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Final Writing Assignment
Aaron J. Weese
IMC 615
Dr. Larry Stultz
West Virginia University
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Founded in 2006 by Father and Son, Rod and Mike Pedersen, Dive
Right in Scuba began as a small brick and mortar SCUBA equipment retailer
in the suburbs of Chicago. At the onset, the operation catered to local divers
who regularly explored the Great Lakes and numerous quarries that dotted
the area landscape. Occasionally, these local divers ventured to a warm,
tropical destination for some family time and diving without the annoyance
of thick exposure protection.
Since then, Dive Right in Scuba has expanded globally. In 2008,
spearheaded by the Son, Mike, the company launched its ecommerce
operation. In the ensuing years, the company has steadily gained steam,
becoming well respected in the dive industry as a trusted source for quality
equipment at affordable prices. Additionally, Dive Right in Scuba takes pride
in its product knowledge and the fact that the entire staff from Mike all the
way down to the warehouse staff are all certified and active divers. Sadly,
Rod passed away in 2016 but Mike remains dedicated and determined to
continue growing Dive Right in Scuba in a manner that would make his
father proud.
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Currently, as it has been since its inception, the core mission of Dive
Right in Scuba is to provide high quality SCUBA equipment to divers at
affordable prices. Additionally, Dive Right in Scuba is committed to
furthering the sport of safe SCUBA diving through providing sound
equipment advice, quality instruction, and thought leadership. Internally,
their unofficial motto is; “we want to be your local dive shop, no matter
where in the world you are(Pedersen, 2018)”.
Currently, the customer base of Dive Right in Scuba is largely
comprised of males, between the ages of 35 and 54, suburban, with an
annual income of 75-150k. This persona is generally employed in a
management or professional capacity, college educated with graduate study
likely, and are married with either no children or are empty nesters. With
respect to the psychographics of this audience, they value adventure, family
time, the outdoors, and have disposable income to pursue their passions and
interests(Springbot, 2017).
Dive Right in Scuba presently makes use of three main marketing
communication channels to reach their audience digitally. On the social
media front, the company makes use of Facebook for the reason that it is
the one social channel that the audience is largely on. Per The Pew Research
Group; of all Facebook users, 62% are men, and 78% of these men fall
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within the age and demographics of the company’s core audience(Pew,
2018). Secondly, the company uses Scubaboard. Among divers, Scuba
board is the largest online community that seeks to bring divers together
and further the sport of SCUBA(Scubaboard, n.d.). Finally, Dive Right in
Scuba makes widespread use of email marketing. Being a retailer as well as
information provider, email is a great means in which to convey not only
educational articles and content, but also sales, specials, and product
releases.
Moving onto the discussion of how Dive Right in Scuba is different
from many other online retailers out there. The answer is simple, personal
attention and information. The company takes pride in their equipment
expertise and often takes to the phone or Skype in order to assist a
customer in making the right equipment choice. Additionally, the company is
the largest retailer of drysuits for diving and has the experience and
expertise to guide a customer through a custom fitting over the phone or
skype.
While all of this has brought growth and success to the company as a
whole, there is a future problem lurking on the horizon. Currently, Dive Right
in Scuba enjoys a customer base that is active and interested in the sport,
and has the disposable income to fund their pursuits. However, as this group
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slowly ages and “hangs up their fins” in favor of safer and less adventurous
pursuits, Dive Right in Scuba must look the future of their customer base.
This future customer base includes not only the Millennial generation, but
any generations that follow. This begs the question of how can Dive Right in
Scuba keep the sport of diving appealing and affordable for future
generations of customers?
With respect to competition, Dive Right in Scuba, of course is in direct
competition of a few other online SCUBA retailers to include; Dive Gear
Express, Leisurepro, Scuba.com, and Scuba Toys. However, there is also a
stiff competition from other leisure pursuits such as surface water sports,
hiking, camping, and motor sports.
SWOT Analysis
Strengths
With 12 years in business, and a decade as an online retailer, the
company is not a new player to the retail SCUBA Industry. This tenure puts
it older than Dive Gear Express which was purchased and rebranded in
2009(Dive Gear Express, 2018), as well as Scuba Toys which was started in
2012. While Dive Right in Scuba is “younger” than Leisurepro(2000-online)
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and Scuba.com(2000-online). Its tenure puts it in the middle of the age pack
and far from a newcomer to the scene.
Furthermore, Dive Right in Scuba has maintained a strong record of
sales growth, averaging at a minimum of 10% increase in sales year to year.
What’s more, Dive Right in Scuba has always maintained solid relationships
with their vendors and manufacturers and is regularly adding product lines
to their offerings.
Weaknesses
With respect to weaknesses, there are two large factors at play here.
First, is the company’s current facilities. While their location in the heart of
downtown Plainfield, Illinois is perfect for retail foot traffic, the company is
limited in warehouse and dock space. While the potential for adding an
offsite shipping and receiving space is a possibility, it would come at a heavy
increased cost that simply isn’t in the cards for the company at the moment.
The second weakness for Dive Right in Scuba is related to their buying
power and ability to gain more favorable wholesale pricing based on volume
from their vendors and manufacturers. Like many other industries, the
SCUBA retail world is one where volume leads to price breaks. While Dive
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Right in Scuba does sell a respectable volume of equipment the
subsequently buys quite a bit from their vendors, it isn’t quite to the point of
garnering them the most favorable pricing and terms. Additionally, many of
the newer manufacturers to Dive Right in Scuba are still in a growth phase.
This requires the company to place quite a few drop ship orders with their
vendors which are placed at the highest tier for wholesale pricing, netting
the company the lowest profit margins.
Opportunities
While Dive Right in Scuba does a great job of leveraging Facebook to
reach their core audience, this leaves them with a clear opportunity to begin
making strategic use of other channels. With their looming problem of trying
to bring a younger customer base in the door brings the necessity for using
social media channels aside from Facebook. According to The Pew Research
Group, Millennials and subsequent generations can often be found scrolling
and engaging through Instagram, Twitter, and Snapchat(Pew, 2018). Going
further into making use of relevant channels, Dive Right in Scuba has a
great opportunity to pivot their already strong content marketing efforts
towards this younger audience. By speaking in a tone and voice that
resonates with this desired audience, Dive Right in Scuba wields a great deal
of potential in reaching an entire new customer base.
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Threats
Wrapping up our SWOT analysis with threats, there are two areas that
Dive Right in Scuba needs to be cognizant of. First, is competition from other
SCUBA retailers as well as other forms of leisure activities. With Dive Right
in Scuba essentially sitting in the middle of the pack with respect to its
industry competition, it has to deal with sales going to other retailers, lack of
buying power against their larger competitors, and potential price wars. With
respect to other forms of leisure, there are a few that stand out as
exceedingly popular as of late. Hiking, camping, and rock climbing have
been identified as popular outdoor activities for Millennials(Bonner, 2016).
These forms of leisure are in direct competition with each other and SCUBA
diving for the attention and buying power of Millennials and subsequent
generations.
The second threat facing Dive Right in Scuba as a business is purely
economic. SCUBA is a leisure activity and it goes without saying that in
times of financial “belt tightening” that non-essential household spending
gets the axe first.
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Creative Strategy Statement
The Advertising will convince adventure focused, professionals between the
ages of 24 and 32 that the Dive Right in Adventure App will provide a one
stop source for all things related to SCUBA adventures. The Support will be
social word of mouth. The Tone will be personal and honest.
Creative Brief
Why are we advertising?
We are advertising to promote the new mobile app developed by Dive Right
in Scuba
Whom are we talking to?
Professional males between the ages of 24-32, with an annual income of
50-125k, who live in urban areas, but often escape the city on weekends for
some outdoor adventure. They are college educated, intelligent, value their
family and close circle of friends, and want to better their communities.
What do they currently think?
That SCUBA diving is only for older people or families.
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What would we like them to think?
That SCUBA diving is a great sport full of adventure, technology, and
conducive to an active lifestyle.
What is the single most persuasive idea we can convey?
That SCUBA diving is a fun sport that is social, and active.
Why should they believe it?
Because the company has been around for 12 years and has a large
following on social media.
What is the personality we want to convey?
An active, hip urban dweller that is quick to escape the hustle and bustle of
the city for some outdoor recreation with friends both old and new.
Are there any Sacred Cows?
The company logo and brand colors cannot be changed/altered.
Are there any creative guidelines?
Right must be spelled “right” and not “rite” as the latter is trademarked by
“Dive Rite”, a SCUBA equipment manufacturer based in Lake City, Florida.
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A Day in the Life
Mark rises early, throws on his running shoes and track pants, snaps on his
smartwatch, puts a leash on his dog and bounds downstairs for his morning
run. On his block at this hour, all that stir are street sweepers, paper
delivery trucks, and the bleary eyed city cop sitting in his cruiser doing
paperwork. Mark runs a couple blocks and enters the city park. After three
miles of trails, he stops at the dog rest station to allow his lab mix to grab a
drink. Then it's back to his loft for a quick shower.
Back out the door, Mark stops at the coffee shop for a chai tea and avocado
toast. He eats while walking the 7 blocks to his office in the trendy part of
town. In the few years since moving to the area right out of college, Mark
has come to love the city life, but still enjoys the outdoors. Mark works in a
creative profession with a fair amount of stress and potentially long hours,
especially when close to deadlines. Today, Mark has a couple of meetings in
the morning, a turkey sandwich and protein drink for lunch at his desk while
he wraps up a small client request. The afternoon brings a strategy session
and a lucky opportunity to leave just before 5pm.
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Coming out of the elevator, Mark dials his parents for their near daily chat
that lasts the duration of his walk home. Today, his mom tells him about
Mark’s little sister making President’s List for her Junior year of college. Mark
rings off just as he approaches the door to his building. Once inside his flat,
Mark greets his roommate and his girlfriend who are watching a Netflix show
in the living room. He puts the leash on his dog, Scout and is back out the
front door. Mark walks with Scout through the neighborhood, stopping to
chat with some neighbors, ultimately ending up at the local brewpub for a
prearranged meeting with some college friends. Once at the table, Mark
orders an IPA and a bowl of water for Scout. The waitress returns with his
order as well as dog treat for Scout.
After a couple of beers and dinner, Mark bids his friends goodbye and him
and Scout head back out onto the street. A short walk later and Mark is back
in his flat. His roommate and girlfriend are still out, so Mark catches up on
some Netflix in the living room before running out with Scout for his evening
walk and then retiring for the night.
That Saturday, Mark and Scout load up in Mark’s Subaru wagon and head
out to hike to the top of Grandfather Mountain with some friends from work.
After a fun day of hiking, Mark is back in the city just in time for a Jenga
tournament at the local brewery. It is also his roommates girlfriends
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birthday. Mark heads home at a respectable hour, he has to be up early in
the morning for a day of paintball with some friends he recently met at a
meetup for locals who like to jog with their dogs. On his way home, Mark
contemplates some vacation time he has coming up. He wants to try
something new and avoid just sitting on a beach somewhere drinking a
fruity concoction...he can do that when he retires.
Adjustments to Creative Brief and Creative
Strategy Statement
While reading the article entitled “Who Do Advertisers Think You Are”
was informative and provided a wealth of information perhaps useful as we
move along in the course, I don’t see the need to make any adjustments to
my current creative brief or strategy statement.
Print Ad Copy
Headline: Tap. Swipe. Adventure
Sub head:
● Training
● Gear
● Excursions
● Community
Call to Action: The Dive Right In Scuba App
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Print Ad Example
Bus Ad Copy:
Header: Tap. Swipe. Adventure.
Call to action: Dive Right In Scuba
Bus/Bus Bench Ad Example
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:30 Radio Spot
SFX: CITY/TRAFFIC SOUNDS(FADE OUT)(0:02)
Male Voice: Hmmm, what to do this weekend? Hiking? Been there, done
that. Oh, boy(sarcastically), an invite to a Jenga tournament at the brewery.
I seriously need to do something different. Ohhh, what’s this?(0:13)
SFX: IPHONE TAP AND SWIPE(0:14)
SFX: TROPICAL/COASTAL BIRDS CHIRPING, BREEZE(0:16)
SFX: LOUD SPLASH(0:17)
SFX: SCUBA REGULATOR HISS AND BUBBLES(0:19)
Male Announcer: Tap. Swipe. Adventure. The Dive Right in Scuba App, your
one source for all things SCUBA. Download on the app store and Google Play
today and let your adventure begin.(0:29)
:15 Audio Tag
SFX: CITY/TRAFFIC SOUNDS(FADE OUT)(0:02)
SFX: IPHONE TAP AND SWIPE(0:03)
SFX: TROPICAL/COASTAL BIRDS CHIRPING, BREEZE(0:05)
SFX: LOUD SPLASH(0:06)
SFX: SCUBA REGULATOR HISS AND BUBBLES(0:08)
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Male Announcer: The Dive Right in Scuba App, Download on the app store
and Google Play today and let your adventure begin.(0:15)
:30 Television/Video Spot
SFX: SUBWAY(0:02) Male Voice: Hmmm, what to
do this weekend? Hiking?
Been there, done that. Oh,
boy(sarcastically), an invite
to a Jenga tournament at
the brewery. I seriously
need to do something
different. Ohhh, what’s
this?(0:13)
SFX: IPHONE TAP AND
SWIPE(0:14)
Fade Out
(Drone video of dive boat)
SFX: upbeat adventurous
music(0:18)
(Video of divers)
SFX: upbeat adventurous
music(0:23)
Fade Out
Male Announcer: The Dive
Right in Scuba App,
Download on the app store
and Google Play today and
let your adventure
begin.(0:30)
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Non-Traditional Media Executions
Nowadays, it takes quite a bit more for a brand to flourish than a
simple campaign saying “buy our product”. To be competitive in the current
marketing landscape, Dive Right in Scuba must be on the forefront of the
dive industry, that is to be the first thought when it comes to innovation,
value, knowledge, and service. It is for these reasons that I make the
following two recommendations for non-traditional media, the Dive Right in
Scuba app and the Dive Right in Scuba Knowledgebase with the “Chat with
an Instructor” feature.
The Dive Right in Scuba App
Most consumers out there make use of mobile shopping, social and
travel applications. However, in most cases there are separate applications
for each function and none are tailored to a specific sport or activity. With
SCUBA being not only an equipment and travel intensive sport, it is a social
one as well. This is why a dedicated application, tailored for the active diver
is believed to be a crucial need in the industry, for this, we would like to
propose the Dive Right in Scuba App.
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Initially, the Dive Right in Scuba App will have four main features with
the ability to add on features as the need and user input dictates. The four
initial features will be; equipment purchasing and maintenance
management, dive training research and scheduling, dive travel to include
charters, dive sites, transportation, and lodging. The fourth feature would
include a social network that allows divers to socialize, communicate, make
and give dive related recommendations, and even plan dive excursions.
Contained within the application would be the ability to store user
information and preferences. For example, the user could input the type of
equipment they own and use, service dates, and get reminders for upcoming
maintenance requirements, recalls, and recommended upgrades and
additions. With respect to dive training, the user can maintain a list of their
current certifications and images of certification cards so that they can
provide proof of diver experience
when required by a dive operator.
They can also research and schedule
additional training. Moving onto dive
travel, the diver can input their
“bucket list” dives, check them off as they complete them, and save favorite
destinations as well as lodging, transportation, and dive service providers.
Finally, with the social function, divers can meet other divers, plan dives,
and get local insight to dive sites.
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As time goes on, the app will continually add functions and features
that are deemed needed or desired. This will create a one stop place for all
things diving, and maintain them within the Dive Right in Scuba ecosystem;
essentially keeping DRIS on the forefront of the minds or any diver who
makes use of the app.
The Dive Right in Scuba Knowledge Base
It is no secret that the sport of diving, at all
levels is one that requires constant updating and
maintenance of knowledge and skills. Traditionally, a
diver had to either maintain a mentorship with an
instructor, keep a library of traditional printed
textbooks(that were regularly becoming outdated), and
perhaps get incorrect or erroneous information from
other divers. It is for this reason that the creation and
maintenance of the Dive Right in Scuba Knowledge
Base is recommended. Additionally, this knowledge
base will also feature an interactive “chat with an
instructor” feature.
Currently, Dive Right in Scuba maintains an
active blog with over 300 posts and a YouTube Channel with close to 50
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educational, demonstration type videos. With that in mind, the creation of
an indexed, searchable knowledge base wouldn’t be a daunting task by any
stretch of the imagination. Additionally, DRIS already maintains an online,
internal library of service manuals, dive education textbooks, and repair
bulletins that could be added to the knowledge base rather easily.
What’s more, implementation of the chat with an instructor would be a
simple execution. Given that
currently 80% of the DRIS staff are
current Scuba Instructors, and an
online chat feature for the main
website is manned from 9am to 9pm,
all that would be required would be to
install chat software on the
knowledge base site and shift some
scheduling to ensure that the chat
operator is an instructor.
Through the implementation of the knowledge base, divers can have a
one stop source for information about diving. Additionally, with the chat with
an instructor feature, divers can easily get accurate information about safe
diving. What’s more, the instructor can make informed equipment and
training recommendations to the diver.
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The Future is Mobile
It is often lamented that the future is mobile, and that being the case,
the future of diving should be the DRIS mobile app. The DRIS app in its
current planning stages offers a great deal of user services, functionality,
and utility. It is also poised for continual upgrades to increase
personalization, user friendliness, and usefulness. So, exactly what
possibilities does the future hold for the DRIS mobile app? Let’s take a look!
Knowledgebase goes mobile
While the proposed knowledgebase and chat with an instructor feature
is a first in the SCUBA industry, DRIS would be well served to take this
resource and make it available as a core function of the DRIS mobile app.
Face it, divers are mobile. When they need information, they are seldom
sitting at a desk with a laptop available. More often, they are at a remote
dive site with only their mobile device handy. So, DRIS needs to take the
information to the diver.
Active dive logging and dive computer integrations
With one of the core features of the DRIS app being a dive log, it
stands to reason that integration with dive computers is a necessary
function. Through forming strategic partnerships with dive computer
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manufacturers and software providers, the DRIS app can integrate wirelessly
with dive computers, making dive logging a breeze.
Training records and integration with certifying agencies
Along with the dive log, the DRIS app will feature an area for the diver
to list all of their certifications and endorsements. In the future, DRIS should
work with training and certifying agencies to provide acceptable verifications
of certifications and teaching status for dive professionals.
Additionally, through the dive log and the training records, the app can
have the ability to make ongoing training recommendations to the diver. As
an example; Joe Diver has been making a number of safe dives to
shipwrecks in the 110-120 foot depth range. He is already certified as an
advanced diver with Nitrox and wreck specialties. The app takes his dive
history and training record and makes the recommendation for him to take
the Advanced Nitrox course that would allow him to safely dive up to 150
feet deep with up to 10 minutes of decompression. Going further, the app, in
concert with the certifying agency integration can even recommend a local
instructor offering the course.
Equipment service and upgrades
Currently, the DRIS app allows for a diver to input their equipment and
maintain service records. With dive log and training integration, the app can
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then trigger service alerts for various pieces of equipment based on the
number and type of dives logged. It can also allow the diver to schedule
equipment service. Going further, the app can also recommend equipment
replacement or upgrades and offer coupons or discounts as incentives to
upgrade.
Making SCUBA Even Safer
The last, but certainly not least future possibility for the DRIS app is
integration with dive safety and medical evacuation organizations, Divers
Alert Network and Dive Assure. Both of these organizations already provide
a valuable service to the dive community through emergency insurance
offerings, medical research, and evacuation assistance. Through integration
with the DRIS app they can finally be available at the tap of a screen.
Through this integration a member’s insurance status can be verified,
evacuation locations shared with the DAN and Dive Assure emergency
center, and the closest dive injury treatment facility identified. All of these
features stand to save precious minutes when it counts, in a dive
emergency.
In Conclusion
For Dive Right in Scuba to be on the cutting edge of the dive industry,
they need to move past the traditional dive shop mentality of upselling and
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gatekeeping. By empowering the individual diver with information and the
ability to make informed choices that support their safe diving endeavors,
DRIS can secure its place on the forefront of Scuba innovation.
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References
Dive Gear Express (2018). About Us. Retrieved from
https://www.divegearexpress.com/about
Dive Right in Scuba(2018). Buy Scuba Dive Gear & Accessories Online |
Discount Scuba Gear Store | Dive Right In Scuba |
www.diverightinscuba.com - Dive Right in Scuba. Retrieved from
https://www.diverightinscuba.com/
Bonner, R. (2016, October 31). Millennials May Spend More Time Outdoors
Than We Think. Retrieved from
http://www.wideopenspaces.com/millennials-may-spend-more-time-ou
tdoors-than-we-think/
ScubaToys. (n.d.). Retrieved from http://scubatoys.com/
Pew Research Group(2018, February 05). Social Media Fact Sheet. Retrieved
from http://www.pewinternet.org/fact-sheet/social-media/
The World's Largest Scuba Diving Community. (n.d.). Retrieved from
https://www.scubaboard.com/
