Who do you pursue for sponsors?

[CSB]

I noticed a lot of people on here pursue tackle companies and the like for sponsorship. Do any of you pursue other companies such as regional supermarkets, auto dealerships, trucking companies, food companies, etc.?

[JT Bagwell]

I have pitched ideas to a multitude of companies that were non-endemic

to the fishing industry. With each of them I looked at their demographics

and determined the best way that I could reach their target markets. My

goal was always to show how I could help increase market share. Some of

these companies were willing to take a risk and put together a business

agreement. However, in most cases they were not willing to spend enough

money to make it a "fair" business agreement.

To simplify what I am saying I will give a very rough generalization.

If "Angler X" gets 5 million impressions (via internet, television, print media,

and personal appearances) per year, they have something of corporate value.

With that being said, if an auto dealership offers a $1,000 discount on a $40,000

tow vehicle, it would not be deemed a "fair" agreement. It would be more one

sided in favor of the dealership. But if they allowed "Angler X" to purchase that

same tow vehicle at cost or use it free of charge for the season, that would be a

more even business agreement.

As I said that is a very rough example, but it seemed from my experiences that

companies outside of the industry do not fully grasp the value of reaching fishermen

and fisherwomen.

JT Bagwell

[CSB]

Thanks JT. I am considering a little side project that will offer marketing services for tournament anglers. Im just gathering info now, but think there is a way to present angling as a viable marketing opportunity for a variety of companies.

[Sam]

JT,

I understand your theory but I believe that corporate sponsors can be secured if you can show that their products are used by those who bass fish.

In other words, the demographics of the bass fishing population is the key.

Age, sex and interests are at the top of the strategy list.

For example, computers, paper products, high end men's and women's fashions, cooking items, weekend vacations to other than fishing places, etc. have very little interest for male and female bass fishermen.

But lawn equipment, adult beverages, trucks, hunting items, sporting goods, televisions, snack food, male and female clothing, auto accessories, hardware items, etc. hold a greater interest for bass fishermen which can then entice these manufacturers to sponsor a bass fisherman.

If you notice Ike's fishing shirt you will see a large "Toyota" across the front.  Ike knows the importance of getting "non fishing" sponsors and he said in his book that professiional bass fishermen need to get the support of other types of industries other than the fishing industry.

So, if we want to have our current pros and amatures receive monies to continue the sport then it is time for B.A. S.S. or FLW to help obtain sponsorships from other industries.

What is your take on this theory?  I would like to have your thoughts and considerations.

Happy New Year!

[JT Bagwell]

Sam,

I agree with a lot of what you are saying. However, I must disagree

with the following quote:

For example, computers, paper products, high end men's and women's fashions, cooking items, weekend vacations to other than fishing places, etc. have very little interest for male and female bass fishermen.

For starters we are both using computers to access this forum. Secondly I like to wear nice clothes

and I like to eat (high end fashion and cooking items). Almost all of my fishing buddies have went on some form of nonfishing vacation in the last 12 months (I went to Jamaica, my neighbor went to Maui, etc). So I can not agree with your examples.

In a sense, what you did was stereotype fisherman. I know several anglers that wear high-end clothing, watches, footwear etc. both on and off of the water. I think only one guy in my group of close fishing buddies is a hunter. The rest of us like other things.

The point I am trying to make is that not all fisherman like the same things. However, we may fall within the demographics of a non-endemic company. For example: Movado watches might have a target market of men between the ages of 25 and 55. There are a lot of guys that age that fish. Granted there will not be a large percentage that are willing to spend $750+ on a watch, but there are those of us that will. Even if only 1 out of every 1,000 anglers would buy a Movado watch, we are still talking some serious coin that can be earned by the company.

In a nutshell, you shouldn't rule out any company as a potential sponsor. All of them have the potential to reach their target market through the fishing community. Just make sure you get your fair share when you close the deal.

JT Bagwell

[Hale]

Sam,

I agree with a lot of what you are saying. However, I must disagree

with the following quote:

For example, computers, paper products, high end men's and women's fashions, cooking items, weekend vacations to other than fishing places, etc. have very little interest for male and female bass fishermen.

For starters we are both using computers to access this forum. Secondly I like to wear nice clothes

and I like to eat (high end fashion and cooking items). Almost all of my fishing buddies have went on some form of nonfishing vacation in the last 12 months (I went to Jamaica, my neighbor went to Maui, etc). So I can not agree with your examples.

In a sense, what you did was stereotype fisherman. I know several anglers that wear high-end clothing, watches, footwear etc. both on and off of the water. I think only one guy in my group of close fishing buddies is a hunter. The rest of us like other things.

The point I am trying to make is that not all fisherman like the same things. However, we may fall within the demographics of a non-endemic company. For example: Movado watches might have a target market of men between the ages of 25 and 55. There are a lot of guys that age that fish. Granted there will not be a large percentage that are willing to spend $750+ on a watch, but there are those of us that will. Even if only 1 out of every 1,000 anglers would buy a Movado watch, we are still talking some serious coin that can be earned by the company.

In a nutshell, you shouldn't rule out any company as a potential sponsor. All of them have the potential to reach their target market through the fishing community. Just make sure you get your fair share when you close the deal.

JT Bagwell

Just take a look at Nascar and the driver's sponsors. There is a lot that have nothing to do with the sport itself. And its easy to assume that Nascar is the blue collar, southern man's sport...just like the assumption is made with fishing. But as JT clearly pointed out....fisherman comes from all walks of life! Im not only the person in the fishing world that lives a life that 'breaks the mold' for Bass fishing. I dont hunt, camp, or watch nascar. I only own a truck to tow my boat. My lifestyle is completely opposite of the typical stereotype. Now I know Im not the rare case and the big corporations could break into a huge market if they would just open their eyes.

Why dont we see a boat wrapped with a Best Buy logo, or a Sprint/Nextel wrap? I really want to see a Victoria's Secret Wrap!!!!  ;D

[CSB]

The typical stereotype for the NASCAR fan is a mullet headed, tank top wearing, warm Budweiser drinking redneck with a low tooth count and an even lower IQ. This couldnt be further than the truth. 41% of NASCAR fans have attended college. In addition, the NASCAR fan is 5% more likely to travel, make investments, drink wine, and use cell phones than the average American. The average BASS member is a college educated, in his 50's, and makes roughly $70,000 per year.  Fishing and racing can provide great benefits to a variety of companies in various industries.

Id like to see some statistics on fan loyalty. For example, a NASCAR fan will almost always choose a product that sponsors racing over a product that does not.  I think 70 some odd percent of NASCAR fans are "die hard" loyal to their favorite teams sponsors. I think BASS and FLW need to conduct in depth market research and then distribute the information to anglers for a small fee to offset the cost (market research is not cheap). If I can call the marketing executive at a Fortune 500 company and explain to im/her how marketing with me can drive sales, increase brand loyalty, etc. I am much more likely to get a meeting with the executive to go over a proposal.

JT, do you have a marketing proposal that you send to prospects after the initial conversation?

[JT Bagwell]

You guys are right on the money.

CSB,

I put together a proposal for each company. It is specific to them and

I do not have a "blanket" proposal or form. Most of the time I shoot them

some figures on paper, but most of the deal is handled on the telephone or

in person. I have not made an attempt to add a sponsor in over a year. I

have been working with the same companies (+/- a company here or there)

for about 3 years now.

JT Bagwell