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While I think DEMA is just fine in many respects, it is my humble opinion that it's the companies with a strong internet presence that will be the ones benefiting from that "pent up consumer demand". Of course, they are going to have to SURVIVE the recession before they get to benefit from any recovery! This pull back by many is a real effort for some of these companies to do just that: SURVIVE. I wonder what DEMA is doing to help keep those companies viable? Is there anything they CAN do in that respect?
DEMA should offer classes on HOW to market to consumers through forums just like ScubaBoard. I have offered my services to them for FREE and yet they don't deem it important enough to present to their membership. They did suggest that I pay them for the honor of teaching a such class to their members. Apparently, they just don't understand the significance of social media networking on the internet.
It is rather interesting that many of the companies not going to DEMA this year have a wonderful presence on the internet, including here on www.ScubaBoard.com. Rather than putting all their eggs in only one basket, they have found alternative ways to reach the dive shop and consumer alike.
WARNING: LONG OPINIONATED POST AHEAD:
Pete:
We (Robert and Jill) have had this same discussion with many in the Cave Diving and Rebreather communities. And have offered to help facilitate a new media presence for many of our peers and colleagues, from training agencies to manufacturers. We are met with apathy and disinterest. To their great credit, Dive Rite, with Kate Byers' and Lamar Hires foresight, have really embraced the concept. (Hmmm Dive Rite was not at DEMA last year in Vegas???)
There are business and media people who get it and will prosper, and there are those who do not get it and they will wither away, wondering what happened to all the print magazines in which they used to place expensive display ads--and all the trade show floor traffic that is now happily clicking on banner ads on ScubaBoard and RebreatherPro.com
If anyone is listening--the trick is not so tricky: Create RELATIONSHIPS directly with your customers via social media online. The old top-down heirarchy is a dinosaur, and the paradigm shifted long ago, while you were sipping margaritas at a DEMA party.
Contact Pete or us, and we can and will help you make the transition.
A little perspective from a Mid Level Manufacturer
USIA is a smaller name brand in the Diving Industry with our Dry Suit and Thermal Wear line. You would think it would make sense for a company like our to attend DEMA and get better exposure for our brand. In fact we did attend DEMA every year from 1990 until 2005. From 1990 until 2000 our brand did grow and DEMA was a big part of it.
But in the early 2000's there was a switch. More internet marketing and more internet awareness by consumers and dive shops. Many of the dive shop attendees were there more to take seminars and classes and book travel trips for themselves personally and for class trips. Great for the Travel Industry and the seminar types, bad for the brick and mortar Manufacturers. No big deal. We saw the way DEMA was heading and we bailed on it in 2005. Luckily, because our VP is brilliant () we have seen our sales sky rocket in the last 5 years.
The moral of my story is that it's pointless to bash what DEMA has become. It just didn't make sense for us anymore. XS Scuba is a great example of a start up company that needed the initial marketing presence, and they have done well, but I'll be curious to see what happens in the next 5 years with them as far as DEMA goes.
What would I like to see changed with DEMA and Marketing overall industry wide? Concentrate heavily on promoting all types of domestic diving. This benefits the local dive shops which are still the backbone of the industry. Lay off the marketing of Travel, as most people can only travel 1 or 2 times a year. If you have your own equipment, you can dive everyweek end pretty inexpensively. Seeing as how the majority of diving in the United States is cold water diving, start marketing it as a sport and adventure. Market spear fishing. Market the adventure of Ocean diving.
I also like the idea of allowing consumers in for 2 days on a weekend. With as small as the show has gotten with quality companies, we really only need 2 days of Industry on a Thursday/Friday. Also, by allowing consumers to come in, DEMA can generate more revenue and pass on those additional funds to the Manufacturers to help offset the cost of attending DEMA.
I totally empathize with DUI. Dive shops cannot afford to have a large selection of Dry Suits in their stores. It's the most expensive item in diving and it's considered a luxury item. Consumer shows are the only shows where people can come and actually touch, feel and try on items. We mainly concentrate on helping our dealers with Store Sales and local community shows. The big shows are really kind of a bust for our product.
Again, let's not concentrate on bashing DEMA. Unfortunately it's the only industry wide organization we have. I will admit, they can be a bit pompous and arrogant, but positive dialog goes a lot further than negative jabs. That said......
Anyone need a Dry Suit?
Last edited by USIA; April 22nd, 2009 at 01:42 PM.
I just got an email asking me to participate in a survey regarding opening some or all or portions of the DEMA show to the public. I filled out the survey and in the comments section wrote the fllowing
"Dear DEMA,
Please consider the overall responses you generate from this survey, use this as the "vote" without further using the heavier vote given in actual votes.(the "pay for play" weighting given via the DEMA membership system)
It is my view that a clear message is being sent to DEMA as both an organization and a show. I am aware (and indeed count myself among) a strong and growing body within the industry that feel while we(dive industry) require a association and shows we no longer can afford the power plays, politics, pollyanna lies,obsfucation and parasitic nature of DEMA as it has been.
The truth is you don't have many more chances to pull back from the abyss.
In a time of universal deceit, telling the truth is a revolutionary act. -George Orwell
Given that our biggest fear, death, is inescapable, doesn’t it seem ridiculous to let our smaller fears dictate how we live our too short lives? -Me
“It is said that power corrupts, but actually it's more true that power attracts the corruptible. The sane are usually attracted by other things than power.” -- David Brin
I just got an email asking me to participate in a survey regarding opening some or all or portions of the DEMA show to the public. I filled out the survey and in the comments section wrote the fllowing
"Dear DEMA,
Please consider the overall responses you generate from this survey, use this as the "vote" without further using the heavier vote given in actual votes.(the "pay for play" weighting given via the DEMA membership system)
It is my view that a clear message is being sent to DEMA as both an organization and a show. I am aware (and indeed count myself among) a strong and growing body within the industry that feel while we(dive industry) require a association and shows we no longer can afford the power plays, politics, pollyanna lies,obsfucation and parasitic nature of DEMA as it has been.
The truth is you don't have many more chances to pull back from the abyss.
I should point out here that Chris' motive is not to harangue DEMA. It's not my motive either. Rather we want to see DEMA be successful and the ONLY way to do that is for them to listen to everyone in the industry, including US.
Let's focus on a singular reality for a moment. Most everyone would agree that DEMA wants the best for our industry. I am confident that they want the absolute best, but I don't think that their actions reflect that. Better yet, I don't think that their actions are helping the industry during this downturn. Now, let's compare them with an entity that most everyone here would agree exists ONLY to bring ruin to the industry: cdnn.info. So, point your browsers to Alexa the Web Information Company and let's see how these two entities compare in their effectiveness on the Net. Now, if you haven't used Alexa before, it's like golf: the LOWER score is better than a HIGH score.
Dema.org has an Alexa rating of 1,709,927. Now from my limited experience on the internet, this is WAY high and especially so for a marketing organization.
cdnn.info has an Alexa rating of 93,568. They are one of only FIVE scuba related sites to break the 100,000 mark and they are POISON for the industry! Kinda like the National Enquirer, only worse!
The other four?
LeisurePro.com 95,007
Scuba.com 66,701
Padi.com 66,205
ScubaBoard.com 41,164
Now, I would like to point out that out of ALL of the sites ranked in the top 100,000, without a doubt, I have the smallest IT budget. We are able to afford DEMA this year only because it's in Orlando and I live 20 minutes away! Yet, my team and I have managed to create a WONDERFUL resource that brings manufacturers in direct contact with the consumer WITHOUT cutting out the local dive shops! In fact, I honestly believe that we help a number of them thrive in the face of this economic downturn! I would like to suggest that this didn't happen by accident.
I would suggest that if you get this request for a survey from DEMA, that you let them know your feelings. You might want to indicate that it's a good idea for them to sponsor a class on social media from the LEADER of that in our industry.
WITHOUT cutting out the local dive shops! In fact, I honestly believe that we help a number of them thrive in the face of this economic downturn! I would like to suggest that this didn't happen by accident.
Yes, and I am so glad I found this site 3 years ago when we opened. With hard work on our part, and a great board like this, we were able to grow in leaps and bounds both our front door and our online business! I will always support this great site as it has supported us! DEMA however.....has never gotten me a customer. I have never heard someone say" Ya, that DEMA program brought me in, that DEMA flyer, the DEMA article, etc. Check that, I will say I did have a couple that tried Scuba in the DEMA pool at the Our World Underwater show....but thats it. I DO have people all the time calling or coming in the store that heard about us here.....If you want to be my marketing company, you better send me some business.
We also switched our primary training agency as I got tired of hearing the same things but NEVER seeing any action or innovation...yet we are the #1 training agency....No you just train the most divers....everything else is subpar! But we have the best marketing materials....Best books, possibly. I don't have people knocking down my door asking for "X" certification. They do come in wanting to Dive...so we switched to one that supported us more and allowed us to be more aggressive in our outreach of classes and have more opportunities
I didnt franchise with ANYONE, don't tell me what to do in my store or try to tie my hands on making money! You don't pay my bills!
Ahhhh sorry for getting off topic but somewhat related
cdnn.info has an Alexa rating of 93,568. They are one of only FIVE scuba related sites to break the 100,000 mark and they are POISON for the industry! Kinda like the National Enquirer, only worse!
.
I think the only reason that they hit such a high number is that somehow they have gotten themselves includes in Google News distribution.
you're right about them being the "national enquirer" of the dive industry.
Here is the letter Chris referred to... I didn't get one, and had a colleague send me this. I think they might be reading this thread.
Originally Posted by DEMA
Dear Diving Industry Colleague:
As you know, DEMA Show has been a trade-only event since its inception. However, DEMA has received regular input over the years from some trade members of the industry indicating their desire to utilize DEMA Show as an additional opportunity to promote their products and services directly to the general public (the diving consumer). Suggestions from these companies have ranged from opening the show to consumers for the entire four-day duration of the show, to creating a single "consumer day," or segmenting the show floor in such a way as to permit consumers only on certain parts of the Show floor during the event.
DEMA needs your assistance in determining the interest in creating a Show experience that best suits the needs of the industry today. Below is a link to a brief survey requesting your input on questions regarding allowing the general public/diving consumers in DEMA Show. Please limit responses to one per company.
Click here to begin the survey or paste the following link in your web browser's address window.
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Originally Posted by NetDoc
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) we have seen our sales sky rocket in the last 5 years. 
