Thursday, September 18, 2014

The Value of a Sponsored Angler



                All across the United States, thousands of anglers gear up, prepare boats and spend significant money to pursue their passion.  The fire burns bright, igniting a drive to pursue an elusive creature for a simple chance to reach a goal.  The goal may be small, local or regional; the goal may be large, semi-national or national.  Regardless, the result is the same.  Anglers will spend time and money to fish, especially to compete.  In this quest, competing anglers travel countless miles driving a vehicle, towing a boat.  Gas is bought, food consumed, rooms rented, tackle purchased and entries paid.  Many outside the angling community view this as the circumference of the fishing industry, but this view falls short of reality.

                These same consumers (anglers) also own homes, small business; they support families, have friends and build social networks within their communities and beyond.  Many are very visible in the public domain.  They visit with strangers at gas stations, stores, restaurants and more.  They are often approached, queried about their rigs, the fishing, and especially logo’s if displayed.  Many will influence purchases and even attract others to specific brands.  Regardless, they make their presence known wherever they visit.  This angler, the competing one, is a perfect fit to represent a brand.

                It’s obvious what a sponsor offers an angler, financial support.  This can be anything from paid entry fees or expenses to equipment.  But what does the angler offer a sponsor?  In its simplest form; exposure, brand awareness, advertising.  This isn’t limited to companies in the fishing industry though.  Any company (brand) can benefit from the competing angler.  

                So how does it work?  The most common form is a vehicle and/or boat wrap coupled with additional media such as clothing and logos (graphics) for social media, web sites, business cards and more.  Sound expensive? Not really.  The competing angler can offer significant exposure for a fraction of a medium advertising budget.  Advertising is expensive, newspapers and magazines charge hefty fees, billboards are costly and television is, well, almost cost prohibitive.  All of these offer static brand exposure.  The biggest benefit of a wrap; however, is in the fluid nature of travel.  A billboard that migrates through cities, across states and visits demographics that may not normally see the media has tremendous benefit.  So how is this different than wrapping corporate cars and trucks?  The boat!  If you have ever travelled with a fully rigged tournament bass boat you know the boat elicits looks, people strain to see it.  They walk to it, look at it and ask questions about it.  Now imagine the boat is fully wrapped.   So is that the full extent?  Absolutely not, the best part is the angler has a vested interest and offers something a static ad cannot, a voice.  Every question is an opportunity to explain the brand, product or service.  The value goes beyond traditional advertising.

                So is that it?  Is it simply advertising and money making a partnership?  Of course it’s not.  There are many additional considerations in play.  Not only are added requirements possible, such as event attendance and representation, but serious attention must be paid to the match.  Not every angler is a match for every company.  Careful attention is required to ensure an angler’s values match the company’s values.  A rude, inattentive angler can sabotage just as effectively.  
  
                In summary, what is the value of a sponsored angler?  It’s large market exposure on a relatively small budget.  Whether you are in marketing or an angler looking to add a sponsor to your resume, consider a partnership on the advertising highway.