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Hooking Iowa Anglers: A 3-Year Fishing License Marketing Program Kevin Baskins, Communications Bureau Chief Iowa Department of Natural Resources - PowerPoint PPT Presentation

Hooking Iowa Anglers: A 3-Year Fishing License Marketing Program Kevin Baskins, Communications Bureau Chief Iowa Department of Natural Resources Iowa Goals Increase sales of fishing licenses in Iowa. (reverse the trend of 3% annual decrease) Connect Iowans with the outdoors!

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Hooking Iowa Anglers: A 3-Year Fishing License Marketing Program Kevin Baskins, Communications Bureau Chief Iowa Department of Natural Resources

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Hooking Iowa Anglers:A 3-Year Fishing License Marketing ProgramKevin Baskins, Communications Bureau ChiefIowa Department of Natural Resources


Iowa Goals

  • Increase sales of fishing licenses in Iowa. (reverse the trend of 3% annual decrease)

  • Connect Iowans with the outdoors!


Background Stats

  • Between 2002 and 2004, Iowa had 635,000 unique fishing license purchasers.

  • Of those, only 32% purchased a license in all three years (avid anglers).

  • 428,000 purchased inconsistently(casual anglers) = HUGE MARKET!


Background Stats

  • The primary barrier for not going fishing is lack of time.

  • The top two motivators for going fishing:

    • Spend time with family

    • Relax


2005 Marketing Effort

  • Questions We Asked (Marketing Basics):

    • Who Should We Target?

    • Where Should We Target?

    • What Should Our Message Be?

    • What Tactics Should We Use?


Target Audience

  • Pilot program for Interstate 380 Corridor, including Linn, Johnson and Black Hawk counties

  • Male casual anglers (do not purchase

    every year),

    ages 30-54,

    with families


Key Messages

  • “Take Me Fishing”

    Partnership with Recreational Boating and Fishing Foundation

  • “Get into the Lure of Iowa”


2005 Marketing Strategies

  • Family Fishing Guide

    • Customized for Linn/Johnson and Black Hawk

    • Tips and locations

    • Testimonials


2005 Marketing Strategies

  • Follow-up Postcard

  • Web Site

  • Videos at local

    Wal-Mart stores

  • Movie Theater Ads

    • May 7 – July 31

  • 3 Live Radio Remotes

    • Giveaways, live fish, fish fry, kids games, handouts


2005 Marketing Strategies

  • License Vendor Packets

  • Media Coverage

    • Weekly video news packets and radio shows

    • DNR director fishing trips with media

  • Iowa Lottery Ticket: “Reelin’ in the Cash”


Movie Ad

  • “Reel” big

  • “Reel” bold

  • “Reel” cool

  • Not “reel” effective

  • But ad was a morale booster for staff showing that marketing was being taken seriously


2005 Measuring Results

  • Results:

    • Overall target county sales increased by 16.2% in May 2005 over May 2004

      • an 8.8% higher increase than in control counties and 3.7% higher increase than statewide levels.

    • Recall of marketing pieces:

      • 31% recalled direct mail

      • 55% recalled postcard

      • 26% recalled retailer fishing events


2005 Measuring Results – Aggregate Sales


2005 Lessons Learned

  • Multi-faceted approach had an impact – need to focus so can take statewide.

  • Direct mail had high awareness – need stronger call to action.

  • One year effort just the beginning – need to build.


2006 Planning

  • Big Question About Lapsed Anglers: What can we do to increase purchasing consistency?


Marketing without research is gambling…


2006 Planning

  • Focus Groups with Lapsed Anglers:

    • One in each target county -- March 2006

    • Males ages 30-54 who purchased twice in last three years

      We Found Out They:

    • Want to know where to fish, when to fish and how to increase success (what’s hot NOW)

    • Are unaware of DNR information, including web site, press releases, fishing forecast

    • Frequently use web; want our information


Some excellent feedback

  • Spending time with family was important, but fishing also looked at as an escape from daily routine, some looking for escape from family chores as well.

  • Fishing success was key.

  • Because of daily pressures and competition for time, reminders are needed. Looking for that additional push.

  • Desire for timely information to increase success and reminders of fishing opportunities fit direct mail/advertising strategy


2006 MarketingStrategies

  • Marketing Strategies:

    • Direct mail letter from

      biologists

      (where to go, when to go,

      how to be successful)

    • Personal touch from biologist – “my tips”


2006 Marketing Strategies

  • Major radio campaign

    - May 15 – July 7 (Wednesdays – Fridays)

  • Free Fishing Weekend events with live radio remotes

  • E-Mail Distribution Promotion (weekly DNR Fishing Forecast)

  • License Vendor Packets

  • Earned media (press releases, radio shows, etc.)


2006 Measuring Results

  • Advertising combined with direct mail had the most impact.

  • Results indicate an increase in license sales, an 8.8 percentage point difference overall between target audience and control counties.


Effect of advertising and direct mail on resident fishing license sales: May 16 through July 31, 2006


2006 Survey Results

  • Campaign awareness:

    • 49.5% recalled radio ads

    • 37.8% recalled letter

    • 29.2% recalled family fishing events

  • 48.6% think using DNR web site would be very helpful, but only 3.2% ever had used it.

  • 45.3% think tips in the mail would be beneficial; 61.6% of those rememberingletter found it very to extremely useful.


2007 Marketing Goals

  • Build on success – expand to five major areas in the state.

  • Increase sales by 8% to target audience (those receiving direct mail).

  • Test radio versus no radio in different markets.


2007 Marketing Strategies

  • Five custom letters

    according to counties

  • Highlight local fishing

    hotspots “from the expert”

  • Maps and tips


2007 Marketing Strategies

  • Four fishing educational events with live radio remotes

  • Radio buys in four major markets

  • “Van and Bonnie” radio show (largest morning radio show in Iowa

  • Earned media (press releases, radio shows, etc.)

  • Web site


2007 Results

  • More than 150 attendees at each event

  • Direct mail and radio promotion results – Cross your fingers! (results in August)

  • Continued commitment to marketing in the future.


For More Information

  • Julie Tack, Iowa DNR

    Marketing Specialist

    E-mail: Julie.Tack@dnr.state.ia.us

  • Marion Conover, Iowa DNR

    Fisheries Bureau Chief

    E-mail: Marion.Conover@dnr.state.ia.us

  • Stephanie Hussey, RBFF

    State Outreach Coordinator

    E-mail: shussey@rbff.org


Hooking Iowa Anglers:A 3-Year Fishing License Marketing ProgramKevin Baskins, Communications Bureau ChiefIowa Department of Natural Resources


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