“The US Postal Service
is Good Enough for Me…”
Some dive stores limit their outside advertising and promotion to little more than the occasional printed newsletter or direct-mail sale flyer. (Even worse than this are the stores whose outside advertising is limited solely to their Yellow Pages ad.)
If this is all you do, you are missing a number of promotional opportunities, including radio and cable-TV advertising, sponsorships and promotions with other area businesses, fundraisers and charitable events, just to name a few.
Among the best promotional opportunities to come along in recent years is the ability to publish a regular e-mail newsletter. E-mail newsletters offer several potential benefits, including:
- They won’t cost you a dime in printing or postage, and provide among the most cost-effective ways to reach your very best customers.
- Because they are so affordable, you can do them on a monthly basis.
- They are the single most effective means of driving traffic to your website.
- If you use a professional service such as Constant Contact to distribute your e-mail newsletter, you can track how many people open and read your message, and what links they follow to click through to your website.
E-mail can’t replace the need to send out direct mail advertising (among other things, most stores only have valid e-mail addresses on 25 to 30 percent of their customer base). What it can do is reduce the frequency with which you have to send out direct mail and, in so doing, save you money.
E-mail marketing is simply too good a value for dive stores to ignore. For additional information, see all the articles pertaining to this topic in the Marketing section.
The “That 70s Show” approach to diver training »
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