Greg Myers

Fishing is one of the most popular outdoor activities in the United States. As of 2015 more people fished (60 million) than played golf (24 million) and tennis (17.3 million). There are approximately 30 million bass anglers alone supporting a $60 billion industry.

Today there are two major bass fishing leagues ( Bassmaster and FLW ) where millions of dollars are won every year. The winners of some tournaments – 4 days of fishing – earn over $100,000. Corporate sponsorships have helped fund the transition from a redneck pastime to a major competitive industry. The popularity of fishing can be seen by the formation of college and even high school fishing teams. The technology, sophisticated equipment and demands on today’s professional angler to compete is much like modern day marketing.

To be competitive in bass fishing you must be a strategic thinker. You need to understand how to win by understanding your customer (the bass) as well as outperforming your competition (just as you must in the business world).

Here are 5 ways marketing is like fishing. #1 Fish where the fish are (target market)

Professional anglers understand where bass live. They understand based on the time of year, the time of day, the type of day, the lake level and the water temperature where the bass live.

In marketing, it is just as important to know your target market. You must know the size of your target market, the characteristics, the demographics of your target market. You must know where and how to find your target customers.

#2 Use the best tackle (tools and technology)

The professional fisherman has the best rods, reels, line, boats, motors, and electronics that money can buy. The electronics have gotten so sophisticated you can see the bottom contour of the lake as well as individual fish.

In marketing technology plays a huge role as well. The best tools and technology are needed to reach your target audience with your message.

#3 Think like a fish (know your customers)

Professional anglers have learned the feeding habits of their customer (the bass), how they feed, when they feed, their migration habits, their relationship to currents, how they behave in different types of water, how they feed in different seasons and weather conditions.

As a marketing professional, you must know the pain points of your customers. You must put yourself in their shoes. You must know what resonates with them, what would make them “bite” so to speak.

#4 Preparing for a tournament (market research)

Professional anglers must prepare for each tournament they compete in. They research past tournaments, they pack their gear, prepare their boat, check all their equipment and of course practice.

Marketing must also do market research especially when selling a new product or service or entering a new market. You must prepare and make sure you have your value props right, test your advertising (practice) and leverage your technology.

#5 The weigh in (marketing results)

Professional anglers finish their day with a bag full of fish. Most tournaments only allow 5 of the biggest fish to be weighed in and the 3 or 4-day total weight wins. It is results driven. Biggest weight wins. Smaller weights might get consolation prizes.

In marketing the best results win. You win the customer from the competition and the numbers will indicate your success (or lack of it). The data is very black and white.

At the end of the day for both the professional angler and the marketing professional it is about the best performer winning. The biggest weight wins. The best marketing wins. It is a pretty simple formula - whether you are a professional angler or marketing professional it is about knowing your target market (where to fish) and customer (the bass), leveraging your tools and tactics (rod, reels, etc.), preparation (hard work) and finally results (the weigh in).

For more information about how Actio Insights can help you with your marketing data challenges please visit www.actioinsights.com . Actio Insights is now offering a one-day workshop titled “Translating Marketing Data into Actionable Insights.” For more information visit www.actioinsights.com/one-day-workshop

Greg Myers

Prosper, Texas, United States 7K followers 500+ connections

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