2009 DEMA Annual Report

Retail Marketing Assistance One of the most exciting benefits of the Be A Diver campaign for DEMA members will continue; DEMA is providing access to a “geo-demographic” program that helps retailers find more potential customers that match the profile of the most active diving customers near by to their stores. “Big Wave” Dave Reidenbach has already worked directly with more than 60 DEMA member stores to help them use this program and “map” the locations of their customers.

There are two primary advantages to using this program; it provides an understanding of where the customers are generally located, making it possible to focus television and radio marketing efforts; and it also makes it possible to purchase the addresses of these potential customers using zip codes and household data to determine where to find the greatest concentrations of potential customers.

DEMA has also negotiated a very inexpensive rate through the Association for acquiring potential customer mailing lists with a high (greater than 90%) accuracy rate, which is targeted and more affordable than most mailing list vendors.

As noted in the Promotions Committee Report for 2009, mailing lists are typically priced per thousand names (CPM), and in a typical mailing list house stores will pay anywhere from $0.12 to $0.25 or more per name, per use ($120 - $250 per thousand), depending on the number of filters chosen. DEMA has arranged for multiple uses over 12 months of 16