florida’s five-year fishing promo and sustainable market strategies bob wattendorf and scott ball
TRANSCRIPT
Florida’s five-year fishing promo and sustainable market strategiesBob 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
VISIT FLORIDA Welcome Center
The first five years, (before
the promo) monthly sales
were ~100 licenses at
best.
With the promo, we have sold
nearly 1,200 in a month.
Overall Satisfaction with Promotion:
Very Good: 67%Good: 33%Neutral: 0%Poor: 0%Very Poor: 0%
Satisfaction with last fishing trip:Very Satisfied: 52%Satisfied: 33%Neutral: 12%Dissatisfied:3%Very Dissatisfied: 0%
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
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)
Conclusion:The quality of the resource, access and the fishing experience still reign supreme – but marketing can help.
And remember: It doesn’t matter what you’re marketing as long as you get the word out.