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RBFF’s 60 in 60 initiative gets boost at ICAST

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RBFF Communications Manager, David Rogers: urging ICAST attendees to visit the 60 in 60 booth.

The campaign created in the US two years ago to drive fishing participation to 60 million in 60 months is receiving an added boost at this week’s ICAST trade show.

The Recreational Boating and Fishing Foundation (RBFF), the organisation behind the initiative, has a special ‘60 in 60’ booth designed to generate interest and engagement among visiting dealers and media.

“One of the possible problems we face is that we bring new people into the sport and then they don’t get the appropriate experience at retail,” said RBFF Communications Manager, David Rodgers. “Most retailers are good at servicing avid anglers, but some are not so good at meeting the requirements of new participants.

“It’s easy to assume a customer has more knowledge than they have. A different level of communication may be needed to give them the right kind of experience.

“Our booth contains various components that provide ideas and tips visitors can use to recruit, retain and reactivate anglers.”

The booth, number 5400, includes a 60 in 60 ideas wall where visitors can discover ideas or share their own, and a seated area for a series of participation-related seminars.

There is also prominent signage showing tips for retailers, manufacturers, government agencies, media, guides and pros; along with retail end caps featuring consumer-facing content for beginners.

“We want retailers to take these ideas back with them,” said Rodgers.

“Is 60 in 60 working? The answer is yes. There has been a 7% increase in participation since the scheme was launched, with three million first time participants.

“The growing audience is vindication of the campaign strategy to target key emerging sectors, including women, who are the subject of a special focus at the ICAST booth. Hispanic and family participation are also growing sectors. The mix may be different but the numbers are up.

‘And the significance for an industry is clear. The sport has the highest number of potential customers since 1991 and – given the success of 60 in 60 so far – will have more customers in 2021 than it has today.”

Plans for 2019 will be presented to the RBFF Board in January. “The core strategy won’t change, though we may tweak the tactics,” said RBFF President and CEO, Frank Peterson.

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