BUSINESS EDU continued
mode” (StudioID, 2023). Unlike consumer magazines, which reach divers one by one, B2B platforms connect with the pro- fessionals who control product stocking, course offerings, and travel bookings. Why Scuba Diving Industry Magazine Matters: The publication reaches 966 U.S. dive retailers and is digitally de- livered to more than 17,000 dive professionals in 165 coun- tries . Advertising here ensures your message is delivered directly to the decision-makers shaping retail inventory, train- ing opportunities, and destination promotions. And it’s not just about efficiency – it’s about trust. A 2025 MarketingProfs study revealed that emotional branding plays an outsized role in B2B decisions , often outweighing purely functional considerations. In other words, industry profes- sionals buy from businesses they trust, respect, and feel aligned with. Ad- vertising in trusted trade media helps build that emotional connection across the dive community. Not Just for Manufacturers: While manufacturers may be the most obvious beneficiaries, B2B advertising is equally crit- ical for: Dive Resorts & Liveaboards – Raising awareness ▪ among retailers who organize group trips. Training Agencies – Reaching instructors and shops ▪
choosing which certifications to promote. Distributors & Wholesalers – Recruiting new dealers ▪ and strengthening regional sales. Service Providers – From insurance to software, visi- ▪ bility in B2B channels keeps solutions top-of-mind. The Content Marketing Institute notes that while 95% of B2B marketers have a content strategy, only 29% find theirs “very effective.” Success comes when businesses combine content with targeted, strategic advertising in channels that professionals already trust (CMI, 2024). The Payoff for the Dive Industry: Research also shows divers who engage with their local dive stores stay active longer and spend more on equipment and travel (DEMA 2023). Supporting retail visibility through B2B media strengthens the entire ecosystem, ensuring manufacturers, re- sorts, and training agencies benefit from an active diver base. In conclusion: Consumer advertising reaches divers. B2B advertising powers the ecosystem that supports them.
In a niche market like ours, trust and visibility are everything. If your goal is sustainable growth – whether you’re a manufacturer, resort, training agency, or service provider – B2B advertising isn’t optional. It’s indispensable.
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