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Burnout Marketing Marketing 101 Owner Life

Do Well by Doing Good: How to Use Fundraisers and Charitable Events to Build Dive Store Visibility and Sales

Broach the idea of hosting a fundraiser to build dive retail business, and you can raise a few eyebrows among the uninitiated, and even among some of the stores that have done them. It's not that most retailers don't favor…

Donna AskewJanuary 15, 2009

Marketing Marketing 101 Travel

Pretrip and Post-trip: Two Ends Of a Successful Retail Dive Travel Program

To run profitable trips, you need to set precedents that encourage your customers to make commitments. Remember, when a client cancels it is possible that you might end up losing money or have to cancel a trip, and that affects…

Marty SnydermanJanuary 13, 2009

Legal Management Marketing 101 Merchandizing Selling

Gift Cards and the Scuba Retailer

It's a pretty good bet that if you gave us a list of topics that you would like to see covered in this magazine, an article about gift cards would be way at the bottom of your list, if at…

Barry K. ShusterJanuary 13, 2009

As I See It Local Diving Marketing 101 This Works for Us Travel

‘Teach Them, Then Take Them’: How We Use Local Diving to Keep Business Thriving

Bill Matthies, president of Minnesota School of Diving Inc., sent us this letter on how local diving benefits his business. His Midwest dive center is near a number of flooded mines, which provide local diving opportunities for his students and…

Bill MatthiesJanuary 13, 2009

Marketing Marketing 101 Retail Selling 101 Selling

Promoting and Selling Continuing Education in Your Store

Con ed provides fees and add-on sales such as manuals and ancillary gear, including dive lights and underwater photography equipment. But it doesn't stop there. Divers with advanced training are more likely to buy equipment and travel. And given the…

Alex BrylskeJanuary 12, 2009

Local Diving Marketing Marketing 101 Travel

Happy Campers: Combining Scuba with Camping Can Provide a Low-cost and Popular Service

Dive camping? you ask. Do I look like an Eagle Scout? Does my store look like the headquarters for the Junior Woodchucks of America? If you've never thought of combining these activities, you're not alone. When we think of dive…

Donna AskewJanuary 7, 2009

Marketing Marketing 101

Can’t Buy Me Love? Customer Loyalty Programs Examined

It is a commonly accepted business belief that it is far more expensive to acquire a new customer than it is to retain one. That's often cited to stress the importance of your existing customer base. One expert, Fred Reichheld,…

Marty SnydermanJanuary 2, 2009

Marketing Marketing 101

Share Of Mind: Branding Your Dive Store Through Diver Education

I'm a Macophile -- one of the less than 5 percent of all computer users who refuses to do Windows. Though I started out with PCs, I took my bite of the Apple back in 1988 when an incident turned…

Alex BrylskeDecember 20, 2008

Marketing Marketing 101 Travel

How to Make More Money and Have More Fun with Your Land-based Dive Trips

It is the day after one of my groups has returned from a land-based dive trip, and my telephone is ringing -- again. I pick up the receiver to hear, "So, when can I give you my deposit for next…

Donna AskewDecember 13, 2008

Marketing 101 Merchandizing Operations

Merchandising Makeover: Five Things You Can Do Today to Jazz Up the Store and Increase Sales

...Makeovers even work with people. Funny what a new wardrobe, new makeup, and a new hairstyle can do for someone's appearance. Throw in porcelain veneers for a new smile, tummy tuck and hair extensions and it's downright amazing what $50,000…

Patricia LuebkeDecember 8, 2008

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