You simply need to make progress on the things that matter most. Measure the Results BUSINESS EDU continued
marketing strategy. The DEMA Do-Over
One big challenge with DEMA is that it takes place in November. We get all these great ideas, then get hit square in the face with the holiday season and year-end every- thing. It’s easy for our DEMA mo- mentum screech to a halt. In January, I hosted a series of free “DEMA Do-Over” sessions, during which attendees gathered to get the ball rolling again. We met on Zoom, and I served as moderator/chief motivator for small
Finally, decide how you’ll know whether your new idea worked. If you introduce a new email cam- paign, track responses and book- ings. If you host a product demon- stration, count attendance, in- quiries, and resulting sales. If you change how you promote dive travel, monitor inquiries and reser- vations.
Not every experiment will suc- ceed, so don’t sweat it. The goal is to learn what works for your busi- ness and your customers. Over time, these small, deliberate im- provements can help you build a stronger business without constantly reinventing your
groups of dive industry peers. It was a great success, so I’m planning to do it again next Jan-
uary. If you want in, email me!
email Cathryn
42 | SCUBA DIVING INDUSTRY
Made with FlippingBook - Online Brochure Maker