Learning more about your customers: Gather intel on all the boating and fishing newcomers so your dealership can improve its messaging, content production and customer retention

What if there was a resource available to you that could better explain who all the new boating and fishing customers were? A way to learn more about them (gender, race, demographics, why they chose boating and fishing, what they do when they aren’t boating, and more), so you identify them to better develop loyal, lifetime customers?

Thankfully, the Recreational Boating & Fishing Foundation (RBFF) and Ipsos produced a survey and industry exploratory view of all the first-time participants to boating and fishing. The research project, “Casting a Wide Net: Identifying New Anglers and Boaters and Determining Tactics for Retention,” arrived in November 2020 with the multifaceted goal of learning more about all the newcomers to both recreational activities. Adding all the informative results to RBFF’s already completed Fishing & Boating Marketing Segmentation Study has helped produce a clearer picture of just who all these newbies are, what makes them tick in terms of their attitudes and motivations, and how they participate with both realms.

• Download “Casting a Wide Net” Report

Phase 1 included a quantitative survey to gather info to understand them better. It included 1,000 U.S. consumers and 500+ new or reactivated anglers and boaters. Phase 2 consists of a deeper “community” dive, one where consumers – specifically those Active Social Families (those motivated by being outdoors/boating/fishing) — were asked about their respective journeys, future goals and about gear they use/choose. The end result was a more well-rounded vision of all the new anglers and boaters, which is estimated to be around 17 million partaking in either boating and/or fishing during the summer of 2020.

• Watch the “Identifying New Anglers & Boaters and Determining Tactics for Retention RBFF State Marketing Workshop video

While I encourage you to download the report and take an exploratory look at these newcomers to boating and fishing, I’ll also share with you that RBFF has created an assortment of other viable and enlightening resources, including a snapshot infographic, that paints a clearer mental picture for you of these consumers.

From takemefishing.org, and entitled “10 Facts About America’s Newest Anglers & Boaters,” the infographic (also available as part of the Get On Board Toolkit) reminds us that many Americans, comprised of all walks of life, chose to fish and boat as a way to responsibly enjoy the outdoors and soak up the nourishing benefits included with both recreational activities during the global pandemic. Here are the facts!

1) This past summer was huge for new participants, who have the potential to drive both activities. We’re talking millions of them!

2) Newcomers, sure, but they are the most numerous group in both pursuits. Younger. Family. Fun. Interactive. AND with a unified voice! Well, you get the idea.

3) They started angling and boating because life changed for many Americans. More time on their hands, inspiration from family and friends and ads. It’s one thing to look at boats and fish on a phone, it’s an altogether different thing to actively participate and take your own photos of these things!
 4) All about the bennies! With additional spare time, a hankering for freedom and adventure, people realized both boating and fishing have their advantages and benefits, contributing to a more wholesome life.

6) Fishing and boating trips morphed into adventure outings, trips that included other recreational equipment like walking sticks, bikes and even RVs and tents.

7) What appeared to be a path to nowhere has grown into a major tributary for both endeavors. Where newcomers used to see deterrents, they now saw opportunity to learn and experience life differently whether on shore or on the water.

8) So, 90 percent of anglers and 94 percent of boaters envision their future to include time on the water. You don’t want to miss out on opportunities to connect with this sizable group of enthusiasts.

9) Devoted and determined. Just because they’re fresh and have to learn new skills long-time fishing and boating vets already know doesn’t mean they are committed. They want more time on the water and seek to improve their knowledge.

10) They need your help with No. 9. Maybe it’s building freshwater fishing tips or boating safety classes for your new customers. Heck, even creating opportunities for them to join social outings on the water (fishing derbies or boat parades) is a way to build trust, camaraderie and expertise.

It’s a wise decision (investment) to interact with, study and understand the largest segment in boating and fishing. And resources exist to help you comprehend, recognize and connect with them, so you are able to retain customers by safeguarding their experiences to preserve boating and fishing for years to come. Check out the Get On Board Toolkit for more customizable retention tools to engage with your customers.