Promotional Guide Supplement: Be A Diver Television Commercial Use and Buying Guide Quick Guide to Buying and Using Cable Television Ad Time Step 1 Have DEMA’s Retail Specialist determine the location of target customers in your area. This can be accomplished by calling “Big Wave” Dave Reidenbach at (920) 205-3657 (mobile number). Target customers can be located by zip code, and it is possible to purchase the mailing addresses and names of potential customers. Step 2 Order the “23/7” format of the Be A Diver commercial from DEMA. The first part of the commercial is 23 seconds of imagery from the Be A Diver campaign. The last 7 seconds is available to customize the commercial for your store contact information. The commercial is available free as a Quicktime Movie file for DEMA members, and sold at cost of materials for other formats, including BetaSP, Betacam, ½ inch, and more. Step 3 Bring the following with you to discuss a cable “buy” with your cable advertising seller; • The Be A Diver commercial in the format you ordered • A description of the customer you are targeting • The list of zip codes with the greatest number of target households • The list of most desirable cable networks for the target customer • An idea of how much commercial cable advertising you would like to purchase. Step 4 Analyze the offer from the cable advertising seller. Look for coverage in your target areas, frequency of commercial spots, number of target households reached, correct cable networks, correct “dayparts,” and appropriate television programming. Step 5 Use the Be A Diver materials to supplement your own promotions, and create a cohesive campaign tied to your television ads. Step 6 Measure it! • Make sure you ask new or returning customers how they heard of your store! • Measure the number of hits on your website • Compare the zip codes of new and returning customers to the zip codes affected by your cable buy • Track certifications before and after your campaign 2 Be A Diver Television Commercial Use and Buying Guide Using the Be A Diver TV commercial to acquire more diving customers DEMA has created two well-received versions of a television commercial designed for the “Be A Diver” diver acquisition program. One version is 30 seconds in length and designed to drive potential consumers to the Be A Diver website (www.BeADiver.com). The other version consists of 23 seconds of much of the same footage and audio, along with a 7 second segment at the end of the piece which can be customized by a DEMA-member dive center to drive viewers directly to the member’s retail store. Both versions are available free on DVD for DEMA members, and sold at cost of materials for other formats, including BetaSP, Betacam, ½ inch and more. Using a professionally designed television commercial may be new to you, and certainly using the Be A Diver commercial will be. For that reason DEMA has put together this “Buying Guide” to assist in placing the commercial on the correct cable network, during the correct times, and in conjunction with appropriate programming. Who is today’s diver? DEMA’s recent US marketing study of actual diving customers shows the following is the general profile of the most likely diving consumer. This is the target for the Be A Diver campaign: • Age – Between 38 & 53 years old – Mean: 45 Median: 46 • 76% are male • Household Income – 56% make between $75,000 and $100,000 • Occupation – 80% are White-Collar/ Professional/ Technical/ Management • Home ownership – 93% own their own home • Mortgage amount – Median of $148,000 • Marital Status – 71% married • Presence and age of children – 17% have kids under 18 3 The data indicates that this is an individual with an extremely high value set and correspondingly high expectations. In the US this individual is highly sought after by all marketers, but especially marketers of luxury products in search of individuals with high disposable income. This target is comfortable with (and demands) the trappings of wealth and luxury consistent with his/her profile. From a destination and lifestyle experience perspective, this is the same target sought after by Four Seasons and W Hotels alike. Who is the DEMA target audience, and what information is available? Typically advertisers should define their target audience before purchasing a cable buy, including determining where they live and what they watch on television. As described, DEMA has determined that the target audience for the Be A Diver campaign is consistently found in low-density suburban areas. Specific target household penetration rates for your region can be readily determined by DEMA’s Retail Specialist. More important than the demographics listed on page 1 of this guide are the “lifestyles” of these potential customers. Their spending and product acquisition habits, time available, and other measured factors pre-dispose them to being involved in activities like recreational scuba diving. The following brief descriptions of the DEMA recommended target groups may assist in understanding these customers: Executive Domain Top business executives are busy and territorial. Their domain includes influential lifestyles as well as land. This cluster indexes highest on business managers, financial and health care professionals. They are families with kids; executives in peak-earning years – aged 35 to 59. Sixty percent are dual-earner couples. They have the biggest homes – most rooms and lowest average number of persons per room. They are educated with graduate and professional degrees; 88 percent are white, non-Hispanic. The remainder are “minority executives” indexing especially high on Asian householders. Nouveau Manors Nouveau riche, yes, but also nouveau house. And not just a new house but a relatively large, new house. This cluster indexes highest on the newest homes, built since 1995. They are householders aged to 30 to 44 with families and children. They can afford the extra space as they have one of the highest indexes on dual-earner, college-educated couples. They are 80 percent white, non-Hispanic, but Asian, Hispanic, and African American new homeowners are also represented. 4 Balancing Acts Rush home from work, improvise dinner, pick up the kid(s), greet the spouse in the fog of go, go, go. These dual-earning couples in the suburbs are not necessarily two professionals trying to combine career and family but they manage. This is "soccer mom" country, and a "balancing act" because of the high proportion of school-aged kids and working parents. They have relatively new homes, 90 percent owner occupied, and are college educated scientists, information industry, and health care workers sharing high-speed internet connections. Fully 90 percent are white, non-Hispanic with an average family income of $97,000. Go figure…and work out tomorrow’s family schedule. Suburban Wave Caught between preserved green space and hold-out farmers, this relatively new housing cluster – 30 percent of homes built since 1995 – represents trailing edge baby boomers and leading edge baby busters. They are the highest percent of households living in suburbs and working in central cities. They are families with children, college- educated professionals with a relatively high 62 percent dual-earning couples. Ethnically 80 percent are white, non-Hispanic but all other minorities are represented. Their mean family income is $83,000 enough to make the mortgage payments and take a nice vacation. Sierra Snuggle While not all woodsy log cabins, this segment indexes high for new home construction in Colorado and other high-growth mountain and Western coastal states. The segment contains young families with kids (45 percent) in an 80/20 owner to renter mix. College educations and dual-earning couples boost mean family income to $77,000. These folks are single and newly married couples postponing children. Naturally, because of the omnipresence of aging baby boomers there are a few 50+ folks with empty nests, all the better to snuggle. This cluster's Western skew accounts for its 12 percent Hispanic population. What does the NON-DIVING consumer think about diving? DEMA has made it easy to determine where and when to advertise by researching the most likely networks that reach the customers with the time, money, lifestyle and willingness to purchase scuba diving equipment, trips and classes. What has been discovered (and maybe should be obvious) is that it is important to understand the mind- set of a NON-DIVING customer – one that knows little, if anything, about diving, knows nothing about the critters that live underwater and the requirements to learn, except what they’ve seen in movies and television. Here are some interesting myths that were uncovered in the extensive research conducted by DEMA, running up to the launch of the Be A Diver campaign: o Diving is an isolated (lonely) experience o You are breathing pure oxygen o You breathe differently than you do on land o Dives are usually between 50 and 200 feet deep o You have to be in top physical condition to dive. You can’t be overweight or smoke and you must be very strong o It’s dark and murky underwater and difficult to see o Sharks are deadly and they are everywhere o It’s very cold underwater o You cannot see anything underwater if you normally wear contact lenses or corrective eye glasses o There is no margin for error when scuba diving. Once false move and you’re dead. 5 Advertising messages should address these very real issues to help remove objections to getting involved. Recognizing that these are very real concerns for NON-DIVERS, and then using that knowledge when customizing the commercial, can help welcome these new participants to the sport, and avoid the all-too-common errors made when instructors and divers embellish a diving-related “sea story” and inadvertently frighten away customers.