Promoting Travel Through Local Diving

It’s interesting to note that, despite its extensive travel program, “The” Dive Shop conducts an equally extensive program of local diving.

• Every Sunday during the season, customers can participate in a series of store-sponsored guided fun dives at the local lake.
• Several times each year, the store sponsors special-event fun dives, such as an Easter Egg Hunt, School’s Out Barbecue, Full Moon Night Dive, Underwater Pumpkin Carving Contest and Thanksgiving Turkey Hunt.

So what does this have to do with promoting dive travel? That’s easy: It helps keep customers active.

Customers who only dive on vacation are more likely to drop out of diving than customers who dive several times a year. The more actively customers dive, whether locally or on vacation, the more likely they are to buy equipment, take continuing education classes — and sign up for future trips.

Keith Chesnut writes:

“Most stores I visit concentrate on the exotic travel and totally ignore the diving nearby. Many people don’t have the time or the budget to travel extensively. By being able to dive at home, they will stay much more active and refer many more friends to the store for training.”

Even more ways to promote dive travel »

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