Work with micro-creators. You don’t necessarily need a ▪ celebrity; a local creator with a small but engaged audience may be more valuable. Make your values visible. ▪ BUSINESS EDU continued
business relatable to customers of all ages.
A generational approach to mar- keting simply means doing your homework on demographics and life stages. Start by asking important questions, like, What does this cus- tomer want? What problem are they trying to solve? Where do they get information? Who influ- ences their decision? What does “value” mean to them? What does success look like? And perhaps most importantly: Why would scuba diving matter to this person right now? The question isn’t, “How do we market scuba diving to this person?” The better question is, “How do we make scuba diving
Conservation, inclusion, and community should be demon- strated rather than merely claimed. Connect digital discovery to ▪ analog experience. Host be- ginner nights, try-diving events, underwater photogra- phy evenings, conservation events or social gatherings. Marketing for All Ages We’ve examined general distinc- tions between the generations and looked at ways you can tweak your
marketing messaging so it reaches your target audience. But don’t let generational marketing veer into stereotyping. Not every Boomer wants a printed brochure. And not every Mil- lennial wants an Insta experience. The key is to make your
matter to this person?” I’d love to know how your dive center uses generational marketing. Email me at hello@clearstorycoach.com.
email Cathryn
48 | SCUBA DIVING INDUSTRY
Made with FlippingBook - Online Brochure Maker