Dive In! Aquarium Fish Program

A partnership of the American Pet Products Manufacturers Association, Florida Tropical Fish Farms Association, Florida Department of Agriculture and Consumer Services and Aquatic Industry Companies

Take the plunge and become a Pro with the aquatics industry DIVE IN! Aquarium Fish marketing campaign. DIVE IN! Pro is a free retail training program available to all retailers. Whether you work in a large chain store or an independent pet shop, DIVE IN! Pro provides all the resources to help your store be the destination for the aquatics consumer. The program includes a 20 minute training video and accompanying resource guide for front-line staff. Completion of the training will be rewarded with a certificate and official DIVE IN! Pro lapel pin for customer recognition.

"DIVE IN! Pro provides aquatic retailers with a competitive advantage to excel in the marketplace. These valuable resources will orient new hires and provide continuing education to present employees," said Joanne McNeely, bureau chief, Florida Department of Agriculture and Consumer Services. "Research indicates that employees stay longer if they feel they are expanding what they know."

The training video and resource guide will give many of the answers to make your aquatics department successful and help you become a DIVE IN! Pro. Various aquatic related topics are covered - presenting the right image, knowing your customers needs, familiarization with fish, plants, aquarium accessories and products, aquarium set-up and how to follow-up the sale. The video is an enticing and educational overview that is easy to understand and follow.

The resource guide is designed to accompany the video in addition to doubling as a quickreference source that will be a great addition to the aquatics department.

The DIVE IN!Aquarium Fish program not only provides educational resources but the tools to keep your aquatics department "swimming". Point-of-purchase materials will help get the customer into the store's aquatic section. Use the natural beauty of fish tanks along with the highly visual DIVE IN! static cling for retailer aquariums, shelf talkers, danglers and posters. These materials target consumers with effective messages that will help facilitate the sale.

Attractive displays are great marketing tools, but when it comes to customer service, your knowledge is the store's most valuable asset. Front line representatives need to be able to answer customer's most commonly asked questions. Provide take-home sources of information to help with buying the first aquarium and set-up, upgrading a current system or aquarium maintenance. The DIVE IN! "how-to" brochures, with all the necessary information to be a successful aquarium owner, targets both children ages eight to twelve and adults.

The DIVE IN! program is here to help you meet the needs of today's aquarium owner. Quality service before and after the sale will insure repeat traffic and customer loyalty. The easiest way to achieve this is to become a DIVE INI Pro.

For additional information or to become a DIVE IN! Pro contact Terrie Glover at (850) 488-0163 or access the DIVE IN! website at www.DivelntoFish.com.