I routinely use fishing analogies and anecdotes to communicate marketing concepts in my marketing training. Why? Because marketing and fishing are very similar in methods and intent.
If we assume your customers are the "fish" in your refrigerator, aquarium, or back in the ocean depending upon what you do with fish after you catch them , then the goal is to catch more bigger ones. And just like fishing, your marketing efforts track systemically to finding and catching those big fish.
You may or may not be aware of the fact that offshore from Louisiana in the Gulf of Mexico lies thousands of oil production and drilling platforms. Each of these are huge man made reefs with all kinds of fish symbiotically using their structure for food and for protection.
Generally speaking, the deeper you go, the different kinds and size of fish that reside around the rig.
The easiest way to find fish in the gulf is to go to one of these structures and tie your boat up to the structure. You then start fishing at different depths with different baits, trying to see what the fish are biting on.
Sometimes you can go for hours without getting a single bite, yet you know the fish are there.
How? Well we have technology called sonar on our sport fishing boats that enables us to look down the water column and see "contacts" - fish. So it becomes a matter of what they want to eat. But actually, it's more a matter of whether or not they are hungry in the first place.
You see, fish only eat when they are "hungry". So many times you have to wait them out, in fact most of the time this is the case. There are many factors that influence when the fish get hungry and start eating, but the scope of that science is beyond this discussion.
Many times, after trying without catching fish, we change platforms, running another 5-10 miles to the next platform, in some cases more. Sometimes when you arrive the fish are biting there.
However, unless you are fishing in tandem with another boat, you really don't know if they are now biting at the platform where you were just fishing. In most instances, this is the case because fish tend to feed at around the same time together, but not at the same time of day every day. They eat when they are "ready".
So if you arrive at an oil production platform, and you see fish on the sonar, you know they are there. You don't know what kind they are unless you are brave enough to dawn scuba gear and go see them (very dangerous sport that some people actually do).
So you fish and fish, and change baits until you either run out of time, or you get satisfied with your catch. But the most important concept here is that, at these structures, you "know" there are fish there, and depending upon how deep the water is and the time of year, you will "know" what kinds of fish are there, as many species are migratory.
Another way to catch fish, generally the very big ones, is to troll around in a wide area where you think they are. You spend hours and hours dragging 2 to 8 baits (artificial lures mostly) until that chance intersection ... the whopper is hungry, and you are where that "Big Fish" is at that exact time.
Trolling is a long mostly boring way to fish, but it is the preference of many high end fishermen (and women) who have been at the sport a long time, and have caught all the other kinds of fish they want.
You see these anglers (marketers) are "targeting" a specific type or a very small portfolio of large fish, such as marlin, sailfish, mahi-mahi, tuna, wahoo, etc. These guys are simply willing to wait out the "Huge Catch".
And yes along the way they catch a few of the smaller species to keep their freezers fresh, and provide a little action in between the big ones.
What does this have to do with marketing you may be thinking? It is just an easy way to frame the nature of marketing activity, the results of it, and how you will focus your marketing efforts. If you are just looking for lots of small fish, you generally don't have to go too far, or get too complicated. The small ones are plentiful near shore.
If you want lots of more targeted action, you head out to oil platforms, going further out depending upon your goals for size and quality. By fishing next to a platform in 200 feet of water you may get snapper, and by fishing in 500 feet you get tuna. And when you want to catch the really big ones, you troll around. Sometimes around these structures, sometimes out in the open ocean.
You would not troll for marlin near the shore (at least not in Louisiana) because they aren't there. You would not fish for speckled trout in 500 feet of water, because they are not there.
So when referring to marketing activity, and particularly Google Adwords or search engine marketing, you may hear me use these analogies to help you frame the idea. Because, just as in marketing there are many angles, the same angles exist in fishing.
But the most important angle is the overall trend. When you are a beginner, you tend to want to catch more smaller fish. As you get more experienced and have results with more smaller fish, you tend to want to step up your game to catching fewer bigger fish.
And ultimately, as a seasoned marketer with a history of results (or lots of experiences catching all different kinds of fish), you will be more willing to spend the day, or weekend just trolling around for the 1 "strike", that huge fish; that huge very desirable targeted customer. It's a natural progression.
There are more angles and analogies, but for now keep in mind the one last concept of targeting as we will explore you getting your business up and into profits with the smaller more plentiful fish, and then ultimately, take you down the path of very targeted high end customers, that produce bigger returns for your efforts and time.
Article Source: http://www.ArticleStreet.com/
Friday, April 24, 2009
Monday, March 9, 2009
Go Get A Fishing Pole
Fishing is about being with nature and for those who have been doing it for a very long time; it takes more than just a simple fishing rod and bait. For others though who want to try it and perhaps do it more often, investing in the right tools and accessories will make it a worthwhile experience and at the same time enable the person to catch a lot of fish.
The most important piece of equipment is the rod. For beginners, the basic rod and some bait will do. During this time, the type of material used and the features it has is not important. What matters is getting the feel of it and having fun. When the person is already comfortable and ready to move on to the next level, then one can invest in other more complex pieces of fishing equipment.
There are several types of rods available and it takes time to try out all of them before finding the right one that works well with the person. Rods are made from different materials like wood, fiberglass and carbon fiber.
It is important to know before entering the store or ordering online the kind of fishing one will be doing and under what conditions. Feeling the rod's handle in the palm of the hand and practice casting with a rod will test how flexible and how easy it is to use. The proper length depends on the kind of fish and type of bait that will be used for fishing. A 4 inch to 6 inch rod is adequate for light bait and small fish. Since larger fish will require larger bait that usually requires one to cast in a longer distance, a rod that is 6 inches or longer will be needed.
There is no age limit for anyone to start fishing. Fishing takes a lot of practice before being able to excel at it. One can purchase a new fishing pole either online or at the local store. Another way to get started could be buying a second hand pole first before deciding to buy a brand new one.
Being an expert at fishing won't happen in one day. It takes practice and patience just waiting for the fish and finally catching it out when it appears. One should always remember that in the water and with people, it is all about having fun.
Author : Jed
http://www.articleclick.com/Article/Go-Get-A-Fishing-Pole/1053050
The most important piece of equipment is the rod. For beginners, the basic rod and some bait will do. During this time, the type of material used and the features it has is not important. What matters is getting the feel of it and having fun. When the person is already comfortable and ready to move on to the next level, then one can invest in other more complex pieces of fishing equipment.
There are several types of rods available and it takes time to try out all of them before finding the right one that works well with the person. Rods are made from different materials like wood, fiberglass and carbon fiber.
It is important to know before entering the store or ordering online the kind of fishing one will be doing and under what conditions. Feeling the rod's handle in the palm of the hand and practice casting with a rod will test how flexible and how easy it is to use. The proper length depends on the kind of fish and type of bait that will be used for fishing. A 4 inch to 6 inch rod is adequate for light bait and small fish. Since larger fish will require larger bait that usually requires one to cast in a longer distance, a rod that is 6 inches or longer will be needed.
There is no age limit for anyone to start fishing. Fishing takes a lot of practice before being able to excel at it. One can purchase a new fishing pole either online or at the local store. Another way to get started could be buying a second hand pole first before deciding to buy a brand new one.
Being an expert at fishing won't happen in one day. It takes practice and patience just waiting for the fish and finally catching it out when it appears. One should always remember that in the water and with people, it is all about having fun.
Author : Jed
http://www.articleclick.com/Article/Go-Get-A-Fishing-Pole/1053050
Stuff to Bring Along During Your Thrilling Fishing Outing in Alaska
So, you've finally booked that Alaska fishing trip. After years of dreaming of King Salmon, massive Halibut and incredible Rainbow Trout, you're finally getting there. But, what are you going to pack? How will you stay warm on the water and cool in the hot sun? What kind of equipment and gear should you bring?
For a helpful packing list to enjoy the ultimate Alaska fishing expedition, keep reading. But, remember that this is a packing list for those going on a guided charter and not intended for individuals who are planning a solo or independent expedition into the wild.
Equipment
Exactly what fishing gear you wind up bringing will likely depend on what's provided by your tour or charter company. Some guides provide a full outfit, right down to a cooler to store your fish, bait and tackle. Others only supply the boat and the safety gear. So, before you begin packing every spinner and spoon you have, check with your charter company to see what they are able to supply.
Comfortable Rain Gear
Investing in high-quality rain gear is probably going to be your best decision after finally booking your Alaska fishing trip. The Alaskan fishing season is a rainy one, so spend your money on a high-quality breathable nylon or Gore-Tex fishing jacket that's going to keep you dry, but not hot and sweaty.
Layered Clothing
Fishing season can be dangerous as it runs from a hot noon sun to frosty cold nights. So, pack clothes that can be layered, will dry fast and give your body room to breathe. Look for brands like Smartwool, a wool product that doesn't trap sweat, keeps you cool and dry and will dry fast if needed.
Waterproof Bags
If you're bringing your passport, fishing licenses, wallet and electronics like your Blackberry or digital camera, you're going to want high-quality waterproof bags because Ziploc bags simply won't cut it. Seal Line is a great brand that makes dry bags in a range of sizes.
For non-essential items like your wet boots or grimy waders, pack some extra garbage bags and plastic shopping bags. You can use these to keep the dry and wet items separated in your suitcase.
Bits and Pieces
Your accessories kit should include personal items like your hat, sunscreen, sunglasses, powerful and non-aerosol bug spray or cream, gloves and toiletries.
Though your charter guide should provide a first-aid kit for the tour, you should always pack a small, personal survival kit of your own for your Alaska fishing trip, in case you're separated from the group. Your survival kit should fit in your pocket and include waterproof matches, a piece of chalk or crayon, compass, an energy bar and a few water purification tablets.
Author : Trevor
http://www.articleclick.com/Article/Stuff-to-Bring-Along-During-Your-Thrilling-Fishing-Outing-in-Alaska/1042784
For a helpful packing list to enjoy the ultimate Alaska fishing expedition, keep reading. But, remember that this is a packing list for those going on a guided charter and not intended for individuals who are planning a solo or independent expedition into the wild.
Equipment
Exactly what fishing gear you wind up bringing will likely depend on what's provided by your tour or charter company. Some guides provide a full outfit, right down to a cooler to store your fish, bait and tackle. Others only supply the boat and the safety gear. So, before you begin packing every spinner and spoon you have, check with your charter company to see what they are able to supply.
Comfortable Rain Gear
Investing in high-quality rain gear is probably going to be your best decision after finally booking your Alaska fishing trip. The Alaskan fishing season is a rainy one, so spend your money on a high-quality breathable nylon or Gore-Tex fishing jacket that's going to keep you dry, but not hot and sweaty.
Layered Clothing
Fishing season can be dangerous as it runs from a hot noon sun to frosty cold nights. So, pack clothes that can be layered, will dry fast and give your body room to breathe. Look for brands like Smartwool, a wool product that doesn't trap sweat, keeps you cool and dry and will dry fast if needed.
Waterproof Bags
If you're bringing your passport, fishing licenses, wallet and electronics like your Blackberry or digital camera, you're going to want high-quality waterproof bags because Ziploc bags simply won't cut it. Seal Line is a great brand that makes dry bags in a range of sizes.
For non-essential items like your wet boots or grimy waders, pack some extra garbage bags and plastic shopping bags. You can use these to keep the dry and wet items separated in your suitcase.
Bits and Pieces
Your accessories kit should include personal items like your hat, sunscreen, sunglasses, powerful and non-aerosol bug spray or cream, gloves and toiletries.
Though your charter guide should provide a first-aid kit for the tour, you should always pack a small, personal survival kit of your own for your Alaska fishing trip, in case you're separated from the group. Your survival kit should fit in your pocket and include waterproof matches, a piece of chalk or crayon, compass, an energy bar and a few water purification tablets.
Author : Trevor
http://www.articleclick.com/Article/Stuff-to-Bring-Along-During-Your-Thrilling-Fishing-Outing-in-Alaska/1042784
Simple Tips for Fishing Excursions in Alaska
Trying to plan for Alaska fishing vacations, especially if it's your first time, can be a nightmare. From what to pack to where to go are all major decisions that can make or break your trip.
Alaska has the best fishing in the world, pristine wilderness, amazing landscapes and plentiful wildlife, so don't let poor planning spoil your vacation. Keep reading for four great tips that will make your fishing expedition a success.
Prepare for Bug Battle
The best time to put on your mosquito hat and gear is before the bugs arrive. Otherwise, you could wind up with a mosquito net hat full of bugs poised for blood. Be prepared with a plentiful supply of non-aerosol bug repellent and wilderness-grade mosquito wear. Sorry, but citronella candles and mosquito coils just won't cut it in the Alaska wilderness.
Pack Sunscreen
Despite the sometimes cold temperatures and rain, there are still high risks for sun damage and possible sunstroke. Keep yourself protected with long clothing and a high-quality, non-greasy and waterproof sun block. Choose an SPF higher than 30 and avoid combo bug-repellent products as these tend to wear off faster.
Reserve Early
During the peak summer tourism seasons, places like Juneau, Anchorage and Flagstaff can book up fast. The area sees over a million tourists every year, many of whom are booking their own Alaska fishing vacations - meaning hotels will fill up, recommended charters will be reserved and you'll be left wishing you had planned ahead. Don't be disappointed - book your lodgings and charters well in advance.
Always Pack a Personal Survival Kit
Whether you're on a fully catered luxury tour or a self-guided adventure expedition, you should always pack a small survival kit that can be carried in a vest or pocket at all times - in case you're separated from your pack or tour group.
The kit should include purification pills, waterproof matches, chalk to make markings, a whistle, a granola bar, fishing line and hooks and a Ziploc bag for carrying water. You can pack it all in a metal tin or can, which can also be used to boil water.
Alaska fishing vacations are incredible adventures - whether you're on a luxury tour or a solo expedition. The fish are massive, the rivers run clean and the wild nature is majestic. So, don't spoil it by being unprepared or forgetting personal safety. Remember - be prepared for bugs, stay sun-safe, reserve ahead and always pack a personal survival kit.
Author : Trevor
http://www.articleclick.com/Article/Simple-Tips-for-Fishing-Excursions-in-Alaska/1037893
Alaska has the best fishing in the world, pristine wilderness, amazing landscapes and plentiful wildlife, so don't let poor planning spoil your vacation. Keep reading for four great tips that will make your fishing expedition a success.
Prepare for Bug Battle
The best time to put on your mosquito hat and gear is before the bugs arrive. Otherwise, you could wind up with a mosquito net hat full of bugs poised for blood. Be prepared with a plentiful supply of non-aerosol bug repellent and wilderness-grade mosquito wear. Sorry, but citronella candles and mosquito coils just won't cut it in the Alaska wilderness.
Pack Sunscreen
Despite the sometimes cold temperatures and rain, there are still high risks for sun damage and possible sunstroke. Keep yourself protected with long clothing and a high-quality, non-greasy and waterproof sun block. Choose an SPF higher than 30 and avoid combo bug-repellent products as these tend to wear off faster.
Reserve Early
During the peak summer tourism seasons, places like Juneau, Anchorage and Flagstaff can book up fast. The area sees over a million tourists every year, many of whom are booking their own Alaska fishing vacations - meaning hotels will fill up, recommended charters will be reserved and you'll be left wishing you had planned ahead. Don't be disappointed - book your lodgings and charters well in advance.
Always Pack a Personal Survival Kit
Whether you're on a fully catered luxury tour or a self-guided adventure expedition, you should always pack a small survival kit that can be carried in a vest or pocket at all times - in case you're separated from your pack or tour group.
The kit should include purification pills, waterproof matches, chalk to make markings, a whistle, a granola bar, fishing line and hooks and a Ziploc bag for carrying water. You can pack it all in a metal tin or can, which can also be used to boil water.
Alaska fishing vacations are incredible adventures - whether you're on a luxury tour or a solo expedition. The fish are massive, the rivers run clean and the wild nature is majestic. So, don't spoil it by being unprepared or forgetting personal safety. Remember - be prepared for bugs, stay sun-safe, reserve ahead and always pack a personal survival kit.
Author : Trevor
http://www.articleclick.com/Article/Simple-Tips-for-Fishing-Excursions-in-Alaska/1037893
Humminbird 141C Fishfinder
Fishing requires patience and tenacity and without the right equipment it is nigh on impossible to locate the fish and get them to bite. Whether you are a professional fisherman or a weekend dabbler you will know that you have to find the fish before you can catch them and this is where the Humminbird 141C Fishfinder could be an invaluable asset. The Humminbird is a compact fishfinder that allows you to see the bottom and structure as well as the fish in color, and in detail. In addition to making the angler's life a lot easier this has the added advantage of being an affordable fishfinder - well worth the trouble of looking into.
The Humminbird 141C fishfinder may be small but it comes with a powerful 1200 watt single 20% solar beam. The beam on this unit provides optimal visibility and clearly defined full color display. The display combines brilliant color in its small (3.5") 320V x 240H high resolution TFT display. You will be pleased to hear that the Humminbird also has advanced special features that include, among other things, Sonar enhancement and Real Time Sonar make this affordable unit a real cinch no matter what type of fisherman you might be.
The single beam Sonar of this compact unit is gives precise and optimal definition and coverage. It provides reliable performance from shallow waters to a depth of six hundred feet which is helped by its 1200 Watt peak-peak (150 Watts RMS) power output. The unit is fine in different water temperatures and has good speed capability. The mount connection is tilt and swivel disconnect or there is the option of an in-dash mount - whatever suits your personal needs.
The Humminbird 141C fishfinder has both fixed and portable options; so the angler can choose whatever option best suits their purposes. The portable unit requires two lantern type batteries. This portable unit is extremely versatile as it has the normal twist and mount system which makes it compatible with all boats, which means that if you change your boat you can still use the unit.
Not all fishfinders are as versatile as the Humminbird 141C which has an operating frequency of 200 kHz and a transducer exchange which outlines other options. The unit has either a Gimbal mount which is 5.25"W x 7.4"H x 4"D (min), or an in dash mount which is .23"W x 5.2"H x 1.12"D, minimum requirements of 3" behind dash clearance. This is a great buy at around $450 the package.
Author : Tim
http://www.articleclick.com/Article/Humminbird-141C-Fishfinder/973649
The Humminbird 141C fishfinder may be small but it comes with a powerful 1200 watt single 20% solar beam. The beam on this unit provides optimal visibility and clearly defined full color display. The display combines brilliant color in its small (3.5") 320V x 240H high resolution TFT display. You will be pleased to hear that the Humminbird also has advanced special features that include, among other things, Sonar enhancement and Real Time Sonar make this affordable unit a real cinch no matter what type of fisherman you might be.
The single beam Sonar of this compact unit is gives precise and optimal definition and coverage. It provides reliable performance from shallow waters to a depth of six hundred feet which is helped by its 1200 Watt peak-peak (150 Watts RMS) power output. The unit is fine in different water temperatures and has good speed capability. The mount connection is tilt and swivel disconnect or there is the option of an in-dash mount - whatever suits your personal needs.
The Humminbird 141C fishfinder has both fixed and portable options; so the angler can choose whatever option best suits their purposes. The portable unit requires two lantern type batteries. This portable unit is extremely versatile as it has the normal twist and mount system which makes it compatible with all boats, which means that if you change your boat you can still use the unit.
Not all fishfinders are as versatile as the Humminbird 141C which has an operating frequency of 200 kHz and a transducer exchange which outlines other options. The unit has either a Gimbal mount which is 5.25"W x 7.4"H x 4"D (min), or an in dash mount which is .23"W x 5.2"H x 1.12"D, minimum requirements of 3" behind dash clearance. This is a great buy at around $450 the package.
Author : Tim
http://www.articleclick.com/Article/Humminbird-141C-Fishfinder/973649
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