Editorial
by Gene Muchanski
Welcome to the August 2010 edition of The Dive Industry Professional. It seems that summer just got here and already we're seeing ads for "Back to School. " Don't think of it as a negative, it's a very positive thing. 1) It's part of the annual cycle of business. The summer is winding down and most of what needed to be purchased for summer was done months ago. The next thing is back to school and vendors and customers are gearing up for the next phase of the annual business cycle. As a scuba diving professional you should be gearing up for "Back to School" also. High School and College scuba classes begin next month. Are you teaching them or at least selling equipment to the new students? Have you figured out how you are going to advertise to this market? Have you ordered your inventory yet? 2) With the kids back in school, local diving may seem more attractive and your local trips and charter bookings should be increasing. With additional local diving and new classes starting, your equipment sales and rentals should be increasing also. 3) How about the weather?Will it begetting colder soon in your location? Maybe now is the ideal time to advertise the shift from wet suit diving to dry suit diving. I know it's difficult to think about cold weather in August, but September and October will be here before you know it. If you have a lot of seasonal divers for customers, you may want to advertise equipment maintenance services or winter layup & storage programs. Whatever your store is into, that's what you need to be promoting.
Anothe rvery important aspect of the annual cycle of business, is that most of the industry is gearing up for 2011 right now. Manufacturers are busy finishing upt heir new catalogs and dealer price sheets and putting the final touches on their marketing campaigns for the 2011 season. If you have been in the industry for awhile you know that on September 1 the Sales Reps will hit the road, visiting all of their accounts, introducing their 2011 product line. It seems that everyone wants a piece of your next year's open-to-buy. Well, at least the smart ones anyway!
As Retailers, we should be ready for and excited about this part of the annual business cycle. If our stores are busy with summer customers, now is the time to put everything on sale so there will be room (and money)for all the new 2011 products coming our way beginning in September.
Best wishes for a successful month,
Gene Muchanski
Editor, The Dive Industry Professional
