Editorial – May 2016

Gene-Video-200It All Begins in May – or Whenever You Do.
by Gene Muchanski, Editor
The Dive Industry Professional


All year long we’ve been telling the industry that January through March is our recreation’s pre-season marketing months.  That makes April and May the preparation months for a season that traditionally begins on Memorial Day and ends after Labor Day.

Seasonality curves are a tricky topic to talk about on a national level and especially on an international basis.  Every area has their own seasonal time limits, whether they are natural or man-made.  Natural limitations are based on the local weather and man-made limitations are things like your customers’ activity schedules.  We can work within the weather limitations by adjusting the type of diving equipment we use and the type of diving activities we participate in.  Working with different groups of customers that have different family and work schedules takes a little more strategy and planning. It’s all part of working smart instead of working hard.  Speaking of working smart…

There are things that have worked for our Dive Industry Association Members in the past and there are things that some have tried that didn’t work. It’s our job as Industry Marketing Professionals to share marketing tactics with you that have worked for people and tell you about the marketing tactics that usually don’t.  When enough people try something and have success with them, it’s called a “Best Practice.”  We’ve learned a bunch of Best Practices over the years and will be sharing them with our Members and other dive businesses that are participating in our DIVE LOCAL program.

This summer we will be blogging about Best Practices and working with Dive Local Groups across the country and across the Caribbean. We will keep you informed about our progress, using this blog as the primary starting point.  You can subscribe to this blog by going to www.diveindustrynews.wordpress.com  If you have difficulty subscribing to the blog, email me at gene@diveindustry.net or call me at 321-914-3778.

Have a great Summer.


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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