Understanding Angler’s Motivations
People are drawn to sportfishing for a variety of reasons, many of which include escape, engagement, challenge, and relaxation. To the extent that recruitment/retention professionals, manufacturers, retailers, and other sportfishing organizations can recognize the unique angler personas and tap into their motivations, marketing and communication efforts will be more effective and efficient, driving increased sales and participation.
There is no such thing as an “average angler.” Using one message to reach all will seldom result in success. Refer to ASA’s angler persona research to become more effective in your marketing.
SAMPLE DATA
This study identified seven unique personas that comprise U.S. anglers. These angler personas, constructed around motivations to participate in sportfishing, span the demographic spectrum, have different levels of experience, and participate in different types of fishing. By understanding the core reasons why people fish, both state agency professionals and the private sector will be better equipped to maintain participation and sales.
