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FEATURE<br />
Marketing<br />
WHY CONNECTIONS ARE<br />
KEY FOR YOUR BUSINESS<br />
It can be tempting as a business owner to assume you are on your own but if you look<br />
around you, there may be more than a few other businesses locally you can connect with to<br />
boost your customer base and turnover.<br />
If you’re looking to market your fishing<br />
tackle business locally, establishing<br />
strong connections within the wider<br />
outdoor community can greatly<br />
enhance your visibility and customer base.<br />
First up, consider the nearby fisheries and<br />
angling clubs. Get to know them and offer<br />
to get involved. You could sponsor events or<br />
offer discounts to members.<br />
This not only gets your name out there<br />
but it establishes you as the first port of call<br />
or a vital reference for anglers who may not<br />
necessarily have used your services before.<br />
Either attend club meetings with your<br />
own little table or stand or create special<br />
events like talks or workshops for members.<br />
Your staff could maybe offer some fishing<br />
advice, rig clinics, gear maintenance classes<br />
or similar or perhaps stage an exclusive<br />
tackle demo or sale event.<br />
COMPLEMENTARY<br />
COLLABORATION<br />
Look around your area and identify<br />
businesses that have a synergy with yours<br />
but do not compete.<br />
If you only offer fishing tackle, can<br />
you work with a local general outdoor or<br />
46 www.tackletradeworld.com<br />
camping store to cross-promote each other<br />
and your offerings?<br />
How about working with a nearby fish<br />
restaurant for special deals for both sets of<br />
customers or even a garage for repairs to<br />
vehicles – most anglers use one to get to<br />
their favourite water.<br />
You’ll reach a wider audience, increase<br />
your brand or business visibility and<br />
engender loyalty and interest.<br />
You should generally approach these<br />
businesses in person if possible so your<br />
offering is tailored to them and you can all<br />
discuss potential additional ideas.<br />
RELATABLE RELATIONSHIPS<br />
Focus on building genuine relationships<br />
with other business owners. This can lead to<br />
long-term collaborations and even a network<br />
of supportive local partners.<br />
Remember, though, that effective<br />
collaboration is built on mutual respect and<br />
a shared understanding of goals. Approach<br />
potential partners with a clear value<br />
proposition, highlighting the benefits of<br />
working together. Regular communication<br />
and follow-ups are key to maintaining<br />
successful partnerships.<br />
PERFECT PROMOTION<br />
Make sure that all of these partnerships are<br />
promoted via your social media, that of the<br />
brands or companies you work alongside or<br />
through the clubs themselves.<br />
It’s a great form of outreach and can<br />
really boost the loyalty factor or grow your<br />
customer base.<br />
You could create or develop joint<br />
promotions and use shout-outs, shared posts,<br />
or even joint giveaways on your social media<br />
platforms, boosting reach even further.<br />
Once established, you can even reach<br />
out to local media – newspapers, radio,<br />
community newsletters – to explain the<br />
partnerships or put out joint press releases.<br />
Local media, in particular, love to report<br />
on success stories, especially if they involve<br />
multiple businesses or groups.<br />
• John Hunter is the director of HunterMedia,<br />
a global PR, marketing and events consultancy<br />
with more than 25 years of tackle industry<br />
experience.<br />
Hunter Media<br />
john@hunter-media.co.uk<br />
www.huntermedia.co.uk
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