The economy is tight, high season is over and marketing your business has never been more critical. But how do you stretch your dollars while expanding your customer base? Biz941 paired three of Sarasota-Manatee’s top marketing firms with business owners—a newcomer, a franchisee and a longtime local with big-chain competition—who are facing universal marketing challenges. Their sound advice reflecting today’s marketing principles and Sarasota-Manatee’s unique consumer climate just may help you hit upon some marketing medicine—or magic—of your own.

The Newcomer
Florida Underwater Sports
Scuba divers with a passion take the entrepreneurial plunge.

Greg Galford began scuba diving 30 years ago, during an era when most enthusiasts quit the sport by their 40s. The training, originally designed by former Navy divers, was rigorous and geared to 18- to 21-year-old males. That changed over the past two decades, and now, Galford and his partner, Carl Badgley, both 42, offer scuba lessons, equipment and excursions to professionals as well as seniors, children and even disabled divers.

The pair started Florida Underwater Sports in Sarasota in 2007 to accommodate both tourist and year-round residents, especially the growing baby boomer population. “We opened the store based on the demographics of the area. Baby boomers are looking for adventure sports and they expect a high level of customer service,” says Galford.

“We’ve been successful in reaching out through the Internet, but we’re not sure what return we’re getting on investment in the Convention and Visitors Bureau and print materials we’ve done,” he says. “We’re working on brochures and a marketing package for concierges and trying to stand out from the crowd.”

Galford would like to generate more media interest and articles, especially for the mid-October through March tourist season. His local business drops off in January, when most year-round residents think it’s too cold for diving. During the local season, which picks up in March, his challenge is “getting the word out to residents so they know about the store and the great customer service.”

His excursions to dive among shipwrecks on the east coast and coral reefs in the Florida Keys are not booking at the rate he would like. “We’re trying to figure out what local divers want in terms of a travel mix,” he says. “Are we hitting what people really want?”

Florida Underwater Sports, 7670 S. Tamiami Trail, Sarasota (941) 870-4461. www.floridaunderwatersports.com.

Marketing 911 challenge: How can Florida Underwater Sports convey its message and build customer loyalty?

Roxanne Joffe, president of CAP Creative, responds:

Allocate a marketing budget, even during your first year in business. “They’re a startup company and they don’t have a set marketing budget, so we recommend they allocate a percentage of projected revenue even if they don’t use it,” she says. “It should be at least five percent for the first year. After they’ve established themselves and their brand, it goes down depending on the industry.”

Develop a consistent marketing plan. “They’re very smart. They’re setting themselves apart with customer service and brand alignment. They’re doing marketing events and they have community outreach, but they’re shooting from the hip,” says Joffe. She recommends they create a consistent strategic plan, making sure the direct mail matches the Web site and the ad campaign.

Refine your message to create an emotional connection. Their print materials are loaded with information but don’t create an emotional connection, says Joffe. She advises them to add photography that depicts the experience of diving, or perhaps a family diving together.

Employ experiential marketing. Galford and Badgley are often approached on the beach while diving. “Have people walk along the beach in scuba equipment and talk to people,” says Joffe. Experiential marketing, creating an experience with the consumer, is very effective.”

Cultivate existing enthusiasts. Florida Underwater Sports’ research data showed 3,200 divers reside in the area, but they also want to cultivate families seeking adventure. Rather than develop new enthusiasts, “I would put all the money now into getting the scuba divers in the area into their store and converting their loyalty,” says Joffe. “They don’t have enough dollars to penetrate a new market.”

Joffe’s prognosis: “They are white-collar guys who gave it up to follow their passion,” she says. “They understand business and marketing because of their backgrounds, and they’re very smart. I think they’ll do well.”

The Franchisee
GolfTEC
Driving customers to high-tech golf instruction.

Mark Nixon is a former telecom executive, college professor and golf aficionado who discovered a convergence of his interests when he visited a GolfTEC center to learn how to improve his game. GolfTEC employs software and motion sensors to evaluate clients’ swings in comparison to the swing ranges of 150 of the best pros today. Red, yellow and green flashing lights register instant feedback at 24 different points.