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

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

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

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  1. Florida’s five-year fishing promo and sustainable market strategies Bob Wattendorf and Scott Ball

  2. Primary Strategies • Habitat Enhancement • Stocking • Improved Access • Regulation Management • Education and Outreach

  3. Total Licensing System

  4. Seniors and other exempt anglers

  5. Nonresidents VISIT FLORIDA Welcome Center

  6. 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.

  7. Overall Satisfaction with Promotion:Very Good: 67%Good: 33%Neutral: 0%Poor: 0%Very Poor: 0%

  8. Satisfaction with last fishing trip: Very Satisfied: 52% Satisfied: 33% Neutral: 12% Dissatisfied: 3% Very Dissatisfied: 0%

  9. 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

  10. 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)

  11. Conclusion:The quality of the resource, access and the fishing experience still reign supreme – but marketing can help.

  12. And remember: It doesn’t matter what you’re marketing as long as you get the word out.