What is DEMA? The Diving Equipment and Marketing Association is a non-profit trade association. Monies raised through the industryâ€&#x;s participation in the annual DEMA Trade Show, sponsorships, and through DEMA Memberships, funds all of the activities of the association. Unlike for-profit show organizers which funnel the money earned at shows AWAY from the diving industry, DEMA funnels everything back to DEMA promotions, market and industry research, operations, disaster assistance, and other industry efforts, all for the benefit of DEMA Members. Like most trade associations, DEMA has several functions within the recreational diving industry. DEMA is involved with promoting recreational scuba diving and snorkeling through PR activities and advertising, delivering educational programming for members and consumers, lobbying on behalf of the diving industry, and other functions. DEMA is a (501 [c] 6) California Corporation. Description: Worldwide Trade Association for the Recreational Diving and Snorkeling Industries; Includes more than 1,400 member companies worldwide. Mission: To Promote sustainable growth in recreational diving and snorkeling while protecting the environment. Goals: 1. To produce an annual trade event for the industry that services the needs of its stakeholders and produces a successful financial outcome for the association. 2. To engage in marketing programs which promote the industry, create new customers, drive business into retail stores and resorts and promote diver retention. 3. To monitor potential legislation that could adversely affect the industry. 4. To engage in marketing research programs which will: a. Define the universe of divers b. Determine the rate of erosion amongst existing divers c. Determine the number of entry level certifications which take place in the United States and Caribbean each year d. Provide retail audit information that is made self-liquidating through annual subscriptions. 5. To protect natural aquatic resources.
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