I have already said I believe that DEMA at least indirectly influences the 'basic fun diver'. How much varies across individuals. Just because someone says they 'never knew DEMA existed', or doesn't know exactly what 'D E M A' stands for, doesn't mean they are not impacted in some way. Taking it a step further, I also believe DEMA as configured apparently offers manufacturers something that they want, at least at present. Many of the comments in the thread seem seem to be approaching the DEMA issue on an either-or basis. That may not be optimal.
First, what is wrong with a dealer only, or buyer only show, if it works for the manufacturers? I certainly dont disagree with the comments about having end user exposure and input. But why does that have to be DEMA? Why cant it be print advertising? Why cant it be regional shows? (I mentioned BTN in an earlier post, and that is an excellent example of a very well-attended regional meeting.) Why cant it be small seminars at a number of LDS in various states? And, why cant it be this IN ADDITION to DEMA. While some of us as individual users may be convinced that DEMA is unnecessary, or that the same outcome could be accomplished through regional activities (or even resent the fact that we are not invited to attend), I havent yet seen a lot of posting from manufacturers suggesting that available sales data necessarily supports that view I am not saying it isnt valid, only that it comes from the perspective of many of us whose skin in the game is more limited. I am happy to let market economics influence the manufacturers decisions. Some manufacturers may decide that DEMA isnt worth it, and stop participating. Fine. But, apparently enough still do to make it financially attractive to continue with the current plan. Putting myself in a manufacturers position, I want to get the broadest possible exposure, for the smallest investment, to the specific people who buy, in volume, from me. And, in many cases (carefully avoiding saying always, never, or only) the people who buy from manufacturers are shops, or wholesalers, or on line vendors, NOT individual end users. I may passionately care if an end user might really like to see my gear, but that may not help my sales if I dont have a distributor near that person, to provide the opportunity for them to go in and fondle the gear. If I have limited time (3 exhibit days for example) at an expensive show event, I want to be sure that the people who come by my booth are my target audience I dont really need to be talking to Joe Blow from Kokomo about a dive light, while I keep a LDS owner standing there waiting to talk about an order for 20 dive lights plus 20 BCDs, that would come if he/she decides to pick up my line. Sure, if I create demand for my light by talking to Joe, it may influence a LDS to carry my line (if there are 30 Joes who take the time to actually talk to the shop owner). But, and God strike me down for prideful behavior, I actually think I am probably more persuasive than Joe with regard to influencing that shop owner, and I can talk volume pricing, and advertising support, to the owner / dealer, which Joe cant. That doesnt mean I dont want to have some exposure to Joe, and a 1000 like him, but there may be more efficient ways to do that (print ads, displays in shops, an attractive corporate website that directs potential customers to my distributors) than trying to go to 20 regional shows. Just a thought.