Argument for a September Launch
 by Gene Muchanski, Editor
The Dive Industry Professional

We opened the September Issue with our Editorial, Preparing for the New Season.  We discussed seasons and seasonality curves to some extent, and we reminded our readers that different stakeholder groups in the diving industry follow different new season beginning dates.  Some prefer January, some like September, and some think that November is OK with them.  The conundrum is that there are multiple major stakeholder groups in the industry and there are good reasons to start the new season on different dates.  Each start-up date benefits a different stakeholder group.  But that logic only makes sense if you look at this problem from a supplier’s point of view!  The viewpoint of the vender as I like to call it. 

Allow me to introduce a viewpoint from the demand side of the industry’s channel of distribution.  The BUYERS side of the equation.  The side with the checkbooks.  The ones who buy the stuff we sell.  I know I have your attention now.  As a Trade Association, we represent, advise, and serve the supply side of the diving industry.  We do that for the benefit of the demand side of the recreational diving industry.  We are the bridge that connects buyers and sellers of diving equipment, training, travel, and lifestyle products.  We are the watch-dog group of the industry’s channels of distribution.  We are the consulting organization that helps diving business entrepreneurs acquire, maintain, and increase market penetration, market share, and the ever-elusive competitive edge.  We do our best to see that both buyers and sellers in the global diving industry have their needs met.

Definition of a Season: A season in the recreational diving industry is a specific period of time when diving activity or diving related sales are at its highest.  That of course, depends on whether you are a buyer or a seller.  Different geographical areas across the globe have different seasons.  Seasons are also based on weather, national holidays, or public activity such as the local school calendar.

Diving Shows & Events: Diving shows and events do not dictate the beginning or end of a season.  They reflect it.  There are three types of shows and events that were created to take advantage of local, national, and international seasonality curves.  They are dive shows, trade shows, and professional development conferences.  Their purpose, function, and agenda are obviously not apparent to everyone in the global diving community.  Let’s review. 

Dive Shows are regional events that cater to local divers who are buyers and end-users of diving equipment, training, travel, and lifestyle products.  Dive shows consist of an exhibit hall with vendor booths that are designed to inform and educate, using a show and tell concept model.  Regional dive shows usually have seminars and workshops that educate or entertain the local diving community.  Dive shows ae usually conducted during the peak of the diving season, because that is when interest in scuba diving and adventure travel is the highest.

Trade Shows are industry events that focus on the wholesale buying and selling of diving equipment, training, travel, and lifestyle products which enable the wholesale buyers to order products, in order to be ready for the beginning of the next season.  Vendor booths in the exhibit hall should be set up to showcase products for sale and have adequate floor space for vendors to write orders with their wholesale customers.  Seminars and workshops are kept to a minimum so as not to reduce floor time attendance in the exhibit hall.  The purpose of trade shows is to introduce new products and write orders for the vendors. The reason qualified retail buyers attend trade shows is to see new products and order sufficient inventory to be ready for the next new season. 

The best example of trade show design for the watersports industry is the Surf Expo in Orlando, Florida.  Qualified Retail Buyers attend their trade shows for free.  The September Expo prepares the retail buyers for the Fall and Winter Seasons and the Christmas Holiday.  The January Expo allows retail buyers to order for the Spring and Summer Seasons.  So, when we look at the rational for when to launch the next season for our industry, we have to take in consideration that our wholesale launch is a few months prior to the retail beginning of a new season.

Professional Development Conferences: There is nothing more important to Dive Industry Professionals than professional development.  Continuing education is a must-have process for anyone employed in the diving equipment, dive training, and dive travel sectors.  Diving equipment manufacturers conduct annual training in new product design, and equipment maintenance and repair.  Initial training and annual updates are a significant, and time-consuming process, for the Diving Equipment Specialist.  Continuing education and annual training updates are the foundation to the qualification and professional integrity of Dive Training Professionals.  The Dive Travel sector needs continuing education courses and annual updates for their dive destinations. The best places to conduct education and training for Dive Travel Specialists are Regional Dive Shows and Professional Development Conferences.  The best time for an annual conference would be when it is convenient for the dive equipment, training, and travel stakeholder groups.  The time of year when activity and revenues are at the lowest point of the year.  Many in the industry currently favor mid-October through mid-November for an annual professional development conference. 

September is the Best Month: Diving equipment manufacturers have historically used a September launch.  Good marketers plan six months ahead of current day operations.  Most planning and prep-work is completed during the dog-days of summer. Sales meetings are conducted in August, and sales calls begin the day after Labor Day.  Retail buyers are in prime position to purchase new inventory after depleting their summer stock.  While the retail teaching staff is busy with the new fall classes, the store’s retail buyers can slip away for a few days to place their orders for the Christmas Holiday.

The Travel industry uses a September launch quite effectively.   During their slow time in September, Caribbean Buyers attend Surf Expo to place their apparel orders for the fall.  Taking care of diving equipment and travel orders in a September wholesale launch frees the global diving business network up for a larger and more comprehensive Professional Development Conference in mid-October or early November.  Introducing next year’s equipment lines in September and updating our Teaching Professionals in October allows the global diving business network to take full advantage of the fall and holiday shopping season, allows everyone to enjoy the holidays, and prepares the Retail Business Sector to be ready to introduce the new year and new dive season to the buying public.  It’s a WIN-WIN-WIN for everyone.

For more information about the Global Diving Business Network, contact Gene Muchanski, Executive Director, Dive Industry Association, 2294 Botanica Circle, West Melbourne, FL 32904.  Phone: 321-914-3778.  Email: gene@diveindustry.net  Web: www.diveindustry.net  

# # #