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Fight the Holiday (Business) Hangover with Red Envelopes

The holiday hangover is real. You’ve spent November and December promoting holiday sales and helping customers find the perfect gift. Then comes…January. Ouch. The lights of December are gone. Local diving has fallen out of favor with fair-weather divers, and unless things…

DCB StaffNovember 8, 2019

Accounting Featured Finance Management Marketing 101 Profit Centers Retail Selling

Above the Line: when Is an Expense Not an Expense? the Right Answer Practically Determines the Kind Of Business You Can Have.

Expenses that can generate income are good employees, advertising that works, the store van, your Web site, even the rent. Yes, you pay for them from the same checkbook, and yes, they show up on the profit-and-loss (P&L) statement below…

Mark YoungSeptember 9, 2018

Marketing Marketing 101 Retail Selling 101 Selling Travel

What’s in Store for Your Customers? Building Business by Helping Your Customers Create a Bucket List

IT'S DIFFICULT TO SAY EXACTLY WHY ANY ONE INDIVIDUAL TAKES UP DIVING: so many facets of the sport are intriguing, attractive, enticing. But one thing we can depend on is this: once diving becomes a repetitive, ho-hum activity, divers are…

Robert N. RossierOctober 16, 2017

Marketing Marketing 101 Retail Selling 101

The Catch: Strategies for Turning Sales Leads into Solid Customers

When you're fishing for new customers, it's definitely not catch and release. You spend good time and money attracting each prospective diver, so it should be hard to let any get away. Yet not everyone is ready -- right then…

Greg LasloOctober 14, 2017

Management Management 101 Marketing Marketing 101 Operations

Coming Together: Building a Scuba Community Through Collaboration

We're well into a brand-new year, but despite all the changes it brings, we in the dive industry are faced by some of the same old problems. This is often the time we're thinking about ways to help build our…

Robert N. RossierSeptember 20, 2017

Finance Marketing Marketing 101 Merchandizing Retail Selling 101 Selling

From Camera Sales to Camera Center: Profiting from Pictures

As we enter the New Year a fundamental question confronting business owners and management all over North America is, "How do we grow our business and boost our bottom line?" This is an especially challenging question for dive centers because…

Marty SnydermanMarch 23, 2017

Marketing Marketing 101

Device Directions: How to Expand Your Marketing to Connect with Mobile Customers

THE JOKE AMONG FRIENDS IS THAT I CARRY A SMARTPHONE ALMOST EXCLUSIVELY TO LOOK UP ARCANE TRIVIA. While that's more true than I'd care to admit, I do occasionally use it to check weather and scores, find directions, trade text…

Greg LasloMarch 15, 2017

Marketing Marketing 101

Nurturing the Future Of Scuba: Ways to Grow the Women’s Diving Market in Your Dive Center

According to the DEMA Diver Research Project, 43 percent of recreational scuba divers are now women. Given the presence of women consumers in the scuba industry, and their influence on consumer spending, if you aren't merchandising for, and marketing to…

Donna AskewOctober 20, 2015

Marketing Marketing 101 Operations Opinion This Works for Us

Building Referral Business: a Few Good Twists Bring in Friends and Family

For niche markets like scuba, word-of-mouth is vital; however, to make it truly effective, you need to find ways to translate it into new business. The good news is you have the most important ingredient for success: enthusiastic and satisfied…

Robert N. RossierJuly 15, 2015

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