Nothing cranks the volume up to 11 in the fishing world like a monster-sized catch.
Companies can spend thousands of dollars on advertising, TV commercials and sponsorships though still without ever equalling the impact of a single photograph of a trophy class fish, writes Erick Arnoldson, VP Sales at Livingston Lures.
Adds Arnoldson: “There is an undeniable gravity felt when a fish picture makes your jaw hit the floor. No advertising campaign, regardless of how well concocted and executed, can compare to the organic spread of the photographic endorsement of a mammoth specimen of any targeted species.
”Companies in the angling industry know the impact of trophy catches. All you have to do is read the ads and packaging. Catch phrases adorn their boxes claiming that their product will help the anglers catch more and bigger fish.“Companies in the angling industry know the impact of trophy catches. All you have to do is read the ads and packaging. Catch phrases adorn their boxes claiming that their product will help the anglers catch more and bigger fish.
“This constant barrage of corporate hype and worn buzzwords, coupled with claims of a lure being the latest and greatest, is never-ending. It doesn’t take long to realise that you could set your watch to this cycle. As sure as Winter gives way to Spring you can rest assured that the sales rep from one of the big fishing companies will come knocking on your door to sell you the latest and greatest lure.
“After enduring year after year of this cycle, you have to come to your senses and ask serious questions. What happened to the last lure that was supposedly amazing and produced trophy fish? Why aren’t my sales reps or customers asking about it?
“If a lure is allegedly producing astronomical results, why would it fall along the wayside or be discontinued? It doesn’t take a degree from Cambridge to see what is happening repeatedly. Products hyped with flashy marketing are dumped on distributors and buying groups and then end up gathering dust on store shelves because they don’t produce.
“These companies and their sales reps can ‘talk the talk’ but their products can’t ‘walk the walk.’ No amazing fishing lure that was truly revolutionary came out of some corporate think tank.
”Here at Livingston Lures, we keep things completely organic. Some stuffy corporate committees don’t approve lure designs, they are tested and critiqued by the best anglers in the world before ever reaching production.
“The professional angling staff at Livingston Lures whose combined accolades would take eons to list, spend countless hours on the water testing and perfecting each lure. These guys don’t wear a dress shirt to work or have a degree in accounting – they catch trophy-class fish around the world constantly and consistently.
“So, while other companies use hype and buzzwords in an attempt to steer our thoughts to ‘big fish’, Livingston Lures makes sure our hype matches the photo optics. Our best marketing has been and always will be angler results.
“Countless trophy class fish of all species speak the loudest and the proof is in the net. If you’re serious about your bottom line and serious about delivering products for anglers, start working as a partner with Livingston Lures.”