Evolving Public Relation Methods of Outdoor Industry Marketing

Hunting and Fishing PR | Outdoor Industry PR

By Hatch Marketing

For many years, hunting and fishing manufacturers would make public announcements via magazines, newspapers, and television. This traditional marketing was the best means to reach a prospective customer about new developments or products by the organization. With the addition of the internet, news spread faster, but still many relied on traditional techniques to make announcements. Today, a traditional outdoor industry PR announcement is rarely even effective. It surely is not cost effective. The hybrid ads introducing a new product via a magazine or TV commercial can still have a major influence, but they must be strategically planned and monitored appropriately in order to determine effectiveness.

Most businesses place an ad in a magazine or on TV, and assume that because of the platform, it will succeed in the outdoor industry. Unfortunately, knowing how many people were reached or better yet how many people engaged with the ad (went to your website, etc.) is completely unknown unless there are specific steps taken. Although simple, many hunting and fishing businesses fail to execute the most important step in advertising – “what’s next?”

Call to Action

First off, there must be a definitive call to action (CTA) for the consumer. An attractive informative ad is great, and that’s the first real hook. Obviously, if your ad looks of poor quality then people are also going to consider your brand and products to be similar in quality. So after the obvious, consumers need direction. Most hunting and fishing businesses are way too timid in their ads. Tell the consumer what to do next!

“Visit Your Local Dealer…”

“Check Out More Details on Our Website…”

The more direction given to the consumer, the more results of the advertisement you desire. If you want to send people to your website, do so with a trackable link or a unique landing page. That way you understand where traffic is coming from specific to the ad or publication. Do not put too much information in the ad. It simply should be enticing enough to know what the next step is, then take it.

 

But what about standard announcements like partnerships, acquisitions, statements on the event, or new team members? Fortunately, the world of PR syndication is very streamlined. The major syndicates for hunting and fishing businesses like Outdoor Wire, Archery Wire, PRNews, and PRWeb allow massive reach and PR distribution with literally the push of a button. From other businesses to personalities to news channels, PR syndication online can reach millions of prospective readers if strategically placed.

The key to any successful PR move is to make sure it is targeting the right crowd. Though many still consider any PR good PR, that’s not always true, especially when dealing with hunting and fishing businesses. The anti-hunting community can pounce and through hunting businesses to the “mainstream” wolves. In many situations, this creates a firestorm that is tough to put out. However, a detailed targeted PR to hunting, fishing, and outdoor consumers can land a lot of positive results for an ad campaign.

Creating Effective Print Marketing Campaigns  

Creating Effective Print Marketing Campaigns | Hunting, Fishing, and Outdoor Industry Ads

By Hatch Marketing Staff

You open up a hunting, fishing, or outdoor magazine, and are nearly instantly greeted by a flurry of print advertisements. From two-page spreads to quarter-page callouts, there are a wide variety of messages attempted to be conveyed through these marketing avenues. Today’s consumer is almost numb to these types of brand messaging. In order to have an effective print marketing campaign, there are several characteristics that should always be included in you hunting, fishing, or outdoor ad.

Curiosity Wins

Far too often we see ads trying to jam all-inclusive statements into a small area. While trying to deliver or explain the entire product/brand message may seem like the best method (especially for newer entities), it can be completely ineffective. Successful businesses in today’s marketplace have websites that engulf a customer in the brand, products, and information. A simple ad that drives curiosity or peaks the interest of the consumer is very effective and allows the consumer to get more information from the website at which point you now have the consumer in your “virtual brand base.” The ad that sheds some light on the new product or brand, yet draws more of the desire to know/learn more wins. There is only so much that can be placed in an ad and delivered to a consumer.

For instance, let’s say that we were pushing a new bow in an archery magazine. An ad that highlight the standard specs like IBO Speed, Brace Height, and Axel to Axel Length would be good, and adding some tag line highlighting “Cutting edge vibration dampening grip” would exhibit a new technology from the brand. This would likely entice the customer to visit the company’s website to learn more about the product at hand. However, if the ad was laced with greater detail, such as “Molded grip with micro vibration dampeners embedded reduces hand shock” could result in so much detail that there is no need to “learn more” about the technology. At which point the consumer does not visit the website and become surrounded by the brand and products in a controlled atmosphere. Curiosity drives the potential to make a greater brand impression on a potential consumer, this is must know information to be effective with a print marketing campaign.

Success Must Be Trackable

When a long awaited magazine ad finally reaches its point of distribution, the real work has only just begun. Though many of hours have been placed into strategy, design, and execution, successful ads are not determined until the response is generated. Though sales or website traffic can be interpreted as positively affected by the ad, unless a definitive trackable measure is made, it is no more than speculation. Creating a trackable print ad is not as easy as it sounds, but there are several effective ways.

First, and most often used, is creating a specific landing page on your website for that ad only. A unique trackable page, something like www.hatchmarketing.com/landingpage, would allow you to measure traffic to your site from that ad. It also allows you to create content on that landing page very specific to the magazine and readership. This can help create a more effective marketing message. Alternately, you could provide a custom promotional code to purchase items from your eCommerce. Something as little as a 10% discount can really entice usage of the code, and with substantially larger margins when selling direct to the consumer, it can be monetarily beneficial too.

Call To Action

A print ad is only as good as what it wants the consumer to do. So many high quality print ads leave consumers in limbo on what the next move is for them. Be blunt! Tell the consumer exactly what you want them to do and make sure it is clear. A high quality call-to-action can make the difference between a successful ad and a lost print marketing campaign. This action can be as simple as “Visit our website” to sending consumers to a specific retailer.

When creating a print ad for distribution, consider the outlet and audience you will be reaching out to. Then, take into consideration the ability to intrigue, track, and command a consumer. The result will be a successful print marketing campaign.

The Difference Between Creative Agencies and Creative Marketing Agencies

Creative Marketing | Creative Agencies and Creative Marketing Agencies

By Hatch Marketing Group

One of the most important aspects of a marketing campaign regardless of industry is the capture of the end consumer’s attention. Whether business to business (B2B) or direct to consumer, the visual captivation must be strong and relatable or the remainder of the marketing message will be ignored. However, there is so much more than just pretty colors and fancy text. To create a complete marketing message that is both captivating and triggers the action in which the client business desires, you must create an entire engaging campaign from impression to conversion.

One of the biggest failures by a company is mistaking a creative agency for a creative marketing agency. Though a very useful resource, creative agencies mainly focus on the visual details of a project. Though this can be critical to convert an initial impression, the actual action the make next sources from a much deeper campaign message. To create a memorable, but actionable campaign, the company at the helm must include all aspects of creative marketing. This includes the design elements of the graphic, but more so the targeted audience of placement, call to action (CTA) of the campaign, and trackable conversion.

Many creative agencies can provide compelling graphical assets, yet lack the knowledge and skills to trigger an action, from a targeted end consumer, leading to a destination of interest for a marketing (or sales) conversion. A creative marketing agency will be composed of team members from both wings, from graphic designers to marketers. A creative marketing agency will be able to lead a consumer through the entire process from impression to conversion.

Let’s take a look at an example…

Actual Creative Marketing

Print advertisement is becoming increasingly harder to achieve marketing ROI. Primarily because of the changing marketing landscape, with the onset of digital. Between print, TV, and digital the end consumer receives many ad impressions daily with a multitude of call to actions (CTAs). With many outdoor-oriented print ads varying in cost from $2,500 to $10,000, creating an effective message and call to action is critical for ROI success.

A creative print ad with lifestyle imagery and a logo may catch the attention of an end consumer, but what is that consumers next step? This may be the most critical piece once they look at the ad. A clear, concise call to action to do something such as, “Visit our website [URL]” or “Call Your Local Pro Shop.” Any CTA, like those above, will direct the consumer to the appropriate next step needed in the conversion cycle.

 

Creating effective graphics is a critical part of the marketing and sales product, but the greatest graphic in the world can be a huge miss if the consumer doesn’t know what to do next. Therefore, creative marketing agencies are much more equipped for complete marketing/sales cycle success.