Advertising Is Much Like Fishing, Here’s Why
Having just returned from a fishing expedition where whilst good to be away from the advertising industry for a while couldn’t quite get out of work mode, I was struck by the similarities between advertising and fishing as pursuits. There are three areas in which this is so:
The more you cast, the more you’re in the game.
If your hook is not in the water, you have zero chance of yielding results. So if you’re going to fish, fish. It’s all about being out there, being active and being consistent. Too many advertisers today (especially smaller advertisers) are reluctant to commit to marketing and prefer to rather experiment by putting their toe in the water to see if their efforts yield bites. Invariably they are disappointed, advertising is not a short-term thing. If you want results, advertise consistently and commit to the long-term. Get your hook in the water and leave it there.
Equip yourself with the right tools.
Don’t use a lure where a fly would work better, suss out the landscape and see what’s working and what’s not. If you’ve advertised on billboards for years and the phones are not ringing, try another tack. Try advertising in magazines or advertise on TV if your budget allows. Maybe advertise on street pole posters, as with fishing, circumstances change. It is imperative that you keep your pulse on what’s happening out in the market. As a marketer, you need to keep trying new angles. The angler will attest to this. What might work one day may not work another day. Nothing should be cast in stone, be innovative and open to new ideas and technologies.
Fish where the fish are.
This is an old adage, but it’s a truism. Why fish in waters where are no fish? It’s all about positioning yourself correctly. Be in the right place and research the consumption habits of your target markets. If your research shows that they listen to the radio, advertise on radio. If they’re rural, get your brand onto billboards, on taxis and maybe buses. If they use the internet, market your brand online. Whilst advertising is not an exact science, there are tools than can steer you in the right direction. Gut feel is also important. Fish where the fish are, not where you’d like them to be.
At the end of the day, an effective marketer needs to be like a seasoned fisherman – committed, patient, persistent and open to trying new things. If you use the right tools, have your hook in the water and fish where the fish are, you will have a much better chance of moving product and getting your brand awareness to where you’d like it to be.
