DEMA SHOW After more than three decades at the DEMA Show, I’ve worn most hats – publisher, instructor trainer, manufac- turer, retailer, and travel buyer. First - timers try to see everything; vet- erans arrive with a short list. Treat DEMA like a working trip, not a re- union, and it can shape your next 12 months. Here are ELEVEN Power Tips that will make DEMA pay off for you. 1. Plan Before You Arrive: Mark key vendors, book ap-
Don’t Just Walk the Floor, Work It: Making DEMA Pay Off – by Joel Silverstein, www.joelsilverstein.com Joel Silverstein has worked in the diving industry for more than 35 years as a retailer, manufacturer, and educator.
agency, meet another’s regional rep and ask what you might gain by crossing over in support, materials, and marketing they offer – and the real costs. You may get a fresher look without disruption. 8. Proceed Cautiously with Technical Diving: Tech re- tail demands significant instructor training, personal kit, classroom upgrades, gas support, and inventory. If it isn’t already in your basket, partner first with a trusted col- league for instruction, standards, and training; you handle sales and logistics. 9. Spot the Trends: Tech, scooters, sidemount, and CCR
pointments, and map your route with the DEMA app. A plan turns wandering into productive work. 2. Budget with Purpose: Show specials are tempting; buy to fill real holes and for Q4– Q1 sell-through. Negotiate in person – ship- ping, terms, and minimums improve when face-to-face. 3. Use the Education Program Sessions: on retail ops, social, liability, and travel often beat gear discounts on ROI. If you bring staff, give them assignments and send them to learn. Take notes and capture at least one actionable takeaway per session.
are rising; freediving draws younger cus- tomers; and sustainability influences buying. On the business side, AI-assisted marketing, modern booking, and CRM tools are moving from nice-to-have to necessary.
10. Rethink Equipment Lines: Can one brand cover most needs? Have a frank talk about moving from Brand Y to Brand X. Even if you stay put, consider adding a sec- ond “first–line” brand to refresh the floor and create productive internal competition. 11. Mind the Math: Expect to spend about $350–$800 per person per day to attend. Aim for opportunities that return five to ten times that investment over 6–12 months. Land a profitable liveaboard, improve margins with smarter buying, and unlock a social strategy that gener- ates inquiries. After DEMA, debrief your staff, compare notes, and turn what you learned into action. Then take a hard look at your shop. Clear out merchandise older than a year – unless it's repair parts, it's tying up cash and dulling your store's energy. Move displays, swap posters, and maybe even paint a wall to give customers something new to see. Post photos, clips, and vendor highlights to showcase upcoming events. Within two weeks, follow up with vendors, finalize deals, and schedule training or travel. The value of DEMA isn't what you saw – it’s what you do once you get home.
4. Network Deliberately: Reps, agencies, in- surers, and travel operators are all here. The best conversations often happen in hallways and at evening mixers – go to them. 5. Stay Organized: Do a nightly purge of brochures and samples; keep only what matters. Bring clean, simple business cards – no glossy backs, no clutter. Include only name, title, shop, city, email, and cell number so people can remember and reach you easily. 6. Travel Program Strategy: For seasoned sellers, add one new bucket list trip 24–36 months out. New to travel? Begin with the basics from your airport that are afford- able to customers, priced between $1,200 and $3,500 per person. Request that operators offer two free on-boards for 10 or fewer, higher commissions, and referrals to ex- isting retailers. A brief, honest call beats any brochure. 7. Training and Agency Strategy: If you’re deep in one PAGE TWENTY-FOUR | SCUBA DIVING INDUSTRY
Bottom Line: Show up with a plan, stay focused, and follow through. You won’t fly home with cata- logs; you’ll fly home with momentum.
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