Editorial – December 2014

Gene-Video-200by Gene Muchanski, Editor
The Dive Industry Professional

“Staying On Top Of The Industry”

December should be the busiest month in the year for a few reasons, but it’s not.  Front line Industry Professionals, the Retailers, should be taking advantage of the Holiday buying season, but are they?  Manufacturers and Sales Reps should be following up on sale leads from the DEMA Show, but statistics show that 84% of exhibitors don’t follow-up on their leads.  The Travel sector should be busy with Holiday bookings and setting up next year’s schedules, so why are so many travel people on vacation now? Serious Industry Professionals need to get their finger on the pulse of commerce from a “Buyer’s Perspective.”

We are not hearing much chatter from the field.  In fact, it’s a little too quiet in the Industry.  What we are hearing a lot of is that Industry Planners are busier than usual planning their 2015 schedule.  The year will kick off quickly with Surf Expo coming to Orlando in the first week of January.  Trade and consumer shows will be in full swing from the first of the year until June. Industry Professionals will need to hit the ground running very soon.

This issue is dedicated to the Planners in the Industry.  To be competitive next year, we’ll need to be aware of what the industry is doing and what the consumers are spending their money on.  The trick is to be in the right directory, the best web site, or any publication when the consumer is making their buying decisions.  Next year will all be about staying in touch with the buying public.

About Gene Muchanski

Executive Director at Dive Industry Association. Board Member at Dive Industry Foundation. Marketing Consultant to the Diving Industry. I have been a certified Scuba Diver since I was 15 years old and have been a passionate waterman for as long as I can remember.
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