October 24, 2020  
 
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Marketing a Diving Tours Business

Small and medium size diving tours businesses can compete and even outperform larger competitors. All it takes is the right marketing plan.

Although innovation is important, consistency is critical when you market a diving tours business. In this industry, the application of fundamental marketing tactics is more valuable than promotional fads and gimmicks.

So what separates the best diving tours businesses from the competition? Surprisingly, the ability to create clear brand messages often outweighs product quality and other considerations.

Loss Leaders

The majority of diving tours businesses understand that more customers will walk through the door if a few products are priced at less than full retail value. Although you may lose money on one product, you can make up for it buy selling a higher volume of other products. But to be effective, loss leader marketing requires planning, especially in product selection and price points. For diving tours businesses, the real benefits of loss leaders emerge through the careful marketing of other products, usually offered at a much higher margin. With adequate preparation, a loss leader promotion can be publicized through all of your company's marketing channels, including the company website.

Improve Your Business Sign

Good signage is a Business 101 concept. Despite the fact that diving tours businesses are very different from each other, signage can be used by any diving tours business to communicate the company's value to their customers. Visibility, branding elements and other considerations are all factors in the design and size of your operation's business signage.

Given the fact that signage in diving tours businesses has unique characteristics, avoid glossing it over as an afterthought. Talk with somebody who knows a lot about business signage advice and get their input before you create new business signs.

Promotional Calendars

Sloppy marketing programs have no place in growing diving tours businesses. Instead of offering special promotions on the spur of the moment, we recommend creating a promotional calendar for the fiscal year. Although you can adjust the calendar as needed, advanced planning makes it easier to connect your company's marketing tactics to sales objectives, inventory levels, staffing, and other areas of the business. Consumer mailing lists from a respected provider can add value to your calendar by incorporating geographic and demographic consumer data into your promotional schedule.

Additional Marketing Advice and Related Articles

Given your interest in marketing and in diving tours businesses, you might find these additional resources to be of interest.

How to Segment Markets

Radio Advertising Rates

Selling a Diving Tours Business

Television Advertising Costs


Conversation Board

Do you have any questions about marketing a diving tours business? Great. We always welcome feedback and we'll do our best to respond to inquiries about how you can improve your company's marketing.


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