RETAILING Memory Marketing and How It Can Help the Scuba Diving Industry – by Peter Letts, owner of Abyss Scuba Diving, Sydney, Australia
Think back to when you became a certified open water diver. Can you re- member the joy, the pride, and the ex- citement written all over your face? Now, imagine receiving a photo that perfectly captures that memory. The next day, you’d eagerly show it to your
4. Experiential Marketing: The hands-on nature of scuba diving training itself is an experience that sticks. From putting on your gear to practicing underwater skills those tangible, immersive moments reinforce positive associa- tions with learning to dive and the brands that support you on the journey. These are especially powerful in the scuba industry, where every dive is a memory that divers will cherish forever. Memory Marketing for the Scuba Diving Industry: Scuba diving is undoubtedly one of the most unforgettable experiences. Most of us can recall the magic of our first breath underwater as if it happened yesterday. By tapping into the emotional impact of those powerful memories, dive shops can connect with new divers – turning first-time visitors into passionate advocates who not only love diving but also de- velop a lifelong loyalty to the shop. Here’s how scuba diving and memory marketing go hand in hand: Unforgettable Underwater Memories: Photos and videos are the heart and soul of memory marketing for scuba busi- nesses. Think about it – divers love reliving their first giant stride into the water, the rush of seeing marine life up close, or even the fun of their certification group photo. When dive operators provide free, high-quality photos and videos of these moments, they’re creating more than just keepsakes – they’re linking their brand to happiness, achievement, and ad- venture. Take Abyss Scuba Diving as an example. They started post- ing photos of newly certified divers on Facebook in 2009, and it worked great for engagement. But when Facebook’s al- gorithms changed and visibility dropped, they needed a new approach. That’s when they turned to Fotaflo, a platform that makes sharing photos easy while driving divers and their friends back to their website. With Fotaflo, Abyss gave divers a way to access their photos and reconnect with them by sharing these images during mo- ments of significance like certification anniversaries or holi- days. This didn’t just help divers relive their achievements – it made them share their stories with friends. The result? A 40% increase in open water certification bookings. Add to the Experience: Photos aren’t the only memory makers. Dive operators can take it one step further by creating moments before and after each dive.
coworkers, reliving the experience as you share it. Over time, you receive emails or text messages that encourage you to re- visit those memories, bringing back the feelings of that in- credible moment. That’s the essence of memory marketing – a powerful way to keep experiences alive and meaningful. In the scuba industry, where every customer experience is unique, memory marketing is a powerful way to build long- term customer relationships and grow your business. To really unlock its potential, memory marketing needs to be imple- mented by both dive destinations and local dive shops. What Is Memory Marketing? Memory marketing is about creating, capturing, and leveraging memorable customer ex- periences. By triggering strong emotions, dive businesses can build stronger, longer relationships with divers. Those emo- tional connections get divers to come back, share their posi- tive experiences, and be ambassadors for the dive business long after they’ve learned to dive. The principles of memory marketing are simple but powerful. Memory Marketing Principles and Techniques: 1. Emotionally Connected: Learning to scuba dive is full of unforgettable moments – your first breath underwater, the thrill of seeing marine life up close, the calmness of floating weightlessly. Those experiences create emotions like awe, joy, and pride, leaving a lasting impression that connects you deeply to the underwater world. 2. Storytelling: Every dive is a story to be told. From your first training session to your first open water dive, those moments create a narrative you’ll want to share. The dive industry needs to tap into those personal adventures, make divers feel part of a bigger community, and deepen the emotional connection. 3. Nostalgia: Scuba diving is about exploration and discov- ery – whether it’s a childhood dream of swimming with sea creatures or the thrill of trying something new for the first time. Connecting those past aspirations to future dives creates a strong emotional bond.
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