Marketing


Building your mailing list

Mailing ListIn 1997 — approximately four decades ago in Internet years — Dave Farrar of Gypsy Divers in Raleigh, North Carolina, invited me to qualify his staff instructors to teach Nitrox. To help make the trip worth my while, he suggested I teach a consumer-level Nitrox course at the same time.

In so far as this took place on short notice, I had little hope of seeing more than a handful of divers in addition to the instructor staff. Imagine my surprise when I arrived at the store to find the classroom filled with over 20 smiling faces.

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Just How Often?

 How Often?The issue of how often to send out promotional information is an important one. If you don’t do it often enough, you’ll lose sales. If you do it too often, your customers will start ignoring what you send them and, instead, relegate your printed or e-mail newsletters to the wastebasket or spam filter.

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The escape clause

EscapeEverywhere you look, advertisers seem to be bending over backwards to remind consumers how bad the economy is. “We understand times are tough,” they tell us, “so we’re cutting prices…”

As dive retailers, there are a number of ways we can profit by following the example of large, successful retailers. Folks, this ain’t one of them.

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