FISHING IS LIKE MARKETING

The older I get, the more I like to fish. The more I fish, the more I realize fishing is a lot like marketing. “Good things come to those who bait.” On the surface (pun intended), fishing in the ocean and marketing to the whole world can be pretty random…and you’re not going to be successful at either one unless you have a plan.

Before I go fishing, I usually think about a few things, get prepared, and make a strategy. What kind of fish do I want to catch? Target audience. What kind of bait should I use? Creative messaging. Where do I find the fish? Market research. What kind of fishing pole and lures should I bring? Technology.

In most instances, you don’t need a complicated plan. Simpler is better, BUT, if the plan isn’t working, you have to adjust your approach. Change fishing gear, get different bait, or move your boat and try fishing another spot. The same is true in marketing. You can’t do the same thing over and over and expect a different result.

How old is your fishing gear? Are you using the latest technology? Your website is like a boat. Maybe it’s time to trade up to a new model — and get a new fish finder. And if you’re fishing in the same old spots where you caught fish 20 years ago, they might have moved on to warmer waters.

Remember, the technology available today is rapidly evolving…whether you’re trying to catch a fish or hook a prospect. Your Grandpa may have taught you to fish with a bamboo pole, an earthworm, a rusty hook, and a cork bobber, but you’d probably have more success catching a redfish with a Shakespeare Ugly Stik GX2, outfitted with Berkeley Vanish monofilament line, and a Rapala Saltwater Skitter Walk lure.

Yes, that outfit will cost you $150 plus tax, whereas Grandpa’s bamboo pole was free because you got it as a hand-me-down. This leads me to my last point — whether you’re trying to catch big fish or big customers, you need to invest some bucks.

These are the random thoughts I have writing this from a boat after a long day of fishing. By the way, Richmond International Airport (RIC) has more than a dozen flights every day to Fort Lauderdale-Hollywood International Airport (FLL).

American Airlines, Delta, JetBlue, Spirit Airlines, Southwest Airlines, and United Airlines all have very reasonable rates this winter. I flew to Richmond yesterday and will be flying back tonight for the ridiculously low price of $61. So, if you want to go fishing with me and talk about marketing, let me know. #letminnow I’ve got a boat and fishing poles, so you’ll need to bring the bait and the beer. #reeltalk

MONDAY:

NEED S’MORE VOTES

Speaking of marketing, consumers are drawn to visual content — especially on social media. So to start our work week, the great graphic design team at Madison+Main created some sharable imagery for our clients at CampHanover. ‘Like’ their post on Facebook and vote for them for Best Summer Camp of 2021 in VirginiaLiving’sBestofVirginia readers’ survey. If you ask me, Camp Hanover is picture-perfect.

TUESDAY:

A MAN & HIS MITTENS

Unless you were hiding under a rock this week, you know that Vermont Senator Bernie Sanders, and his mousy mittens, took the internet by storm — so of course, Texas Inn joined in on the fun. Thanks to some quick copy from Copywriter Derek Fair and the killer photoshop skills of Senior Art Director Carissa Ghaffari, we created our version of the meme. As it turns out, Bernie on a bench outside of the Texas Inn gained more than 32,000 views, 209 shares, and 900 reactions on Facebook. #cheesiesforall Back to my point above on marketing, Bernie saw an opportunity with the meme to hook some new fish and raised $1.8 million to support Meals On Wheels America in Vermont.

FRIDAY:

OPERATION THUNDER IN THE SPOTLIGHT

Recently, we got to work with our client Dale Carnegie to create a landing page highlighting their one-on-one leadership coaching — a course designed to help business leaders reach their full potential. A landing page is a standalone web page created specifically for marketing and advertising campaigns. It’s where a visitor lands after they click on something enticing. Have we enticed you? Check out the design and copy we created for our fab and funny client JJ White here!