Fly Fishing,    affta,    fly fishing industry,    iftd trade show

The Friday Fly Fishing Industry Follies (or, Stuff We Didn't Post Before)

By Tom Chandler 10/1/2010

Oddly, the fly fishing industry didn't grind to a halt while I was fly fishing in Montana (a pretty clear example of poor judgment), but time passes, another grain of sand falls, and because the fly fishing industry could frankly use the help, we're giving you the Underground's unique take on the Fly Fishing World in:

The Friday Fly Fishing Industry Follies


One Small Step for Blogging, One Giant Step For....

While I was battling the wind in Montana, Orvis quietly launched their OrvisNews.com group blog/media site.

Some laughed when I predicted that Orvis would continue to kick marketing sand in the face of the rest of the industry, but if you're still laughing, do this: Visit the newly remodeled Orvis corporate/ecommerce site, poke around their podcasts, fishing reports, conservation pages, social media and (now) their blog.

Then go visit the websites of the other top fly rod manufacturers.

Tell me which group represents 1999-era online marketing technology, and which offers something a bit more current.

No hurry. Take your time.

We'll wait here for you to return.

[waiting... waiting...]

Meanwhile, We See Two Radically Different Takes On The IFTD Trade Show

The IFTD trade show in Denver has come and gone, and as the flurry of gear stories dies down, the larger questions about AFFTA, the trade show and the industry remain - especially given the radically different take on the show offered by two industry blogs: Angling Trade and Wicked Outdoorsy.

Kirk Deeter of Angling Trade takes a decidedly glass half full look at the IFTD show, which he admits is one of the smallest in recent memory:

As with so much in fly fishing, managing expectations is the name of the game. And I think part of the good feelings after IFTD stem from many people having exceptionally low expectations going in. In truth, it was indeed a smaller trade show, at least compared to the past. It had lighter attendance. I talked to the reps who had 12 dealer appointments last year, and this year only had five. But I also talked to dealers who said the Far Bank business they wrote at the show was enough to justify their travel expense. I talked to manufacturers who opened new accounts throughout the country in the past few days. I talked to dealers from around the country who were energized about the prospect of regional and national "retailers associations."

The general perception I walked away with, was that the show was smaller in scale, but larger in "mojo." There was more action. There were also many innovative new products unveiled.

Meanwhile, the Wicked Outdoorsy blog was decidedly less enthusiastic about the IFTD Show:

Last week, two trade shows went down in two different places, spotlighting two different markets heading two different directions. The IFTD fly fishing show (where I was) brought a record low turnout for an industry trying to rally itself to the sleepy downtown scene of Denver. Though "optimism reigned" and "the quality of conversation exceeded the quantity of attendees", the aisles were pretty much full of carpet, and not much else. The fly fishing industry is battling to remain an industry -- that is, to not be sucked into the world of conventional fishing (ie, spin fishing) -- and is doing just about everything they can to remain pure, even if that means isolating themselves in a smaller and smaller ivory tower.

Later, he says:

But it is to say that the concept of a trade show for fly fishing is, and should be, on the chopping block. If a show isn't going to be supported by the bulk of retailers, or by the bulk of exhibitors, then it's just. Not. Worth. It.

Reading the two posts side-by-side offers a shortcourse in alien perspective (e.g. "more innovation" vs "less" innovation); one's written for a fishing industry trade blog/magazine while the other writer works across multiple outdoor industries (including several that are far, far bigger than fly fishing).

Once the gushing about the show subsides, what's left is the real question; is it relevant, or a waste of time?

Consolidation, Thy Name Is....

Ross Reels has been acquired by corporate giant 3M, and while we're saddened to report the press release reads like it was written by a PR drone ("The combination of the well-recognized Ross Reels brand products with 3M's Scientific Anglers branded fly fishing lines, reels, rods and accessories will allow 3M to better serve consumers and retailers...zzz...zzz...zzz"), the news might excite the Ross Fanboys in our readership.

(Industry Trivia Quiz: The Ross Reel Company was founded only an hour away from TU/Man Cave World Headquarters....True/False?)

Still, no fan of the Phillipson Fly Rod Company has yet forgiven 3M for buying Bill Phillipson's crowning achievement, then immediately shutting the company down, forever choking off our supply of affordable impregnated bamboo fly rods (and the best glass rods of the era [sniff, sniff]).

Sure, four decades is a long time to hold a grudge, but the Underground's blood runs heavy with Scottish && Irish genes; we never forget, and don't get mad so much as get even.

You better watch your ass, 3M. We're watching you.

See you outside the industry, Tom Chandler.

AuthorPicture

Tom Chandler

As the author of the decade leading fly fishing blog Trout Underground, Tom believes that fishing is not about measuring the experience but instead of about having fun. As a staunch environmentalist, he brings to the Yobi Community thought leadership on environmental and access issues facing us today.

21 comments
In effect, Orvis is becoming something of a media company, You just nailed it, Tom. That's the goal.
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Based on conversations I've had with a few fly fishing companies (admittedly two years ago), they're not so much convinced they're bigger than trends, they're mostly not really aware of them. How many times should I have to explain to marketing "professionals" at a trade show what a blog is?
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Patagonia does a great job of engagement marketing, though given that most of it is aimed away from the fly fishing world (they really need niche-specific content) - and they play in much bigger markets than fly fishing - I tend to avoid using them as an example.
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Another group to look at would be Patagonia. They have all the bells and whistles, although there does seem to be an assumption that if I like Patagonia fly fishing stuff, I also want to know about hard core skiing and mountain climbing... which I don't. Still, they have email, blogs, video, facebook and twitter... not to mention sponsoring projects and individuals (Ambassadors) all over the place ... more that creates a certain amount of positive coverage. I just wish they could get a better line on what I want to see... I am morally opposed to hiking unless there is fishing at the end of the hike... just like I am against running unless being chased by something.
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WII vs. PS. I have no clue. You have just surpassed my brain's capacity, and underwhelming desire to learn new gaming things.
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I think your “little, one-and-two-person clients” are more receptive, and nimble than companies who think they are bigger than modern marketing trends. I tell you what I am hearing about is “text marketing.” It may not apply to fly fishing, but HUGE.
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It's clearly changing, though you can't wholly discount the value of face-to-face meetings. Still, in an industry where independent reps are the norm, it's hard not to wonder how a trade show might justify its existence. And I'm on board with your idea, though wouldn't a Wii be better?
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I do find it odd that Orvis is the innovator and that so many other folks who you might expect to be out in front are so behind. I'm not really surprised. Orvis has always had a direct sales model in place, and if you want survive in direct, you really better stay on top of things. In their case, their email program is fairly sophisticated - no reason to think they'd overlook the ability to sell through ... more other channels. In my experience as a marketer, it's those selling via dealer channels who are often slow to respond to changes. What I don't understand is how my little, one-and-two-person biz clients have successfully built better online machines than big fly fishing companies... As for Facebook, I'm pretty cautious about it in markets like fly fishing (where the "average" buyer is 40-45+ in age). You're only talking to a portion of your customer base, and lest we forget, Facebook and Twitter are streams; email is more of an on-demand channel. Developing a Facebook presence prior to an email program is sorta putting the cart before the horse.
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I may be wrong, but what I think we have here, again, is the slow death of a 2oth. century phenomenon - the "trade show." Couple that death moan with the screaming infancy, OK youth, of internet sales and marketing in all its forms, and the next phase is blatantly obvious - online trade shows. Whoever has the most CGI wins! Anybody interested in partnering on this one? We could make it work with Play ... more Stations, so people could have the real feeling of holding a new rod or reel in their hands, 3D ... pure gold.
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I do find it odd that Orvis is the innovator and that so many other folks who you might expect to be out in front are so behind. I saw one rod companies blog that was buried deep on their site and is far from updated. Some of the companies like Costa or Sage are sponsoring efforts and projects that help get their name out there... Itu's Bones being the most recent example. I think Ross deserves a ... more little more credit for their whole Facebook presence. While it is VERY easy to put a page up, it requires a lot more to keep it going and to grow it and that is something they have done... contests, regular content, replying to questions and comments... someone was actually putting time into it. Of course, what happens now that they've been swallowed up by 3M is really the question I have... I'd wonder if that presence remains or if it goes away. I didn't go to the show... my blog makes exactly -$200 or so... yeah, it didn't pencil.
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However, other companies (such as Ross) are doing the same – check out their site and hit the Facebook button. Throwing up a Facebook site is a pretty pale imitation of what Orvis and a few others are doing. While Orvis has always had a good email program (none of the major fly rod companies can even be bothered), they're now also doing podcasts, blogs, and social media. None of the major rod companies ... more (save Orvis) even bothers with a basic email program (still the highest ROI online). None have anything remotely dynamic on their websites (no blogs, no podcasts, etc). And none are creating any kind of "branded" content (Scott Rods has blog posts from their "pro" staff, the most recent of which is dated... 2008). In effect, Orvis is becoming something of a media company, and if you want to see how it might work for a smaller company, take a quick look at Deneki, who has used largely non-traditional marketing to do well in a competitive market (their blogger junket resulted in a great deal of coverage). You didn't bother to show to make your own opinion so your listening to others? Actually, I reported the opinions of others, including one who was working hard to be positive. And I need to invest $1K attending an industry show just to write about it? And if we don't make it something by all joining together as one and supporting it, then yes, it will fail. I couldn't disagree more. Uncritical reporting and a general unwillingness to criticize within the industry are a part of the problem. If a few more people had been critical of AFFTA's direct assault on Furimsky's show, then the organization could have perhaps gotten off that ruinous path far earlier. There are plenty of other examples. At my first FFR show, an industry person told me the fly fishing world operated like a big, private club. It had some great members, but those who rocked the boat got frozen out. I think the time for that has passed. In addition, the "industry" won't fail; the weaker companies will. Given that at least one (and perhaps two) of the major rod companies wouldn't exist today without "vanity investment" from wealthy owners, I'd say the industry - which enjoyed easy growth during the boom years, but now faces a stagnant/shrinking market - has some big adjustments to make, not the least of which could be the manufacturer/rep/dealer model, which is showing a lot of cracks. Finally, I don't make the mistake of conflating the health of the industry with the health of the sport. I don't wish for anyone to fail or lose a job, but I also think joining hands and singing Kumbaya is a prescription for disaster.
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So where's my junket? Apparently blogger junkets are all the rage these days...
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Tom - always enjoy your posts. But... First, Orvis had the premier booth at the show - while they're footprint out west (or at least in rocky mountain west) is small, they are doing things that I admire. However, other companies (such as Ross) are doing the same - check out their site and hit the Facebook button. As far as the show, it was intimate - that's what I loved about it. You didn't bother ... more to show to make your own opinion so your listening to others? I would have been happy to get you pass if you really wanted it. The fact is, it's our industry. And if we don't make it something by all joining together as one and supporting it, then yes, it will fail. AFFTA has taken a turn on this show, and some of your 'big boys' will be attending in New Orleans next year. Hope to see you there, too. K
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Thanks for the mention, Tom!
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But only after they learn to do their timesheets and expense reports in Oracle and to upstream those quarterly reports and performance reviews.
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The Ross deal… a company of 75,000 and a company of 25… I'm sure they'll get along really well… that sort of thing always goes well, doesn't it? I'd expect nothing but synergistic, next-generation convergence structures to result...
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I was in the neighborhood of 12 when they were founded, and they were long gone by the time I moved here. Still, I owned several of the Ross Colorado reels - which I was prepared to make the centerpiece of the fleet - but Ross could never make the damned things work when wet. To their credit, they bough the useless things back.
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+1 on the cold sweat. I was part of one of those acquisitions, a couple hundred into 40,000 in the same business. Rather not repeat the experience.
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Don't ge me started about Corporate America. Sometimes, it feels like a truly horrifying post-Huxley novel. Big Insurance, Big Banking, and Big Corporations running everything from their corner offices on the 34th Floor. You don't make your quota and you are downsized or disappeared. I awaken in a cold sweat.
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ETNA? Whoa... that's crazy. Good beer there. I got a soccer ball to the face there playing goalie on a U-12 team and some kids tried to pick a fight with me in a tennis tournament in high school... those are the things I used to know about Etna. The Ross deal... a company of 75,000 and a company of 25... I'm sure they'll get along really well... that sort of thing always goes well, doesn't it?
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True, the original Ross reel was manufactured in Etna, CA - so how come you don't own 47 of them?
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