The Recreational Boating & Fishing Foundation has released new research on multicultural audiences and their relationship with fishing and boating.
The research points to nuances between various audience groups and includes recommendations on how to better reach these audiences.
“The great news coming out of this research is that multicultural audiences represent a strong opportunity for RBFF and the industry to grow both fishing and boating participation by promoting them as a memorable and relaxing break from daily life that fosters family bonding,” said RBFF president and CEO Frank Peterson in a statement.
The study provides insight on how and where to reach multicultural audiences.
Takeaways on how to reach these audiences include using key influencers to help portray fishing and boating as fun; showing fishing as an activity that’s strongly associated with family; making fishing and boating more approachable by educating consumers through “dual language” and communicating this on social media, including on live chats.
The study recommended reaching multicultural audiences on social media, websites and streaming media; via word-of-mouth; by becoming more inclusive in their media and avoiding masculine and solitary imagery; and partnering with trusted community organizations.
Growth opportunities include making boating and fishing more accessible to multicultural audiences; using relevant messages and visuals that focus on family, nature and escape; keeping the recreations approachable through tutorials, information, conversations and live chat; and showing a diverse mix of anglers and boaters in all marketing efforts.
“The America we know is rapidly changing, making emerging audiences increasingly important to our 60-in-60 goal and the future of fishing and boating,” added Peterson. “Not only do we know who to target, but this study now shows us how to reach out to and interact with these customers.”
Carried out by Culturati, the research into multicultural audiences is the result of a survey of 800 individuals within target ethnic populations to better understand the needs, motivations, barriers and decision-making factors related to fishing and boating. The full report and infographic contain more details on the nuances of each multicultural audience segment and are available for free to all RBFF stakeholders.