The Purpose of Engagement
by Gene Muchanski, Editor
The Dive Industry Professional
The word “engagement” means different things to so many different people. It is also referred to differently according to the generational group you identify with. I looked up the word “engagement” and found 100 different meanings and applications for engagement. Although I think that most people in the diving industry correlate engagement with involvement (active participation and interest), I think we should take engagement to its next and maybe its ultimate level of “conversion”, which is desired action taken.
Correctly choosing what engagement means to Dive Industry Professionals can put those of us who work in the diving industry on a much clearer, direct pathway to achieving successful outcomes. But before we do that, we need to define who we want engagement from.
In January 2023 we wrote an article, Becoming an Engaged Dive Industry Professional, which lead to creating a 12-part series on how every dive industry professional could Learn, Engage, Grow, and Lead in the Global Diving Industry. The positive effect we had on dive industry professionals, I think, has been significant. For three years now we have been working with Dive Industry Professionals to get them more engaged in the industry by sharing what we have learned about 21st Century marketing tools and technologies, helping them achieve their measurable planned objectives.
Researching and applying actionable solutions to existing industry challenges over the past year has given our company great insight into the power of working with actionable solutions, planned objectives, and measurable key results. In less than a year, we have experienced the best outcomes from the DEMA Show, Surf Expo, and 2 consumer Scuba Shows than we have had in the last 25 years. I believe our Association is now capable of reaching a trade membership exceeding 1,000 active & engaged members.
We now seek Industry engagement from three groups that make up the Global Diving Community. Each group requires a different approach to achieving our separate planned objectives. The marketing tools and technologies that are required to access and implement our programs will vary according to the size and complexity of our target markets. The three groups we are currently working with are the Global Diving Business Network, currently engaged Dive Industry Professionals, and currently engaged members of the Global Diving Community. Notice that I used the word “currently engaged” when referring to industry professionals and dive community members. Dive businesses currently in the global diving business network are by default engaged. Non-engaged businesses are either out of business already or are unfortunately close to that point.
The Global Diving Business Network: Diving businesses in this sector are the producers, distributors, and sellers of diving equipment, diving services, training, travel, and lifestyle products. Of the thousands of dive businesses we follow, the most engaged businesses are the ones who currently exhibit at diving and watersports trade and consumer shows. Of course, there are more, but it is easier to work with groups of currently engaged businesses who are actively looking to sell their programs, products, and services. We currently work with diving businesses that see the value in face-to-face marketing. As our success and influence grows as a trade association, we will continue to develop additional ways of bringing buyers and sellers together.
Dive Industry Professionals: This sector is made up of individuals who work part-time or full- time in the diving industry. They are trade professionals who work in manufacturing, training, travel, and the service industries that specialize in diving and diving related programs, products, and services. They are also the workers and volunteers in the non-profit sector that does the important work non-profits are famous for. We have been working to help dive Industry Professionals become and stay more engaged in our industry. The industry benefits from actively engaged professionals.
The Global Diving Community: This sector includes the people who are actively engaged in diving as an activity. They are the people who buy and use the programs, products, and services the Global Diving Business Network produces, distributes, and sells. The global diving community includes all types of diving and diving related activities. To begin with, I would classify them as watermen and waterwomen. People who enjoy the outdoors and those who enjoy travel and adventure might also be good classifications. In retrospect, the global diving industry tent could be as big as you want to make it. The key point to consider is the extent of their engagement. Our focus as an industry is to get and keep the global diving community actively engaged in diving and diving related activities. Our principal challenge at this moment in time is to define the size, location, and activity level of the global diving community. Capturing and maintaining a database base of this size and complexity requires more sophisticated marketing tools and technologies than we currently have available to us.
Understanding Consumer Engagement: There is an estimated six million active divers worldwide. Says who? Where did that number come from? No one in the diving industry knows, nor do they have any proof one way or the other. If you say there are six million divers in the global diving community, then my question to you is what marketing tool did you use to measure that outcome? Can I see your list? I thought so.
Walking On Thin Ice: The current trend in the diving industry is to sell to the end user. Reminds me of when my Dad used to ask me if I’d jump off a bridge if everyone else did? Well? Of course not. One would have to measure the risk and quantify the cost and calculate the return on investment. You might even ask yourself why you are contemplating something so radical? Unless you know something the rest of us don’t know. How many potential customers worldwide are there? How many are active and currently engaged in the activity? How many have unfilled needs that are still unmet? What is the lifetime value of each of the unfilled individuals? Who are they? Where are they (geographically)? Where are they currently on their customer journey? How close to conversion are they? What is your new customer acquisition cost? What is your net return on investment? My final comment is, Is there a more cost-effective way within our current industry channel of distribution to achieve more sales, growth, and conversions? Do we have a system that would include more current trade professionals, working together to achieve planned industry outcomes that results in more sales, growth, and maximum sustainability in our industry for years to come?
Become a Member of our Global Diving Business Network: Annual Membership in the Dive Industry Association is $125 and includes placement in a number of Trade Directories and websites. Our organization uses websites and directories in advertising and marketing campaigns to refer business to our members. By joining our network, you are becoming part of a network that works on your behalf to bring buyers and sellers together for the benefit and growth of the Global Diving Community. Download a Membership Application today.
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