Angler Fishing Sponsorship
By Mark Lassagne
Angler sponsorship is often misunderstood on both sides of the fence. First, understand the big picture: “MONEY”. Anglers need it to fish, and companies need it to stay in business. Let’s look at how each side could view the sponsorship or endorsement of an angler and the benefits involved.
How Can an Angler Impact a Company Within the Fishing Industry? (Endemic Company)
The grassroots marketing side involves the angler using the products, telling other anglers, and encouraging them to purchase, thereby encompassing a small group that will eventually grow. It escalates from there. Many fishermen have relationships with tackle dealers, and hopefully, the angler can get the products into these stores. If this angler fishes tournaments and performs well using your product, it can create a buzz and sell great quantities in a short period of time.
Example: On the California Delta, anglers caught a 40lb+ bag for five fish using a swimbait. A few weeks later during a major event, all tackle stores for many miles were sold out of these swimbaits. Another phenomenon was the Bass Elite event at Clear Lake. Anglers spent thousands of dollars on swimbaits. These were two events in a short period, and these frenzies have happened repeatedly whenever a bait becomes the hot item.
General Exposure
General exposure is something I believe the fishing industry does not fully understand. Exposure is when your name or product is viewed by someone. Exposures have different values; a sticker is small and provides one type of exposure, whereas a magazine ad is another. When a sticker is viewed, it is called an impression. The more times this is seen, the better. The bigger or more pronounced, the stronger the impression.
Companies like Pepsi and Chevrolet receive millions or billions of impressions, making these brands household names (branding). These impressions are seen by all and don’t adhere to any one market. A magazine ad, on the other hand, can target a specific market where the advertiser has more control over who views the product or service and the message conveyed. In either case, the more exposure an angler can give a company, the better, provided it is positive.
Logo and Name Exposure
Anglers can provide logo or name exposure by wearing your logo on their shirt or a sticker on their boat and truck. The more often this person is in public, the more views or impressions the companies receive. A company can also use their anglers in advertisements, benefiting both the company and the angler. As the angler gains fame, so do the products he promotes. The better and more popular the angler becomes, the more people want to hear about him and the products he uses. Then, other opportunities arise, such as magazine articles, TV shows, and public seminars.
Role in Product Development
For endemic companies, a sponsored angler can also serve a valuable role in product development. For a new product, you need a candid opinion to know the benefits and faults. Benefits can leak out, but faults need to be discussed within the company’s structure. Anglers can also be valuable at trade shows. For minimal cost, the manufacturer can have several sales reps (anglers) at their trade show booth. People listen to fishermen and often purchase products based on their recommendations.
Non-Endemic Companies
Non-endemic companies (outside the fishing industry) can gain substantially by endorsing an angler. They have the same trade show help; however, the angler acts more as a celebrity than a salesperson. A fisherman wearing your name can attract a lot of attention. Unlike Hollywood, most consumers won’t recognize a fisherman, so the company need not endorse only the top pro anglers. When people see the jersey, they assume the angler is well-known.
Marketing and Sales
Non-endemic companies need exposure and impressions for new products or their brand. Most companies pay for advertising per impression ($$$ per thousand impressions). Out-of-industry companies are valuable resources to anglers as they may provide needed expense money. Industry sponsors usually provide the angler with products or a cash/product package, whereas non-endemic companies typically offer a cash advertising package.
Understanding Sponsorship Value
Anglers, especially bass anglers, are not always savvy in business or marketing. Sales and marketing often take a back seat to fishing. However, anglers need to learn these skills. You most likely won’t receive a sponsorship just because you won one tournament unless it has extensive TV coverage. Companies look at you in two ways: as a salesperson who can sell their products, or as someone whose name can promote their product.
Promoting Products
To promote products effectively, you can engage in various activities:
- Direct sales to other anglers
- Helping companies get set up in new tackle dealers
- Working with local TV producers on fishing shows
- Writing or collaborating with outdoor writers for articles
- Reporting fishing conditions on the internet
- Taking people fishing and demonstrating products
- Giving seminars at local tackle dealers or trade shows
- Working at open houses or trade shows for manufacturers
Maximizing Exposure
Winning events can boost your profile, but you must leverage these wins for maximum exposure. Contact local papers, get articles published, and share press clippings with sponsors. Achieving national magazine coverage for significant accomplishments can also enhance your value. Regularly update sponsors and maintain contact to provide any needed help.
Good Luck
For more information about Mark Lassagne, visit http://ezbass.com
