Public Relations Wisdom from the Experts – Marty & Scott Glorvigen
Jan 21st, 2013 by OutdoorsFIRST
Modified Jan 21st, 2013 at 12:00 AM
When the Glorvigens, Marty and Scott speak, professional anglers listen. These dynamic public speakers, walleye tournament winners and champions, salesmen, business and website owners shared public relations advice at the 2013 annual National Professional Anglers Association conference.
 |
 |
|
|
From the opening sentence to the closing bell, the identical twin brothers repeated their number one and most important PR lesson, saying, “Nothing happens until you sell something.” This was learned during their quarter-century of fishing-industry business relationships as owners of Gemini, a consortium of numerous companies under their umbrella in Grand Rapids, Minnesota.
Marty said, “It used to be we found sponsors to help us go fishing. That’s changed. Now, our job as professionals is to help consumers make buying decisions.” He felt the term professional angler could be interchanged with “trusted promoter.”
When following the road to creating sales, the three-pronged promotional approach is to work for the client (which is the sponsor) by showcasing products and influencing sales. Pros must excel at tournaments, guiding, doing sport shows and in-stores, radio interviews, club meetings, seminars, etc. “In all cases, emphasize critical content when working with the media, on Facebook or in e-articles, and project unbiased, relevant, helpful, how-to information,” he said. “Both clients (sponsors) and consumers want content that meets their needs.”
As pro anglers working for a client (sponsor), pro anglers must help with sales. On the consumer side of the equation, pro anglers must help in making buying decisions. “The number one reason pro anglers lose clients (sponsors) is due to service that did not meet their expectations,” Marty said. Good service enhances the product. Poor service mutes a good product. “People won’t accept bad customer service or bad content,” he said.
As PR practioners, pro anglers have a job that consists of:
Introducing people to the sport of fishing;
Addressing the products that will suit their needs;
Weave the client’s products into the mix.
Listening to the Glorvigen’s presentation and knowing of their success was highlighted by an example of what they have been doing since they opened their doors, “Great service providers know the customer’s needs are always changing and they anticipate the change before the customer sees it. That’s your job as a promoter.”
Marty said, “Your customers will become emotionally connected when you exhibit attitude, integrity, trust and knowledge.” Gaining the customer’s confidence can best be accomplished via an attitude of determining the who, what, why, where, when and how and responding to their concerns and questions. Integrity consists of two parts – yours and theirs. Trust means being true to ourselves and true to others. Knowledge of product, customers, competitors and the market, coupled with excelling what we’re good at is essential.
Their presentation concluded with the key lesson they’ve learned over decades in this business, “The hard part of fishing is to promote, be professional and sell.”
Websites: G2Gemini.com and Wired2Fish.com.
The NPAA is a non-profit organization focused on growing the sport of fishing and increasing the professionalism of its members. Supporting Partners include: Advanced Tex Screenprinting, Cabela’s National Walleye Tour, The Walleye Federation, Evinrude Outboards, Fishouflage, Frabill, Plano, Great Lakes Sea Grant, Lund Boat Co, Mercury Marine, Milwaukee Muskie Expo, Navionics, Optima Batteries, Outdoor First Media, PK Lures, Pure Fishing, Ranger Boats, Skeeter Boats, The Next Bite, The Reel Shot, U.S. Forest Service, Wildlife Forever, Worldwide Marine Underwriters, Yamaha Motor Co., Arrowhead Promotion and Fulfillment, Bait Rigs, G2-Gemini, Kingfisher, Liddle Marketing Company, Motor Guide, Mutual of Omaha, National Fleet Graphics, Northland Fishing Tackle, Oahe Wings and Walleyes, Off Shore Tackle, Pasha Lake Cabins, PK Lures, RDM Insurance Company, Simms Fishing, SmarTech Inc., Warrior Boats, High Tech Fishing, Financial Planning Services, Lowe Manufacturing Co Inc, and O2 Marine Technologies Inc. More NPAA annual conference, member and association news can be viewed at www.npaa.net.
Pat Neu: NPAA headquarters – (920)856-6151
National Professional Anglers Association
8410 Curve Rd.
Forestville, WI 54213
Phone: (920)856-6151
Fax: (920)856-6953
E-mail: [email protected]
Web: www.npaa.net