Help Choose the Next Project AWARE Certification Card

Vote today at Project AWARE.org

Cast your vote for the next Project AWARE version of the PADI certification card. The most popular vote will be featured as the 2010 limited edition card and become a central fundraiser for global conservation projects.

The slideshow above shows our past AWARE cards. This year's contenders include a manta ray, arrow crabs, a harp seal, a nudibranch and others.

Vote for the next Project AWARE certification card today - and please invite your students to vote! You can use the "Tell A Friend" tool below. Our poll closes 15 May 2009.

Gen X, Gen Y, Baby Boomer Buying Habits

Marketing Scuba to Different Generations - Survey Results

The most recent edition of The Undersea Journal examines the three major generations in our world today: Echo-Boomers, Generation X, and Baby Boomers. We find out what aspects of scuba diving appeal to each generation, and how to tailor a marketing message for each group.



Below are the results of a survey we conducted in December 2008 as part of the research for this article. For an explanation of how these findings translate into specific marketing opportunities, please read the article in the most recent Undersea Journal (pictured above).

Buying Habits of Consumers from Different Generations

Total # of respondents: 273 (55% were non-divers).
Brands admired by all generations: Apple and Google.
Runners up: Nintendo, Microsoft, REI, Toyota, eBay, Sony, Pixar, Target, Starbucks.

How much do you consider a splurge?
Most common answer from Boomers: $100 or more.
Most common answer from Echo-Boomers - $20.

How much do you budget for vacations?
The older Gen-Xers and Boomers tied for the highest dollar amount budgeted for vacations: $2000 - $2999 per person. 25% of Echo-Boomers reported, "someone else pays for my vacations."

Who spends the most time online (for fun as opposed to work)?
Respondents between 26-30 years old spend the most time online - for fun. Roughly one in three spend two hours per day online. One in four spend more than three hours per day online.

What generation has the most free time?
The 63+ folks (the generation before baby boomers), followed by "Classic" Boomers (52-62 years old). The Classic Boomers reported having either15-20 hours of free time each week and 7-14 hours per week (tie).

What generation works the most?
Older Gen-Xers (39-43 years old) reported spending the most hours per week at work. 69% reported working 41-60 hours per week. The second-most hard-working group was the cusp between Gen X and Echo-Boomers. The majority puts in 41-50 hours per week at work.

Echo-Boomers Highlights:
Echo-Boomers say they have between 4-14 hours per week of free time.
Their fun time on the internet is spent on email (#1), social networking (#2) and viewing entertainment (#3). Of those surveyed, 62% became divers because a parent or family member dives.

Income (before taxes) by Age Group
Under 25: $28k
25-34: $57k
35-44: $75K
45-54: $77k
55-64: $65k
65-74: $46k
75 and older: $29k

Interesting findings based on gender, and divers vs non-divers

Male vs. Female

Males reported working longer hours (62% worked 40-60 hours/ week) than females, but both reported having similar amounts of free time.

Priorities for both genders were very similar:spending time with family, my health, and owning my own home ranked in the top three for both men and women.

Factors that influence my decision to try something new were also the same.
Top three: it fits my budget / it's something I can do with my family / the ability to challenge myself.

Males have higher threshold for impulse spending. When asked, "how much do you consider a splurge," both genders' #1 answer was $100 - but for males, the #2 answer was $500 (versus $50 for women)

Similarly, males also budget more for vacations. Female's top answer was $500-$999 per person, but for men it was $1500 to $1999.

Divers vs. Non-Divers

What do you splurge on? Divers #1 answer was travel. For non divers travel was #3.

What's the most expensive purchase you've ever made? Divers' #1 answer was $1k - $2999 followed by $15k+.
Non-divers top answer was $1k - $2999 followed by $3k - $4999.

Similarly, divers had a much higher budget for their vacations: $2k - $2999 was most popular answer (versus $400-$999 for non-divers).

The non-diving group also skewed quite a bit younger.
60% of respondents were under 40 and 37% were under 30. Of the diving group, 54% were 40 or older.

How To Use This Information

The Undersea Journal* cover story discusses specific marketing tactics, you can read an excerpt here. Feel free to leave feedback and comments below.

*The issue began mailing 23 April 2009. Please allow two weeks for your copy to arrive (6 weeks for outer-island members). If your magazine does not arrive, contact PADI's customer service department at 800 729 7234 ext. 2495.

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15 minute marketing idea #5 - digital decor

15 Minute Marketing Idea #5
Digital Decor

Pimp Your iPhone
Bling your Blackberry
Trick Out Your Treo

The number of people using "smartphones" (cell phones which deliver email and the world wide web) is growing rapidly. According to ComScore*: Mobile Internet Usage Doubled in 2008 and one in five americans now own a smartphone (iPhone, Blackberry, G1, Treo, etc).

"Mobile Marketing" is the buzzword of 2009. Here's an easy way to get your feet wet with mobile marketing:

During your next DSD or Open Water pool session, take photos of your students. Send the photos to your students by email or text and remind them that their under water mug shot makes a great facebook photo or mobile phone wallpaper.

Digital decor is especially useful for families. Suggest that Mom / Dad use their child's underwater photo as their phone book entry. For the parent, it's bragging rights: your kid is a yellow-belt in karate? Well, my kid can breathe underwater. Also, whenever Junior calls, the child's smiling scuba face will provide a constant reminder of your business.


* Comscore monitors the popular websites and overall web usage. They're kind of like the Neilsen TV ratings for the internet.

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This is the fifth article in a series. Read the previous 15 Minute Marketing Idea: Ask us about Fundraising Opportunities.

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PADI Instructors and Divemasters Wanted in San Diego

Dive Connections, INC is now hiring PADI Divemasters and Instructors. They're also interviewing for a boat captain.

Interested parties should contact Rich at 619 523 9282 or email rich at gottadive dot com.

For instructor job listings in other areas, visit our regional PADI job listings for instructors and divemasters.

15 marketing idea #4

15 Minute Marketing Idea #4

Ask Us About Fundraising Opportunities

Looking back, my sales career started early: as a Campfire girl. Springtime in Oregon meant going door to door in a yellow raincoat hocking almond roca from a plastic bag.

If I had my druthers, I would much rather have sold something cool - like a Discover Scuba experience.

Host a discover scuba diving event to benefit a local school, sports team or other community organization. For example, the local high school swim team:

Have students sell Discover Scuba coupons to friends and family. Include your logo and the team logo on the coupon along with the date and time of the event. The team keeps whatever proceeds are raised after you cover your expenses (pool rental, staff, etc).

IMPORTANT: the success of this program depends on the students' ability to sell your discover scuba program. When possible, have the students go through a discover scuba before they go out and sell it.

Today, take fifteen minutes to create an "Ask About Fundraising Opportunities" flyer using our template. Or, read 3 more creative and unusual uses of the Discover Scuba Diving program.

Read our next 15 minute marketing idea >>> mobile marketing

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This is the fourth article in a series. Read the previous 15 Minute Marketing Idea: create an eLearning welcome email.

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Are your PADI teaching slates current?

Current revision dates and version numbers
for PADI instructional slates

March 2010 update
This blog post has moved to a permanent page where I will post updates

One of the questions I get asked a lot is: what is the current version number for the XYZ PADI slate? So here they are:

(information applies to English-language materials only)

Open Water teaching slates
60194 confined water cue cards: version 2.06 from 10/09
60202 open water cue cards: version 2.06 from 08/09

Advanced Open Water teaching slates
60196 Advanced Open Water cue cards: version 1.01 from 09/09

Rescue Diver teaching slates
60205 Rescue Diver cue cards: version 2.1 from 06/05
- new version expected to ship May 2010, not available for pre-order

Divemaster teaching slates
60207 Divemaster cue cards: version 2.4 from 09/09
60130 Discover Scuba Diving cue card: version 2.0 from 2009

IDC / IDC Staff slates
60571 open water lesson planning slate: version 2 from 11/00
60573 confined water lesson planning slate: version 2 from 11/00
60574 open water evaluation slate: version 2.02 from 10/06*
60575 confined water evaluation slate: version 2.03 from 10/09*

* These items may only be purchased by an IDC Staff Instructor, Master Instructor or Course Director

The revision dates and numbers listed above reflect what's currently shipping from our warehouse. Occasionally, when product revisions are minor, we will "FIFO" the previous version.

You can also check the revision dates for your PADI exams.

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PIC Online and Other Services Unavailable During PADI Systems Upgrade

PADI will be upgrading its computer systems from Wednesday, 8 April, 2009 (PST) to Monday 13 April, 2009 (PST). This will cause a temporary outage for some of our online programs.

Wed 8 April - Mon 13 April 2009
the following programs will be unavailable:
PIC Online
EFR PIC Online
Replacement Card Online


Thurs 9 April - Mon 13 April 2009
the following programs will be unavailable:
International Resort and Retailers Association Online Renewal
Individual Member Online Renewal
Online Specialty Applications
Online Master Scuba Diver Trainer Applications
Emergency First Response Crossovers
Emergency First Response Refreshers
New PADI eLearning® Purchases
New PADI eLearning® Access Pass Purchases
Online Shopping Cart


Programs that will be minimally affected during our upgrade:
Pro Chek
Dive Chek®
PIC Processing Reports
Count Reports
Pros’ Site

(there will be a temporary interruption of the five services listed above
on Monday, 13 April, 2009)

All systems will be up and running again on Monday, afternoon 13 April, 2009 (PST).

Thank you for your patience throughout this important process. If you have questions or concerns, please contact your local PADI Office prior to Friday, 10 April, 2009:

PADI Americas
Telephone: 800 729 7234 ext. 2495
or +1 949 858 7234 ext. 2495
Email: membersvcs@padi.com