Neuse Sport Shop and Shimano Win Water Works Wonders Awards
for Leadership
by
Janet Tennyson
The American Sportfishing Association and the Recreational Boating and
Fishing Foundation teamed up today to recognize two industry
leaders with awards during the International Convention of Allied Sportfishing
Trades, or ICAST, at the Las Vegas Convention Center, where
more than 5,000 representatives of the sportfishing industry come together.
Shimano
American Corporation, headquartered in Irvine, CA, was named
the Water Works Wonders Fishing Manufacturer of the Year, and Neuse Sport
Shop of Kinston, NC, was recognized as the Water Works Wonders Fishing
Retailer of the Year. The two companies were selected for their
unequaled efforts in the usage of Water Works Wonders marketing materials
in support of the industry’s national outreach effort by that name.
The
awards were presented during the Chairman’s Reception the first
night of the ICAST show by Jerry Calengor, Executive Vice President of
Normark/Rapala Corporation, along with ASA President and CEO Mike Nussman
and RBFF President and CEO Bruce Matthews.
“What better place to honor two leaders from the fishing community
than among their friends and peers at the largest sportfishing
trade show in the world – ICAST 2004,” said Calengor, speaking
as ASA Board Chairman. “Shimano and Neuse have stepped forward
and put the Water Works Wonders marketing materials to use
in an exemplary manner to the benefit of their respective companies and
this industry. We
should all follow their lead,” he said.
Shimano, one of the most respected fishing brands in the world, has
incorporated the Water Works Wonders logo and imagery into
almost every aspect of the company’s marketing materials. Campaign
components can be found on the Shimano Web site, on the back covers of
their catalogs, on sales sheets, in print ads and throughout their special
publications.
Of particular note is the fact that the rod and reel giant is now using
the Water Works Wonders logo and Web site address on its
product packaging, including reel boxes, rod flags and product hang-tags. Some of
the Shimano reel boxes and clampacks also include the Water Works Wonders
images of family fishing. Campaign components on product packaging
is something that the RBFF has been promoting since its earliest days,
believing such usage to be one of the best ways for manufacturers to
leverage the consumer equity of the national ad campaign.
“Shimano is really making a push to get more people out there
fishing, “ said Steve Ferrera, the company’s Director of
Fishing Tackle Operations. “Since that is what the Water
Works Wonders program is all about, it seems only logical for us to tie
to it.”
“We’re hoping to do even more with the program this next
year. We’ll proudly put this trophy on display at Shimano,” he
added.
Neuse
Sport Shop is a 43,000 sq. ft. retail business located along
North Carolina’s
busy U.S. 70. The highway is one of the most traveled roads in
North Carolina as it is the primary route to the state’s popular
beaches and coastal fishing waters, including the Outer Banks.
Neuse
Sport Shop has been using the Water Works Wonders campaign
materials in a variety of formats over the last two years,
and was the first to incorporate the program’s free billboard artwork
into their highway signage advertising. They also feature the Water
Works Wonders imagery and messaging on the home page of their Web site,
and have found the customizable materials easy to use in their print
ads.
Russell
Rhodes, Neuse Sport Shop President, upon receiving the award
said, “The
imagery of the Water Works Wonders Campaign is on target with our customer
base. While being positive in its perception, it also shows the
fun and enjoyment of the sports in which we participate as we continue
in our 51st year of operation.”
“The Hispanic versions of our ads have given us a predicted boost
in traffic from our area's largest growing demographic and have also
served to express our professional approach to marketing our store. We’re
proud to be a part of the Water Works Wonders effort, and honored by
this award,” Rhodes added.
ASA staff members reviewed the RBFF entries and selected the winners. In
making the announcement, ASA’s Mike Nussman said this year’s
selection process was extremely difficult because several
companies were deserving of recognition.
Nussman specifically cited Zebco for putting the Water Works Wonders
logo on the packaging of one of the most popular reels of
all time, the Zebco 33. He also referenced the great support that
TTI Industries has provided by using campaign elements on
their unique Tru-Turn hook displays for retail.
Nussman noted that Pure Fishing and PRADCO continued their strong support
of the program, and that many other companies made first
time, but excellent showings in 2004. He also said that last year’s award winners,
Bass Pro Shops and Plano Molding Company, continue to be big supporters
of the program and users of campaign materials.
Examples of materials usage by Shimano, Neuse and the many other fishing
and boating companies can be viewed online at www.rbff.org. Click
on “Cooperative Marketing Program,” and then “Case
Studies and Examples.” Then, look under the heading of “Examples
by Organization” for fishing or boating, and select among the listings
of retailers, manufacturers and distributors.
The two Water Works Wonders “Fishing” awards have counterparts
on the “Boating” side. The Boating Manufacturer of
the Year will be named at the International BoatBuilder’s Exhibition
and Conference (IBEX) in October, and the Boating Retailer of the Year
is to be announced at the Marine Retailers Association of America (MRAA)
Convention in November. This is the second year for all of the
awards, and the RBFF intends to present them annually.
Water
Works Wonders is the name of the boating and fishing industry’s
national advertising campaign. Likened to the Dairy Industry’s “Got
Milk” program, Water Works Wonders promotes fishing and boating
as top of mind and unmatched leisure activities for family quality time
and connection.
The
RBFF is responsible for the Water Works Wonders program. The non-profit
organization was founded in 1998 after congressional action authorized
and provided funding for a national outreach effort to address the declining
trends in fishing and boating participation.
The Water Works Wonders ad campaign, including television, radio and
print, has already generated nearly three billion consumer
impressions since its inception only four years ago.
For more information about the RBFF, Water Works Wonders or the Water
Works Wonders Awards, contact RBFF’s Monica Powell at 703-519-0013
or mpowell@rbff.org.
