RBFF touts brand awareness in its target market

Awareness of the Take Me Fishing brand is at an all-time high, according to the Recreational Boating & Fishing Foundation.
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Awareness of the Take Me Fishing brand is at an all-time high, according to the Recreational Boating & Fishing Foundation.

Brand awareness among the RBFF’s family outdoors target market reached 88 percent — a 37 percent increase — while overall brand awareness increased from 41 percent to 64 percent, marking record highs in each category.

The 2016 Take Me Fishing campaign evaluation also showed increases in intent to go fishing or boating, brand influence and other categories.

“As an organization, our primary focus is on drawing new participants to fishing and boating,” RBFF president and CEO Frank Peterson said in a statement.

“In today’s environment, a strong brand is critical to successfully engaging your audience, and this study proves we are well on our way to introducing people to the joys of fishing and boating, therefore ensuring funding for conservation programs across the U.S.”

* The 2016 Take Me Fishing campaign evaluation shows:

* An individual’s intent to fish increased 10 percent

* 92 percent reported being somewhat likely or very likely to fish in the next 24 months

* Intent to fish from a boat reached 86 percent, a 15 percent increase from 2015

* Participants reported an intended increase in frequency of fishing in 2017

* Fewer individuals reported being less likely to fish in the coming year

* #FirstCatch is resonating well on social media — nearly half of social media users surveyed reported seeing the hashtag, a 19 percent increase from 2015

* All Take Me Fishing advertisements showed positive impact scores, with TV ads having the highest influence (88 percent) and relevance (87 percent) scores.

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