Participate in My PADI Club™ BETA

PADI Dive Centers and Resorts are needed to test My PADI Club and the PADI Online Processing Center 3.0. To be considered for initial BETA launch, you must:

  • Be issuing PADI eLearning® and/or digital codes through the PADI Online Processing Center. (Sending students to the PADI shopping cart or solely using affiliated links does not qualify at this time.)
  • Not use EVE to process codes/certifications. This test phase does not include EVE integration at this time.

Get started by setting up you’re My PADI Club profile following the steps below:

Step 1: Visit my.padi.com and log in using your Dive Center/Resort, PADI Pros’ Site, or ScubaEarth username and password.

Step 2: Click on Profile to update your profile image, avatar, and general info. Connect with divers and share your photos.

Step 3: Update additional store details by going to the PADI Pros’ Site (padi.com/mypadi). Log in using your Dive Center/Resort Account and update your Premium Listing to improve you’re My PADI Club Profile.

If interested, contact your PADI Regional Manager or Regional Training Consultant by 29 July 2018 to find out how to get involved!

 

PADI Programs at 2018 DEMA Show

PADI® Programs at the Westgate Las Vegas Hotel and Casino

PADI Social

Tuesday, 13 November – 6:00-8:00 pm Ballroom: Paradise Pavilion North

Kick off the DEMA Show week with the PADI Social in the Westgate Las Vegas Hotel and Casino Paradise Ballroom. Mingle and network with scuba industry colleagues, PADI staff and hundreds of your friends as we celebrate the year’s successes and look forward to an exciting year ahead.

Course Director Update

Tuesday, 13 November – 7:30 am-12:00 pm

This year’s Course Director Update focuses on the all-new Instructor Development Course that’s coming soon along with PADI’s optimized digital product suite. The update reviews the revised IDC standards and curriculum including a preview of the new eLearning component and evaluation tools. It also covers the new PADI eLearning® environment, updated and expanded course offerings and the enhanced PADI Online Processing Center. The update will feature breakout sessions to cultivate interaction and engagement with colleagues and PADI Staff. Renewed, Teaching status Course Directors qualify to attend the half-day program. Topics include:

  • IDC eLearning and the Revised Curriculum
  • What’s New: PADI’s Optimized Digital Product Suite – Revitalized, Globalized and Streamlined
  • Knowledge Development Evaluation Training Workshop
  • Confined and Open Water Evaluation Training Workshop

Also at the Course Director Update, don’t miss the PADI Frequent Trainer Program award ceremony recognizing PADI Platinum Course Directors.
To register for the program, contact Yvonne Lara at 800 729 7234 (US and Canada only), +1 949 858 7234, ext. 2296.

IDC Staff Instructor Update

Friday, 16 November – 8:00 am-12:00 pm

This year’s IDC Staff Instructor Update focuses on the all-new Instructor Development Course that’s coming soon along with PADI’s optimized digital product suite. The update reviews the revised IDC and Assistant Instructor course standards and curriculum including a preview of the new eLearning component and evaluation tools. It also covers the new PADI eLearning® environment, updated and expanded course offerings and the enhanced PADI Online Processing Center. Renewed, Teaching status IDC Staff Instructors qualify to attend the half-day program. Topics include:

  • IDC eLearning and the Revised Curriculum
  • What’s New: PADI’s Optimized Digital Product Suite – Revitalized, Globalized and Streamlined
  • Knowledge Development Evaluation Training Workshop
  • Confined and Open Water Evaluation Training Workshop

To register for the program, contact Yvonne Lara at 800 729 7234 (US and Canada only), +1 949 858 7234, ext. 2296.

PADI Adaptive Techniques Specialty Program Orientation

Wednesday, 14 November – 8:00 am-12:00 pm

This half-day program introduces the PADI Adaptive Techniques Specialty Program to PADI Instructors and PADI Course Directors. If you want to learn techniques and effective approaches for teaching and supervising divers of varying abilities and physical challenges, this program is for you. Many of the concepts discussed apply to all diver training, but this focused practice will also raise your awareness and strengthen your student-centered teaching ability. Completion of this orientation results in certification as a PADI Adaptive Techniques Specialty Program Instructor (or Instructor Trainer if you’re a PADI Course Director), once additional experience is documented. The PADI Adaptive Techniques Specialty Program qualifies you to teach two courses: PADI Adaptive Teaching Techniques Specialty course to dive leaders and the PADI Adaptive Support Diver Specialty course to divers.

To register for the program, contact Yvonne Lara at 800 729 7234 (US and Canada only), +1 949 858 7234, ext. 2296.

Emergency First Response® Instructor Trainer

Thursday, 15 November – 8:00 am-1:00 pm

This half-day program is open to Emergency First Response Instructors who have completed the preparatory online component and conducted at least
five Emergency First Response courses or issued at least 25 Emergency First Response course completion cards. This program includes access to online presentations, an Emergency First Response Instructor Trainer Manual (digital version), Emergency First Response Instructor Course Lesson Guides, Emergency First Response Instructor Course exam booklet and the Instructor Trainer application fee. Please bring a current or updated Emergency First Response Instructor Manual.

To register for the program, contact Yvonne Lara at 800 729 7234 (US and Canada only), +1 949 858 7234, ext. 2296.

PADI Business Academy: Google Ads Made Easy

Saturday, 4 November – 8:00 am-12:00 pm

A step-by-step interactive seminar focused on implementing Google Ad campaigns. Stay ahead of the curve by learning how to properly market your business and services with Google advertising. This seminar will focus on how to plan, prepare and implement Google AdWords and Display Ad campaigns,complemented by live demonstrations and workshops.
Note: CDTC applicants can earn three seminar credits by attending this workshop.

Early-bird registration fee:

$100 US for PADI Five Star Dive Centers and Resorts
$115 US for PADI Dive Centers, Resorts, Recreational Centers and Boats
$125 US for Individual Members
After 25 October, add $25 US

Contact Lisa Joralemon at 800 729 7234 (US and Canada only), +1 949 858 7234, ext. 2552 to register.

PADI Miniseminars at the Las Vegas Convention Center is Las Vegas, Nevada, USA.

By attending the “Tour the New PADI Online Processing Center” and “PADI Products, Programs and Standards” miniseminars, along with two additional presentations, you can regain Teaching status after not renewing for one to three years. To gain seminar credits toward the PADI Master Instructor rating or Course Director Training Course application, you receive one credit for every three PADI Miniseminars attended. Attendance validation is required for credit and forms will be available at the seminars.

Tour the New PADI Online Processing Center (Required for Credit)

This seminar will give you an in-depth tour of the new PADI Online Processing Center. PADI staff will teach you how to distribute and process digital codes, manage digital forms and answer any questions you may have.

PADI Products, Programs and Standards (Required for Credit)

Discover how to leverage new products and programs to increase business, while learning about any additional standards changes that will affect your daily teaching.

Risk Management 2018: Protect Your Divers and Yourself

Are you prepared in your ongoing efforts to avoid dive accidents? Determine how prepared you are through an analysis of real dive incidents and learn how conservative decisions provide better protection. You’ll also learn how to better manage risk in diver education programs and throughout your dive business.

CDTC Q&A: What It Takes to Become a PADI Course Director

PADI Course Director is the ultimate PADI Professional rating. Attend this miniseminar to learn how you can reach this goal and about the prerequisites, application procedures and acceptance protocols for the Course Director Training Course.

Freediving + Scuba = Huge Potential

The PADI Freediver program is gaining momentum and you will benefit from adding freediving to your course offerings. Hear from successful PADI Members who have integrated freediver training into their businesses and have experienced great success.

Energize Your Instructor Development Program

Join the PADI Instructor Development team for a 60-minute workshop centered on building a comprehensive and successful instructor development program. Walk away with ideas to create a better customer experience and increase pro-level signups.

Sneak Peek at PADI’s Next Generation Digital Products

Come see the next generation of eLearning digital products and take a tour of the new digital delivery platform. Find out what’s available now and what’s coming down the pike.

Marketing to Youngsters: How to Leverage a Generation to Grow Diving

Did you know Millennials will outnumber Baby Boomers by 2019? Or that Generation Z represents 25 percent of the US population? This seminar will give you tips to tap into the youth market to not only grow your business but also lift the industry as a whole.

Mastering the Art of Entry-Level Conversion

Are you leveraging every tool or opportunity to convert new customers into new divers? Discover the top 10 best practices to increase entry-level certifications, and hear from members who have seen great success using easy-to-implement tactics.

Discover a New World of Opportunity through PADI Travel™

Learn how to use PADI Travel offerings to increase course sales and profits. Already have a travel program? Come learn how you can get involved in the affiliate program to help supplement your travel program.

Conservation as a Business Plan

While remaining committed to safe and responsible diver education, together we can make a significant impact on key issues facing the planet by elevating environmental consciousness in all PADI Divers. Come find out how you can attract younger divers, differentiate your dive center and integrate conservation into your business plan to increase profits while preserving the ocean for future generations. Showing you how to align your business with PADI Pillars of Change and Project AWARE will be the focus of this seminar.

Leveraging PADI Tools to Increase Diver Loyalty and Retention

Discover how to create lifelong divers by leveraging My PADI Club. In this seminar, you’ll learn how you can grow and advertise your business, build stronger relationships with your customers, and keep divers diving for a lifetime.

PADI Partners

Project AWARE® Specialty Workshop – Revised and Relaunched!

In this interactive workshop, you’ll discover new and exciting ways to teach the revised Project AWARE Specialty. Guided by Project AWARE’s 10 Tips for Divers to Protect the Ocean Planet, you’ll gain practical tools and teaching tips that will make this the go-to course at your dive center or resort. Be prepared for discussion, action and sharing of ideas. You’ll walk away from this workshop ready to turn your divers into the next generation of ocean advocates.

From Swim to Scuba: How to Grow Your Business with PADI Swim School

Learn how adding swim lessons to your business not only provides additional income and job opportunity, but also brings new swimmers, divers, families of divers and the community into your business. Whether you have a pool, rent a pool, want a pool or have an ocean available, PADI Swim School is for you!

EVE Diving Services Will Grow Your Business

Come see how the EVE Ultimate System can help you overcome the barriers of cost, time and training and show you how to implement a single, integrated approach to your store’s marketing and sales needs.

Tec Seminars in the Tec Resource Center

Breaking the Accident Chain

No one ever thinks they will have an accident when starting a dive. Accidents don’t generally occur from a single failure but are caused by a series of events the victim didn’t predict could happen. This presentation will explore the events surrounding incidents and what we can do to break the chain before we become victims ourselves.

Critical Decisions in Tec Diving

PADI Education and Content Development Executive Karl Shreeves looks at what cognitive and social sciences have to say about how we can make the right decisions when they matter most as divers, as well as avoiding common bad-decision pitfalls.

EVE Seminar Series at the Westgate Las Vegas Hotel and Casino

EVE Intro to Marketing

Wednesday, 14 November – 8:00-10:00 am

Research from DEMA shows that the return on investment for email marketing is $30 US earned for $1 US spent. There is no substitute for a well thought out email from your store directly into the palms of your new or returning customer. Letting them know about offers, PADI courses, trips, equipment and news is vital to increase your revenue. Learn how to take simple steps to revolutionize your interaction with your customers at key points of contact.

EVE Websites

Wednesday, 14 November – 10:00 am-12:00 pm

Discover how to make the seamless transition to a website that works for you and your customers. Get set up with more than 130 ready-to-go, high-end, customizable templates as well as a delivery platform for you to target the right customer at the right time with the right message. Come learn how these sites integrate with your marketing, schedules and your sales goals.

EVE Pro App

Thursday, 15 November – 8:00-10:00 am

Empower your instructors to drive your business with the new EVE Instructor App for iOS/Android/Web. Learn how the EVE Instructor App can directly connect to EVE in your store, which helps provide your instructors with a range of applications and tools necessary to successfully manage your business and promote your services.

New EVE Online Store

Thursday, 15 November – 10:00 am-12:00 pm

Come learn how to use the online store for eCommerce, online courses and event bookings. Learn about the EVE online store hybrid operations such as “Scuba and Swim” and “Fish and Dive,” which are easily managed with this completely new product architecture.

EVE Advanced Marketing

Friday, 16 November – 8:00-10:00 am

Keep in touch with your customers with the right message at the right time with EVE Marketing Agent. Attend this seminar to learn how to use EVE Marketing Agent to increase bookings, continuing education, dive trip sales and servicing.

EVE Ultimate

Friday, 16 November – 10:00 am-12:00 pm

Discover the complete system in which EVE Cloud hosting brings every feature and application of all of these products and services together in one place. There is a place for you and your customers, wherever they may be. Discover why EVE Synergy is the best award-winning system for the very best price.

PADI’s Room Block is Open

Book your room at the Westgate Las Vegas Resort and Casino for DEMA Show 2018, just steps away in the North Hall of the Las Vegas Convention Center. Call PADI Travel™ to secure the special room rate of $110 US per night* (plus tax). Pay the resort fee and you’ll receive complimentary wireless internet, access to the hotel’s fitness center, in-room safe use and free local and toll-free domestic calls.

PADI programs such as the PADI Social, Course Director Update, IDC Staff Instructor Update and Emergency First Response Instructor Trainer course will take place in the Westgate Las Vegas Resort and Casino, so you’ll be at the center of the action.

Contact PADI Travel at 800 729 7234 ext. 2539 (US and Canada) or email Christine.Grange@padi.com to book your room today.

*Rates subject to change without notice.

Avoiding an Earful

Written by DAN Staff

In the first metre/three feet of a descent, a diver’s ears are subject to a 10 percent increase in ambient pressure. At two metres/six feet, it’s a 20 percent increase. At 3 metres/10 feet the pressure is sufficient to cause blood vessels to burst and fluid and blood to be drawn into the middle ears. Despite the noticeable change in pressure, many divers don’t equalize their ears earlier enough upon descent. Injury statistics show that ear injuries are one of the leading problems divers face – even though preventable with proper equalization. As an instructor, you have the opportunity to help divers avoid ear injuries by firmly establishing the importance of equalization early in their training.

Take a moment to brush up on your knowledge of ear injuries so that help improve your student divers’ comfort in the water – now and for the rest of their diving careers.

Perforated Eardrum

Rupture of a tympanic membrane (eardrum) is generally the result of a failure to equalize the air-filled middle-ear, or from a too-forceful Valsalva maneuver. The condition is often painful and vertigo may follow, although the rupture may relieve the feeling of pressure in the ear. Most perforations will heal spontaneously within a few weeks, although some cases may require surgical repair. Perforations allow water to enter the middle ear, which creates a significant risk of infection. Thus, evaluation by a doctor is crucial. Congestion, inadequate training and descending too fast can increase a diver’s risk of eardrum perforation.

Inner-Ear Barotrauma

Like an eardrum perforation, inner-ear barotrauma can be caused by a failure to equalize or by an aggressive Valsalva maneuver. A significant differential between the ambient pressure and the pressure in the middle ear can cause an outward bulging of the round window of the inner ear. This can lead to symptoms even in the absence of a rupture. Divers with inner-ear barotrauma may experience severe vertigo, hearing loss, tinnitus, a sensation of fullness in their ear and involuntary eye movements known as nystagmus. Should the round window rupture, the loss of fluid in the inner ear can damage the hearing and balance organs and surgical repair may be required.

Middle-Ear Barotrauma

Middle-ear barotrauma is a condition in which pressure in the middle-ear space is significantly lower than the pressure outside of the ear. This results in a relative vacuum that causes the eardrum to bulge inward and the tissue of the ear to swell. Fluid and blood from ruptured vessels leak into the middle ear. This can be caused by a failure to equalize or an obstruction of the Eustachian tubes (usually by mucus) during descent. Divers with middle-ear barotrauma generally report initial discomfort, which can intensify to severe pain, and ears that feel clogged or stuffy.

Facial Baroparesis

Facial baroparesis is the reversible paralysis of the facial nerve due to increased pressure in the middle ear. In some people this pressure can impair circulation to a facial nerve that’s located close to the ear. This can happen while flying or diving, and symptoms usually include numbness, tingling, weakness and paralysis of the face. Facial droop can sometimes be seen and can cause concern, but facial baroparesis often resolves spontaneously. Divers who exhibit symptoms of facial baroparesis should seek medical attention to rule out other serious conditions.

For more information about ear injuries and safe diving practices, visit DAN.org

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.

 

7 Ways to Support Sharks During Shark Week

Whether you love or hate Shark Week, there’s no denying its influence. Now in its 30th year, the annual hyperbole bonanza draws millions of viewers and has been likened to the Super Bowl.

For most Millennials and all of Gen Z, everything they know about sharks may have come from Shark Week. The author of a recent article in Fortune writes, “I once asked a class of 125 undergraduates how many had watched [Shark Week], and just about every hand went up. I then asked how many had ever actually seen sharks in the wild. Just a few hands were raised. For my students—and most Americans—this means that the overwhelming majority of our exposure to sharks is through Shark Week.”

Join PADI®, Project AWARE® and thousands of shark fans around the world by spreading a positive message about our finned friends during Shark Week 2018. Here are a few ways to show your support and chum for new customers:

  • Shout Out for Sharks

Post shark-positive articles on social media throughout Shark Week and encourage your followers to show their support for sharks by re-sharing to their social channels. Here are a few of our favorites:

10 Surprising Facts About Sharks
18 Things More Dangerous Than Sharks

Cristina Zenato – Shark Whisperer
Shark Attack Survivor and Shark Advocate Mike Coots

7 Species of Sharks You Should Know
Why Does Shark Finning Happen?

Awesomely Interesting Shark Facts

Don’t forget to use #SharkWeek in your Twitter and Instagram posts.

  • Petition for Shark Protection

Sign and share the #DiversforMakos petition to help end uncontrolled mako shark fishing in the Atlantic. Dive centers with customers in the United States can also promote the petition to ban the sale of shark fins in the U.S.

  • Offer Shark Certification Cards
    Issue a limited-edition silky shark certification card to students who earn a certification during Shark Week. When processing the certification in the Online Processing Center, choose the Project AWARE card option. If you are not a 100% AWARE partner, a donation of $10 per student is required. Proceeds benefit the shark conservation efforts of Project AWARE.

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  • Host a Scuba Diving with Sharks Travel Night
    Shark Week is the perfect opportunity to promote shark diving experiences locally, or on your next dive trip. Host a Shark Week watch party preceded by a shark diving presentation, or schedule a shark diving info night and promote it during Shark Week.If you have shark diving in your area, check out Responsible Shark and Ray Tourism: A Guide to Best Practice from Project AWARE. If you have an active travel program, reference the guide to ensure you’re working with a responsible operator.

 

  • Promote the Shark Conservation Diver Specialty and Project AWARE

Any certified diver age 12 or older can enroll in the  AWARE – Shark Conservation Diver Specialty, and the certification counts towards the PADI Master Scuba Diver® Rating.If you’d like to offer something for nondivers, host a Project AWARE fundraising event. The fundraiser can be an athletic event where participants raise money (a “Finathon”), or it could be a donation challenge.

Set a goal and choose a fun incentive if the goal is met. The reward could be a stunt such as a staff member agreeing to wear a shark costume and hand out shark candy in a public place, or it could be a picnic or happy hour for fundraising participants.

  • Post/Host Shark Trivia
    Put together a list of 8-20 surprising shark facts. Use them as a daily trivia question to draw engagement on social media, or host a shark trivia night at a local pub or via Facebook live. Here are some question ideas to get you started:What is the largest shark on the planet?

True or false, “The Cookiecutter Shark”is real

How big is an average Megalodon shark tooth?

Check out the articles below for more fun shark facts:
Megalodon Shark Facts

7 Species of Sharks You Should Know
10 Surprising Facts About Sharks

Awesomely Interesting Shark Facts

  • Reward Customers Who Speak Up for Sharks

Issue a Shark Week challenge to customers and social media followers to share shark facts, sign up for a class or event, and donate to Project AWARE. Incentivize participation by giving away novelty items such as shark bite socks or a shark coffee mug to people who do all three. Or, buy random inexpensive items to create a sharky grab bag and invite shark challenge participants to come by the store and draw for a random prize.

Shark Week offers an unprecedented opportunity for shark lovers to cut through the hype and speak up for shark protection. Mark your calendar for Sunday, 22 July and spread the good word about sharks while promoting your business at the same time.

PADI Miniseminars at the 2018 DEMA Show

Here’s the line up of planned PADI® Miniseminars for the 2018 DEMA Show at the Las Vegas Convention Center is Las Vegas, Nevada, USA.

By attending the “Tour the New PADI Online Processing Center” and “PADI Products, Programs and Standards” miniseminars, along with two additional presentations, you can regain Teaching status after not renewing for one to three years. To gain seminar credits toward the PADI Master Instructor rating or Course Director Training Course application, you receive one credit for every three PADI Miniseminars attended. Attendance validation is required for credit and forms will be available at the seminars.

Tour the New PADI Online Processing Center (Required for Credit)

This seminar will give you an in-depth tour of the new PADI Online Processing Center. PADI staff will teach you how to distribute and process digital codes, manage digital forms and answer any questions you may have.

PADI Products, Programs and Standards (Required for Credit)

Discover how to leverage new products and programs to increase business, while learning about any additional standards changes that will affect your daily teaching.

Risk Management 2018: Protect Your Divers and Yourself

Are you prepared in your ongoing efforts to avoid dive accidents? Determine how prepared you are through an analysis of real dive incidents and learn how conservative decisions provide better protection. You’ll also learn how to better manage risk in diver education programs and throughout your dive business.

CDTC Q&A: What It Takes to Become a PADI Course Director

PADI Course Director is the ultimate PADI Professional rating. Attend this miniseminar to learn how you can reach this goal and about the prerequisites, application procedures and acceptance protocols for the Course Director Training Course.

Freediving + Scuba = Huge Potential

The PADI Freediver program is gaining momentum and you will benefit from adding freediving to your course offerings. Hear from successful PADI Members who have integrated freediver training into their businesses and have experienced great success.

Energize Your Instructor Development Program

Join the PADI Instructor Development team for a 60-minute workshop centered on building a comprehensive and successful instructor development program. Walk away with ideas to create a better customer experience and increase pro-level signups.

Sneak Peek at PADI’s Next Generation Digital Products

Come see the next generation of eLearning digital products and take a tour of the new digital delivery platform. Find out what’s available now and what’s coming down the pike.

Marketing to Youngsters: How to Leverage a Generation to Grow Diving

Did you know Millennials will outnumber Baby Boomers by 2019? Or that Generation Z represents 25 percent of the US population? This seminar will give you tips to tap into the youth market to not only grow your business but also lift the industry as a whole.

Mastering the Art of Entry-Level Conversion

Are you leveraging every tool or opportunity to convert new customers into new divers? Discover the top 10 best practices to increase entry-level certifications, and hear from members who have seen great success using easy-to-implement tactics.

Discover a New World of Opportunity through PADI Travel™

Learn how to use PADI Travel offerings to increase course sales and profits. Already have a travel program? Come learn how you can get involved in the affiliate program to help supplement your travel program.

Conservation as a Business Plan

While remaining committed to safe and responsible diver education, together we can make a significant impact on key issues facing the planet by elevating environmental consciousness in all PADI Divers. Come find out how you can integrate conservation into your business plan to increase profits while preserving the ocean for future generations.

Leveraging PADI Tools to Increase Diver Loyalty and Retention

Discover how to create lifelong divers by leveraging My PADI Club. In this seminar, you’ll learn how you can grow and advertise your business, build stronger relationships with your customers, and keep divers diving for a lifetime.

PADI Partners

Project AWARE® Specialty Workshop – Revised and Relaunched!

In this interactive workshop, you’ll discover new and exciting ways to teach the revised Project AWARE Specialty. Guided by Project AWARE’s 10 Tips for Divers to Protect the Ocean Planet, you’ll gain practical tools and teaching tips that will make this the go-to course at your dive center or resort. Be prepared for discussion, action and sharing of ideas. You’ll walk away from this workshop ready to turn your divers into the next generation of ocean advocates.

From Swim to Scuba: How to Grow Your Business with PADI Swim School

Learn how adding swim lessons to your business not only provides additional income and job opportunity, but also brings new swimmers, divers, families of divers and the community into your business. Whether you have a pool, rent a pool, want a pool or have an ocean available, PADI Swim School is for you!

Tec Seminars in the Tec Resource Center

Breaking the Accident Chain

No one ever thinks they will have an accident when starting a dive. Accidents don’t generally occur from a single failure but are caused by a series of events the victim didn’t predict could happen. This presentation will explore the events surrounding incidents and what we can do to break the chain before we become victims ourselves.

PADI’s Room Block is Open

Book your room at the Westgate Las Vegas Resort and Casino for DEMA Show 2018, just steps away in the North Hall of the Las Vegas Convention Center. Call PADI Travel™ to secure the special room rate of $110 US per night* (plus tax). Pay the resort fee and you’ll receive complimentary wireless internet, access to the hotel’s fitness center, in-room safe use and free local and toll-free domestic calls.

PADI programs such as the PADI Social, Course Director Update, IDC Staff Instructor Update and Emergency First Response Instructor Trainer course will take place in the Westgate Las Vegas Resort and Casino, so you’ll be at the center of the action.

Contact PADI Travel at 800 729 7234 ext. 2539 (US and Canada) or email Christine.Grange@padi.com to book your room today.

*Rates subject to change without notice.

New Tools to Supercharge Your Word-of-Mouth Marketing

Written by Megan Denny

Advertising trends come and go, but word-of-mouth marketing remains the most effective way for a business to gain new customers. A study by McKinsey and Company, a renowned worldwide consulting firm, found that “word of mouth is the primary factor behind 20-50 percent of all purchasing decisions. Its influence is greatest when consumers are buying a product for the first time or when products are relatively expensive – factors that tend to make people conduct more research, seek more opinions, and deliberate longer than they otherwise would.”

It makes sense when you think about it. Most people value the opinion of a friend or family over an ad on television or an irrelevant ad in their social media feed. Some new PADI® marketing tools make it easy to boost customer referrals and word-of-mouth marketing.

Word-of-Mouth versus Paid Advertising

The McKinsey and Company study also found, “Word of mouth can prompt a consumer to consider a brand or product in a way that incremental advertising spending simply cannot.”

Zappos founder Tony Hsieh told Forbes, “We take most of the money that we could have spent on paid advertising and instead put it back into the customer experience. Then we let the customers be our marketing. Historically, our number one growth driver has been from repeat customers and word of mouth.”

Another reason to invest in word-of-mouth marketing? Friends who dive together, keep diving. You don’t have to be a PADI Pro for long to see lifetime friendships, and even long-term romantic relationships, form between divers.

Start a New Diver Referral Program

If you don’t have a new diver referral program currently, here are the basic steps to get started:

1 – Decide on incentives

The most effective referral campaign has a two-way offer: a spiff for the current customer and something for the new diver. Dropbox, Lyft, AirBnB and others have successfully grown their business on two-way referral programs.

Lyft offers a $10 US ride credit (approximately one free trip) for both the referrer and the new customer.

AirBnB has a more costly product (an average night’s stay can range from $90 – $200 US), so their referral deal offers $20 US to the referrer and $40 US to the new customer.

When deciding on your referral incentives, here are a few things to consider:

  • What incentive will truly motivate people? Think of an activity you’re interested in trying: snowboarding, golf, mountain climbing, DSLR photography, etc. What would convince you to invest money on this new activity?
  • Similarly, think of an activity with a significant start-up cost. What would motivate you to actively promote this activity to friends, family and co-workers? What level of incentive would inspire you to not only forward an email, but follow-up with that person and really try to sell them on trying a new experience. Use this gut feeling as part of the decision making process.
  • What is the value of a new customer? Consider the net value from course fees, eLearning payments, charter bookings, gear sales, etc.
  • What can you offer that’s high-value but low cost? Incentives don’t have to be discounts or store credit. You might offer two weekends of free gear rental, a free afternoon boat dive, or a guided shore dive with photos. The important thing is to include the value of your incentive in your marketing materials so people gain an appreciation of what they’re getting for free.

For example:

  • Know someone who might like to explore the underwater world? Share our Friends and Family discount.
  • The person you refer gets free rental gear for the course ($150 US value)
  • You’ll get $50 US store credit towards a gear purchase or a free weekend gear rental ($50 US value).

2 – Make the referral process easy

The key to a successful referral program is a simple referral process. Ideally, the customer should only have to do one thing, such as:

  • Forward this email or link
  • Tag someone in this post who should try scuba
  • Give this postcard to a friend, family member or co-worker
  • Mention this offer when calling the store
  • Bring a friend to the last night of confined water training

If your offer is good enough, the customer will go above and beyond the first step.

3 – Determine how you will track referrals

You’ll need a method to track new customer referrals, who referred them, what follow-up efforts have been made, and which marketing efforts are bringing in the best results (Crew Pak inserts, social media, emails, etc.). You can set up a spreadsheet, but to make sure you don’t miss anyone, put a sticky note with your new student paperwork and/or modify your student learning agreement to ask, “How did you hear about us?”

4 – Teach staff how to promote and use the program

Make sure employees are not only aware of the referral program, but also help them understand how and where it can be used. For example, when store credit is given to a customer for referring friends, make sure staff know to mention this credit while can selling equipment. If a customer is indecisive about buying a computer because of the cost, staff could encourage the customer to refer friends to earn money toward the computer purchase.

  • Get the word out by sending an email or a role-play video to staff.
  • Create a one-page quick reference guide about your referral program benefits and how to log referral activity.
  • Remind staff that referrals are earned and delivering superior customer service is key.

5 – Try a friends and family weekend

If managing an ongoing referral program sounds like too much work, try a friends and family weekend instead. Invite current customers to bring a friend for a free Discover Scuba® Diving (DSD®) experience. If staff resources and pool space allow, offer current customers the chance to try out some new equipment at the same time. Then, give the friends time to play around in the pool together.

Some stores ask Open Water Diver students to bring a friend to the last confined water training session. While the instructor finishes up skills with the student divers, another PADI Pro leads a DSD.

Whether you host a DSD weekend, or have students bring a friend to the last confined water session, it’s important to close the sale that same day. A proven way to motivate people is to offer a one-day-only incentive.

6 – Get the word out

Use online and in-person collateral to share your offers with customers. Visit the Marketing Toolbox section of the PADI Pros’ Site to download flyers, postcards, posters and web banners in various sizes.

 

Technology Driven Travel Trends

Written by Ted Alan Steadman

The Digital Age may not be new, but changing technology opens doors while closing others. Maybe nowhere else is that more evident than in the world of travel.

Technology’s influence on travel has made it among the digital revolution’s most impacted industries. Travel agents of the 1980s and 1990s gave way to website searches and online bookings, creating a major shake-up for how we research, plan and execute travel. Back then, could anybody have envisioned the technology integration and convenience that modern travelers enjoy?

“Online travel agencies have been among the clear winners of the digital travel revolution, which has changed the way today’s consumers plan and book their trips,” says Angelo Rossini, contributing analyst at Euromonitor International, a global marketing research organization. “The next few years will see travelers requiring an increasingly personalized service, with companies able to suggest to them customized products on the basis of their profiles and past behavior.”

Our predisposition to being digitally connected around-the-clock plays heavily on consumer behavior. Tech-savvy travelers expect tech-savvy experiences through digital platforms. For instance, in its 2017 survey of major travel companies and professionals on five continents, travel commerce website Travelport Digital reported “90 percent of travel brands said that having a ‘mobile strategy’ is ‘crucial’ or ‘very important’ to the future success of their organization.”

Further evidence? Global hotel titan Starwood Hotels and Resorts knows the deep roots digital now plays with travel consumers. “Digital technology has changed the way we connect with guests, creating a 24/7 relationship in and out of stays,” says Stephan Croix, Starwood’s Vice President of Marketing. “With many travelers already seeking a more customized and local experience, truly personalized trips are already taking off.”

Where PADI Travel™ Comes In

This just-launched division replaces the former PADI Travel Network® with a more comprehensive, sophisticated and reward-based program designed with every segment of the global PADI® community in mind. Thanks to its technology, the dive travel experience can be easier and more profitable than ever for you. This new network gives PADI Dive Centers the ability to easily sell dive-destination packages literally around the globe, while PADI Resorts suddenly have a presence in the world’s most comprehensive dive travel platform.

To clearly see where dive travel is today, just take a look at the past. It all goes back to 1988 when John Cronin, PADI’s co-founder, had the idea of starting a travel company catering to dive travelers – a novel concept at the time. The original PADI Travel Network began as a wholesale tour operator specializing in dive vacations for individuals and groups, and was based at PADI Worldwide in Orange County, California, USA. It operated on the philosophy that growing the dive industry depended on what Cronin called the “Three Es” – Education, Equipment and Experience (the fourth E – Environment – was added later). After the first two Es, travel provided the experience he believed was crucial to keep divers engaged. In addition, he saw travel connecting PADI Dive Centers and Resorts throughout the world – hence PADI Travel Network.

Fast forward into the 21st century, and with the help of more sophisticated online platforms, improved visual presentations and mobile technology, PADI Travel revamps and reawakens the concept, integrating every aspect of the dive travel experience under one roof, so dive travel shoppers get exactly what they want.

“This is a completely new offering,” says Sandro Lonardi, PADI Travel Marketing Manager, who explains that people are becoming more independent when choosing their vacations and have higher expectations. They expect to manage their vacation experience with the click on their laptops, tablets and mobile devices. “We’ve designed the new PADI Travel to be the ultimate online travel agency for divers,” says Lonardi.

Navigating the PADI Travel space at travel.padi.com enables divers to easily research, compare and book dive vacations anywhere in the world, 24/7, through a directory offering one of the largest selections of liveaboards and dive destinations in the marketplace. With a click, PADI Travel site visitors find a user-friendly interface that informs, educates and empowers them to dial-in whatever experience they seek. “Dive travelers use search engines and social networks to research and plan their dive vacations,” says Lonardi, “and being on a website like travel.padi.com makes it easy for dive operators and resorts to be in front of their target audience. PADI Travel is designed to attract thousands of divers looking for vacations.”

What Customers See

PADI Travel includes more than 300 colorful dive destination guides with custom information about diving and traveling, marine life sightings, best times to go, best sites, discounts and more. About 300 liveaboards are represented with full descriptions, postcard-quality photos, alluring videos and more than 3,000 separate itineraries listed with availability, prices and other information for curious dive travelers. Along with PADI Dive Resorts, Centers, Eco Travel itineraries and Destination Guides, dive travelers have access to dedicated dive experts as well, offering personalized planning advice spanning 80 countries.

Dive travel customers are just one of the beneficiaries, however. PADI Travel sellers can register as affiliates to receive commissions and discounts. With the program, PADI Dive Centers with inhouse travel programs gain access to an immense selection of liveaboards and dive destinations as well as dive travel experts who can answer questions in advance. That access gives individual dive centers a global reach that would be prohibitive or difficult to maintain without the program. PADI Resorts, meanwhile, can earn support and business through PADI Travel’s interconnected network of dive travel sellers and registered agents.

To top it off, the aim is to maintain the highest customer satisfaction with expert customer support 24 hours a day, seven days a week. The travel program’s network of experienced dive travel experts – PADI Travel representatives average around 2,500 dives each – adds the personal touch that travel industry experts say is absolutely critical for travel professionals today.

Growing Dive Travel

“Creating and assembling PADI Travel has been a huge ongoing effort,” says Lonardi. “We can cater to groups and individuals alike. PADI Travel has harnessed the latest platform technology to combine the best of online booking with concierge-level travel consultancy.” Not only will PADI Dive Centers find it easier to sell travel packages and PADI Resorts will gain broader reach, but PADI Pros will also have increased opportunities for participation to help motivate dive travel sales.

For tech-savvy PADI Members who are on board with emerging digital marketing opportunities, many aspects of PADI Travel will be familiar. For others looking to implement a more strategic marketing effort, it carries on the PADI family philosophy of growing the overall dive community.