A new study released by the Recreational Boating & Fishing Foundation reveals that RBFF's Take Me Fishing brand and Take Me Fishing advertising continues to achieve high levels of awareness and is positively affecting decisions to participate in boating and fishing.
The study, based on an online survey, found that consumers who recall a Take Me Fishing print ad are more than three times more likely to intend to go fishing, take someone fishing or go boating for the purpose of fishing than consumers who do not recall the ad. In another analysis, the study scored Take Me Fishing print advertising 74.4 out of 100 on its ability to influence readers' decisions to go fishing in response to the ad's call to action.
“These are exciting results for RBFF and our stakeholders,” RBFF president and CEO Frank Peterson said in a statement. “They prove the Take Me Fishing campaign is positively affecting behavior and boosting participation. This coming year, we're expanding the campaign. And we're working right now on future ads to keep the campaign fresh, effective and motivating.”
The survey reached 2,000 people among three target groups: those interested in the outdoors, those interested in both fishing and boating and those known to have been exposed to the Take Me Fishing advertising campaign.
• Awareness of the Take Me Fishing logo increased in 2011 across all audiences and is up to 61 percent among those who are interested in fishing or boating, an increase of 16 percent from 2010.
• Brand awareness (measured by recall of the phrase “Take Me Fishing”) increased from 30 percent in 2010 to 48 percent in 2011, a more than 50 percent jump from 2010.
• Those who recall a Take Me Fishing ad, compared with those who do not recall the ad, are 3.6 times more likely to go fishing, 3.6 times more likely to take someone else fishing and 3.5 times more likely to go boating for the purpose of fishing.