The New Wave of Online Marketing: Empowering the Consumer with Useful Information
John E. Phillips 01.03.13
As the U.S. Fish and Wildlife Service and state Departments of Conservation and Natural Resources more intensively manage our wildlife and fisheries, in the not-too-distant future we’ll probably see an increase of quotas on game and fish to better manage those resources. Even today we are seeing seasons closed when fish and wildlife quotas are met. What is the best and quickest way to transfer that information from the regulating authorities to the consumer? How can we as responsible outdoorsmen know how close we are to reaching the quota limits for the fish we catch, and the wildlife we hunt?
I think in the future regulatory agencies will rely more on Internet daily outdoor newspapers to disseminate this info, to notify sportsmen as quotas are closer to being reached, and to tell sportsmen the day and the hour they have to stop hunting or fishing. Today already our state wildlife departments post the dates when tags will be available for sportsmen to buy to hunt different wildlife species and announce when fisheries are being opened and closed. Also, by using the Internet, harvest data can be sent in daily by sportsmen reporting the size and number of the fish and the game that they have taken, to give the departments of conservation better information and data to increase or decrease the number of days in a season.
When an outdoor company is overstocked with a particular item, it can advertise and sell that item on its website and in online outdoors newspapers, eMagazines, and a number of other Internet platforms. When a new type of fishing lure starts producing more fish than other lures do, a lure manufacturer can put a notice in an Internet outdoor newspaper or outdoor magazine about that lure and provide the information and possibly a video showing the consumer how to fish that lure to help anglers be more successful.
Our ability to get information and be entertained is changing drastically. For instance, I have heard reports of a hunter sitting in a tree stand and spotting a buck 100-yards away in thick cover. By using his cell phone, he can go to the Internet site of a call manufacturer and listen to the type of call he needs to use to get that buck’s attention and hopefully call him within range. Then the hunter can produce that call on his deer call. Or, if you’re on the water fishing, and the fish aren’t biting, you can go to some lure manufacturers’ websites on your cell phone, and get information on where to look for fish and what type of tactics to use to get those fish to bite. If you look at the weather report before you go hunting and fishing and see that a storm front is coming in on the day you’ll be on the water or in the woods, you can use your cell phone, go to the Internet, call up a map of your location, see that front moving in your direction and easily determine when you should leave the water or come out of the woods to avoid the storm.
The companies and the Internet platforms you depend on to get this type of information quickly will be companies you can rely on for other information to help you be successful outdoors. Reliable, always available, credible, and instant information about the outdoors and solutions to the problems and challenges that outdoor enthusiasts face are becoming more in demand. If your company wants to be one that consumers rely and depend on to provide this type of information, when they want it, where they want it, and with the delivery system they can use anywhere and at any time, your company will be one that has as much influence on their buying decisions as a trusted friend.
John, the 2008 Crossbow Communicator of the year and the 2007 Legendary Communicator chosen for induction into the National Fresh Water Hall of Fame, is a freelance writer (over 6,000 magazine articles for about 100 magazines and several thousand newspaper columns published), magazine editor, photographer for print media as well as industry catalogues (over 25,000 photos published), lecturer, outdoor consultant, marketing consultant, book author and daily internet content provider with an overview of the outdoors.
Phillips has been a contributor to many national magazines, has been affiliated with 27 radio stations across Alabama serving as their outdoor editor and wrote for a weekly syndicated column, "Alabama Outdoors," for 38-Alabama newspapers for more than 13 years. Phillips was Outdoor Editor for the "Birmingham Post-Herald" for 24 years. Phillips was also the executive editor for "Great Days Outdoors" magazine for 3 years.
The author of almost 30 books on the outdoors, Phillips is a founding member of the Professional Outdoor Media Association (POMA) and an active member of the Southeastern Outdoors Press Association (SEOPA). Phillips also is the owner of Night Hawk Publications, a marketing and publishing firm, and president of Creative Concepts, an outdoor consulting group.
Phillips conducts seminars across the nation at colleges in freelance writing, photography and outdoor education besides teaching courses in how to sell what you write to writers' groups. Phillips received his photography training as a still-lab photo specialist for six years in the Air Force. He was the chief photographer for Mannequins, Inc., a Birmingham modeling agency, for 11 years.
While serving as 2nd Vice President of the Alabama Wildlife Federation, Phillips was in charge of all press releases for the organization as well as serving as Chairman of Alabama's Big Buck Contest, which he founded more than 30 years ago. He also was president of the Alabama Sportsman's Association for three years.
Phillips is the recipient of a Certificate of Merit from the Governor of Alabama and the Department of Conservation for his work in the outdoor field. Phillips is vitally interested in the outdoors and travels the nation collecting personalities, stories and how-to information for his articles and features.
EDUCATION: B.S. degree from the University of West Alabama with a physical education major and a history minor.
EXPERIENCE: 10 years parttime and fulltime physical director for YMCAs and 34 years as a freelance writer, photographer, editor, book author, lecturer and daily-content provider for websites. Currently, Phillips is a field editor for Game and Fish Publications; serves on the editorial board of Grandview Media; is a regular contributor to 12 internet magazines and a daily content provider for 8 websites.
WRITING AWARDS: Runnerup - Best Outdoor Magazine Feature - 1981 - SEOPA; Certificate of Merit - Awarded by Alabama's Governor for writings on conservation; Most Outstanding Sports Writer in Southeast - 1983 & 1984; Best Outdoor Feature in Alabama, 1987 - Alabama Sportswriters' Association 3rd Place; Best Book of the Year - 1989 - SEOPA; 2007 - inducted into the National Fresh Water Fishing Hall of Fame as a Legendary Communicator; 2008 - received award naming him 2008 Crossbow Communicator of the Year from the Crossbow Manufacturers' Association; 2009 - GAMMA Honorable Mention for Consumer/Paid Best Essay for July/August 2008 in "Southern Sporting Journal."
