AMERICAN TACKLE TEAM: ‘WE’RE ON THE LOOK-OUT FOR OUR NEXT WOW PRODUCT
American Tackle has become a standout success on the world stage not only for its much decorated MicroWave guide system, but also for a long line of innovations that have been given the Florida-based company’s unique marketing treatment.
The company’s top team is always on the look-out for the next big thing and believes it has the marketing experience and guile to transform any special product into a global success story.
Co-owner Joe Meehan says: “We are always looking for new opportunities whether we find them or they find us. We work very closely with our clients and value the input which helps us form a business plan with tactics and strategy. Turning wow products into sales is what we do.”
So, what is a wow product? “One that is unique,” says Meehan. “It has to be original and revolutionary in a way that may redefine how people fish. It solves problems and makes the life of an angler easier and his fishing experience better.
“The best ideas are the simplest. They make you ask the question, why didn’t I think of that? It offers a simple solution to a nagging problem.”
However, having a wow product is only half the battle. Getting it to market and ensuring that you have a strategy in place to make the most of the opportunity is crucial. That is where American Tackle comes in.
Meehan says that the MicroWave Guide System, which has won awards at fishing tackle trade shows across the globe, was no overnight success. He said: “When we embarked on marketing it, it was so foreign and controversial. It took time, but we left no marketing avenue untraveled.
“We hammered magazine advertisements and social media. We did casting demonstrations at shows, retail outlets – including Bass Pro Shops – fishing clubs and tournaments. We did them everywhere and anywhere we had a fishing audience. We won five industry awards, including Innovation of the Year at EFTTEX.
“We also got some of the biggest names in bass fishing to use them. Now you see MicroWave guides worldwide. Look at the list of ICAST’s best new rod and combo winners and runners-up over the last six years and most of them had our guides on them.
“It is no accident. There was a lot of hard work and a never-say-die attitude. We did such a fantastic job that we now have a lifetime exclusive on marketing the product.
“We have done a similar thing since taking over exclusive worldwide distribution rights for JigSkinz. We have tripled business in a year, but we are just getting started. We have a lot more planned for the product to boost sales.
“American Tackle has taken a world view on both products. With offices in the US, the EU and China, we can put it on the map everywhere and maximize its potential wherever the opportunity lies.”
Meehan adds that any new partner should have realistic goals and timescales. “Nothing happens overnight. It takes time for marketing to kick in and show results. A lot of time and money has to be spent before we see a return on our investment. We have to have a client that will let us do our thing and has trust in our methods.”
Co-owner Darrin Heim outlines the benefits of working with American Tackle. “When you do business with us, we are partners. When you do well, so do we. Nobody wants your success more than we do. This all sounds like a cliché, but it is true and we have a track record of successful clients and partners to show that the concept works.
“We have a long history in the tackle industry with a front row seat, experiencing first hand many great products, trends and transitions. That knowledge, along with our global vantage point, is what our clients have access to.
“There is also extensive marketing, design and development help that you will not find anywhere else. We also offer insight and know-how that comes with 36 years of experience in the industry.”