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"By authorizing additional co-op funding for 2010 the DEMA Board has made it possible for retailers to essentially double their own marketing budget for television and radio. Including the use of additional components to create an effective promotional mix will increase the Retailer's visibility to help reach the potential customer. This timely opportunity for DEMA to help Member Retailers expand the reach of each promotional dollar will help our industry fight through this recession."
 -Tom Ingram, DEMA Executive Director |
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DEMA MEMBERS CAN NOW SIGN UP ONLINE FOR DEMA'S FREIGHT SAVINGS PROGRAM
As a DEMA Member, you can save up to 28% on select FedEx Express® shipping, up to 21% on select FedEx Ground® shipping and up to 62% on select FedEx Freight® and FedEx National LTL (less-than-truckload) shipping. LTL discounts are also available with YRC, UPS Freight®, New Penn and Central Freight Lines. All you have to do is join the DEMA Freight Savings Plan online at www.siriani.com.
The DEMA Freight Savings Plan is a free DEMA Member benefit and now signing up for the discounts is easier than ever. Don't delay, sign up today at www.siriani.com.
For eligible FedEx® services and rates, contact your freight savings program provider, Siriani & Associates. All FedEx shipments are subject to the applicable FedEx Service Guide or FXF/FXNL 100 Series Rules Tariffs. FedEx service marks used by permission. | |
2010 DEMA REGIONAL CO-OP ADVERTISING PROGRAM FUNDS AVAILABLE NOW
DEMA's 2010 Co-op Program Helps Promote Local Retailer's Be A Diver Advertising Campaigns
At a time when the need for advertising visibility to reach new or existing customers is more critical than ever, The Diving Equipment and Marketing Association has again made co-op advertising funds available to help DEMA Member Retailers utilize local television and radio as part of their overall promotional campaign to remind customers of the fun and adventure of diving.
The DEMA Board of Directors has authorized $100,000 in funds for use in these co-op advertising campaigns. The funds are available on a first-come, first-served basis for DEMA Member dive centers when the Be A Diver radio or television commercial is used. DEMA will fund up to $5,000 per media buy when retailers combine with at least one other DEMA Member business to produce their promotional campaign.
To be eligible for funding, promotional campaigns must also include the use of the Be A Diver materials for web ads, print ads or other methods of reaching potential customers. For a list of the Program's eligibility requirements click here. DEMA Member Retailers are also encouraged to contact training organizations, manufacturers, destinations and other DEMA Member businesses (including other DEMA Member Retail stores in their region), to seek their help in funding their promotional campaigns. The Retailer must fund at least 25% of the overall media buy. |
| REGIONAL CABLE ADVERTISING BUYING GUIDE TO HELP RETAILERS CONFIGURE TELEVISION AD CAMPAIGNS AVAILABLE FOR IMMEDIATE DOWNLOAD
 DEMA has announced it's $100,000 Co-op Advertising Campaign - making thousands of dollars available to DEMA Member Retailers to help conduct regional television and radio advertising campaigns. As a DEMA Member Retailer the decision to conduct a qualifying campaign should be a no brainer. The bigger question is, "WHERE SHOULD I BEGIN?" and the answer is, "With DEMA's Free-for-Members Regional Cable Advertising Buying Guide.
As part of the Be A Diver Advertising campaign, DEMA, along with a professional marketing firm, created two versions of the targeted Be A Diver Commercial. The first 30-second version has been used by DEMA in various campaigns to promote diving and leads potential customers to the Be A Diver website ( www.BeADiver.com). The other version consists of 23 seconds of similar footage and audio, along with a 7-second segment at the end of the piece which can be customized by a DEMA Member Retailer to drive viewers directly to the Member's retail store. Both versions are available free on DVD for DEMA members, and sold at cost of materials for other formats, including BetaSP, Betacam, ½ inch and more. Navigating and optimizing a cable ad buy for your store may be new to you and for that reason DEMA has put together this "Buying Guide" to assist in placing the commercial on the correct cable network, during the correct times, and in conjunction with appropriate programming.
Please note: You will need your www.dema.org Members-Only Area username and password to access the guide
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