Marketing program brings boaters back
The Recreational Boating and Fishing Foundation (RBFF) has announced its 2016 Boat Registration Marketing Program brought over 50,000 lapsed boaters back to the water.
“A stable and engaged base of boaters is essential to the future of our industry,” says RBFF president and CEO, Frank Peterson. “Fishing is the number one activity done from a boat, so the successes of this program have a lasting impact on our industry and leads to valuable conservation dollars for programs throughout the United States.”
The 2016 program delivered direct marketing pieces to nearly 460,000 households in 18 states with lapsed boat registrations. Its impact resulted in:
- 51,376 registrations
- 10.97% average response rate
- $1.92 million in gross revenue, going directly to participating state agencies
- Over $152,000 estimated in Sport Fish Restoration and Boating Trust Fund dollars contributed via this program
As in years past, the direct marketing pieces encouraged owners of lapsed boats to re-register their vessels and included valuable resources, such as when and where to fish in their state.
To date, RBFF’s Boat Registration Marketing Program has reeled in a total of $8.02 million in revenue by bringing over 221,343 lapsed boaters back to the sport.
RBFF is a nonprofit organization whose mission is to increase participation in recreational angling and boating, thereby protecting and restoring the nation’s aquatic natural resources. RBFF developed the award-winning Take Me Fishing and Vamos A Pescar campaigns to create awareness around boating, fishing and conservation, and educate people about the benefits of participation.