How many hours per week do you spend actively recruiting new divers? For many dive business owners and managers, there never seems to be enough time. You sit down to update your webpage or create a flyer, and a moment later you’re dealing with an urgent text message or phone call instead.

The all-new 2020 PADI® Digital Marketing Tool Kit was created with you in mind. Visit the Marketing Toolbox section of the PADI Pros’ Site to access turnkey social media content, website graphics and more. Eye-catching images and videos make it easy to attract new customers to your business – online and off.

This year’s tool kit also includes helpful how to’s and customizable print material. So whether you’re figuring things out along the way, or have a professional marketing background, it’s easy to launch a campaign that will bring new open water divers through your doors.

Print Material (Flyers, Rack Cards, Postcards)
Designing a postcard or flyer from scratch can be time-consuming. You have to choose images, find the right layout, and decide what to say.

Or, you can download artwork from the PADI Digital Marketing Tool Kit, add your logo and send it to the printer. Boom! In just a few minutes you’ve checked one more thing off your to-do list.

Here are a few ways to use the print marketing materials included with the 2020 tool kit:

  • Send a postcard to Discover Scuba® Diving (DSD®) participants inviting them to finish what they started –become certified divers.
  • Post flyers at local colleges/universities, pools, gyms, etc. promoting your next DSD or Open Water Diver course
  • Attending a consumer show? Use the rack card or flyer artwork to create eye-catching handouts.

Graphics for Your Website, Social Media and Online Ads
The 2020 Digital Marketing Tool Kit is full of colorful graphics for all your online marketing efforts. Add website banners inviting visitors to Start Your Adventure, or create a quick social media post.

Not getting the results you want from Facebook ads? Reach into your digital marketing tool kit bag of tricks and go beyond the boost. Here are a few ideas:

  • Upload your email list of DSD participants to Facebook Ads. The system will automatically match emails with Facebook users so you can create targeted ads inviting them to become Open Water Divers. To get started, follow these directions to create your audience, then download one of the Open Water Diver promotional videos from the digital marketing kit (or one of the social posts) to create your ad.

  • Targeting friends of people who Like your Facebook Page is another effective way to use Facebook ads. Download an image (or better yet a video) from the tool kit for your ad creative, then choose “Friends of People Who Like Your Page” as the target audience.

Video – Your Secret Weapon

An average website visitor only reads 28 percent of what’s on your webpage, but 80 percent will watch a one-minute video in its entirety. That’s why this year’s tool kit includes a variety of videos about learning to dive.

The beauty of the underwater world can’t be expressed in words, so videos play a crucial role on your website, social media, and email marketing. This year’s tool kit includes short, eye-catching videos you can use for Facebook or YouTube ads, plus longer videos for your website that explain the basics of learning to dive in a motivating and inspiring way.

There’s More to Come
The Start Your Adventure marketing materials are just the first wave. New images, videos and graphics are coming soon:

  • Lead the Adventure (Pro marketing materials) will be available in March.
  • Look for Continue the Adventure/Master Scuba Diver Challenge assets in May.

Plus, there will be new how to’s about email marketing, course linking, trade show marketing, press releases, silent sales aids for your retail space – and more.

Start Your Adventure
Jumpstart your new diver marketing efforts by visiting the Marketing Toolbox section of the PADI Pros’ Site. Materials are now available in English, Spanish, French and Portuguese. Additional languages available by end of February include:

Arabic
Simplified Chinese
Traditional Chinese
Dutch
German
Greek
French (Canadian)
Italian
Japanese
Korean
Polish
Russian

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