RBFF: Awareness of ‘Take Me Fishing’ campaign at all-time high

A new study released by the Recreational Boating & Fishing Foundation (RBFF) reveals that awareness of its Take Me Fishing brand logo is higher than ever, with recall up to 52 percent from 43 percent a year ago.

Brand awareness among lapsed anglers took the greatest leap, increasing in one year from 10 percent to 40 percent, with brand awareness across all groups holding steady above 40 percent. The study tracked the campaign’s gains through different media channels used to reach audience groups, including TV, print, online and social media. The study also confirmed that adults are far more likely to fish if they fished when a child.

“This study is great news,” said RBFF President and CEO Frank Peterson. “The fact that brand awareness, intention to go fishing and intention to go fishing from a boat have each increased by 20 percent since 2010 tells us that in only five years, the Take Me Fishing campaign has become a recognized part of our target audiences’ lives. Our efforts are having a big and positive impact on consumers’ plans to go boating and fishing.”

KEY FINDINGS:

• Awareness of the Take Me Fishing logo increased across all audience groups.
• Awareness of the Take Me Fishing logo increased to 52 percent from 43 percent in 2014.
• Awareness of the Take Me Fishing brand has grown from 10 percent in 2010 to 41 percent.
• Lapsed anglers’ brand awareness and logo awareness increased the most of any group’s, from 10 percent in 2014 to 40 percent in 2015, and from 32 percent to 47 percent respectively.
• Awareness, recall and influence levels were high across all media.
• Social media efforts yielded levels of awareness similar to other media strategies.
• The highest sources of Take Me Fishing brand recall were TV ads and internet/online ads.
• 20 percent of those who used social media outlets of any kind within a month of the survey recalled seeing one or both of the campaign’s hashtags, #FirstCatch and #FirstCatchSweeps.
• The number of respondents who expressed an intention to fish in the coming year increased over last year, from 74 percent to 82 percent. Intent to fish from a boat increased from 65 percent to 71 percent.
• Print ads and online banner ads had the greatest impact on intention to go fishing and to go boating for the purpose of fishing
• The experience of fishing as a child is by far the strongest predictor of intention to fish as an adult (91 percent of adults participants in the target audience reported fishing as a child), good reason to urge today’s anglers to take their children fishing.

The study was based on a survey of 1,160 adults, including lapsed and occasional anglers, along with the Take Me Fishing campaign target market segments, “Family Outdoors” (who participate with family members), and “Outdoor Enthusiasts” (who participate alone or with others to build expertise and enjoy the outdoors).

For more information, download the full report.