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Media Day 5/9/10 Agenda

Media Day 5/9/10 Agenda 9:30 – 10:15am: Quick Marketing Update and Prepare/Brief for Presentations. 10 :30am: Alert Diver 11:30am: Scuba Diving/Sport Diver (and other publications) and Working Lunch 1:00pm: ScubaRadio 2:00pm: Regional Dive News Magazines (Rick Stratton)

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Media Day 5/9/10 Agenda

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  1. Media Day 5/9/10 Agenda 9:30 – 10:15am: Quick Marketing Update and Prepare/Brief for Presentations. 10:30am: Alert Diver 11:30am: Scuba Diving/Sport Diver (and other publications) and Working Lunch 1:00pm: ScubaRadio 2:00pm: Regional Dive News Magazines (Rick Stratton) 3:00pm: Dive Training/DCB 4:30pm: Closed Wrap-Up Session with MOT (BMOT & Dive Marketing Committee Members) 5:00pm: Finish

  2. 1. Consumer Dive Shows With BMOT/BDA Booth: • Our World Underwater, Chicago 2/11 • BTS, Secaucus, NJ 3/11 • 2. 800-866-DIVE Line Recap • 277 Calls Since Nov 1st, 2010 • Average 46 calls a month • Total of 8 sales, Totaling $12,606.85 gross Sales • Note: There is NO Costs to the BMOT for These Dive Line bookings • 3. Email Programs Overview • Sent 38,720 e-mailers • 4 campaigns since dive line launch • See samples of Campaign Mailers • Average Open Rate for All Mailers: 13.4%

  3. Split Test mailer 12/27/10 – 10.2% Open Rate • A/B Split Test Mailer

  4. Split Test mailer 2/4/11 – 15.2% Open Rate • A/B/C Split Test Mailer

  5. Split Test mailer 2/27/11 – 14.4% Open Rate • A/B Split Test Mailer – Different Subject Lines

  6. Split Test mailer 4/19/11 – 13.8% Open Rate • A/B Split Test Mailer

  7. 3. Email Summary • Winners are diving images, with diving subject line. Companion Air copy on the image also worked well (Feb Early Mailer):

  8. 10. Web Analytics • Campaigns Resulted in 78% increase in visits, and 120% increase in page views. • Average Age of web visitors: 39 When Planning to Travel: • Been to the Bah Before? 68% Yes • Average Group Size 3.8 Divers

  9. 4. Web Analytics • Average 1,200 Unique Visitors a Month to BahamasDiving.com • Online Package Booking Ability, 49 activities and 35 package offerings • Top Content: • #1 Island Tour • #2 Search for Activities/Packages • #3 Member Directory • #1 Exit Page: Member Directory • Sample Inquiry Data:

  10. 4. Web Analytics • Top Sources: #1 Google • Top Keywords: Bahamas Diving

  11. 11. Current Ad Programs • Schedules and Online with • Scuba Diving • Sport Diver • Dive Training • Dive Center Business • ScubaRadio #1 Website Referral for 2010: Scuba Diving

  12. 5. 1st Quarter 2011 BDA Member Business Survey Results – 9 Members of 30 Responding (30%)

  13. 5. 1st Quarter 2011 BDA Member Business Survey Results – 9 Members of 30 Responding (30%)

  14. 5. 1st Quarter 2011 BDA Member Business Survey Results – 9 Members of 30 Responding (30%)

  15. 5. 1st Quarter 2011 BDA Member Business Survey Results – 9 Members of 30 Responding (30%) #5 Warm up winter temperatures. 2010 hurt this year. #7 all is excellent and WIlliam is doing a great job! Thanks! #8 As always cheaper airfairs from the States.

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