The Marketing-Fishing Analogy

Monday, July 13, 2009 | 9:45 a.m.

I just returned from a relaxing weekend of camping and fishing with my family. There is nothing like a getaway to spark creative thinking. Perhaps that is why on the drive home, random thoughts about the relationship between marketing and fishing kept flashing through my brain.

Think about it: Marketing and fishing have many similarities, in addition to the obvious, “trying to hook the big one.” Consider the following:

Know what you are fishing for. Every fisherman knows that he needs to know what he is fishing for. That holds true for marketing, as well. A good marketer knows what type of client or work is best for his firm and which type of work and what type of offer the potential client wants.

When fishing, you wouldn’t try to catch fish that you didn’t want, and you’d be prepared with the bait that interests the fish you do want. So why do many firms chase all kinds of work -- even the work that they know they don’t want to do and, furthermore, work that they have little chance of obtaining? That is tantamount to trying to catch brook trout with a deep sea lure.

As I have said many times in previous articles, spend some time understanding your firm, what makes it tick, what your people love to do and what skills they have to differentiate the firm in the marketplace. Just because you throw a hook in the water doesn’t mean you’ll catch what you want.

Preparation is key. One of the best fly fishermen I know spends time researching the type of bugs prevalent in the area he is going to fish. He knows their colors, what time of day they will hatch, their size, and he knows the seasonal differences of each bug. He has triangulated this information through local sources, guides and other fellow fishermen. I am always amazed that even when he catches a fish, he analyzes what it has been eating, to continually add information to his “fishing journal.” When he shows up to the lake or creek, he has the right equipment, the right bait and a general knowledge of the right time of the day to fish.

The best marketers know everything knowable about the prospect. She knows what the client is trying to achieve, what his “hot buttons” are, why he hires consultants, how he finances his work and when the best time is to contact him. She knows if the client and the work are a good fit for her firm, has spent time positioning her firm and knows how to make the best offer to the client based on sound research, not guesses. She has triangulated this information with friends and clients of the client and other consultants with whom the client has done business.

Exercise patience and persistence. When fishing, one needs to be patient. Being persistent is also essential if you want to catch a fish. Remember, catching fish is not a sprint. The same can be said for marketing. Marketing is more of an endurance race. One needs to stay focused and consistent to build a brand in the marketplace, and building the strong brand you want shouldn’t be rushed.

Once you hook one, you need to bring it in. The whole point of fishing is to bring one in, not just to get nibbles. This is true for marketing as well. Just as you wouldn’t confuse a strike with a fish on the line, don’t confuse leads with closes. It’s nice to get excited about opportunities, but don’t forget, closing the deal makes the difference.

Learn something from each activity. Every time you fish, you learn something that will make you a better fisherman. It may be how to tie a fly, how to cast better or how to prepare a fish dinner; you learn more each time you go out. The same goes for marketing. Evaluate every activity you do to see how you can perform better the next time. I believe you should ask clients why they selected you and also how you could present your company better next time. If you don’t get selected for a project, take some time to find out why and what you might do better in the future. The more you experiment and try new things, the more you will learn. Don’t be afraid to take a few risks in the name of learning.

I’d like to hear from you:

• Do you know which fish you are casting for?

• How do you find and qualify leads?

• Will you share your approach to market research?

Until next time …

Craig