Decoding a Myth : Episode 2 – Dive Your Brand
Good dive brands determines what marketing strategy will benefit the most for business, providing access to the professional and dive assets at the right time. Great dive brands is able to negotiate and consolidate right contracts for the best deals, and measuring and analyzing results to ensure ROI (Rate/Return of Investment) It’s not been an easy term for most professional divers but it is a must from now
...yes, you heard it right…
Professional divers need to be dead serious about their brand, not just diving.
My previous article on the same topic debates on what’s going on with dive agencies what would likely still be going on in dive business. Arguably nothing we could do much on changes, but we could prevent ourselves from being free descending.
So what would we do?
We’re entering a new era of digital transformation where creating value for the customer and transforming the customer experience has become vital for growth. Technology is changing how we market. Brand building without accountability is over.
If ones arriving on Koh Tao hadn’t done research on dive agencies, lots of signs, flags and posters would mean absolutely nothing to them ( as it does mean nothing to them now) Ones on that busy pier would only be interested to their hotel names, what kind of diving to do, where to learn to become professional with someone or somewhere, and that would mostly be all. Dive agency identity; for many soon-to-be-professionals, do not have a clear beginning and certainly do not have the definite end. For occasional certified divers, it literally means even less and less significance.
From branding perspectives; if you take dive industry as “sport” We need a few elements to complement a success; the Fans; the Socials; the Management; and the Culture.
..Let’s see what we have (or we don’t have) ?
The popularity and size of dive industry have been growing. We, however do not have privilege as other team sport for the thing we call “Loyalty”. More people have more positive thinking through dive brands which are the economic benefits of sticking (or trying) with them rather than a good-fun-to-be-with. Fan involvement is one of the key drivers for a good relationship between dive shops and their customers, even if it is mostly casual . Social media is a key, we all know that. But this is not always the case of awareness for old-school professionals.