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Florida’s five-year fishing promo and sustainable market strategies. Bob Wattendorf and Scott Ball . Primary Strategies. Habitat Enhancement Stocking Improved Access Regulation Management Education and Outreach. Total Licensing System. Seniors and other exempt anglers. Nonresidents.

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florida s five year fishing promo and sustainable market strategies

Florida’s five-year fishing promo and sustainable market strategies

Bob Wattendorf and Scott Ball

primary strategies
Primary Strategies
  • Habitat Enhancement
  • Stocking
  • Improved Access
  • Regulation Management
  • Education and Outreach
nonresidents
Nonresidents

VISIT FLORIDA Welcome Center

slide6
With the promo, we have sold nearly 1,200 in a month.

The first five years, (before the promo) monthly sales were ~100 licenses at best.

slide11
Overall Satisfaction with Promotion:Very Good: 67%Good: 33%Neutral: 0%Poor: 0%Very Poor: 0%
slide12
Satisfaction with last fishing trip:

Very Satisfied: 52%

Satisfied: 33%

Neutral: 12%

Dissatisfied: 3%

Very Dissatisfied: 0%

5 year buyer fishing habits
5-Year Buyer Fishing Habits

0 1-5 6-10 11-20 More

Freshwater Fishing - IN Florida: 6% 18% 15% 21% 39%

Saltwater Fishing - IN Florida: 21% 36% 12% 3% 27%

Freshwater Fishing - Elsewhere: 85% 9% 0% 3% 3%

Saltwater Fishing - Elsewhere: 88% 12% 0% 0% 0%

  • Average Trip Duration: 4.4 hours
  • Average Amount Spent on Last Trip: $69.80
slide15
Effective October 1, 2007:
  • Annual resident: $15.50 (was $12)
  • Annual Nonresident: $45.50 (was $30)
  • 3-day: $15.50 (new)
  • 7-day: $28.50 (was $15)
slide16
Conclusion:The quality of the resource, access and the fishing experience still reign supreme – but marketing can help.
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