DEMA Be a Diver initiative

[RJP]

You think it needs a way for people to get more information about HOW to be a diver?

YUP - a very specific "call to action" is critical here!

The viewer sees the ad, and says to himself "OK, I think I'll be a diver!"

What does DEMA want that person to do NEXT?

- call an 800#?
- go to a website?
- visit a local dive center?
- book a vacation?
- look under diving in the yellow pages?
- wander beaches looking for people with tanks?

Web is the most obvious choice. In fact DEMA's marketing plan lists "drive potential customers to BEADIVER.COM to close the sale" as a key objective of the plan, so I sure hope they didn't actually forget to put the website on the ad!

 

[USIA]

Wow. Not too flame, but I'm glad we don't give our money to DEMA any more. What a freakin snooze fest.

 

[Thalassamania]

YUP - a very specific "call to action" is critical here!

The viewer sees the ad, and says to himself "OK, I think I'll be a diver!"

What does DEMA want that person to do NEXT?

- call an 800#?
- go to a website?
- visit a local dive center?
- book a vacation?
- look under diving in the yellow pages?
- wander beaches looking for people with tanks?

Web is the most obvious choice. In fact DEMA's marketing plan lists "drive potential customers to BEADIVER.COM to close the sale" as a key objective of the plan, so I sure hope they didn't actually forget to put the website on the ad!

If this is in keeping with DEMA's past advertising failures it is intended as something that could be use by agencies, shops, etc., as a front end with a "call to action" pinned on the southbound end of the northbound donkey. Too bad.

 

[USIA]

After reading another thread, I think it is important that we know that this was not the finished product. At least I hope not. Hopefully they will at least throw in a www.

 

[SeaLevelScuba]

Now that 3 months have passed, has anyone seen or realized any measurable impact from this campaign?

Schott

 

[Thalassamania]

Nada.