Power to the Angler

Power to the Angler

With the US fishing industry’s biggest trade show – ICAST – kicking off this week, there will be lots of product brands on display competing for “face time” with the retailers in attendance. And like other great trade shows, ICAST will provide a sensory extravaganza of the latest in fishing gear and outdoor recreational soft goods; much of which, as my grandfather always said, “was designed to catch fisherman, not fish!” It’s great fun walking the isles, catching up with friends and trying out the latest and greatest in new products and gear. However, even more interesting to me is trying to get a sense of what’s behind the marketing messages – rather “what’s the company brand stand for?”

It’s never been easier to get into the fishing products industry. Whether you’re interested in “manufacturing” lures, lines, rods, reels or fishing apparel, it’s relatively simple to find a source, foreign or domestic, to produce your product if setting up a manufacturing operation isn’t initially realistic. Then comes the challenge of distribution and retail placement. However, as many companies have found, the “direct-to-consumer” model offered by web-based companies efficiently leapfrogs those issues as well. So, from my perspective, the much bigger challenge new companies are having is answering the big question “what’s my brand stand for?”

 

Article by: Frank-Paul King

Click here to read the article