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Where are tomorrow's divers? And, how do we get them hooked on diving? Body Glove stepped up and put their energy into a program, called Drop Zone: Dive-In, which promotes diving as an extreme experience to the Gen X and Gen Y markets. The approach shows how diving can influence all aspects of their lives, from lifestyle products to apparel. It puts a cool factor into diving that appeals to this market..
The approach focuses on five principles:
1) Honest, fast, real communication;
2) Making it appeal to their sense of adventure;
3) Always keep it fresh;
4) Give them a voice and keep them involved;
5) and always respect them and allow them to express themselves without regulation.
Body Glove has even put together a set of materials to help you work the program into your marketing and strategic acquisition.
Check out dropzonedivein.com for more information on this innovative program.
