Be A Diver Promotional Guide

Promotional Guide
THE DIVING EQUIPMENT AND MARKETING ASSOCIATION
3750 Convoy Street, Suite 310
San Diego, CA 92111
Phone: 858-616-6408 • Fax: 858-616-6495
www.dema.org
© The Diving Equipment and Marketing Association 2008
www.BeADiver.com
Dear DEMA Memb
er,
We’re pleased to
introduce the Be
A Diver® Promotio
you in reaching ou
nal Guide to help
grow your busines
t to your potential
s and assist
customers.
This Guide contains
access to the powe
rful messaging, qu
you in your comm
ality images and de
unications, and it’s
signs needed to as
all completely FREE
sist
to DEMA Members
With everything fro
!
m telephone direc
tory and newspape
can easily customi
r ads, to designs
ze the available ad
for outdoor billbo
templates to suit
ards, you
the imagery and Be
yo
ur business’ need
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A Diver logos availa
s. Or you can sim
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ply use
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members to create
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direcAs a DEMA memb
er you have access
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t the target marke
tential customers
t with the highest
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Gu
nt
ide
.
Am
erica’s adventurou
has the desire to
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travel, and the me
ated consumer
ans and the time
to do so. This Guide
DEMA in locating
retail customers wi
along with assistan
th
hig
ce from
h
potential for partic
message, inviting
ipation, gives you
them to the water
the right tools and
.
By using the Be A
Diver® materials in
your promotions an
more than 35 millio
d communications
n consumer impre
, you can leverage
ss
ions that have been
the
Pool and branding
generated through
campaign in the las
the DEMA Be A Div ®
t two years alone.
er
Take a look through
the pages of this
guide. Remember,
membership, and
everything in here
can be used for FR
is part of your DE
EE!
MA
Thanks,
Tom Ingram
Executive Director
© The Diving Equipment and Marketing Association 2008
1.
BE A DIVER® IT’S YOUR DEMA MEMBER PROGRAM
The Diving Equipment and Marketing Association (DEMA) is a non-profit 501(c) (6) organization
charged by its members to promote recreational scuba diving and snorkeling. DEMA is funded by
membership dues, funds raised through the DEMA Trade Show, and special sponsorships provided
by members and others. DEMA works for you!
Be A Diver® is the diving community’s national advertising campaign. The initiative to grow diving
participation is similar in concept to the “Got Milk” and “Go RVing” programs, and uses similar elements
to the “takemefishing” campaign initiated by the recreational fishing and boating foundation.
The program is being launched in 2008 and provides a simple, straightforward message designed
to entice potential customers to log on to Be A Diver.com® where they can find out more about diving, find a dive resort or find their local dive retailer. The target audience is affluent men and
women, ages 38 – 53, which have not been diving in the last 12 months, including those who may
never have been diving before. The campaign includes several long-standing DEMA promotional
programs, such as the DEMA Be A Diver® Pool and the DEMA Deep Ambitions Aquatic Career Fair.
These ongoing programs generated more than 35 million consumer media impressions for scuba
diving during 2006 and 2007. While these media impressions benefit the entire diving industry, DEMA
member businesses can multiply the effect by getting directly involved and putting the program to
work for their business’ specific needs. DEMA has made it easy to do!
Only by working together will we be able to accomplish our mutual goals of ensuring the long term
health of our industry and businesses. Whether you’re a DEMA member manufacturer, retailer,
publication, consumer dive show, state or local agency, non-profit organization, travel provider, or
training organization, you can take advantage of the FREE professionally prepared promotional
materials and take a proactive role in helping grow the industry and the diving lifestyle.
REPORT, PLEASE!
It’s important that you let us know how, when and where you use the Be A Diver® Promotional
materials in your communications. DEMA’s ability to sustain efforts at the national level, and to
continue providing these materials at no charge to members, depends in part on documented
participation by DEMA stakeholders like you.
Although these materials are yours to use completely free, we ask that you please keep track of the
audience views that come from any usage whatsoever of Be A Diver® logos, images templates or
commercials, as well as help us track acquisition of new customers. Reporting is easy. You can use
the form on the next page, download report forms from us at www.dema.org, or forms can be
requested by calling DEMA at 858-616-6408.
© The Diving Equipment and Marketing Association 2008
2.
BE A DIVER¨ CAMPAIGN PROMOTION REPORT FORM
STORE NAME____________________________________________________________________
DEMA Member Number _____________________________________________________________
Media Type
Media Name
Newspaper
1.
2.
3.
Telephone Directory
1.
2.
3.
Direct Mail/ Flyer/ Brochure
1.
2.
3.
Outdoor Board
1.
2.
Magazine(s)
1.
2.
3.
Television
1.
2.
3.
Radio
1.
2.
3.
Website(s)
1.
2.
3.
4.
Email Promotion(s)
1.
2.
3.
4.
Other
1.
2.
3.
4.
© The Diving Equipment and Marketing Association 2008
Date of
Appearance
(mm/dd/yy)
Views or
numbers
printed
Number of
Inquiries
received
from media
3.
BENEFITS OF INVOLVEMENT
Why use materials from the Be A Diver® program? Because the facts and figures are in your favor!
• Over 10% of the US populations (25 million people) have the buying behavior, lifestyle and demographics that predispose them to try diving and become long-term participants in recreational
scuba diving. These affluent, and adventurous potential customers, aged 38 – 53 are waiting for
someone to ask them to Be A Diver®.
• According to numerous sources, the top ten travel planning factors for this target group fit nicely
with the image of recreational diving this audience wants:
• Beautiful scenic place
• Very relaxing
• Good weather/climate
• No schedules to meet
• Can see & do new things/have different experiences/meet new people
• Good place for family/children
• Environment is clean and unspoiled
• Convenient to get to
• Ability to gain knowledge of history or other cultures
• Outdoor adventure
• Adults over the age of 50:
• Control 80% assets in savings accounts (Gary Onks, Sold on Seniors, Inc.)
• Own 79% of U.S. financial assets (source: Knowledge Networks)
• Hold 62% of Wall Street investment accounts (source: Gary Onks, Sold On Seniors, Inc.)
• Have a median household net worth of $112,048 for households headed by 55-64 year
olds - this is 15 times the $7,240 median net worth of under-35 households. (source:
“Older Consumers Buy Stuff Too” WSJ April 6, 2004)
• Control 50% of US discretionary spending (source: Ken Dychtwald, Age Power)
• Buy $2 trillion goods & services each year (source: Gary Onks, Sold On Seniors, Inc.)
• Spend 2.5 times as much as younger consumers on per capita basis (source: Ken
Dychtwald, Age Power)
• 37% of U.S.18+ population in 2000, but by 2010, they will be 43% (source: NY Times
July 25 2001)
• As a group will experience more than 72% growth between 2000 and 2020, but the
number older than 50 will decrease slightly (source: U.S. Census Bureau)
• With women making up more than 25% of current active divers, opportunity exists to promote
diving as an activity that men and women can do together, and as part of their travel adventures.
According to a 2005 Knowledge Networks travel study, 57% of baby boomers travel with their
spouse or partner and another 36% travel with friends.
© The Diving Equipment and Marketing Association 2008
4.
• Martha Barletta, Author of Marketing to Women, and President & CEO, The Trend Sight Group of
Chicago, indicates that women:
• Control 51.3% of U.S. personal wealth (source: Federal Reserve Board 2000)
• Are the “Chief Purchasing Officer” for household – control 80% of household
buying…even in historically male-driven categories
• 53% of investments (source: SIA 1998)
• 55% of consumer electronics (source: Consumer Electronics Assn 2004)
• 60% of home improvement buyers; 80% of household improvement
decisions (source: Lowe’s 2003)
• 60+% of new cars (source: J.D. Power 1997)
• 66% of computers (source: Intelliquest 1997)
• According to Knowledge Networks, most of the members of the target market do not pass up the
opportunity to vacation. Nearly three-quarters (72%) have taken at least one leisure trip in the
U.S. over the past 12 months. Over 92% take trips of one week or longer – which is similar to
the amount of time for the average overnight diving trip (Average: 7 nights – source: 2006 DEMA
Active Diver Study)
• These potential customers are taking trips by car/RV (59%) and airplane (31%). However it is
surprising that nearly as many made leisure trips by cruise ship (4%) as they did by bus or train
(6%). Clearly, many are accustomed to air travel, making many exotic dive destinations easily
accessible to them.
• Members of this group spend a significant amount of money on leisure travel. According to
Knowledge Networks, 47% spent between $500 and $3,000. Another 26% spent between
$3,000 and $10,000 and 3% spent $10,000 or more.
• Scuba Diving AND Snorkeling fall within the Top Ten Adventure Activities on this market’s most
adventurous trip, according to the 2005 Knowledge Networks study:
1. Hiking/backpacking/rock and mountain climbing
2. Escorted or guided tour
3. Snorkeling
4. Camping (tent)
5. Fresh or saltwater fishing
6. Horseback riding and Biking (these two activities tied for 6th)
7. Whitewater rafting/kayaking
8. Sailing
9. RV camping
10. Scuba diving
© The Diving Equipment and Marketing Association 2008
5.
• Although the Be A Diver® campaign targets new and lapsed divers, these materials should also
be effective for avid current divers and snorkelers.
• Retailers can tie their own advertising and promotional efforts directly to the national ad campaign,
linking their organization to the positive equity of the Be A Diver® message.
• DEMA members receive free access to the research-based, emotionally compelling national ad
campaign materials to save time and money.
• Members can also receive a boost to their organization’s image in the community and with their
target audience through positive messaging.
• Support of a national effort that elevates awareness of diving, and the social connections made
through diving and snorkeling, and also the importance of the natural resources that sustain
these activities.
EXAMPLE HALF-PAGE AD
(sample)
© The Diving Equipment and Marketing Association 2008
6.
Every month of the year offers opportunities for you to get involved with Be A Diver® using the
contents of this guide. Plan ahead to develop a year-long promotional calendar specific to your
organization. National Be A Diver® efforts include:
BE A DIVER® NATIONAL PR CAMPAIGN – DEMA is continuously engaging the national and
local media with lifestyle stories and editorial promotional efforts that focus on the adventure
of diving and the effect that diving is having on targeted groups of potential
customers. All of these efforts are part of the “branding” process to put diving top-of-mind.
Recent successes include the PR campaign surrounding the Diving Industry’s participation with
The Wounded Warriors Project, which has received national publicity for diving, as well as DEMA
Show PR efforts which acquired coverage for diving and the introduction of new equipment.
BE A DIVER® NATIONAL AD CAMPAIGN – This is DEMA’s annual ad buy utilizing a
combination of national print publications, regional and local cable television networks, and
online resources to generate hundreds of thousands of consumer impressions.
National advertising occurs prior to and leads into the summer diving season and the fall
travel season. DEMA member businesses can contribute to this regionally by tying into Be
A Diver® Pool appearances and related events.
(Members can view the DEMA media buy calender at www.dema.org)
BE A DIVER® REGIONAL PR BLITZ – A highly focused PR effort during the weeks leading
up to each of the Be A Diver® Pool events, which includes a grass roots approach to
involvement by the retailer, as well as a PR effort for the media in the region.
© The Diving Equipment and Marketing Association 2008
7.
FACT: THE FREE BE A DIVER AD MATERIALS
PROVIDE THE EQUITY AND EXPOSURE OF
THE NATIONAL AD CAMPAIGN BUT CAN BE
USED IN A MANNER THAT IS STILL UNIQUE
TO YOUR OWN BUSINESS AND NEEDS.
RESORT EXAMPLE
(sample)
“With over 90% of our guests being divers and coming from the United States, we recognize the
importance of the target audience to which the “Be A Diver” campaign is directed. This group has
the time and money to travel, so we want them to associate and recognize Sunset House with Be a
Diver. You will see the logo on our website, brochures and other marketing materials supplied to
our potential guests. As goes the sport of diving; so goes Sunset House and the Cayman Islands.
– Keith Sahm, Director of Marketing, Sunset House Grand Cayman
© The Diving Equipment and Marketing Association 2008
8.
WHERE TO USE BE A DIVER® MATERIALS
In as many advertising and internet areas as possible. Here are just a few ideas, and many of
these have customizable templates ready for you to adapt quickly and easily right now.
Newspaper &
Magazines ads
Posters
Yellow Page ads
Outdoor Boards
Television
Self Mailier
Movie Theater ads
Direct Mail
Website Banners
© The Diving Equipment and Marketing Association 2008
9.
NATIONAL PR CAMPAIGN CALENDAR
DEMA’s calendar of national promotional events is designed so that any DEMA member retailer can
participate and act as a “multiplier” for the Be A Diver® campaign. In addition, DEMA will continue to
use the Be A Diver® Pool and other programs to capture regional media attention for diving. These events
can include Be A Diver® Pool events, diving weekend events, career fairs, environmental-related events,
wounded warrior programs, and events surrounding each holiday in the US.
The planning calendar for the Be A Diver® National PR Campaign can be found on www.dema.org.
Each event for 2008 is outlined and linked to the full description and event website where applicable.
This calendar is updated frequently, so visit www.dema.org often for the latest events on which you
can build your diving promotions.
THE BE A DIVER® POOL
The Be A Diver® Pool is a portable swimming pool which tours the US introducing non-divers to
recreational scuba diving. Participants are provided with everything they need to try scuba; wetsuits,
tanks, regulators, BCs, masks, fins, snorkels, even towels and hairdryers when they complete the
experience. Since 2001, between 12,000 and 15,000 people per year have tried diving in the
Be A Diver® Pool. The PR value of the Be A Diver® Pool has been tremendous. In 2006 alone the
following PR values were acquired:
2006 Independently Audited PR Campaign
LOCATION
TOTAL MEDIA IMPRESSIONS
PR VALUE
Chicago
840,446
$108,948.84
New York
776,350
$94,225.18
Los Angeles
1,795,480
$230,695.58
Hawaii
230,277
$26,726.77
Washington, D.C.
1,012,744
$463,907.20
New York
30,295
$10,817.45
New Jersey
363,086
$160,169.80
Mobile, Alabama
37,608
$31,633.00
Miami, Florida
21,060
$18,620.00
Naples, Florida
90,122
$44,733.00
Los Angeles
572,500
$156,800.00
Rockaway, New York
5,643,932
$874,050.00
Rockaway, New York
374,372
115,042,89
Rockaway, New York
8,254,000
$2,162,254.94
Rockaway, New York
2,918,000
$1,045,888.05
Rockaway, New York
1,644,000
$1,076,351.17
Old Sacramento, Calif
347,818
$96,600.00
2006 Broadcast TOTALS
24,952,090
$6,602,420.98
Print and On-line TOTALS
23,074,144
573,445
2006 TOTALS
48,026,234
$7,175,865.98
© The Diving Equipment and Marketing Association 2008
10.
The Be A Diver® Pool typically works with various travel or boating events, and with consumer dive
shows that attract our target customers.
Be A Diver® Pool cities are selected based on several criteria, including:
• Availability of a DEMA member consumer dive show
• The size of the media market
• Last appearance of the Be A Diver® Pool or promotional event – cities are typically
visited no more than twice per year – with substantial time between the visits. This is
to prevent the media from passing on coverage for an event simply because Be A
Diver® Pool has been there in the not-too-distant past.
• Established availability of the target audience
DEMA uses the Be A Diver® Pool on an ongoing basis to acquire regional publicity for diving. The
schedule for the pool can be found on www.BeADiver.com. Please watch periodically for schedule
changes due to event changes.
The regional PR effort for diving also includes a media-trained DEMA spokesperson and appearances
on TV shows such as CNN, FOX and Friends Morning News, and other news programming as
available. Since PR efforts depend on the availability of the news crews on the days of the events,
it is important to create as much “buzz” as possible to capture media attention. Since the pool
provides an interesting visual for the media, there is an opportunity to capitalize on the media
interest in the Be A Diver® Pool.
DEMA-Member retailers are encouraged to use the apppearance of the Be A Diver® Pool to create
a “Diving Week” or “Diving Weekend” in an attempt to create additional media buzz leading up to
the pool’s visit, and for the purpose of promoting diving. To accomplish this will require that interested DEMA member retailers create their own localized promotion appropriate for their market.
Retailers should consult their training agency, favorite destination, or equipment
manufacturer, or use some other “hook” of their own design to promote their store to prospective
clients (not a “sale” but a true promotion describing the benefits of diving to the target audience).
The BeADiver.com website lists schedules of events, links to photos of pool
participants, and provides links to stores that participate with the Be A Diver® Pool. In addition,
DEMA has created a Retailer’s Guide to Participation With The Be A Diver® Pool, which can be
downloaded by DEMA members from dema.org.
© The Diving Equipment and Marketing Association 2008
11.
REGIONAL PROMOTIONS THAT DRAW MEDIA ATTENTION
The ideal promotion for diving in conjunction with a Be A Diver® Pool visit is city-wide to the extent
possible and presents DEMA members with an opportunity to acquire local media attention and
publicity for their businesses. Participation in the Be A Diver® Pool events is open to all DEMA
retail members who wish to take part.
Information from each event is retained on BeADiver.com so that visitors to these sites will be able
to see the stores that participate, photos of the event(s), and listings of participating DEMA
member stores.
In addition to inviting the media to the event in conjunction with the Be A Diver® Pool, DEMA will
provide b-roll footage on diving and the Be A Diver® Pool for local television stations that may want
to use it in place of, or along with their own video footage at the event.
DEMA recommends that local retailers make other promotional opportunities available for the media:
• A career day program in concert with the local school system (if appropriate)
• A major consumer event (including a consumer dive show when appropriate)
• A film festival or other similar promotion if local DEMA member retailers can support it
and if it does not create issues for the other consumer event
• Promote local diving or a Ships2Reefs program
• A beach clean up or other environmental event
• An IMAX film premiere
The regional PR effort extends the reach of the Be A Diver® Pool and Be A Diver® campaign,
acquiring exposure for diving in general by creating events consistently from city to city.
Participation by DEMA member retailers is key to this effort. Don’t forget that DEMA posts photos
of all participants on www.BeADiver.com and also on myspace.com/scubatour. Participants can
see themselves underwater and send their Try Diving photo to all of their friends!
© The Diving Equipment and Marketing Association 2008
12.
BE A DIVER® PROMOTIONAL MATERIALS
This Promotional Guide has been prepared especially for DEMA member stakeholders just like you.
The information that follows provides descriptions of the available materials and gives examples of
how to use them. Most have been designed for easy use regardless of graphics or computer skills.
Here’s what we have to offer:
1. FREE Customizable Print Materials - Logos and Customizable Ad Templates
Be A Diver logo files are available as low-resolution JPEG format and high resolution TIFF and EPS
formats. EPS files require graphic design software. All advertising templates are available as print
quality PDF files. (Adobe Acrobat Reader for viewing PDF files can be downloaded for free at
www.adobe.com). Any modification to PDF files will need to be done by an advertising professional.
2. Be A Diver® Images to Create Your Own Ads
Our compelling campaign images are available as high-resolution TIFF and EPS
files for print-quality production and as low-resolution JPEGs for website use.
The TIFFs and JPEGs can be viewed in several picture-viewing applications such as Adobe®
Photoshop® and Quick Time Picture Viewer. You can also view JPEG files using your Internet
browser. Your local print shop can also use the files to build ads per your instructions.
3. FREE Customizable TV and Radio Commercials available by order using the online order
form found on www.dema.org
Customizable television and radio commercials are pre-recorded and intended for use “as is,” but
allow you space at the end for the addition of your personalized tag and/or message. Examples
can be found on www.dema.org.
For assistance in using the TV and Radio ads, contact DEMA at 858-616-6408.
4. BE A DIVER® LOGOS
There are several Be A Diver® logo color options available for a wide variety of applications. Use
the Be A Diver® logos on your website and everywhere possible to benefit from our national ads
directing millions of consumers to visit the Be A Diver® website for all kinds of how-to-get started
diving knowledge. Plus your retail store is listed for free at BeADiver.com®.
© The Diving Equipment and Marketing Association 2008
13.
GUIDELINES FOR LOGO USE
In order to use the Be A Diver® logos DEMA Members must complete the Logo Use License
Agreement available at www.dema.org.
The most effective manner of promoting the Be A Diver® campaign is to use the logo consistently.
Consistent usage builds public familiarity with the campaign, helping to reinforce it, and thus providing
more familiarity with diving. Listed below are a few style guidelines for using the Be A Diver® logos:
• Logo is always to read horizontally
• Logo must always appear as one word, and should include the “action diver.”
• When using color, logos must be one of the approved color formats
• Logo color must be crisp and legible on its background
Be A Diver Logos – Color Variations
NOTE:
Black background
appears only to make
these logos visible on
this guide and is NOT
part of actual logo
© The Diving Equipment and Marketing Association 2008
14.
COLOR REQUIREMENTS BE A DIVER.COM® LOGO
NOTE:
Black background
appears only to
make these logos
visible on this guide
and is NOT part of
actual logo
R: 65
G: 65
B: 66
R: 0
G: 113
B: 188
R: 0
G: 174
B: 239
C: 0%
M: 0%
Y: 0%
K: 90%
C: 100%
M: 50%
Y: 0%
K: 0%
C: 100%
M: 0%
Y: 0%
K: 0%
Pantone:
Process
Black C
Pantone:
301 C
Pantone:
Process
Cyan C
R: 238
G: 50
B: 36
R: 179
G: 35
B: 23
R: 255
G: 255
B: 255
C: 0%
M: 95%
Y: 100%
K: 0%
C: 0%
M: 95%
Y: 100%
K: 29%
C: 0%
M: 0%
Y: 0%
K: 0%
Pantone:
485 C
Pantone:
484 C
Pantone:
White
R: 159
G: 161
B: 164
R: 65
G: 65
B: 66
R: 93
G: 100
B: 103
C: 0%
M: 0%
Y: 0%
K: 44%
C: 0%
M: 0%
Y: 0%
K: 90%
C: 0%
M: 0%
Y: 0%
K: 75%
Pantone:
423 C
Pantone:
Process
Black C
Pantone:
Process
Black C
© The Diving Equipment and Marketing Association 2008
R: 159
G: 161
B: 164
R: 179
G: 35
B: 23
R: 238
G: 50
B: 36
C: 0%
M: 0%
Y: 0%
K: 44%
C: 0%
M: 95%
Y: 100%
K: 29%
C: 0%
M: 95%
Y: 100%
K: 0%
Pantone:
423 C
Pantone:
484 C
Pantone:
485 C
R: 35
G: 31
B: 32
C: 0%
M: 0%
Y: 0%
K: 100%
Pantone:
Process
Black C
R: 255
G: 255
B: 255
C: 0%
M: 0%
Y: 0%
K: 0%
Pantone:
White
Note: Black background appears
only to make this logo visible on
this guide, and is NOT part of
logo
15.
Campaign Images
© The Diving Equipment and Marketing Association 2008
16.
Magazine Ads
Single Page Ad – 8.5” x 11” (5 options to choose from)
CUSTOMIZED
© The Diving Equipment and Marketing Association 2008
17.
Magazine Ads
Half Page Ad – 8.5” x 5.5” (3 options to choose from)
CUSTOMIZED
© The Diving Equipment and Marketing Association 2008
18.
Newspaper Ads
Newspaper – 3 column x 11” (5 options to choose from)
CUSTOMIZED
© The Diving Equipment and Marketing Association 2008
19.
Newspaper Ads
Newspaper – 3 column x 5.5” (3 options to choose from)
CUSTOMIZED
© The Diving Equipment and Marketing Association 2008
20.
Yellow Pages/Progam Ads
Yellow Page half column – 1.58” x 4.54” (5 options to choose from)
Yellow Page double half column – 3.26” x 4.54” (4 options to choose from)
Yellow Page half page – 6.62” x 4.54” (3 options to choose from)
Yellow Page half column
CUSTOMIZED
© The Diving Equipment and Marketing Association 2008
21.
Yellow Pages/Progam Ads
Yellow Page half page – 6.62” x 4.54” (3 options to choose from)
CUSTOMIZED
© The Diving Equipment and Marketing Association 2008
22.
Posters
Poster – 24” x 36”
CUSTOMIZED
© The Diving Equipment and Marketing Association 2008
23.
Window Decal
Logo Window Decal – sizeable
© The Diving Equipment and Marketing Association 2008
24.
Website Banners
Web banners, three to choose from, each with rotating messages
Alternating animated banner for the Internet
CUSTOMIZED
Alternating animated banner for the Internet
CUSTOMIZED
© The Diving Equipment and Marketing Association 2008
CUSTOMIZED
25.
Commuter Rail Outdoor Poster
30 Sheet – 42” x 84”
CUSTOMIZED
© The Diving Equipment and Marketing Association 2008
26.
Sales Flyers
Sales Flyers – 8.5” x 11” (5 options to choose from)
CUSTOMIZED
© The Diving Equipment and Marketing Association 2008
27.
Direct Mail
Standard Postcard – 4” x 6”
Oversized Postcard – 4” x 6”
Direct Mail-Standard Postcard
Front
Back
Stamp
Address label here
CUSTOMIZED
© The Diving Equipment and Marketing Association 2008
28.
Self Mailer
Self Mailer – 7” x 15.5”
Inside Spread
Front Cover
Address Panel
CUSTOMIZED
© The Diving Equipment and Marketing Association 2008
29.
Movie Theater Ad
Theater Slide
CUSTOMIZED
© The Diving Equipment and Marketing Association 2008
30.
TV Billboard
TV Billboard – 720 x 480 pixels
CUSTOMIZED
© The Diving Equipment and Marketing Association 2008
31.
II. Television and Radio
:30 TV Spot
“BE A DIVER”
Audio
Be an explorer
in the other 2/3rd of
your world.
Be the buddy who
takes the kids in the
aquarium
instead of just to it.
Be adventurous.
Be amazed.
Be diver.
To preview and order the :30 TV spot visit www.dema.org.
© The Diving Equipment and Marketing Association 2008
32.
:23 / :07 TV Spot
Audio
“BE A DIVER”
Be an explorer
in the other 2/3rd of
your world.
Be the buddy who
takes the kids in the
aquarium
instead of just to it.
Be adventurous.
Be amazed.
Be A Diver.
DESCRIPTIVE SUPER
INFO GOES HERE.
CUSTOMIZED
VOICEOVER DIALOGUE
GOES HERE
CUSTOMIZED
To preview and order the :23/:7 TV spot visit www.dema.org.
© The Diving Equipment and Marketing Association 2008
33.
:60 Radio Spot
“BE A DIVER”
SFX:
Music up.
ANNCR:
Be an explorer.
Awaken your sleeping adventurer.
Take him to uncharted territories.
Let no man’s land, be your playground.
Dare to go where few have ever been.
Where pirate ships remain, sea creatures reign
and you are but a free floating guest.
Be fluid, Blend in.
Become one with an endless sea.
Uncover colors that don’t come in a crayon box.
Find treasures of unknown origins.
See an aquarium from the inside, out.
Be a Teller of Tales.
Of discoveries made, not seen.
Of nature lived and journeys
to another part of your world.
Be adventurous. Be amazed. Be a Diver.
Visit beadiver.com
SFX:
Music Out
To hear and order the :60 radio spot visit www.dema.org.
© The Diving Equipment and Marketing Association 2008
34.
:45/:15 Radio Spot
“BE A DIVER”
SFX:
Music up.
ANNCR:
Be an explorer.
Awaken your sleeping adventurer.
Take him to uncharted territories.
Let no man’s land, be your playground.
Dare to go where few have ever been.
Where pirate ships remain, sea creatures reign
and you are but a free floating guest.
Be a Teller of Tales.
Of discoveries made, not seen.
Of nature lived and journeys
to another part of your world.
Be adventurous. Be amazed. Be a Diver.
SFX:
Music Out
(:15 CO-OP TAG)
To hear and order the :45/:15 radio spot visit www.dema.org.
© The Diving Equipment and Marketing Association 2008
35.
DEMA
The Diving Equipment and Marketing Association
3750 Convoy St., Ste. 310
San Diego, CA 92111-3741
© The Diving Equipment and Marketing Association 2008
Toll Free: (800) 862-DIVE (3483)
Phone: (858) 616-6408
Fax: (858) 616-6495