This document discusses Florida's sport fishing industry and strategies for marketing fishing charter businesses. It notes that Florida has 3.1 million anglers who generate $5-6 billion annually in revenue and support over 80,000 jobs. The document then provides details on licensing for fishing captains and charter boats in Florida. It emphasizes developing an online presence through websites, social media, and publishing content to attract clients and establish credibility. Specific strategies are outlined for marketing to the right demographics, booking clients, and ensuring high quality charter experiences to gain repeat business and referrals.

3. U.S. Department of Commerce
Florida Sport Fishing
Anglers – 3.1 million
Non-resident – 1.2 million
Revenue – 5 billion to 6 billion
Employment – 80,211 jobs

4. Florida Fish and Wildlife
Conservation Commission
Captains Licenses in Florida
CHARTER CAPTAIN (4 OR FEWER) - 2,207
CHARTER CAPTAIN (10 OR FEWER) - 810
CHARTER CAPTAIN (11 OR MORE) - 14

5. Total Captains – 3,522
CHARTER BOAT (4 OR FEWER) – 214
CHARTER BOAT (10 OR FEWER) - 119
CHARTER BOAT (11 OR MORE) – 158

6. Market and Brand to the Right
Audience
What demographic area in the U.S. books
charters in Florida?
Florida Residents that book Charters?
What age group charters the most?
Novice – Expert – Women - Family

7. Right Audience Con't
Lower Class - Middle Class – Upper Class
What are you Marketing and Branding to
your clients?
Sport of Catching Fish, Education,
Information, Entertainment, Food trip.
What are your clients buying?

10. Places to Market and
Brand

Website (SEO)

Internet Sites (known, credible,legitimate)

Social Media

Pod Cast

Radio

TV

Video

11. Marketing and Brand
Design three marketing strategies
1 – Ads in Tourist locations (demographics).J
2 – Resources in Media - Internet,TV,Radio
3 – Fishing Clubs, Tackle Shops, Fishing
Organizations and Associations.
Beta test all three on performance

15. Fishing the Internet
Google
More people will search for Fishing content
on the Internet in 1 day, then they will in
and on TV, Fishing Magazines, Radio and
Newspapers in 5 years.

16. Content Marketing
Content Marketing is the creation and
publishing of fishing content, getting it to
the internet media in order to acquire and
retain clients.

17. Success Requires
Getting Your Name and Company in a
legitimate internet media Publication.
Guy Harvey Magazine's Online Fisherman
The right publication gives you legitimacy
and credibility!

19. Before The Internet
Expensive advertising.
Getting mainstream media to talk about your
business.
Snail mail and print publications.
Hire a marketing firm to market your
business.

20. Print Media
How do you quantify it works.
Most magazines are left behind.
You needed big-budget advertise in quality
Publications.

21. Better Option and More
Effective
Publishing interesting content.
Publish photographs.
Publish videos.
On a already known internet brand to get
clients to notice you.

23. Establish A Internet
Foundation

Write for a reputable media outlet

Fishing reports/forecasts

Articles

How to articles

Stories

Videos

Forums

24. It Works!
With a $250 video camera a local guy
recorded his employees working on project.
He then published those videos on the
Internet. He built an audience of more than
4 million unique visitors a month.
Danny MacAskill Story
37 Million Views
Hundred of Millions
.

25. Booking Services
Ez Waves

26. Join and Volunteer
Organizations
Coastal Conservation Association
Florida Guides Association
Florida Fish And Wildlife Conservation
Commission
Outdoor Writers Association
National Assoc Charter Boat Operators

27. Be In Touch With Anglers
Teach Fishing Seminars
Boat and Fishing Shows
Fishing Clubs
Boy Scouts and Girl Scouts
Colleges and High Schools
Tackle Shops and Box Stores
Churches

28. Gauge Your Business Plan
Are your ideas are working?
Does Credible Internet Media Publication ask
you to write articles, reports and forecasts.
Do local, national television and radio shows
call you for quotes, appearances and
information.

29. Gauge Con't
Have your Charter Bookings Increased.
Are you getting more referrals.
More client traffic and inquires about your
charter business

30. Booking a Charter
Identify your Client

How many and ages.

Fishing experience.

What they are looking for in a charter.

Define their charter adventure.

Be clear on service, payment and
expectations and what to bring.

Follow up a day or two before charter.

31. Charter
Remember You Work For Them

Be on Time.

Be Prepared

Ask if they are comfortable and enjoying.

Explain what your plan is.

Tell them what your doing.

Be attentive to their needs.

32. Charter continued

Attitude and Passion

Be courteous all day.

Teach them all aspects of fishing.

Help assist casting and hooking fish if they
want you to. Ask first.

Take a personal interest in the client, listen
to your client.

33. Charter continued
Ask for a testimonial.
Ask for a referral.
Give them a business card, tee-shirt, key
chain, hat etc...

34. Follow up for Repeat Business

Thank you card

Newsletter

E-mail

Send Photos

Keep in touch and advise them and remind
them when the fishing is good.

Ask them to spread the word

36. Fishing Guide Services

Fishing Saltwater or Freshwater

Inshore – Nearshore - Offshore

Live Bait – Artificial – Fly Fishing

Light Tackle Sport Fishing

Sight Fishing

Custom Charters

½ day - ¾ day – Full Day

37. Expanded Services

Specializing in Family and Children

Novice to Expert

Handicapped friendly

Scalloping

Sightseeing

Burials

Educational Fishing Lessons

Corporate charters

39. Marketing
is as much about people as it is
fishing.
Show your Passion
Show your Work Ethic
Interact with Confidence

40. Payment

Credit cards

Checks

Cashiers Check

Cash

Pay Pal

Always Take a non refundable Deposit 25%
minimum (Theft of service)

41. Have competitive rates.
Don't ever bait and switch.
Do's and Don’t s

42. Misc but important
Learning How to negotiate.
Not getting in the mindset that one size fits
all.
Market and Branding done right will build
relationships and repeat business.

43. Unique Concept
Create memories that
will last a lifetime!