the digital marketing plan of a fishing tackle brand in the uk angling direct

Executive summary This report will propose the digital marketing plan of a fishing tackle brand in the UK,"Angling Direct".. The second part is a situation analysis that will provide a g

UNIVERSITY OF NORTHAMPTON

SCHOOL OF BUSINESS

-*** -FOREIGN TRADE UNIVERSITY

-*** -PROJECT ASSIGNMENT

Module: DIGITAL MARKETING

Code: MKT3039

ASSIGNMENT 1

Executive summary

This report will propose the digital marketing plan of a fishing tackle brand in the UK,

"Angling Direct" The report includes seven main parts The first part - Introduction will introduce an overview of the company and the impacts of digital marketing on online shopping The second part is a situation analysis that will provide a general analysis of the fishing tackle industry in general in the UK, the company's customers and competitors Besides, there is analysis of the company's current situation regarding social media sites and the TOWS matrix Parts three and four cover the goals the company will achieve in 2024 and the strategy to achieve those goals Strategy includes two main parts: segmentation and targeting The next section is detailed information about the company's campaigns and the ways and resources to control the campaign implementation process Finally, there is an assessment of the future development of the business after implementing the campaign according to the recommendations

TABLE OF CONTENTS

1 Introduction 4

2 Situation analysis 5

2.1 The fishing equipment industry 5

2.2 Customers 6

2.3 Competitors 7

2.4 Company analysis ( Examples are from Angling Direct Youtube channel ) 7

2.5 TOWS matrix : 10

3 Objectives : 12

4 Strategy : 13

4.1 Segmentation : 13

4.2 Targeting : 13

5 Tactics and actions : 14

5.1 Campaign “FISHING WITH ANGLING” : 14

5.2 Scan QR code to receive gifts : 15

5.3 Email and SMS Marketing: 15

5.4 Action plan : 16

6 Control : 17

7 Future Development 18

1 Introduction

In today's modern world, the Internet is becoming increasingly explosive From the beginning of 2024, there will be about 5.04 billion people, equivalent to 62.3% of the total population worldwide, using social media ( Statista, 2024 ) Social networks have a huge impact on businesses in promoting, marketing and selling their products It brings convenience, more choices and affordable prices to customers (Christian Wells, 2024) Using digital marketing not only helps businesses promote products but also attract customers, helping businesses improve and increase their sales Digital marketing helps businesses develop more internationally and save a lot of costs ( Rafiq & Malik, 2018 ) Furthermore, digital marketing also helps many customers feel more satisfied because it feels safer than traditional marketing (Alzyoud, 2018) This report will provide recommendations of a digital marketing plan for fishing tackle manufacturer Angling Direct The company was founded in 2004, when chairman Martyn Page felt frustrated about the lack of service and fishing tackle products in local stores (Anglingdirect, n.d) Angling Direct had its first superstore in Norwich and now has around 40 stores across the UK ( Anglingdirect, n.d ) The company vision is “provide encouragement, coaching, and support so that our customers have everything they need to get the most from their fishing regardless of their background or abilities” (Anglingdirect, n.d)

2 Situation analysis

2.1 The fishing equipment industry

Fishing shops in the UK are often mainly small local shops, operating as family businesses, turning their passion for fishing into their job ( FTR Industry Wire, 2019 ) Since 2011, fishing license sales in the UK have plummeted by 40% and many small businesses without enough resources and determination have fallen into losses ( FTR Industry Wire, 2019 ) However, people in the UK are experiencing an increase in demand for quality fishing equipment ( Statista, 2023 ) According to estimates, the revenue of the fishing tackle industry in the UK will continuously increase from 2024 to

2028 (Statista, 2024)

2.2 Customers

Consumers in the UK tend to increase their demand for quality fishing equipment and services because of increased interest in outdoor recreational activities (Statista, 2019) Consumers are increasingly aware that online shopping will make products more affordable and accessible ( Mintel, 2023 ) Search engines and product lookups that are increasingly popular in the UK such as Google or international e-commerce platforms such as Amazon will help consumers save time as well as shoppers can be more proactive

in shopping Select delivery date Besides, with the development of the Internet, consumers can update policies or new products of fishing tackle manufacturers such as Angling Direct

2.3 Competitors

The positioning map above shows the main competitors in the fishing tackle manufacturing and distribution industry in the UK market It can be seen that Angling Direct's main competitor is Go Outdoors Both companies provide fishing products such

as fishing rods and fishing reels However, the highlight of Angling Direct compared to its competitors is the variety of fishing products, they provide a full range of tools for

each different type of fishing Not only that, Angling Direct is also built not only as a fishing store but also as a place where people with the same passion bond and interact with each other ( Martyn Page, n.d )

2.4 Company analysis ( Examples are from Angling Direct Youtube channel )

Link : https://www.youtube.com/@AnglingDirectTV

● Response time: approximately 2 to 4 days

● Customer reviews: Angling Direct has more than 64 thousand subscribers on Youtube, however their videos do not really achieve a high number of views, only about 3.3 to 9 thousand views and some videos reach 20 thousand views

● Communication with the consumers: Angling Direct always tries to respond to viewer

comments for the purpose of connecting and building relationships with potential

customers

● Social media platform figures:

Facebook : around 2.4K followers ( Facebook )

Instagram : 117K followers (Instagram)

X : 14K followers ( X )

Youtube : 64.4K subscribers (Youtube )

2.5 TOWS matrix :

● Have reliable raw material base

● There are chains and many agent facilities - places to sell and market products

● Well-skilled workforce through training courses

Weaknesses :

● There are some gaps in the range of products delivered to the market

● A clear and complete product marketing plan has not been determined

● There is no prominence in researching new technologies

Opportunities :

● Customer data from online

platforms

competencies from a team of

qualified staff create

opportunities for success

SO Strategies :

● Use money and raw materials

to reinvest and expand development scale

● Use customer data to increase your ability to reach customers online or offline

WO Strategies :

● Promote product research and development with a highly qualified team to overcome the lack of product diversity

● Stable free cash flow provides

opportunities

● Promote the research and development process of new products with a team of experienced and highly qualified staff

Threats :

● The widespread distribution

of companies producing

counterfeit

● Raw material prices increase

due to external impacts such

as war,

● The change in customer

purchasing behavior, shifting

to offline shopping

competitors in technology

development

ST Strategies :

● Agent store chains promote sales to compete directly with companies that produce counterfeit goods

● Develop both online and offline sales equally to match customer buying behavior

WT Strategies :

● Produce and distribute more quality products at affordable prices to compete with counterfeit and counterfeit products

● Focus on development in researching new product technologies

3 Objectives :

● Currently, the number of subscribers on the company's main Youtube channel reaches more than 60 thousand people and however the number of views is quite low The brand's first goal is to develop more content to increase interaction and reach 100,000 subscribers

in December 2024

● To increase conversion rates and customer purchase rates, companies need to have a strong online presence on the Internet The company must have more interaction with people, proactively respond to customer comments on social media channels more often and regularly

● Use Email and SMS marketing to connect and send customers discount and customer appreciation programs

4 Strategy :

4.1 Segmentation :

To have a successful foundation for a commercial campaign, the company needs to identify target customer files The company will identify customer files that are fishing enthusiasts in segments such as freshwater anglers, saltwater anglers, fly fishermen, and ice fishermen, in addition to those who often use the Internet This helps brands understand needs and preferences, thereby determining customer purchasing behavior, helping to increase customer conversion rates Besides, the company will focus on developing the Youtube channel because it brings the most intuitive view of the product

to customers

4.2 Targeting :

The company will continue to focus on researching, manufacturing and distributing high quality fishing tackles, while still providing customers with affordable prices The company will create a campaign called “Fishing with Angling” The campaign must help the company increase interaction with customers both offline and on social media platforms It also contributed to building the UK fishing community, changing people's perspective on sport fishing In addition, to increase purchase conversion rates from potential customers, the company will send customers discount codes via text message

5 Tactics and actions :

5.1 Campaign “FISHING WITH ANGLING” :

The company will launch a campaign called “Fishing with Angling” Angling will encourage customers, when purchasing products from the company, to record the process

of fishing and using the product, then post it on Youtube with the hashtag

"#fishingwithangling" for a chance to receive rewards at the end of each month This will help the company have the best interaction with customers about the experience when using the product, thereby receiving feedback and suggestions to overcome shortcomings Furthermore, this job also helps the community of fishing enthusiasts from all over have the opportunity to exchange and share experiences The company will select the winner based on the total number of interactions such as likes, shares, comments, , and have the opportunity to receive different gifts at the end of the month In addition, the company also launches a prize-winning program for customers who make purchases at the store Lucky winners will receive rewards every quarter according to company regulations

“Fishing with Angling” plan:

After purchasing fishing tackle products from Angling, while fishing, customers must record the process and upload it to Youtube tagging and attaching hashtags as required by the company The company will provide requirements for images or videos and what they expect from customers such as time, video length limits, rewards for winners and criteria for selecting winners Besides, the company also needs to create an official announcement on their website to send campaign information to shoppers

Message example:

"Hello customers! From April 1, 2024, we start a new campaign called “FISHING WITH ANGLING” that takes place regularly every month To participate in this program, after purchasing at the store or Angling Direct's website, you just need to post a fishing video with Angling's fishing tackle on Youtube In addition, we have some requirements on the

quality of the contest video (minimum full hd 1080p) and time limit ( minimum 2 minutes per video) To participate in this contest, you need to subscribe, follow and tag us

in your entry and attach the hashtag “#fishingwithangling” Every month, the company will choose a winner to give prizes and have a chance to receive a 50% discount coupon for your next purchase! ”

5.2 Scan QR code to receive gifts :

Products sold and distributed by Angling Direct will be accompanied by a QR code Step 1: The company will create an article and pin the article at the top of the company's main Facebook page

Step 1: Customers order online at the website, through the company's social media pages

or buy online at the store

Step 3: Scan the QR code attached to each product to go to the company's Facebook page Customers will choose any lucky number and need to leave a comment in the form

"name - phone number - number" to enter the prize

Step 4: The company will conduct a lucky draw based on these numbers on the 15th of every month and the rewards for lucky people will be fishing products and discount codes

5.3 Email and SMS Marketing:

Angling Direct should develop text marketing with its old and new customers This will help the company interact with customers, grasp their needs, preferences, and shopping behavior The company will send messages to customers to notify about current and future events such as promotions, discount events, customer appreciation events or announcements about the release of new products The company has an email registration section to receive information on the main website

However, the company will have to create an additional section for customers to register with a phone number because it may bring more convenience to some customers Furthermore, to increase customer data, the company needs to request more information

to determine the buying habits and behavior of old customers and the needs of new customers

5.4 Action plan :

“ Fishing with Angling ” campaign Youtube Internal team

Page summary information from QR code Website Experts of website design

6 Control :

Angling Direct needs to control and review the conversion rates of all goals and campaigns to see if they are delivering results by the end of 2024 The company needs to organize internal meetings to discuss problems that may arise during the campaign and then come up with contingency plans In addition, meetings need to be held with the company's leadership to calculate resources such as human resources or the company's finances

UGC strategy ● Check if the consumers are entering the “

Fishing with Angling ” campaign

Scan QR code to receive

gifts

● Check the total number of purchases and scan the

QR code to receive rewards

● Must ensure that the information provided by customers is valuable to use

Email and SMS marketing ● Check the number of subscribers to receive

information via SMS and Email

● Carefully draft notices before sending them to customers