We instituted a promotion on radio, TV, and the press stating, “although sharks aren’t a real problem, for your peace of mind we use the latest technology – Ocean Guardian on all of your training dives, there is no reason now not to learn.”
For a three month period post shark attack, the only thing that saved our butt was Ocean Guardian. We now know that promoting Ocean Guardian will have no negative affect on customer retention, in fact the opposite is the case. Customers in general will not raise the shark issue however our store now visibly displays the product which provides the opportunity for discussion and I find it amazing how many customers have been hiding their fear.
Finally we have an answer to what I believe the single biggest factor that greatly reduces entry level participation. Ocean Guardian certainly does:
Ensures participation continues.
Increases bottom line profits.