money.’ So how do we make print media work? What should be of overall importance to the small business operator is having a high reach at a low cost per engagement. So choose your print media wisely whether it be in that dive magazine or the local newspaper. Once you have properly identified where you can get the best bang for your buck, think about the finer details when creating advertisements. For example, can you secure high profile right-hand pages, the inside front cover or back pages? Create a catchy headline with a call to immediate action. Use images that make your potential customers feel like they want to be the person in those photos. Frankly, feature/benefits is a secondary consideration to the modern consumer who is more interested in spiritual engagement with products and services than they are in the aerospace materials used in their manufacture. For example, Nike is famous for blending inspiration, sto- rytelling and culture into their ads . It is no factoid; this form of effective advertising is not at all new as Nike (and others) have been using these themes since the late 1980s (Ref: Nike’s “Just do it” advertising promo 1988). Don’t discount radio and even TV as these are still alive and kicking with the global radio advertising market expected to reach $53.5 billion by 2032. Radio advertising costs are not one-size-fits-all and depend on factors such as location, time of day, ad length, single spot versus campaigns, and station popularity. While rates can vary widely based on these factors, you might be pleasantly surprised by the bang you can get for your buck, especially with regional stations. Again it is all about the finer details including choosing those time slots to most effectively capture your audience, keeping the messages simple, using easy-to-remember details (i.e. listeners may be driving), and making sure your brand name and website are at the front and end of the ad. Beyond traditional radio, the digital audio market is booming. The latest data shows significant growth in podcast and streaming ad revenue, with many agencies increasing their in- vestment in these formats. The key takeaway here is the radio market is adapting, providing both traditional and digital avenues. Along with other forms of MAPs successful businesses are striving to find the right balance to reach their audience at the right price. That last point is super important as an effective MAP must involve more than just your website and social media posts. These days they are full of clutter and digital noise. Meanwhile, TV global ad revenue is expected to reach $1,101 billion by the end of this year (2026) and $1,780 by 2035. North America leads with 37% market share, followed BUSINESS EDU continued
by Europe (32%) and Asia Pacific (31%). Don’t let these figures scare you. TV offers, arguably, the highest-profile, non- online and persuasive advertising opportunities available to small business through regional channels. Shop around for a professional company offering both creative production options and affordable placement rates they can negotiate on your behalf with the station(s). The ‘Outdoor’ advertising market size was estimated to be $48.2 billion in 2024 and is expected to reach $82.2 billion by 2033. So why is it almost a rarity to see billboards and other signage promoting diving? Is it a waste of money – or just another factoid? Outdoor advertising has the potential to reach a massive audience, especially in high-traffic areas. Alter- nately, if your business is a ‘bricks and mortar’ operation, is your business premises also a stand-out Outdoor attraction in its own right? Here, the options are endless, from pavement notice boards to giant live action screens and obviously comes down to budget and those finer details of creativity. With outdoor advertising, the takeaway is to Keep it Simple and Straightforward (KISS), plus attractive messaging. Finally, and my favourite factoid, is that many think exhibiting in dive shows is a waste of money. The fact is the global events industry market reached $1,338.77 billion in 2025 and is ex- pected to grow to $2,086.73 billion in 2030. It seems many other businesses – many of our lifestyle competitors - still see shows and events as important in reaching their current and potential customers. So why do we see so few dive businesses attending and/or exhibiting in dive consumer shows and events? Furthermore, what impact does our absence have on the overall view the dive community and the broader public have of our industry? Just think, each time there is a boat, a car or tech show in your local area it is all over the media. So if we are not in the game, or if our shows are, to be kind, ‘basic,’ we are all the losers in the bigger scheme of things. That is, at- tending dive shows is not just a matter of turning up as a visitor and looking around or for exhibitors to place a few posters on the booth wall. Dive show participation incorporates all the MAPs discussed above and a reflection of the businesses’ mission statement, business goals along with a defined return on investments mixed with high degrees of excitement. I guess with all the MAPs thrown out there by our competitors for the consumer’s purse, it all comes down to one thing: “are our heads in the 2020s or stuck back in the 1980s?” If the latter is the case, even as small businesses we should stop pondering why our in- dustry is not growing and start developing effective MAP strategies to turn things around. PAGE THIRTY-ONE | SCUBA DIVING INDUSTRY email Terry
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