Word: fishinger
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Carver came with immediate problems: Jacobs had to sell more boats in a soft economy. Among Carver's assets was Ranger Boats, which had been founded by Forrest L. Wood, a pine-tree- tall Arkansan in a Stetson who is pretty much the Paul Bunyan of bass fishing. Ranger, along...
To help promote fishing and thus boat sales, Jacobs bought Operation Bass, which ran many of those low-paying tournaments. But it too was struggling. He realized that since more than 50 million people fished, they didn't define a market subset. They were the market. "This group of people...
In Jacobs' analysis, the tournaments were small time because they had the wrong sponsors. The fishing outfits were great, but they couldn't pay all the freight needed to raise purses or produce great television. So Jacobs supplanted them with corporations such as GM's Chevrolet division, M&M/Mars, 7...
Beyond the hoopla was the naked quest for sales. And it turns out the bassfest was good business all around. Genmar, Jacobs' boatbuilding company, moved more boats; Ranger continues to gain share in a flat market. Wal-Mart, meanwhile, got a boost because fishing made its stores more attractive to...
The sponsors could see the knock-on effect too. Consider Fujifilm, the Japanese photo firm. Fuji hands out U.S.-made disposable cameras at every tour stop. Each camera can turn into two Wal-Mart visits--one to drop off the exposed film, the other to pick up the prints. Since...