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David Guest

American express

Sunday, 05 September 2010 19:38
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The July issue. Traditionally our most American-influenced issue, and with good reason. This month is host to the United States’ biggest sportfishing trade show: ICAST.

I, for one, am very excited about the show. I will be attending for the first time along with group editor Nick Marlow. While I may have met many of our American friends out at other shows this will be the first time I’ve sampled the buoyant and lively US sportfishing market at first hand.

I think it’s important that one of the biggest economies in the world has a fishing industry that represents the diversity of the country. The market’s range is vast, from huge, globally recognised names like Simms through to much smaller, family-run operations like fly tyers Wapsi (featured on page 46). All of these firms share one thing that, from my experience, is what sets US companies apart from others: passion for the sport.

I’m not saying other countries don’t care about fishing, of course they do. It’s our livelihood and our love in life. But in America all companies seem to share a camaraderie to protect and improve fishing for generations to come. See you stateside.

Longevity is the key

Sunday, 05 September 2010 19:38
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IT ALWAYS gives me great satisfaction to see a company celebrating a major anniversary. The subject has come to my attention in the last month or two as several fishing-tackle companies celebrated reaching major milestones in business. UK scale manufacturer Reuben Heaton is celebrating its 150th anniversary, as is Japanese bait firm Marukyu. It is also the year when Zebco reaches 150 years in business.

This kind of longevity is a real feather in the cap of this industry. In the recent difficult times world economies have faced, it is very encouraging to see companies in our trade reaching these landmarks.

Trust is very important in this industry. Consumers trust brands that they have always known. If their father always used Marukyu bait, chances are they will too. Brand loyalty, as any marketer will tell you, is a difficult thing to achieve but worth striving for.

New or young companies could take some important lessons from these names. Sustainable growth and reputation building often outweighs rapid growth. Why grow at such a speed that you cannot guarantee quality of products or service?

There is a lot to be said for the phrase: “slow and steady wins the race.”

The view from the exhibition hall

Sunday, 05 September 2010 19:38
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EXHIBITIONS are a hugely important part of this industry, as they are in any. They’re where deals are forged, new products are launched and new connections are made.

While working on this issue of TTW, several major shows passed, including CARP in Zwolle, Netherlands, the Japanese shows in Yokohama and Osaka, the Fishing Show in Bologna, Italy, and The Big One in the UK.

Without exception, all of these shows reported record or near-record attendance and extremely positive feedback from visitors and exhibitors alike. Who would have expected that just 12 months ago?

Of course the ‘big two’ shows, EFTTEX and ICAST, are yet to come, but early indications seem to point towards more positivity.

Success at these shows, however, doesn’t just happen by itself. Preparation is key – and that’s where TTW can help you. We’ll be at both in the summer and are here to help you build a presence in the run up to these two key events.

All you need to do is pick up the phone or send us an e-mail to find out the many ways we can help. Do it today, and help continue the good show news for 2010.


World Cup fever, not if you prepare!

Sunday, 05 September 2010 19:38
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EVEN if you’re not a football fan, it’s almost impossible not to know that 2010 is a World Cup year. The FIFA World Cup, which takes place in South Africa this year, is the largest sporting event in the world in terms of revenue, audiences and media coverage.

Because of this, it’s almost certain to have an effect on most aspects of business – the fishing trade included. In previous years tackle shops have moaned about people avoiding fishing, preferring to watch the football with a beer in the hand instead. National pride takes over.

But this month we have an article asking members of the trade in key countries what they are doing to prevent any kind of damage to their business.

The first day of the World Cup coincides with the first day of EFTTEX this year too, so its imperative that you use a little business initiative to help keep things ticking over this summer. As a retailer, why not try some World Cup related special offers – buy one get one free on certain items until a goal is scored – or discounts on items from your home country if your team wins. Small ideas can make a big difference, so enjoy the World Cup and enjoy using it to help your business, not hinder it.

Social networking on the up

Sunday, 05 September 2010 19:38
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David Guest Comment Tackle Trade World

Deputy Editor David Guest discusses the increase in use of social networking sites in marketing.

 

 

COMMUNICATION has changed a great deal over the last 10 to 15 years. The Internet has created opportunities in both the media and business leading to many success stories.
A well-understood point you may think, but it recently came to my attention just how potent and important the Internet can be when Tackle Trade World entered the world of Twitter.
The ‘social networking’ site is a great alternative marketing tool used by hundreds of companies in our trade alone.
TTW had only been in the world of Twitter for a few short hours when many tackle firms, retailers and other parties passionate about fishing had started to ‘follow’ us.
It is used by several big names and brands in the trade such as Simms and Fetha Styx who use it to run promotions, market new products or carry out competitions. A top idea.
With mobile-phone advances the world of Twitter, Facebook and other such sites is an everyday part of people’s lives. It’s a constant source of information and entertainment. It’s also a smart way to promote your company.
To follow Tackle Trade World on Twitter search ‘TTWmag’ and also make sure you check out our Facebook group by searching for ‘Tackle Trade World’.