This is to show an illustration of a good example of how to market diving “outside the box”. On the 27th of May, we – Halmstad Dykarskola – were invited to partake in an event held by a domestic shoe dealer in Halmstad.
The background was that their ordinary target group is females, age between 16 and 40 years old, and they wanted to stimulate an interest for men as well, hence they invited us as diving as an event could be tempting for their “new” target group.
We, on the other hand, are really interested in their ordinary target group and choose carefully the information as well as equipment to bring with us so it would be specifically appealing for women.
As a little twist, the shoe dealer arranged a dance competition – limbo, for which we were judges. Not too surprisingly, mainly women attended the dance competition and first price together with a gift card from the shoe dealer was an Open Water Diver education.
In addition to the direct marketing, a local TV channel was there and filmed the event as well as they interviewed us. The local TV channel runs the clip during two weeks and it reaches out to approximately 50000 people in Halmstad. The only thing this event cost us was our time and the cost for the OW kit. This event was truly a win/win for everyone involved.
