The recreational fishing industry continues to make great strides toward increasing Americas' participation in the sport. According to the U.S. Fish and Wildlife Service (USFWS), fishing participation is up 11 percent from 2006 to 2011. In 2012 alone, participation increased from 46.2 million to 47 million. While overall American participation has risen, USFWS findings show the Hispanic participation has remained stagnant, despite an exponential growth in this population. Seeing this as a prime opportunity to bring in new individuals to fishing and boating activities, RBFF has announced a five-year strategic Hispanic outreach plan to begin in 2014.
This ambitious plan will focus on a multi-channel outreach approach encompassing digital, social and traditional media, as well as a retail point-of-sale strategy and engagement with state fish and wildlife agencies. RBFF will develop and execute the plan in collaboration with Lopez Negrete Communications, a Houston-based marketing services firm specializing in Hispanic consumer communications.
Preliminary research indicates the under representation of Hispanics in fishing and boating--currently only 1.6 million out of a 53 million population--is due in part to lack of familiarity of the sport and knowledge of licensing requirements. Based on these findings, the outreach plan will focus heavily on awareness and education in the beginning years, and then will shift to drive participation in years three through five. RBFF will pilot the program in states that have a higher propensity of Hispanic consumers.
Industry stakeholders can learn more about the Hispanic population as a key market segment for fishing and boating at this year's International Convention of Allied Sportfishing Trades show (ICAST). RBFF and Lopez Negrete will present their findings during a business session on Thursday, July 11 at 10 a.m. The session, Engaging the Hispanic Audience: Insights to Actions, will focus on the exponential growth of the Hispanic community, its future impact on the fishing and boating industries and successful strategies to engage this burgeoning community.
"With the Hispanic population currently at 53 million, it is a critical group to engage in terms of boating and fishing, in order to ensure the long term sustainability of two of America's favorite pastimes," says Frank Peterson, RBFF's President and CEO.
Today most companies and organizations recognize the importance of email communications with their stakeholders. Given that 77% of Americans prefer to receive their marketing messages through email, it remains one of the best ways to engage customers, clients and partners.
Whether your email marketing program is in the beginning stages or has been in place for years, the smallest of improvements can render big results. To get the most out of an email program, consider implementing these strategies from RBFF:
For additional email strategies, view the full presentation on the Take Me Fishing Marketing Resources page.
Boating and fishing were on the minds of millions of Americans this June as RBFF launched a campaign around National Fishing & Boating Week (NFBW) with national public relations, marketing and social media. Encouraging families, kids and outdoor adventurers to experience the joys of boating and fishing this summer, RBFF spread the word about free fishing days and special events, including boat demonstrations, how-to clinics and family festivals. RBFF promoted the importance of learning and improving fishing skills, conservation through participation, fishing as a father's day activity, and boating and fishing close to home.
According to a 2013 nationwide survey conducted for NFBW, 81 percent of Americans plan to stay at home for all or some of this summer's vacation. Using this powerful statistic during NFBW, RBFF encouraged families to spend part of their summer vacations on their nearest lake, river, stream or coastline.
"National Fishing and Boating Week is always a great opportunity for RBFF and its stakeholders to generate awareness of boating and fishing, and get people hooked on the sport, creating future lifetime boaters and anglers," said RBFF President and CEO Frank Peterson. "We are very pleased to see such buzz in the news around the event."
NFBW Campaign Successes:
Making an impression with media coverage: More than 500 media placements and more than 100 million impressions were achieved across all media platforms including television, radio, online and print.
Remember to take advantage of all the free programs and materials RBFF offers to stakeholders. If you have any questions about NFBW please e-mail email@example.com.
If success in the recreational boating industry is a barometer for the U.S. economy, Americans have good reason for optimism. According to the National Marine Manufacturers Association (NMMA), recreational boating in the U.S. has an annual economic value of $121 billion. The industry supports 964,000 American jobs and 34,833 businesses, generates $40 billion in annual labor income and drives $83 billion in annual spending.
NMMA, on behalf of the U.S. boating industry, just released its annual U.S. Recreational Boating Statistical Abstract, a collection of data and analysis on the state of the U.S. recreational boating industry. Among other findings, the report reveals data on new boat sales, consumer trends and boating participation.
The study notes an impressive 10.7 percent increase in retail sales of new power and sailboats for 2012, to 163,245, demonstrating a post-recession recovery for the industry. New powerboat sales increased 10 percent to 157,300, while new sailboat sales increased 29.2 percent to 5,945. Of the powerboat sales, small fiberglass and aluminum outboard boats (the most popular powerboat sold, making up approximately 82 percent of the market) continued their upward climb with an 11.3 percent increase. Ski and wakeboard boats reported a healthy growth with an increase of 13.4 percent new boats sold, and jet boats sales increased by a notable 36.4 percent in 2012.
Figures on boating participation are equally encouraging. Steadily increasing since 2006, participation grew by six percent in 2012, representing the largest number of U.S. adults participating in boating since 1990. Of the estimated 232.3 million adults in the U.S. in 2012, 37.8 percent, or 88 million, participated in recreational boating at least once during the year.
"Growing participation in recreational boating is a priority for RBFF and the recreational boating industry as a whole," says RBFF President and CEO Frank Peterson. "Not only does it increase the sales of boats, accessories and services, which help fuel the U.S. economy, it increases the participation in fishing, the number one activity for boaters. "
©2013 RBFF. All Rights Reserved