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Recruitment, Retention and Reactivation via Marketing
WAFWA 2020
License Revenue is UP in Tennessee!
License
Sales
We are up ~$2 million over last year
Georgia was Increasing for 5 years
Email subscribers up 150,000 this quarter
Retention and Reactivation Communications
~$874,000
REVENUE
Email and Text
Boaters with no fishing license $92,311 Revenue
Renew Your Boat and Save $38,336 Revenue
Targeted Lapsed to female, over 30, and millennials
email and text $128,548 Revenue
Geotargeted Lapsed featuring Nearby Places to Go $116,000
Targeting based on licenses/ages
GovDelivery and Texting Tips!
Over 2.5 million emails!
New, Cool Efforts!
New Email Efforts
Partnered with Academy to incentivize reactivation!
- Made $371,000 in revenue
- Will do this twice a year now
- Will include firearms/ammo in discount
- Will ask other retailers that are local to participate
Hunter Ed Grad Landing Pages and Communications
- Would have been successful with better timing
Partnered with Alabama and OnX
- AL got 150 new TN customers reactivated 382
- TN reactivated 1,403 people no new AL customers
- Repeating this process with Virginia in February
Digital Ads
Driving Revenue!
Digital
Ads
Ads only served to 18 month + lapsed or new
Digital Ad Verbiage Lesson
Terminology
Impressions - how many times ad was served
Conversions - number of times someone clicked through and purchased
Revenue - dollars of licenses purchased
Spend - amount agency spent on ads
ROAS - Return on Ad Spend - our return on our investment
Partnerships
Partners
State parks promo codes for refer a friend
cross referenced email list and using for lookalike audiences
Looking for more retail partners to give promo codes not just for reactivation - Gifts to help retain!
Tourism partnership focused on fishing and nonresidents
Future Looks Bright!
Future
Plans
- Refer a Friend is rolling out!
- R3 Coordinator and Plan
- R3 internal training
- More Targeted Lapsed Communications
- More partnerships
- GEOFENCING!
- Boat ramps
- Reservoirs
- Outdoor events
- Fairs
- Sporting Goods Stores
- WMAs