Florida’s five-year fishing promo and sustainable market strategiesBob Wattendorf and Scott Ball

Primary Strategies

• Habitat Enhancement

• Stocking• Improved Access• Regulation

Management• Education and

Outreach

Total Licensing System

Seniors and other exempt anglers

Nonresidents

VISIT FLORIDA Welcome Center

The first five years, (before

the promo) monthly sales

were ~100 licenses at

best.

With the promo, we have sold

nearly 1,200 in a month.

Overall Satisfaction with Promotion:

Very Good: 67%Good: 33%Neutral: 0%Poor: 0%Very Poor: 0%

Satisfaction with last fishing trip:Very Satisfied: 52%Satisfied: 33%Neutral: 12%Dissatisfied:3%Very Dissatisfied: 0%

5-Year Buyer Fishing Habits

0 1-5 6-10 11-20 More

Freshwater Fishing - IN Florida: 6% 18% 15%21% 39%

Saltwater Fishing - IN Florida: 21% 36% 12% 3%27%

Freshwater Fishing - Elsewhere: 85% 9% 0% 3% 3%

Saltwater Fishing - Elsewhere: 88% 12% 0% 0% 0%

• Average Trip Duration: 4.4 hours• Average Amount Spent on Last Trip: $69.80

Effective October 1, 2007:

Annual resident: $15.50 (was $12)

Annual Nonresident: $45.50 (was $30)

3-day: $15.50 (new)

7-day: $28.50 (was $15)

Conclusion:The quality of the resource, access and the fishing experience still reign supreme – but marketing can help.

And remember: It doesn’t matter what you’re marketing as long as you get the word out.