FOR

Las Vegas Convention CenterLas Vegas, NV

TUESDAY – FRIDAY | NOVEMBER 16–19, 2021

new

REGISTER NOW at demashow.com

In partnership with

DEMA SHOW | NOVEMBER 16–19, 2021 | Las Vegas Convention Center, Las Vegas, NV2

BACKto business

let’s get

FOCUS ON YOUR PROFESSIONAL AND PERSONAL GROWTHFormalized technical training and strategic business planning ensures you’re staying competitive and enhancing your knowledge. Special sessions allow you to get big-picture insights and industry updates. DEMA works with industry professionals to develop its education program so it is right for YOU!

BUILD YOUR DATABASE AND CREATE NEW CUSTOMERSFeeling like your competitors are one step ahead of you? Come to Vegas to connect with hundreds of like-minded diving professionals. This is the sole trade event designed for you and your peers to conduct business that will make you even more successful in the months to come.

It’s finally time to reconvene as a community and get back to business as we know it. Let’s share

knowledge, discover new products, participate in training and maintain a competitive edge.

REGISTER TODAY at demashow.com

DEMA SHOW | NOVEMBER 16–19, 2021 | Las Vegas Convention Center, Las Vegas, NV3

LEVERAGE THE ACCESS TO THIS COMPREHENSIVE, TRADE-ONLY COMMUNITY.Through hundreds of educational sessions, vendor meetings, impromptu Show Floor interactions and formalized events, networking allows you to make new connections, find new vendors and create new partnerships that can help your business thrive. DEMA Show is the full package.

DEMA SHOW MOBILE APPStay connected to everything DEMA Show! This effective tool can ensure that you maximize your experience navigating the Show Floor and exploring new products; browsing and scheduling sessions that are relevant to you; engaging in networking opportunities; and so much more.

facebook.com/DEMAShow

twitter.com/DEMA_Show

linkedin.com/company/dema-org

instagram.com/demashow

Visit demashow.com for more information.

THANK YOU TO OUR DEMA SHOW 2021 SPONSORS & MEDIA PARTNERS

4 DEMA SHOW | NOVEMBER 16–19, 2021 | Las Vegas Convention Center, Las Vegas, NV

schedule-at-a-glanceWEDNESDAY, NOVEMBER 17 CONT.

10:00 AM – 3:45 PM DEMA-Sponsored Education

10:00 AM – 6:00 PM Exhibit Hall Open

11:00 AM – 3:45 PM Resource Center Snapshot Sessions

1:00 PM – 2:15 PM Special Session (Open to All)

THURSDAY, NOVEMBER 18

8:00 AM – 6:00 PM Registration

8:00 AM – 5:00 PM Exhibitor-Sponsored Education

8:30 AM – 9:45 AM Espresso Education (Open to All)

10:00 AM – 3:45 PM DEMA-Sponsored Education

10:00 AM – 6:00 PM Exhibit Hall Open

11:00 AM – 3:45 PM Resource Center Snapshot Sessions

1:00 PM – 2:15 PM Special Session (Open to All)

FRIDAY, NOVEMBER 198:00 AM – 5:00 PM Exhibitor-Sponsored Education

9:00 AM – 4:00 PM Registration

10:00 AM – 5:00 PM Exhibit Hall Open

Schedule subject to change.

SUNDAY, NOVEMBER 14

8:00 AM – 5:00 PM Exhibitor Registration & Move-In

MONDAY, NOVEMBER 15

8:00 AM – 5:00 PM Exhibitor-Sponsored Seminars

8:00 AM – 5:00 PM Exhibitor Registration and Move-In

10:00 AM – 5:00 PM Attendee/Media Registration

TUESDAY, NOVEMBER 167:00 AM – 6:00 PM Registration

8:00 AM – 5:00 PM Exhibitor-Sponsored Education

8:30 AM – 9:45 AM Espresso Education (Open to All)

10:00 AM – 3:45 PM DEMA-Sponsored Education

10:00 AM – 6:00 PM Exhibit Hall Open

11:00 AM – 3:45 PM Resource Center Snapshot Sessions

1:00 PM – 2:15 PM Special Session (Open to All)

WEDNESDAY, NOVEMBER 178:00 AM – 6:00 PM Registration

8:00 AM – 5:00 PM Exhibitor-Sponsored Education

8:30 AM – 9:45 AMDEMA Member Update andAnnual Meeting (Open to All)

DEMA SHOW | NOVEMBER 16–19, 2021 | Las Vegas Convention Center, Las Vegas, NV5

Explore hundreds of booths that are there

to proudly showcase their products and

services to YOU. Make purchases, find new

vendors, create partnerships and secure

Show-Only specials. You’ll leave with the

new insights, ideas and technology to

enhance your business.

take advantage of show-only

specials!

SHOW FLOOR:

SHOW FLOOR PRODUCTS & SERVICES INCLUDE:

Airlines and Charter Services

Boats and Marine Products

Computers and Software

Products

Cylinders and Valves

Dive and Adventure Travel

Destinations

Dive and Ocean Sports Apparel

and Swimwear

Dive Training and Instructional

Materials

Diving, Snorkeling and Ocean

Sports Gear

Equipment and Accessories

Financial Services and Planning

Hotels and Resorts

Merchandising and POP

Displays

Metal Detectors

Ocean/Underwater Themed

Lifestyle Products and

Accessories

Regulators and Breathing

Apparatus

Retail Aids and Equipment

Safety and Research

Organizations

Scuba Tour Operators and Boat

Operators

Small Business Products and

Services

Sun Care Products

Travel Accessories

Underwater Communications

Equipment

Underwater Lights

Underwater Photography and

Videography

Underwater Vehicles

EXHIBIT HALL HOURS

TUESDAY, NOVEMBER 1610:00 AM – 6:00 PM

WEDNESDAY, NOVEMBER 1710:00 AM – 6:00 PM

THURSDAY, NOVEMBER 1810:00 AM – 6:00 PM

FRIDAY, NOVEMBER 1910:00 AM – 5:00 PM

Visit demashow.com to see the most updated exhibitor listing.

innovations. services. connections.

6 DEMA SHOW | NOVEMBER 16–19, 2021 | Las Vegas Convention Center, Las Vegas, NV

NEW PRODUCT SHOWCASE The New Product Showcase is the launching pad for the hottest new products and services. It’s the best place to explore new offerings on display at DEMA Show! It’s a DEMA Show MUST SEE!

FIRST-TIME EXHIBITORS CENTER The First-Time Exhibitors Center is a collection of exhibitors new to DEMA Show. Welcome them and explore their products and services!

THE AUTHOR’S CORNER Attendees and exhibitors can meet and engage with authors, hear about their exploits and encounters, obtain signed copies of their books, and have a unique experience while at DEMA Show.

DEMA CENTRAL Attendees can find a wealth of information and savings by visiting DEMA Central. While there, renew your DEMA Membership or become a DEMA Member and save $50.

DEMA MEMBER LOUNGES Take time to relax, recharge and network with fellow DEMA Members in these reserved lounges. Member ribbons are required for entry and can be obtained at DEMA Central.

exclusive

Get involved in DEMA’s industry-related programs and take advantage of DEMA’s 2021 specials. You won’t want to miss all that is happening!

new in 2021!DIGITAL RECOGNITION IN MARKETING BADGEBy attending the in-person DEMA Show 2021 and the eligible Marketing Education sessions, you’ll gain knowledge about marketing from experts in their field. Once requirements are complete, you’ll earn a digital badge that you can display to showcase your achievement. Eligible sessions are marked in the schedule!

7 DEMA SHOW | NOVEMBER 16–19, 2021 | Las Vegas Convention Center, Las Vegas, NV

experiencesRESOURCE CENTER SNAPSHOT SESSIONS Find new ideas, discover the latest innovations in technical diving gear, and learn about the latest photography and videography products and services at the DEMA Show 2021 Resource Centers and Snapshot Sessions.

IMAGE RESOURCE CENTER (IRC) The Image Resource Center (IRC), located on the Show Floor, is dedicated to attendees looking for photo- and video-related exhibitors. The IRC will also feature sessions on all aspects of underwater photography and videography. Exhibitors will be on hand for product demonstrations and offer important tips on how to incorporate photography and videography into your business strategy.

TECHNICAL DIVING RESOURCE CENTER (TDRC) DEMA is pleased to continue the popular Technical Diving Resource Center (TDRC), located right on the Show Floor. The TDRC is dedicated to attendees looking for technical diving–related exhibitors. It will also feature sessions on technical diving and the latest innovations in technical diving gear.

explore sessions and full schedule

DEMA SHOW | NOVEMBER 16–19, 2021 | Las Vegas Convention Center, Las Vegas, NV8

MARKETING   OPERATIONS   SALES

DEMA is offering online education leading up to DEMA Show live in Las Vegas. You can register at demashow.com

EDUCATIONonline

TUESDAY,OCTOBER 12

WEDNESDAY, OCTOBER 13

TUESDAY,OCTOBER 19

WEDNESDAY, OCTOBER 20

TUESDAY,OCTOBER 26

WEDNESDAY, OCTOBER 27

TUESDAY,NOVEMBER 2

WEDNESDAY, NOVEMBER 3

ONLINE

10:00 AM – 10:45 AM

Communicating in a MultiChannel World

Tec Clark and Jennifer Shaheen

Cause-Marketing: The Benefits of “Leading With Purpose”

Megan Crain

Time Is Money! Real World Time Management Strategies

David Fellman

Maximizing Your Marketing Budget: Writing Press Releases

Paul Howe

Digital Marketing Has Changed Again! Here’s What You Need To Be Paying Attention to ... Right Now

Ken Countess

How to Create a DIY SEO Campaign (You Will Not Find These Tips Anywhere Else)

Steve Huskey

How to Unlock the Potential of Ecotourism and Boost Your Business

Andrea Rivera-Sosa

Entrepreneurial Financial Projections in Starting or Expanding a Dive Facility

Paul Howe

Seminars, dates, times and rooms subject to change.

OCTOBER 12

10:00 AM – 10:45 AM

COMMUNICATING IN A MULTICHANNEL WORLDJennifer Shaheen, President, The Technology Therapy Group

Tec Clark, Founder and Host, ScubaGuru.com

Right when you’re tired of sharing your message is the exact moment that it is finally getting through to your team and customers. People come to your business with assumptions based on previous experiences. Learn how to set expectations with your team and customers using constant, clear and consistent communication. During our session, we will clarify how to create a focused and clear communication strategy to improve your internal team’s performance. Attendees will learn how many channels they’re using both online and offline (there are more than you think) and the noise that can cause communication breakdown. This session is designed to help you increase customer acquisition and loyalty and strengthen your team.

OCTOBER 13

10:00 AM – 10:45 AM

CAUSE-MARKETING: THE BENEFITS OF “LEADING WITH PURPOSE”Megan Crain, Associate Development Manager, Coral Reef Alliance

Marketing trends change constantly, but one strategy is here to stay: cause-marketing. Cause-marketing allows companies to increase profitability while bettering society. Industry research shows that brands that embrace corporate social responsibility can double their market value four times faster than brands that don’t. And consumers agree! A recent study reported that 89% of Americans prefer to support brands with a cause. The same study showed that people are willing to pay 6% more for a product from a socially responsible company. Through mutually beneficial partnerships with marine conservation nonprofits, SCUBA companies can strengthen their brand, reach new audiences and drive up sales. In this workshop, Megan Crain will use her experience building cause-marketing partnerships at the Coral Reef Alliance to demonstrate the various ways in which companies can “lead with purpose” and the important role that the SCUBA and travel industry can play in marine conservation.

OCTOBER 19

10:00 AM – 10:45 AM

TIME IS MONEY! REAL WORLD TIME MANAGEMENT STRATEGIESDavid Fellman, President, David Fellman & Associates

In a perfect world, it would be easy to manage time and find the perfect mix between sales, service and administrative tasks. That “perfect” world is not the one you live in and work in, though, is it? There’s a lot on your plate, and there is almost always more work to do than hours in the day. In this program, Dave Fellman will present real-world time management strategies, and explain how to treat time more like money – saving it where you can, investing it wisely and wasting as little as possible.

2021 DEMA-Sponsored

DEMA SHOW | NOVEMBER 16–19, 2021 | Las Vegas Convention Center, Las Vegas, NV9

OCTOBER 20

10:00 AM – 10:45 AM

MAXIMIZING YOUR MARKETING BUDGET: WRITING PRESS RELEASESPaul Howe, Paul W. Howe, PhD, Consultant

This presentation is a must for any professional looking to maximize their marketing budget by learning about press releases. The session will present the simple aspects of a press release, potential topics of press releases and who and where to send a press release. Attendees will also participate in guided press release process. A fun session to learn how simple it is to maximize your marketing budget by writing press releases!

OCTOBER 26

10:00 AM – 10:45 AM

DIGITAL MARKETING HAS CHANGED AGAIN! HERE’S WHAT YOU NEED TO BE PAYING ATTENTION TO ... RIGHT NOWKen Countess, Managing Director, The Countess Group

Digital marketing is constantly changing thanks to widespread ownership of smartphones, ever-increasing data and video streaming, and a cultural desire for digestible and personalized content. Do you know which trends will impact YOUR organization over the next 18 months? How can you jump on some of these trends to get an edge on your competition? You’re about to find out. By the end of this session, you’ll have a cutting edge on marketing automation, content marketing, video, mobile and big data. Join marketing expert Ken Countess as he explores the top trends in digital marketing that small businesses should be paying attention to right now. He’ll explore each trend and provide some simple ideas for incorporating them into your overall marketing strategy.

OCTOBER 27

10:00 AM – 10:45 AM

HOW TO CREATE A DIY SEO CAMPAIGN (YOU WILL NOT FIND THESE TIPS ANYWHERE ELSE)Steve Huskey, COO, High 5 Promotions

Businesses on the front page of Google make more money. Steve Huskey will show you a bulletproof way to start an SEO campaign. If you’re already doing SEO, you will learn how to make sure your campaign is focused on the right direction. Learn to identify the low-hanging fruit for the fastest first-page ranking you have ever seen. We will show you how to find your strengths, weaknesses and threats. Next, you’ll learn how to use the data to start a campaign or audit an existing one.

NOVEMBER 2

10:00 AM – 10:45 AM

HOW TO UNLOCK THE POTENTIAL OF ECOTOURISM AND BOOST YOUR BUSINESSAndrea Rivera-Sosa, Project and Outreach Manager, Coral Reef Alliance

Learn how to stand out from your competition by targeting the growing ecotourist market. In 2019, the global ecotourism sector was valued at $181 billion, and that number is expected to rise to $334 billion by 2027. These tourists are looking for businesses that protect the natural environment and create more unique and rewarding experiences. This workshop will provide participants with a short introduction to a sustainable diving program that is designed to help dive operators identify easy, cost-effective sustainable business practices and build more engaging, educational experiences for their customers. Dive guides will learn how to incorporate coral reef biology and conservation lessons into their trips to create a more rewarding customer experience and adopt more sustainable business practices to showcase their commitment to protecting coral reefs.

NOVEMBER 3

10:00 AM – 10:45 AM

ENTREPRENEURIAL FINANCIAL PROJECTIONS IN STARTING OR EXPANDING A DIVE FACILITYPaul Howe, Paul W. Howe, PhD, Consultant

This session is a foundational presentation on the financial aspects of starting or expanding a fledgling dive retail business. Baseline financial information will be presented to help you develop a sound business plan or re-strategize your existing business plan.

Next-level business —

only at DEMA Show

10 DEMA SHOW | NOVEMBER 16–19, 2021 | Las Vegas Convention Center, Las Vegas, NV

EDUCATION MARKETING  OPERATIONS  SALES  SPECIAL SESSIONS: OPEN TO ALL BADGE

TUESDAY, NOVEMBER 16 WEDNESDAY, NOVEMBER 17 THURSDAY, NOVEMBER 18

Room S231 Room S232 Room S231 Room S232 Room S231 Room S232

8:30 AM – 9:45 AM

How to Dominate YouTube (Tips You Won’t Find Online)

Steve Huskey

Room S233

DEMA Member Update and Annual Meeting

Tom Ingram

Discover Your Technology Psychology

Beth Ziesenis

10:00 AM – 10:45 AM

Deep Dive into Leadership Development

Shelli Hendricks

Making Sense of Online Marketing: A Simple Checklist for Success

Ken Countess

You + Customers = Creating a Story That Sticks

Tec Clark and Jennifer Shaheen

Using Social Media for More Than Just Marketing Your Dive Business

Lynn Switanowski

“I’ll Just Get It Online” — Strategies to Keep Your Customers Coming Back to Your Door

Anne Obarski

Retail Trends You Need to Embrace Right Now

Georganne Bender and Rich Kizer

11:00 AM – 11:45 AM

Small Town Scuba Success: Tips to Succeed and Thrive in “Small-Town USA”

Marc Dean

Creating a Marketing Strategy for Your Dive Business’s Bricks and Clicks Customers

Lynn Switanowski

Games People Play; Selling Skills Become Fun

Tom Shay

Facebook - Instagram - Twitter - LinkedIn: The Choices Can Be Overwhelming! How to Drive New Business With Social Media

Ken Countess

The Top Tech in a Decade with Your Nerdy BFF

Beth Ziesenis

Become A Power Influencer: A Unique Way to Attract More Customers

Tec Clark

12:00 PM – 12:45 PM

Inspiring Leaders for Improved Performance

Shelli Hendricks

Yes, You Should Learn About Your Marketing Analytics!

Ken Countess

Seek or Discover – Mysteries to Customer Acquisition and Nurturing Revealed

Jennifer Shaheen

Rock Your Marketing with Facebook and Instagram!

Ken Countess

Is Your Air On? Closing Skills That Will Fill Your Sales Tank

Anne Obarski

Visual Merchandising and Store Display: How to Help Your Product Sell Itself!

Georganne Bender and

Rich Kizer

1:00 PM – 2:15 PM

How to Make Your Data More Valuable Than Oil

Steve Huskey

Improving Your Profits All Year Long: Simple Solutions for Enhancing Your Retail Business Operations

Lynn Switanowski

Decoding Your Customer Data and Creating a Better Dashboard

Jennifer Shaheen

3:00 PM – 3:45 PM

Demystifying Learning Styles: Setting Students up for Success

Shelli Hendricks

Automate Your Marketing!

Ken Countess

Diving Through Darkness

Matt Jackson

How to Create an Effective Plan for Advertising, Marketing and Promoting Your Dive Shop

Tom Shay

Selling Up! Sales Strategies for Growth

Anne Obarski

Stealth Marketing Strategies to Grow Your Business!

Georganne Bender and Rich Kizer

Seminars, dates, times and rooms subject to change.

This comprehensive program is built and produced by DEMA and features all the topics most important to you and your business.

Sessions marked with this icon are eligible for the DIGITAL RECOGNITION IN MARKETING EDUCATION PROGRAM.

in-person

2021 DEMA-Sponsored

DEMA SHOW | NOVEMBER 16–19, 2021 | Las Vegas Convention Center, Las Vegas, NV11

TUESDAY, NOVEMBER 16

8:30 AM – 9:45 AM

HOW TO DOMINATE YOUTUBE (TIPS YOU WON’T FIND ONLINE)Steve Huskey, COO, High 5 PromotionsRoom Number: S231This process has never been beaten on YouTube. During this session, you will learn the process to win — every time — on YouTube. Within 120 days of using this process, you will have videos on the first page of YouTube. How do you get the content on the first page of YouTube? Video type, playlist length, video length and text content all play roles. Learn how to structure your channel for max ranking.

10:00 AM – 10:45 AM

DEEP DIVE INTO LEADERSHIP DEVELOPMENTShelli Hendricks, President, Blue Horizon SolutionsRoom Number: S231Many people become dive professionals because of their love for the water but struggle to make a living or succeed as a professional business leader in the dive industry. This session borrows best practices for leadership development from other industries for the benefit of dive and marine conservation professionals.

10:00 AM – 10:45 AM

MAKING SENSE OF ONLINE MARKETING: A SIMPLE CHECKLIST FOR SUCCESSKen Countess, Managing Director, The Countess GroupRoom Number: S232The idea of getting your business marketing online can often feel scary and even confusing. With so many moving parts, figuring out what to do and how to do it presents a unique challenge for time-starved small business owners. Don’t worry, once you understand how it all works together, you can stop wasting time and focus on the things that actually benefit your business. If you’re just getting started with online marketing or not seeing the results you’ve hoped for, this session is for you. You’ll learn the foundational elements that will help you get the word out about your business and you won’t need a marketing degree to do it!

11:00 AM – 11:45 AM

SMALL TOWN SCUBA SUCCESS: TIPS TO SUCCEED AND THRIVE IN “SMALL-TOWN USA”Marc Dean, PADI IDC Staff Instructor, Family Fun Scuba & SnorkelRoom Number: S231To be a successful dive shop anywhere has its challenges, but in a small city or town, the task can seem more daunting than ever. Marc’s business has survived and thrived through the pandemic by being smart, clever and utilizing all of his resources. Learn his secrets to success and make them your own.

11:00 AM – 11:45 AM

CREATING A MARKETING STRATEGY FOR YOUR DIVE BUSINESS’S BRICKS AND CLICKS CUSTOMERSLynn Switanowski, Founder and President, Creative Business Consulting GroupRoom Number: S232Of course you know your dive business needs to use marketing to reach your target audience, get leads and generate sales for your business. But do you also know that your potential customers are at home using digital media as the primary way to connect and discover businesses and make purchases? Join Lynn for this marketing strategy session to learn step-by-step how to set up a marketing strategy that delivers the same messages, at the same time, to ALL your customers – no matter how they find you online!

12:00 PM – 12:45 PM

INSPIRING LEADERS FOR IMPROVED PERFORMANCEShelli Hendricks, President, Blue Horizon SolutionsRoom Number: S231Discover how a blended learning approach to leadership development combines the best learning practices to make long-term memory more reliable. This approach works by incorporating new information gradually with reinforcements over time for your clients. Learn about Inspired Leadership, which offers two sequential learning journeys: Emerging Leaders and Manager to Leader. Join this discussion to learn more!

12:00 PM – 12:45 PM

YES, YOU SHOULD LEARN ABOUT YOUR MARKETING ANALYTICS!Ken Countess, Managing Director, The Countess GroupRoom Number: S232Once you know a little bit about marketing analytics, you open up a world of possibilities to grow your business. In this session, Ken will provide you with the specifics of how to make your marketing analytics work for you, with an emphasis on Google Analytics, Facebook Analytics and email marketing analytics. This presentation will enable you to use analytics to take your marketing to the next level by teaching you to use your unique data to make more informed decisions and to explore leading-edge approaches to improve your campaigns.

1:00 PM – 2:15 PM

HOW TO MAKE YOUR DATA MORE VALUABLE THAN OILSteve Huskey, COO, High 5 PromotionsRoom Number: S231Your data is worth as much as a Texas oil well. You have so much data to drill into that you need to refine it multiple times to get clean, usable data. During this session, you will learn how to use your existing data to impact your business as if you were funding it using the profits from an oil well. Steve will show you the combination of data that works best for the dive and travel industries. We will drill deep into the best parts of Google Search Console’s data. If you’re already a data wildcatter, Steve will make sure current power users are up to date with the most recent changes.

3:00 PM – 3:45 PM

DEMYSTIFYING LEARNING STYLES: SETTING STUDENTS UP FOR SUCCESSShelli Hendricks, President, Blue Horizon SolutionsRoom Number: S231As dive educators, you want to create the best possible learning environment for your students, ensuring their successful mastery of skills. In this workshop, you will gain a deeper understanding of learning styles and growth mindset, specifically as it relates to the dive industry. Dive instructors who recognize and respond to their students’ learning mindset can create a more effective learning environment and foster a culture of lifelong learning among your dive community.

3:00 PM – 3:45 PM

AUTOMATE YOUR MARKETING!Ken Countess, Managing Director, The Countess GroupRoom Number: S232What’s the best way to stay in touch with your contacts and customers while focusing on running your business? Do you send the same information over and over? Do you ever forget to follow up with new subscribers, customer anniversaries and birthdays? How do you share your great case studies, success stories and customer testimonials? Or introduce customers to your diverse product and service offerings? And how can you reward new subscribers and inspire them to take action right NOW, while their interest is HOT? Autoresponder campaigns do what YOU wish you had the time to do! They work automatically while you focus on your business … or even sleep! We’ll cover do’s and don’ts, present a sample autoresponder calendar and share real case studies of successful autoresponder campaigns. You’ll come away with a whole new understanding and perspective on how to get it all to work for you — automatically — so you can stay focused on running your business!

WEDNESDAY, NOVEMBER 17

8:30 AM – 9:45 AM

DEMA MEMBER UPDATE AND ANNUAL MEETINGTom Ingram, President & CEO, DEMARoom Number: S233Join your fellow DEMA Members, DEMA’s Board of Directors and DEMA Committee Members, and learn how YOU can be involved in the diving industry’s trade association! Led by DEMA’s President and CEO, Tom Ingram, this information-filled morning will also include complimentary breakfast. Connect with fellow industry leaders and influencers as you learn about the importance of your involvement to the success of the industry and DEMA.

During the Annual Membership Meeting, DEMA will also recognize the recipients of the 2021 Diving Community Champion Awards. Established in 2019, this award recognizes how DEMA Member companies and recreational diving benefit the general public and help advance communities.special events and Show features.

DEMA SHOW | NOVEMBER 16–19, 2021 | Las Vegas Convention Center, Las Vegas, NV12

WEDNESDAY CONT.

10:00 AM – 10:45 AM

YOU + CUSTOMERS = CREATING A STORY THAT STICKSJennifer Shaheen, President, The Technology Therapy Group

Tec Clark, Founder and Host, ScubaGuru.comRoom Number: S231How did you decide to learn to dive? Tell us your story. Stories are powerful, and they help you sell and train team members. Stories make us human. What’s your dive business story? During this workshop, you’ll learn how to be a great storyteller and how to use stories to improve your company culture, customer sales and overall operations.

10:00 AM – 10:45 AM

USING SOCIAL MEDIA FOR MORE THAN JUST MARKETING YOUR DIVE BUSINESSLynn Switanowski, Founder and President, Creative Business Consulting GroupRoom Number: S232The social media landscape is constantly changing as consumers push for more engagement in new ways. It is also a great tool that can be used to improve your productivity across all areas of your business. Join us for this lesson-filled session where we share how to change how you think about social media. We will look into the future for the best ways to connect to your next customers using social media in every area of your dive business.

11:00 AM – 11:45 AM

GAMES PEOPLE PLAY; SELLING SKILLS BECOME FUNTom Shay, Principal, Profits Plus SolutionsRoom Number: S231You can tell employees you want them to sell more and how you want them to sell. Or, you can engage your employees using interactive games so they develop their personal skill set to become exceptional salespeople. Learn how to use these games from a dealer who has used them in his business. The results can be awesome, and you will see the sales skills of your employees increase each time you have them play the games.

11:00 AM – 11:45 AM

FACEBOOK - INSTAGRAM - TWITTER - LINKEDIN: THE CHOICES CAN BE OVERWHELMING! HOW TO DRIVE NEW BUSINESS WITH SOCIAL MEDIAKen Countess, Managing Director, The Countess GroupRoom Number: S232You know you should be on social media for your business, and you know it can help you drive more new and repeat business for your organization, BUT, do you know why? Do you know which social media platform will have the biggest bang for your buck? And when you start your profile, do you know what to say and how to grow your following? This session will answer all of those questions and more!

12:00 PM – 12:45 PM

SEEK OR DISCOVER – MYSTERIES TO CUSTOMER ACQUISITION AND NURTURING REVEALEDJennifer Shaheen, President, The Technology Therapy GroupRoom Number: S231Customers seek and discover businesses every day on Google, social media, mobile apps and through content. What is most important as a diving business is to understand the customer’s current mindset where they seek or discover you. During this workshop, we will walk through the customer mindset based on various digital channels and help you understand what to say to capture your customers in that moment. Next, we will outline how to nurture the relationship and drive the customer toward the path of purchase.

12:00 PM – 12:45 PM

ROCK YOUR MARKETING WITH FACEBOOK AND INSTAGRAM!Ken Countess, Managing Director, The Countess GroupRoom Number: S232Did you know that Facebook is the world’s third-most visited website, and reaches 59% of the world’s social networking population? Did you know that over 100 million downloads of Facebook and its related apps happen each month? With over 3 billion people accessing at least one of Facebook’s networks (which include Messenger, Instagram and WhatsApp) monthly, you may be missing a huge opportunity if you’re not actively involved. The trick is that — even if you use it — Facebook’s rules are always being updated. Learn how to dominate Facebook to reach the audiences that can help drive more revenue, usually at a much lower cost than by advertising on Google or Bing!

1:00 PM – 2:15 PM

IMPROVING YOUR PROFITS ALL YEAR LONG: SIMPLE SOLUTIONS FOR ENHANCING YOUR RETAIL BUSINESS OPERATIONSLynn Switanowski, Founder and President, Creative Business Consulting GroupRoom Number: S231When traditional business models are challenged, “normal operations” are anything but. Are you ready to turn lessons from the COVID era and beyond into positive and profitable long-term changes for your dive business? Join us for this DEMA session and gain useful tips, tactics and tools to enhance your daily business operations. Make your dive business better in 2021 and beyond by joining us as we focus on the future and how to operate your dive business to gain maximum profit!

3:00 PM – 3:45 PM

DIVING THROUGH DARKNESSMatt JacksonRoom Number: S231As a young man, I was living the life. I thought I had everything I needed until one day it was all gone — including my eyesight. Little did I know I had been given a gift that enabled me to dive in areas where most divers avoid — Blackwater. I soon began to realize that what was happening to me was actually happening for me. Praise God!

3:00 PM – 3:45 PM

HOW TO CREATE AN EFFECTIVE PLAN FOR ADVERTISING, MARKETING AND PROMOTING YOUR DIVE SHOPTom Shay, Principal, Profits Plus SolutionsRoom Number: S232When comparing your advertising budget to your net profit, advertising is a big expense. If your advertising, marketing and promoting is to be successful, you have to spend your money wisely and on target with the existing and potential customers you want to reach. This session will use a free, downloadable calculator that was developed by Tom Shay and used in his retail operation.

EDUCATIONDEMA-Sponsored

in-person

DEMA SHOW | NOVEMBER 16–19, 2021 | Las Vegas Convention Center, Las Vegas, NV13

THURSDAY, NOVEMBER 18

8:30 AM – 9:45 AM

DISCOVER YOUR TECHNOLOGY PSYCHOLOGYBeth Ziesenis, Author. Speaker. Nerd., Your Nerdy Best FriendRoom Number: S231When you discover a new tech tool, do you sign right up? Sit back and wait? Shake your head? More than 130,000 new apps hit mobile platforms every month, and thousands of new startups target us with ads ... all promising to be the best tech you’ve ever used. And the subconscious way you approach new tech can greatly impact the way you can leverage today’s biggest advancements.

Join Beth Z, Your Nerdy Best Friend, to discover your Technology Psychology. You’ll take a short assessment to find out your Technology Psychology Persona to help you understand the benefits and limitations of your approach to new technology. You’ll also see the new tech world from other perspectives so you can understand why it’s so tough to get everyone on the same digital page when it comes to tech solutions.

10:00 AM – 10:45 AM

“I’LL JUST GET IT ONLINE” — STRATEGIES TO KEEP YOUR CUSTOMERS COMING BACK TO YOUR DOORAnne Obarski, CEO, Merchandise ConceptsRoom Number: S231Shopping has evolved dramatically over the past several decades, providing consumers with more choice and convenience when purchasing both online and in brick-and-mortar stores. It’s easy to assume there is a generational divide between those who choose more traditional or modern shopping methods, but in reality, it involves factors ranging from accessibility and variety to local support and the shopping experience itself. Let’s dig deep and find out what you can do to make both experiences successful for your business … shopping online and in-person.

10:00 AM – 10:45 AM

RETAIL TRENDS YOU NEED TO EMBRACE RIGHT NOWGeorganne Bender, Partner, KIZER & BENDER Speaking!

Rich Kizer, Partner, KIZER & BENDER Speaking!Room Number: S232Welcome to retail in 2021, where everything is about the customer experience. It’s a fact that consumers can buy what you sell in any number of places, in their own time and on their own terms. In 2021, the big question is will they choose you? During this presentation, KIZER & BENDER will share what customers expect to find on a visit to your store; what you can do right now to attract customers; how to embrace Shoppertainment; why sustainability and repurposing matter to how your store is perceived; how AI, VR and tech will make your retail life easier; and more.

11:00 AM – 11:45 AM

THE TOP TECH IN A DECADE WITH YOUR NERDY BFFBeth Ziesenis, Author. Speaker. Nerd., Your Nerdy Best FriendRoom Number: S231DEMA’s Nerdy Best Friend, author Beth Z, spoke at her first DEMA event 10 years ago. She returns to this year’s conference with a shortlist of the best new tech that we all need for 2021 and beyond. Beth Z’s special “App-A-Versary” program is the can’t-miss program for your tech toolkit. Bonus: Beth Z always has giveaways, and she’s not afraid to use them!

11:00 AM – 11:45 AM

BECOME A POWER INFLUENCER: A UNIQUE WAY TO ATTRACT MORE CUSTOMERSTec Clark, Founder and Host, ScubaGuru.comRoom Number: S232Now, more than ever, consumers seek the advice and recommendations of others when making purchasing decisions for products and services. However, who to listen to is changing. No longer is it the most popular people or those in power who are sought after. Instead, the modern influencer can be anyone, as long as he or she is trusted. And being trusted is all about being authentic. In this presentation Tec Clark shares his four-step model to building authenticity with consumers. Attendees will also learn the right platforms in which to be an influencer. With these strategies, attendees will walk away transitioning from “dive professionals” into trusted “influencers” and they’ll watch customer engagement and profitability soar.

12:00 PM – 12:45 PM

IS YOUR AIR ON? CLOSING SKILLS THAT WILL FILL YOUR SALES TANKAnne Obarski, CEO, Merchandise ConceptsRoom Number: S231What if every one of your employees was a passionate communicator, proficient in delivering astonishing customer service by cementing strong relationships with every one of your dive clients? How would that affect your sales? How would that affect the effort expended by your entire team? Whether you are new to sales or have been in it all your life, you need to always know how to negotiate from a position of strength. People want what they can’t have. Become the thing that people want. The entire sales process is about passionately building trust, asking effective questions and guiding a client to choose what ultimately fulfills their needs and goals. Where are your sales people gasping for air in any one of the three critical steps of the sales closing process? Passion is the fire that comes from within, and persuasion is an art form. They feed off each other. Now THAT should take your breath away!

12:00 PM – 12:45 PM

VISUAL MERCHANDISING AND STORE DISPLAY: HOW TO HELP YOUR PRODUCT SELL ITSELF!Georganne Bender, Partner, KIZER & BENDER Speaking!

Rich Kizer, Partner, KIZER & BENDER Speaking!Room Number: S232Have you gone to a store to purchase a single item but walked out with a bag full of things you hadn’t intended to buy? Congratulations! You’re a savvy retailer, and you still fell victim to the science of shopping. This presentation offers up ideas you can take to the bank as KIZER & BENDER share how to utilize proven visual merchandising techniques to increase your “shelf esteem” — and store sales! You’ll learn: how to merchandise your speed bump displays — the first displays shoppers see when they enter your store; how to utilize strike zone merchandising, work your power walls, and place merchandise outposts to help you sell more; how to plan and set end feature displays; how to properly sign your displays; plus, how to use cross-merchandising, vertical merchandising, visual curve merchandising, color blocking, multiple level merchandising, the power of three, the pyramid principle, and more.

1:00 PM – 2:15 PM

DECODING YOUR CUSTOMER DATA AND CREATING A BETTER DASHBOARDJennifer Shaheen, President, The Technology Therapy GroupRoom Number: S231Have you ever taken the time to make a list of all the places you have customer data stored for your business? Have you looked at the places side by side? If you said no to these questions, then this session is for you! During this workshop, we will walk through the places you have data about your customer and help you create a dashboard that will allow you to increase customer purchases and retention, improve new customer acquisition and decrease advertising spend. This session will also help you better understand what data you are missing and how to acquire it.

3:00 PM – 3:45 PM

SELLING UP! SALES STRATEGIES FOR GROWTHAnne Obarski, CEO, Merchandise ConceptsRoom Number: S231“In sales my friends, you have two types of people — the quick, and the dead.” That quote is from the late sales guru Bill Brooks. Are you quick or are you dead when it comes to the great sales game? To be quick requires “sales strategies” that are second nature and that fit the situation. Do you know your actual level of sales knowledge? Do you know the “growth areas” that can take you from slow to “quick” in the sales process? Are your communication skills so good that you can pivot on a dime to better understand your client’s needs and wants? Do you know the quickest ways to tie up a successful sales meeting and be prepared with a follow-up strategy? Let’s take your sales pulse!

3:00 PM – 3:45 PM

STEALTH MARKETING STRATEGIES TO GROW YOUR BUSINESS!Georganne Bender, Partner, KIZER & BENDER Speaking!

Rich Kizer, Partner, KIZER & BENDER Speaking!Room Number: S232Welcome to the new age of retail: the age of experiences and dream fulfillment. Today, you compete for market share as well as the customer’s mindshare and heartshare. Once you capture their attention, it takes work to keep it. During this presentation, KIZER & BENDER will share strategies to help you stop working IN your business, and start working ON your business. You’ll learn why customers are only loyal if you make them loyal; how to easily collect and use customer testimonials; how to easily get customers to refer their friends; how to utilize stealth marketing techniques customers love and your competition can’t trace; relationship building techniques and marketing strategies to build and strengthen relationships with customers; plus KIZER & BENDER’s secret weapon to keep customers close – it works every time.

DEMA SHOW | NOVEMBER 16–19, 2021 | Las Vegas Convention Center, Las Vegas, NV14

MONDAY, NOVEMBER 15

8:00 AM – 5:00 PMCylinder Training Services — Visual Inspection ProgramCylinder Training Services

Cylinder Training Services — Visual Inspection Refresh ProgramCylinder Training Services

TUESDAY, NOVEMBER 16

8:00 AM – 9:00 AMRecompression Chambers: What They Are and How They’re UsedDivers Alert Network

9:00 AM – 10:00 AMBubble Update: Advances in Monitoring Venous Gas Bubbles After DivesDivers Alert Network

9:00 AM – 5:00 PMInterspiro Divator MKII (AGA) Technician CourseOcean Technology Systems

11:00 AM – 11:45 AMExciting NEW Treatment for Lionfish InjuriesDive 1st Aid

10:00 AM – 11:00 AMDAN Medical Emergency CallsDivers Alert Network

11:00 AM – 12:00 PMEmergency Planning: Creating Emergency Action Plans for Your Dive OperationDivers Alert Network

1:00 PM – 2:00 PMHyperbaric Oxygen Therapy for Sea TurtlesDivers Alert Network

2:00 PM – 3:00 PMDAN Examiner UpdateDivers Alert Network

3:00 PM – 4:00 PMDAN Training ProgramsDivers Alert Network

4:00 PM – 5:00 PMDAN Instructor/Instructor Trainer UpdateDivers Alert Network

WEDNESDAY, NOVEMBER 17

8:00 AM – 9:00 AM40 Years of the DAN Emergency HotlineDivers Alert Network

9:00 AM – 10:00 AMDAN Medical Information Calls and EmailsDivers Alert Network

9:00 AM – 5:00 PMOTS Guardian Full Face Mask Technician’s CourseOcean Technology Systems

10:00 AM – 10:45 AMDive Show Producers MeetingUnderwater Society of America

10:00 AM – 11:00 AMDiving Incident and Fatality Reporting at DANDivers Alert Network

10:00 AM – 2:00 PMTUSA CARE Service SeminarTABATA USA, Inc.

11:00 AM – 11:45 AMThrough the Eyes of a Pro: Diving the Atlantis Resorts in Dumaguete and Puerto Galera PhilippinesAtlantis Philippines

Simply Better ScubaAvelo Labs

Group Dive Travel – Navigating Challenging TimesFly & Sea Dive Adventures

Keep Divers Diving – Underwater SportsUnderwater Society of America

11:00 AM – 12:00 PMRecompression Chambers: What They Are and How They’re UsedDivers Alert Network

12:00 PM – 12:45 PMThe Wonders of Diving in the Arctic and AntarcticaOceanwide Expeditions

1:00 PM – 2:00 PMOut of the BlueDivers Alert Network

2:00 PM – 3:00 PMDAN Instructor/Instructor Trainer UpdateDivers Alert Network

3:00 PM – 3:45 PMExciting NEW Treatment for Lionfish InjuriesDive 1st Aid

Spare Air Repair Seminar: Certificate Included, No Registration NecessarySubmersible Systems, LLC

3:00 PM – 4:00 PMDAN Training ProgramsDivers Alert Network

THURSDAY, NOVEMBER 18

8:00 AM – 9:00 AMConfounding Cases: Where Medicine and Engineering Come TogetherDivers Alert Network

8:00 AM – 5:00 PMDAN Instructor Upgrade, Instructor Qualification Course, and Instructor Trainer WorkshopDivers Alert Network

9:00 AM – 10:00 AMBubble Update: Advances in Monitoring Venous Gas Bubbles After DivesDivers Alert Network

9:00 AM – 5:00 PMOTS/Interspiro Divator MKII (AGA) Technician CourseOcean Technology Systems

10:00 AM – 10:45 AMGreen Divers for Blue Oceans: Sustainability in and for the Diving IndustryCOARE

10:00 AM – 11:00 AMDAN Medical Emergency CallsDivers Alert Network

10:00 AM – 2:00 PMTUSA CARE Service SeminarTABATA USA, Inc.

11:00 AM – 11:45 AMSimply Better ScubaAvelo Labs

Bill Beard’s Costa Rica Scuba Diving & AdventureBill Beard’s Diving Safaris Costa Rica

11:00 AM – 12:00 PM40 Years of the DAN Emergency HotlineDivers Alert Network

12:00 PM – 12:45 PMProfessional Scuba Schools (PSS) Worldwide Instructor and Dive Master Crossover (Part 1)PSS Worldwide

1:00 PM – 2:00 PMOut of the BlueDivers Alert Network

3:00 PM – 3:45 PMDiving the Philippines with Atlantis ResortsAtlantis Philippines

The Wonders of Diving in the Arctic and AntarcticaOceanwide Expeditions

Spare Air Repair Seminar: Certificate Included, No Registration NecessarySubmersible Systems, LLC

FRIDAY, NOVEMBER 19

8:00 AM – 5:00 PMPSI–PCI Visual Cylinder Inspection®

Professional Scuba Inspectors, Inc.

PSI–PCI Visual Cylinder Inspection® RefreshProfessional Scuba Inspectors, Inc.

8:00 AM – 9:00 AMEmergency Planning: Creating Emergency Action Plans for Your Dive OperationDivers Alert Network

8:00 AM – 5:00 PMDAN Instructor Qualification Course and Instructor Trainer Workshop (Day 2)Divers Alert Network

9:00 AM – 10:00 AMDAN Medical Information Calls and EmailsDivers Alert Network

10:00 AM – 11:00 AMDiving Incident and Fatality Reporting at DANDivers Alert Network

11:00 AM – 12:00 PMHyperbaric Oxygen Therapy for Sea TurtlesDivers Alert Network

1:00 PM – 2:00 PMConfounding Cases: Where Medicine and Engineering Come TogetherDivers Alert Network

As of October 18, 2021

SEMINARSexhibitor-sponsored

Educational sessions delivered by real organizations in the industry offering practical, innovative ideas and

solutions to strengthen your business.

15 DEMA SHOW | NOVEMBER 16–19, 2021 | Las Vegas Convention Center, Las Vegas, NV

OPEN to new opportunities.

DEMA Show is the one event that offers face-to-face

interaction with your credentialed industry peers that

you can’t get anywhere else. Register online now at

demashow.com.

ONLYat DEMA Show.

OPEN to new ways to thrive.

Want exclusive discounts? Become a DEMA member!DEMA Members save up to $125 per registration. To join DEMA

and take advantage of member savings and other year-round

benefits, contact membership@dema.org or 858-616-6408.

DEMA is a non-profit trade association, and

money raised is reinvested back into the industry

to promote recreational diving, protect access to

your favorite dive sites and help dive industry

professionals like you thrive.

EXHIBITORlistings

BACK TO BUSINESSlet’s get

TUESDAY – FRIDAY | NOVEMBER 16–19, 2021Las Vegas Convention Center | Las Vegas, NV

DEMA SHOW 2021

The excitement and demand to return to face-to-face meetings is all-inspiring. Join us as the industry reconvenes to divulge the latest trends and innovations and jump-start growth.

demashow.com

REGISTER NOW

and find new

OPEN YOURSELF UP TO NEW OPPORTUNITIES —

EXCLUSIVELY AT DEMA SHOW.

THOUSANDS OF YOUR DIVE INDUSTRY PEERS• educational and professional-minded sessions

• leading manufacturers, destinations, wholesalers & service providers