Serious about the US market? Then you have to be at ICAST
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Halco Tackle Company has been making a round trip of over 18,840 miles from its home in Australia to the US for 20 years – bar two missed years during COVID – to attend the world’s largest fishing tackle trade show.
And the reason for the huge effort and expense is simple, according to the company’s Tim Carter, Global Sales & Account Manager. He told Angling International: “If you are serious about breaking into the USA market you have to be there. It’s that simple. The market is huge and to have a meaningful presence there is very important to us.”
Since its formation in 1950 Halco Tackle has established itself as Australia’s foremost lure manufacturer with markets across the world. “Essentially, we go to ICAST to show our new season products to our dealers and distributors and, of course, in the process, build Halco’s brand awareness in the US.
“The company turns 75 this year and the US is a market where our brand awareness was not particularly strong. However, thankfully this is changing rapidly and attending ICAST has certainly helped in achieving this goal.
“We have enjoyed some great ICAST shows in the past and are looking forward to attending this year’s event in Orlando as we believe this one will be no different.”
Carter believes creating awareness of Halco in the fiercely competitive US market is the company’s greatest achievement at the show. “It has been a long, hard slog for us, but these days we regularly have people who come to us and say how much they like the product and what they use it for – as a lure manufacturer that is very important to us.
“During ICAST we have inked distribution deals not only in the USA but for other countries as well, which is obviously great for us and demonstrates the global appeal of the show. We have also negotiated placements within large tackle dealers and chains within the country.
“We have had some great success building the brand in the USA, but there is a lot more to be done. Building a brand there as an overseas company takes time and patience and ICAST is an integral part of that process.”
