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The Recreational Boating & Fishing Foundation (RBFF) recently presented at the North American Wildlife and Natural Resources Conference on the reasons why some individuals may or may not continue participating in the sport after their first year.
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RBFF UPDATENorth American Conference
March 11, 2014
AGENDA
PROGRAM UPDATE
• Disney Alliance
• Hispanic Campaign
STATE REVENUE
FIRST-TIME ANGLER MOTIVATIONS
• Retention Program
MISSIONTo implement an informed, consensus-based
national outreach strategy that will increase
participation in recreational angling and boating
and thereby increase public awareness and
appreciation of the need to protect, conserve
and restore this nation’s aquatic natural
resources.
PROGRAM UPDATE
DISNEY ALLIANCE
DISNEY BRANDING
DISNEY BRANDING
VAMOS A PESCAR
THE HISPANIC OPPORTUNITY
33M U.S. Anglers
1.6M are Hispanic
3.1M New U.S. Anglers
99K New Hispanic Anglers
HISPANICS DRIVE SPENDING GROWTH
“100% of the growth in sales is going to come from multicultural
customers”
Tony RogersSVP Brand Marketing
WalmartOctober 31, 2012
HISPANIC PILOT STATES
HISPANIC OUTREACH
STATE REVENUE
LICENSE REFERRALS
FY09 FY14
197,000
$14m
551,000
853,000
1.09 MM
1.2 MM
1.5 MM
REGISTRATION REFERRALS
FY09 FY14
181,000
10,000
66,000 63,000
93,000
109,000
$1.13m
$6.3m in gross program revenue from 2013 fishing & boating
programsRBFF/Southwick Associates
$14.47 million Fishing License Referrals
+ $1.13 million Boat Registration Referrals
+ $6.3 million State Programs
___________________________________
$22 million in revenue for States
STATE REVENUE
FIRST-TIME ANGLER MOTIVATIONS
4.5m newcomers to fishing in 2012
2013 Special Report on Fishing & Boating
RESEARCH OVERVIEW
Purpose• To identify and characterize first-time
anglers’ preferences and motivations to inform future marketing efforts
Process• Fishing license sales analysis• Focus groups• Online survey
31% for first-time anglers
VS.
68% for repeat
anglers
RENEWAL RATES
NATIONAL ONLINESURVEY
91% of first-time anglers indicated they fished as a child.
INITIAL FINDINGS
If a first-time angler goes fishing more than once in their first year, their likelihood to renew more than doubles.
INITIAL FINDINGS
CUSTOMER EXPERIENCETOP REASONS FOR FISHING
• Time with family and friends
• Relax and unwind
• Spend time outdoors
INITIAL FINDINGS
62% of first-time anglers bought their licenses online.
CUSTOMER EXPERIENCE
• If someone invited them to go fishing or a child asked them to go fishing
• Knowing 100% of license dollars go towards conserving fish and their habitat
• Information about places to fish close to home
TOP FACTORS INFLUENCING LIKELIHOOD TO RENEW
78% of first-time anglers say their first fishing trip met or exceeded expectations.
INITIAL FINDINGS
NEXT STEPS
RETENTION PROGRAM
• Finalize and share national report
• Develop retention program
• Partner with states to implement pilot program
THE CUSTOMER LIFECYCLE
• AWARENESS
• RECRUITMENT
• ENGAGEMENT
• RENEWAL
• REINSTATEMENT
Awareness
Recruitment
EngagementRenewal
Reinstatement
FOCUS ON THE CUSTOMER
Thank You
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