Pure Fishing gets new Prez, CEO
Recently named to the newly created role of President and Chief Executive Officer of Pure Fishing, Terry Carlson takes over for acting President, Tom Bedell, according to the Sioux City (Iowa) Journal
Carlson joins the Spirit Lake, Iowa-based company from his previous position as CEO of the Americas Business at Raymarine Inc., a global leader in marine products. There, he was responsible for international product management and strategy.
Prior to Raymarine, he held senior management positions at Black & Decker, Polaroid and Emerson Electric.
“Terry's background in the marine industry and experience with similar markets and customers served by Pure Fishing uniquely positions him to be the ideal person to take the reigns of the [company],” Bedell said in a statement.
Pure Fishing is a company that designs, produces and markets fishing tackle strictly for sport fishing. The company’s portfolio of fishing accessory brands includes: Berkley, Stren, Spiderwire, Abu Garcia, Mitchell, Fenwick and SevenStrand.
WinmoEdge spoke with Pure Fishing
representative Eric Naig about the company’s marketing strategy and its openness to working with agencies.
Naig said that Pure Fishing’s marketing mix is pretty broad and can range anywhere from traditional advertising like television and Internet, to grassroots activities and word-of-mouth via the company’s professional fishers and its public relations efforts. He said that word-of-mouth efforts are extremely valuable to the company.
Naig does not anticipate any radical changes in its marketing strategy now that Carlson has taken over as president and CEO. He said that Pure Fishing hopes to focus on building awareness for its brands, and not the company itself.
“We try to focus on marketing products that consumers would see,” he said. “I think there are always opportunities to create more awareness, but most of our brands are in the top one or two in awareness right now.”
Naig said that Pure Fishing works with a number of agencies and consultants throughout the world and said that the company would “absolutely” be open to proposals from agencies that would like to assist with project work or with brand awareness initiatives.
According to The List database, Minneapolis, Minn.-based Kerker has served as Pure Fishing’s print and broadcast agency of record since 2005.
In 2006, the company spent about $1.2 million on national advertising, according to Nielsen Monitor-Plus. $800,000 was spent on cable television, $400,000 was spent on national magazines and $30,000 was spent on spot television ads.
Come up with ways for Pure Fishing to target consumers via multiple media channels. Because the company utilizes a wide range of marketing, most agencies may find a unique opportunity to highlight individual specialties in each proposal. Agencies with grassroots experience may be able to further assist with more localized campaigns and sporting events as well.
Pure Fishing, Inc.
1900 Eighteenth Street
Spirit Lake, IA 51360-1041
Marketing Director for New Product Development
(712) 336-1520 / x. 8210
Chief Marketing Officer
President & Chief Executive Officer