3. Let your customers’ stories be a part of your story.
This is the real meat of the filet. Unveil the soul and insight that lives within the core of fishing. You want to resonate with your target audience like no one else has ever before, and it starts with finding the truths that are hiding in plain sight. And when it comes to the sport of fishing, what’s even more substantial than the catch itself are the memories that come along with it.
We all see the framed photographs of Grandpa’s catches over the years with a date and location written on the back. Some are mounted on the wall, some in a photo album. Some feature their child, others a grandchild. Fishing is so much more than a rod and reel. You can see how fishing passes through time and life and creates such enriching stories through family lines.
The biggest catch you can make is of the hearts of families looking to get their children their very first fishing rods or tackle boxes. Or a pair of buddies who want the chance to revel in the excitement of a catch together. It’s a special moment for parents who reminisce on the days when their own folks took them to the lake or on the boat for the first time – and now the tradition is getting handed down to the next generation. Lean on these truths of your store’s history and your personal past times to get customers to visit your store and buy the products that enable them to make their own history.
Need some inspiration? Have a photo contest with your customers: they buy your gear, take a pic with it and their big catch on a fishing trip, and submit it for a chance to win a sweet discount or prize. Then, to make the fish-loving magic really come to life, you could ask participants if it’s okay to hang their photos on your (actual or virtual) wall to build a collection of everybody’s own family stories. (This is when that computer, social media account and even monthly newsletter come in exceptionally handy!) You’re creating one big loving family, and new customers will see that as the photos multiply. They will see your store is different – that what you offer is special. And not just the customers that submitted photos, but all their fishing family and friends too. (AKA, future customers.) The pattern goes on and on. It’s like a bobber that keeps going down and you just know you caught the motherload. But in this case, no one is getting jabbed by a hook – which is always good.