diver, traveller, etc.
  • For someone who doesn’t know a thing about diving.

Write down all your ideas. Then, consider what items could be bundled together and how you might create a unique package. For example:

A tropical travel package might include items you already carry: a mesh bag, spring straps, defog, gear marking pen, but why not some reef safe sunscreen or a rash guard? Or a portable luggage scale? A specially-priced bundle of items is both convenient and nearly impossible to comparison shop.

92percent-research-online

Step Two: Make Their List and Check It Twice
A dive shop won’t be top-of-mind for the average holiday shopper. They will, however, be looking online for ideas.

Last year, PADI’s blog received nearly 7,000 visits from divers Googling scuba diver gift ideas. Thousands more page views came from social media followers who clicked on our holiday gift idea post and forwarded it to their friends.

scuba-diver-gift-ideas

Promote your great gift ideas online early and often. Shoppers want to give the perfect gift… but they don’t want to work too hard to find it. Moreover, studies have shown: people who shop both in person and online spend 66% more than those who only go to stores.

Inspire customers to buy from you.

  • Post the gift idea list you made in step one as a page on your website or blog.
  • Promote one item or bundle each day on social media.
  • Include the gift idea list in your email newsletter.
  • Use the list to create a flyer for your store.

If you don’t have time to create a comprehensive gift idea list, ask your staff for their favorite items in the shop and share that “Staff Favorites” list with customers (hey, maybe they’ll get something). You could also create a list of “best selling items for 2016.”

Whatever list you make, it’s critical to create a “Best Scuba Diver Gift Ideas” page on your website or blog to take advantage of online shopping searches. Include an eLearning link on your page to profit from holiday shoppers who are ready to buy now.

Step Three: Offer An “Amazing” Deal

What looks like a grand bargain to shoppers doesn’t have to kill your profit margins. Consider what value-added services you could bundle with a camera purchase or equipment package.

Include a one-hour pool session, equipment specialist course, airfill card, etc with purchase. Then add the value to the “regular” price of the package. Lastly, price the package to preserve your profit margins, using the value-added service as padding.

For example, an $1800 equipment package plus an Equipment Specialist course might retail for $1900. Since your cost to conduct this class should be fairly low, you might offer the whole package for $1800 – a $100 savings!!! The customer receives valuable information about their gear, and you get them back in the store after the holidays.

No matter the offer, it’s important to create special holiday deals. According to the National Retail Federation:

  • 73% of shoppers say they will choose a retailer based on sales or special offers.
  • 58% of consumers plan to take advantage of holiday discounts for non-holiday purchases – spending an average of $140 per person.

Step Four: Promote Your Deal Via Email… Really.
Just when you thought it was safe to go back to your inbox, someone starts another 12 days of Christmas email series, amiright? Alas, research indicates email is the #1 way to target holiday shoppers, even millennials.

adobe-2016-holiday-stat-email

Subject Lines Matter
Your email will be duking it out with hundreds of others in the user’s inbox. Make it count, get crazy if you have to, for example: WE’RE GIVING AWAY A PONY…who wouldn’t click on that?

Even if the pony giveaway is actually a drawing for a pony bottle, you got the user to open your email. Mission accomplished. Here are some additional Tips for Holiday Marketing Emails from MailChimp.

Include Buy Now options
Always include an option and incentive for readers to buy now. You can’t know what “amazing” deal is up next in the customer’s inbox.

If you don’t have online checkout on your website, there’s always eLearning. Customers can buy an eLearning gift pass from you for any PADI online course including Open Water, ReActivate and Scuba Tune-Up.

give-the-gift-of-diving

Make A Holiday eCard
All you need to make a great holiday eCard is a handful of photos. Grab some from your 2016 Facebook albums, and use a popular tool like JibJab or Elf Yourself.

Not into goofy cards? Invite customers to submit their best topside and underwater images from 2016. Put together a slideshow using Animoto, it’s free, easy, and the result is remarkably professional. Your customers will look forward to receiving your eCard to find out if their images made the cut.

You can also use Animoto to create a custom holiday greeting. A local car dealership made a fun, shareable video with just a few images shot on a mobile device.

A holiday eCard will stand out from the typical holiday promotional emails, but it’s still a marketing piece. Create something your customers will want to share, and you’ve got instant word of mouth advertising!

STEP FIVE: Make Shopping an Event
Give shoppers a reason to visit your store by creating a memorable shopping experience:

  • If you have a pool, offer an Underwater Santa holiday card photo opp. or run a Bubblemaker session to keep kids occupied while parents go shopping.
  • Host an after-hours night with special deals for your best customers. For the average retailer:  5% of customers account for 35% of sales.
  • Choose a day where a portion of sales will be donated to Project AWARE or other non-profit.

Use in-store signage
If things get busy and a customer is left to browse on their own, they will appreciate you’ve put the defog next to the masks with a sign that says “don’t forget the defog!”

Simple signs like, “customer favorite” or “staff pick” can help guide customer decisions. There’s no doubt they’re looking for help: a 2016 Google study found: 71% of shoppers who use smartphones for research while in-store say that it’s become an important part of their experience.

Customer and staff appreciation night
Sometimes a great way to sell things is by not overtly selling things. Invite your best customers and staff to an evening event with drinks and snacks. A raffle, awards, and an evening of talking story strengthens the bonds between your business and the people who make it what it is. Browse PADI Gear for staff recognition and customer appreciation gift ideas.

padi-gear-womens-grouping

BONUS ROUND
If you’ve already implemented all the ideas above. Kudos! Here are a few more ideas from the field that might not work for everyone, but are worth considering.

Offer delivery – some people have more money than time. Others want to avoid having boxes delivered to their home. Consider offering free delivery for purchases over a certain amount, or within a certain distance from the store.

Layaway – for customers wanting to get a little something for themselves, layway can be a good option. Do your research before implementing this program.

Promotional credit – offer customers credit based on how much they buy. For example: spend $1000 or more, get 10% credit towards a purchase in 2017.

Warehouse Clearance – Final Day!

PADI Warehouse Clearance sale – FINAL DAY!

Today is the final day of our Warehouse Clearance sale. Our extra special deal is on the Multimedia Encyclopedia (includes Diving Knowledge Workbook).70833 PADI Encyclopedia of Recreational Diving

Order qty 10 of the Multimedia Encyclopedia and they’re only $20 each, plus receive a free Encyclopedia display.

The deal above is only good today, Friday 14 November 2014.
Place your order before 4pm California time today!

PADI warehouse clearance 2014

Checkout the complete list of clearance items including instructor hats, binders, flip flops and more. Contact your PADI Sales Consultant to take advantage of today’s deal.

Warehouse Clearance: FishFlips and PADI FlipFlops

Today’s Warehouse Clearance Special:

Extra 5% Off Flip Flops and FishFlips!

 

flipflops
(one size only – fits men’s 9-11 US / 42-44 Euro)
82157
Choose Caribbean, Hawai’i or South Pacific

 

The deal above is only good today, Thursday 13 November 2014.

Checkout the complete list of clearance items including instructor hats, binders, flip flops and more. Contact your PADI Sales Consultant to take advantage of today’s deal, and stay tuned to the PADI Pro blog or Pro Facebook page for additional daily deals this week.