Print as a Personal Invitation to Dive Deeper Personalization and surprise are key drivers of ROI. Ac- cording to the report: 72% of Gen Z & Millennials wish brands focused more ▪ on surprising them through mail. 76% enjoy personalized ▪ physical mail from brands. 74% are more likely to ▪ RESEARCH continued
experiences help them connect more deeply with others and brands. 76% say retail spaces should inspire, not just sell. ▪ 73% say shopping at hyped pop-ups or retailers feels ▪ like a cultural moment. 77% of young consumers ▪ have planned trips around vis- iting retail locations.
Scuba diving thrives on com- munity: buddy teams, group travel, certification classes, and post-dive socials. The report’s findings affirm what dive pros al- ready know –that in-person expe- riences drive long-term loyalty.
buy from brands that cre- ate unique unboxing ex- periences.
Scuba Diving Industry Magazine supports this psychology. Each
monthly delivery acts as a tactile invitation to explore –just like unboxing a new dive computer or flipping through a dive travel guide. Advertisers who use high-impact ad designs or creative placements (e.g., pullouts, gatefolds, QR integrations) gain mindshare through surprise, relevance, and aesthetic ap- peal. Physical Retail and Print Build Community Retail in 2025 isn’t just about transactions — it’s about be- longing: 83% of Gen Z and Millennials say that in-person retail ▪
The magazine complements this dynamic by acting as a cen- tralized resource for the community. Dive shop owners and instructors look to it not just for products, but for ideas and inspiration. It’s a cultural touchstone, elevating brands that advertise alongside editorial that dives into business tips, eco- logical leadership, training strategies, and travel trends. A Call to Brands: Blend Digital and Tactile for Maxi- mum Impact The report is clear: the most successful brands are those that integrate physical and digital touchpoints.
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