Rod Hutchinson Baits relies on CarpPro market intelligence to boost US sales

"Four months ago we started working with CarpPro and in this short time we were able

to establish an incredibly close business relationship. It seems that these guys have an instinctive feeling for the

needs of our products.”

CarpPro pro-staffer and Hutchinson pro team member , Josh Snow and his partner Lucy Sholtiss have put some eye-opening fish on the bank since switching to Hutchinson Baits.

OVERVIEWRod Hutchinson Baits is a marquee name in Europe’s carp angling scene and Rod Hutchinson is an industry icon. While there is a significant European contingent in North American carp fishing, the sport is growing rapidly and many anglers have not been exposed to the brand. While new carp anglers are pioneering and defining an American style of carp angling, there is an established but un-publicized competitive carp fishing scene. The popular “Pay Lake” scene is a localized phenomenon that pre-dates even the English carp boom of the 70s and 80s and as yet has not been exposed to much of the European techniques, tackle and baits.It is here that CarpPro has an advantage. Being embedded in all branches of the carp scene, whether that’s Euro-style, new American style, Pay Lake and the surging carp on the fly scene, CarpPro owners and pro staff are a part of this emerging market, active in industry and everyday conversations, and able to understand the market trends and promote CarpPro and our associated and partner brands.

Andreas Smentkowski

Export ManagerRod Hutchinson Baits

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THE PROBLEMRod Hutchinson Baits was not new to the North American scene. In fact, the brand had been stocked for several years by one internet supplier but was somehow unable to find the right market. Sales were low and the brand remained off the radar to the majority of US carp anglers. Hutchinson Baits had watched the increasing interest in carp fishing in North America and saw the growth potential. They felt that brand visibility was key to increasing sales and creating brand loyalty, and felt that CarpPro could achieve that.

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“With their profound understanding of the American market they managed to place our brand as the high quality bait manufacturer that it is and created an astonishing demand for our products out of nowhere. Thanks to their efforts we have already noticed a significant increase in our North American sales figures.”

Rod Hutchinson Baits has become the “go-to” brand on the competitive paylakes

THE SOLUTIONCarpPro was founded by British ex-pats that know the European bait and tackle brands but also have 30 years experience in North American carp angling. They quickly added co-owner Keith Cisney to the team. Keith grew up in the Carolinas fishing, and winning, paylake tournaments. Together, the team created an entry strategy to the paylake market, tested a range of Rod Hutchinson Baits products appropriate to the tourney scene, and generated a buzz of anticipation after Cisney and selected anglers won prize after prize on Hutchinson baits. Meanwhile, CarpPro magazine ran several features through a social media campaign to highlight the brand’s success and by the time the brand was made available in paylake country, sales orders were stacked up and have not slowed down since.

RESULTSCarpPro has generated more sales of Hutchinson in just three months than in the previous ten years combined and the Rod Hutchinson name is the winners’ brand on the paylake circuit. Sales continue even through the traditional winter slow-down, and CarpPro continues to generate a buzz around the Rod Hutchinson Baits brand.

NEXT STEPS CarpPro continues to promote Hutchinson through the Pay Lake scene, and also through pro staffers fishing for carp and the indigenous smallmouth buffalo (buffalo carp) during the very active winter season. 2013 will see some prestigious wild-water tournaments, including the Texas 44 at the world famous bass venue, Lake Fork, and Hutchinson Baits will be front and center with the branding through out tournament partners, Wild Carp Companies. The Texas 44 event is a carp and smallmouth buffalo event that draws international competitors and attention.

CarpPro co-owner and paylake specialist Keith Cisney puts another winner on the mat!

Andreas SmentkowskiExport ManagerRod Hutchinson Baits

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“Sometimes the chemistry is just right and after such a great start we are looking forward to reinforcing this partnership as it is just the beginning of a long lasting success story."