BDC Advertising, Inc. has been the agency of record for the show for the past 5 years and in cooperation with the N.W. Ag Show management team has worked to log steady increases over those years.

To the full credit of the N.W. Ag Show management team has been their continued support and response to exhibitor and market needs. Last year, the N.W. Ag Show brought all their seminars and association meetings on-site with the show which has proved to be enormously beneficial to attendance and sales at the show.

For 2010, BDC Advertising was asked to expand the show’s advertising footprint which includes multiple insertions in some 29 publications, 4 radio stations and an online Adwords campaign. BDC was responsible for all media buys, creative, placement, website development, SEO, Adwords, radio scripts, remote broadcasts, PR, coordination and follow-up.

Even though the show closed just a few days ago, BDC and the N.W. Ag Show management team are already making plans for next year’s show with website updates underway, post-show PR and a top-to-bottom evaluation of show efforts and strategy.

BDC Advertising, Inc. was selected to develop, produce and launch a new website for Wilco that embraces all three divisions and shares the rich and important story of this proud Oregon company. The effort is intended to leverage new web technologies to better connect Wilco’s customers with the company and keep the market apprised of the companies deep product offering and services.

BDC was selected from a field of several and a final group of three after several interviews, submissions and a final presentation that detailed BDC’s tailored vision and thinking.

BDC is expecting to launch the site early this summer.

Last week we got our first real opportunity and went after him. Hooking him was fairly easy…I cast out a small plastic lure and he went for it with vengeance.

Once we were certain he was hooked up, the fight began. We had to break out the heavy gear for this one… bolt cutters, a 24ft aluminum ladder and several hundred feet of rope.

There was no way I could handle this guy all by myself. It took five of my closest friends over two hours to finally get him up to the boat.

Getting over the rail was the toughest part. He put up one heck of fight. Darn near broke the windows out and tore up the sides pretty good.

Thankfully, everyone understood what was at stake and never gave him an inch of slack to play with. With three lines firmly attached we finally got him into the boat and lashed down.

That’s when the fun started. Nothing like driving through downtown Lake Oswego at 10 AM on a Saturday morning with a 17′6” Great White shark in tow. The reactions we got were priceless. Actually had one woman convinced we caught it in the lake and recovered several small children and a Chris Craft from its belly.

This shark is destined to become the centerpiece of the offices of BDC Advertising, the company that manages many of the fishing and marine brands you all use on the water. Although, we have not yet confirmed whether Mr. Jaws will even fit in the lobby. It’s possible he could find a new home at Fisherman’s Marine.

Merry Christmas to all and to all a big fish.

BDC Advertising Vice President Trey Carskadon commented, “2009 was, by any standard, an exceedingly difficult time in the marine industry. Thankfully, all of our accounts survived, and in some cases, posted numbers that were well-beyond the average. We’re certainly not pleased by the results of 2009 but under the circumstances we’re bucking the trend. Looking ahead, there’s considerably less supply; fewer market choices; there’s some demand and encouraging late-season upticks in sales; financing should be more accessible; and in several markets there’s encouraging fishing and water forecasts that should help boating in a number of national markets.”

“We’re encouraging our clients to become resources for their area, create anticipation of upcoming fisheries and boating opportunities, be more visible and present in the markets they serve but to spend judiciously and leverage every bit of value-added performance in their marketing efforts. We’ll all have to continue to work harder and smarter but the rewards are there especially for those that can generate some growth and create some momentum going into 2011.”

Look for social networking platforms to blossom as dealers and manufacturers create broader and more productive online communities. Internet advertising will not replace print and other conventional advertising opportunities but will continue to expand and provide greater returns as the boating community improves its messaging, understands the opportunities and expends more energy in optimizing their presence in online forums and communities.

As dealers and manufacturers recover from 2009 they need to be mindful of differentiating them from their competition while working cooperatively and individually to elevate boating as a top-of-mind recreational pursuit. This can be achieved through cross-promotions, co-promotions, targeted PR and community involvement in customer-based fishing and water-sport organizations.

A number of marine-based businesses are shell-shocked and fail to recognize that this is an opportune time to capture market share. Boat customers want reliability, certainty, affordability and resources to guide them in their boat ownership experience. Those messages will resonate going into the show season. Promote affordability (for example) through cost-of-ownership analysis that ably demonstrates fuel savings, ease-of-maintenance and the benefits associated with dependable performance. As one manufacturer put it, “it only has value if you tell the market what you’re doing.” Don’t assume the market knows what you’re doing or trying to do. Tell them. Again, the biggest opportunity for growth in 2010 exists in taking market share. There are a number of marine-businesses that failed and those customers are looking for a home…give them a great reason to business with you.

BDC Advertising’s analysis of 2009 was spot-on as we worked with our client’s to reduce marketing expenditures by as much as 80% and initiate a number of in-season sales events and promotions that were creatively promoted through online programs and a variety of partner businesses and organizations. As indicated, the results were comparatively good as boating and retail customers moved to adjust inventories, balance their workforce with the workload and cut other expenses.

Our look to 2010 is brighter and demands some ratcheting up of marketing efforts and marketing mix. Still, staying conservative through 2010 and laying important groundwork for 2011 will be our push with our customers. 2009 is a stark reminder to always take full advantage of every dollar spent through proper planning, value-added opportunities, fluid and effective communication and purposeful/thoughtful approaches.

Okuma Fishing Tackle Corporation burst onto the scene in 1987 as a rod and reel manufacturer and has grown its market share and presence in the U.S. over the past 22 years. In 2010, Okuma will release its most advanced product selection to date, including the much-anticipated Makaira and Cedros series of saltwater reels, Serrano and Cayenne low profile bait casters and Trio series spinning reels. BDC Advertising, Inc. will be tasked with brand development, creative direction, media, promotions, ongoing website development and social networking efforts.

BDC Vice-President, Carmen Macdonald states, “We’ve been blessed to work with some of the most thoughtful people in this industry, and the management at Okuma is no different. They bring incredible energy and a commitment to innovation and leadership.”

BDC Advertising, Inc. is heavily invested in the sport fishing category with clients that include: Luhr Jensen, Lamiglas Rods, Maxima Line, Weldcraft Boats, Duckworth Boats, Caddis Waders and several other boat manufacturers, sporting goods retailers and boat dealers. BDC Advertising, Inc. also represents the Northwest Sportfishing Industry Association as their lobbyist in Salem, Oregon on a range of sportfishing and boating-related issues.

Alex Brauer, President of BDC Advertising, Inc. commented, “The timing could not be better. Okuma’s 2010 new product introductions are the most heavily researched in their history and will be fiercely competitive in the market. It’s an outstanding place to begin. We couldn’t be more pleased or thrilled with the opportunity and the prospects ahead.”

For more information please contact BDC Advertising, Inc. at 503-723-5723 or visit www.bdcadvertising.com