Yamaha casts presence at ICAST
At the world’s largest trade show devoted to fishing tackle, you can see the latest in gear for catching prized game fish from bass to bluefish. Manufacturers showcase new innovations, and thousands of industry reps are on hand to sell the goods. That show is the International Convention of Allied Sportfishing Trades, better known as ICAST®.
ICAST® is an ideal setting for companies supporting recreational fishing to cross-promote their brands. Yamaha Outboards seized that opportunity at the most recent show held during July in Orlando.
The logic is simple. Combining the presence of fishing and boating in a sales environment is a wise marketing move. At ICAST®, Yamaha reaped the benefit from product placement, branding on the show floor with by its pro staff and on the water at a show-related bass tournament.
The product placement continued inside the show, driven by the presence of Yamaha pros like Dean Rojas. The veteran pro angler wears the blue and white Yamaha brand logo on his tournament jerseys during competition and at promotional events.
Rojas’ fishing tackle and lure company sponsors had the Arizona pro fully engaged in booth appearances and meetings. That made him a moving billboard of sorts for Yamaha. Besides being one of the most successful pros on the Bassmaster® Elite Series tour, Rojas designs lures and is highly respected for his marketing savvy.
“ICAST® is a great platform for brands like Yamaha to cross-promote,” said Rojas, whose B.A.S.S.(R) career winnings are near the $2 million mark. “Brands have a greater footprint when they work together in such a sales-driven atmosphere.”
He’s right on the mark. ICAST®, along with the International Fly Tackle Dealer Show and the new Marine Accessories Pavilion, encompassed 650,000 gross square feet in the West Building of the convention center. ICAST® hosted 552 exhibitors in 1850 booths with an overall combined exhibitor count of more than 700 exhibitors.
“Although the statistics are impressive, it’s the business opportunities that those numbers represent that really help tell the story,” said Trade Show Director Ken Andres. “By partnering with the National Marine Manufacturers Association® on the Marine Accessories Pavilion, we expanded the show’s reach into the boating retail and media audiences.”
Yamaha-supported anglers also appeared at the ICAST® Cup, a bass tournament held during the show on nearby Lake Kissimmee. The event paired professional anglers with media representatives and other industry professionals. The tournament supported the Keep America Fishing campaign.
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Original Source: Sportsmans Lifestyle.com