“Give a man a fish and he’ll eat for a day. Teach a man to fish and he’ll eat for a lifetime.” Wandering angler and marketing expert Sean Hickey will show you five key rules of marketing … and fly fishing. You’ll take away theories you can apply to your own marketing programs and challenges to make your programs more efficient and more effective.

1. pwb marketing communications
Go Fish:
Customer Attraction
10 December, 2013

2. “Give a man a fish and you
feed him for a day.
Teach a man to fish and you
feed him for a lifetime.”

3. My Background
• Sean Hickey
Chief Operating Officer
PWB Marketing Communications
• Over two decades of
marketing, communications,
and sales experience
• Central Michigan University
• B.A.A. Communication, English,
Business, etc.
• M.A. Business Communication
• www.linkedin.com/in/seanahickey/
• www.getout1.blogspot.com

4. Five Rules of Fly Fishing
• Fish Where the Fish Are
• Big Fish, Big Bait
• Try Something Different
• It Always Happens When
You’re Least Attentive
• Remember to Look Around Once in a While

5. Fish Where the Fish Are
• Seems obvious, right?
• How do you find
the fish?
• Ask people
• Use online resources
• Start where you’ve had good luck before

6. Big Fish, Big Bait
• An old saw in fly fishing
• Ultimately, it’s about throwing
them something that makes
the risk involved worthwhile
• If I respond to a marketing
message, I know I’m entering
a sales dialogue, so make it
worth my time

7. Try Something Different
• Do you want to eat the
same food all the time?
• Fish don’t either
• Nor do your prospects
• Consider this for:
• Your creative
• Your offer

8. It Always Happens You Least Expect It…
• Fish know. Somehow
prospects do, too.
• The more you can
automate the process,
the better
• You can’t make a prospect appear
when you want them to; be ready
• Never forget sales enablement

9. Remember to Look Around You
• “Steelhead live in
beautiful places.”
• If you’re micro-focused
on your task, you
could miss out
•
•
•
•
Alternatives
Threats
Changes
Opportunities

10. Let’s Plan a Trip
• Where do you want to go?
• When?
• What will we fish for?
• What flies would attract
your target?

11. Let’s Plan a Campaign
• What is your product?
• What group do you want to target
• When?
• What are the defining characteristics of your
target market?
• What messages would attract these
prospects?

12. So Remember…
• Fish Where the Fish Are
• Big Fish, Big Bait
• Try Something Different
• It Happens When You
Least Expect it
• Remember to Look
Around Once in a While