Supplier aims to breathe life into struggling UK sector
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A major supplier of fly fishing tackle in the UK is hiring an army of ‘pro-influencers’ to revive a stagnant market and drive anglers to tackle shops.
GUIDE Flyfishing, which represents some of the top selling international brands, has embarked on a strategy aimed at reaching every fly fisher in the UK through its Project Bankside. At its heart is a US-style marketing initiative using what GUIDE describes as the ‘top 5% of the UK fly angling community – all guides, ghillies, instructors, pros, industry staff, media, international team members, club/fishery board members and social media influencers.’
This team of influencers across the UK will be charged with spreading the word about the attractions of fly fishing and encourage the remaining 95% of the market to visit retail stores.
GUIDE Flyfishing is being advised by Paul Richardson, owner of Rise Creative Studio, a fly fishing-specific consultancy. He told Angling International: “In the US the massively influential pro network interacts with fly anglers through social media and bankside storytelling – extolling the virtues of products and why anglers should buy them.
“The brands use pros for their product messaging which in turn influences people and drives them to stores. There are few better at selling than a pro-influencer as it is essentially word of mouth.”
The GUIDE Influencer Programme is aimed at instructors, pro-anglers, guides, ghillies, the media and staff working within the tackle and fishing travel industries who reach all ages and skill levels.
“These people will automatically qualify as a GUIDE Influencer. We need our product in their hands on the bankside,” added Richardson. To encourage influencers to join the GUIDE team the company is offering its tackle at 40% off the retail price (plus VAT), plus first purchase on promotions. They will also be supported through an Influencer Reward scheme, free merchandise and gifts and exclusive access to support campaigns.
The Guide Influencer programme is now live and open to all industry professionals in the UK. The application process can be accessed via www.guidepro.co.uk