Media: Executive Summary

The media were overwhelmingly satisfied with ICAST 2003 with 29% indicating they were “very satisfied” and 66% indicating they were “satisfied” for an overall satisfaction rating of 95%! These are important folks to be speaking positively about the show and it will be important to provide media respondents with the results of this survey and to otherwise take advantage of this very positive response.

Interestingly, more than half of the media respondents rated selling advertising as important (29% rated it as very important and 27% as important). If the show decides to attempt to regulate ad sales it will be important to do so carefully and in conjunction with your media partners.

Of particular note—and marketing potential—is the fact that 94% of media respondents would recommend ICAST to manufacturers and 92% would recommend the show to fishing retailers.

Summary
The survey responses from exhibitors, buyers and media who attended ICAST 2003 were very positive. It provided valuable input and data on which to make future show decisions and to base future marketing and communications strategies.

The poor response from prospective attendees (those who did not experience ICAST 2003) was disappointing. In our view, this underscores both the challenge and the importance of communicating the benefits of ICAST. Such communication might begin with aggressive distribution and promotion of the results of these surveys—and the actions that will be taken as a result.