Marketing Expert to Speak
at America Outdoors' Convention
||Every outfitter does some form of direct marketing. Developing and
Managing an Effective Direct Marketing Campaign will demystify direct marketing
and increase your ROI. The following topics will be included in the session:
William Sweeney will be
- Direct marketing
trends (is DM growing/declining and why?)
- E-marketing versus
direct mail - Opponents or team players?
- Data - Direct
marketing can't exist without data (house list with postal and/or email
addresses, Recency/Frequency/Monetary, etc.)
- (a) What data do
you have? Is it too much or too little? Can you have too many names in your
house file? Can you have too much information about your clients??
- (b) Do you know
what you need to know about your data? Data analysis versus data capture
(overlays or info from client behavior)
- Business objectives,
marketing objectives, program objectives (customer retention, bigger share of
current clients' wallets, converting current prospects, getting new
- Elements of a
successful direct mail program:
- (a) List (or
- (b) Offer
- Practical Advice -
How to get more bang from your direct (mail) marketing buck:
- (a) Segmentation
(who are your clients and do they fit into identifiable groups? Who are most
likely to repeat? How many names in my house list should be archived, not
- (b) Postage issues
- (c) Measuring
- (d) ROI - Yours or
theirs? Obvious vendor hidden agendas. Are you getting what you are paying
||BLM to Audit More
Outfitters and Consider Other Changes to Recreation
||At a recent meeting with
state recreation leaders from the Bureau of Land Management, AO's Far West
Region Representative Nate Rangel learned that the agency is considering or
implementing the following recreation management initiatives.
AO's Executive Director and Washington representative
will be following up on these issues prior to Confluence. Bob Ratcliff,
director of BLM's Recreation Group, will be speaking at Confluence on December
- BLM plans to increase
the number of audits of permittees. This calls into question whether or not
cost recovery will come into play which may present a significant financial
challenge to permittees.
- The agency is
considering extending common pool management in the manner implemented on the
Deschutes River to other managed rivers. On the Deschutes all use is put into a
pool for access by private and commercial customers. A rafting customer must
first obtain a pass from the agency before booking a trip although the
outfitter may make the reservation in the customer's name. Use is doled out
incrementally at specific dates on a first come, first served basis.
||Book Airfare to Confluence in Salt Lake
Now to Get Lowest Rates
||Now's the time to book your travel to Confluence, AO
Marketing and Management Conference, in Salt Lake to get the lowest airfares.
Many airlines now offer lower fares if you book through their websites. But you
may want to try Hotwire.com or Orbitz for comparison
To register for
Confluence go to http://nt1.adventuresports.com/ao/confluenceapp2.asp
Book your hotel reservation now to get
the lowest rate. All the programs are being held at the Hilton City Center. You
must book by Nov. 13th to avoid a rate of over $100 per night.
Homeland Security Bill Do Not Involve the Prohibition on Navigation
||Anticipating possible changes in Section 445 of the
Maritime Transportation Security Act of 2002, America Outdoors' Washington
representative has been monitoring a bill that proposes changes to the Act. A
number of local governments have attempted to levy amusement and other taxes on
commercial rafting in violation of the law. Outfitters in Idaho, Tennessee and
Pennsylvania have been granted relief from fees and taxes based on provisions
of Section 445. At present it appears that the proposed changes to the bill do
not include changes to Section 445.
||NPS Begins Putting
CUA's Out for Bid
When a Limited Number Are Issued
||At Channel Islands National Park in California, NPS
recently notified Incidental Business Permit Holders (IBP) that they were going
to have to compete for two year Commercial Use Authorizations (CUA's) with no
preference for incumbents or credit for their experience at the resource. The
1998 law requires NPS to issue CUA's competitively when the number is limited
and prohibits any preference for incumbents. AO has successfully pushed
legislation through the House Resources committee that allows NPS to consider
demonstrated capability to provide the services authorized and a history of
successful operations with Park resources when NPS issues CUA's competitively.
The bill is awaiting floor action in the House, which will not occur until
after Congress returns from the current election recess.
Expanding Outfitter and Boatman Licensing and Vessel
||The State of Utah has expanded the requirements for a
Boatman's License and added new inspection requirements for vessels for hire.
The first draft of the regulations applied to motorized and non-motorized
vessels, but the requirements for motorized vessels were more stringent. As
this article was being written, a new draft was circulated by the state boating
law administrator who called for an email vote by the advisory committee by
noon on October 18th. The new draft appears to reduce some of the original
requirements. While Utah has long had a Boatman's license with a written test,
the original proposed regulations appeared to require inspections of all
vessels for hire carrying six passengers or more. The new draft appears to drop
that requirement. But the requirement for a Boatman to pass a National State
Boating Law Administrators' approved course is still in the draft.
- The original draft
requirements for Whitewater River Boatman:
- Have CPR and First
- Complete a
National State Boating Law Administrators' approved boating safey course, which
is a new requirement,
- Pass a written
- Have at least nine
trips on the rivers upon which they are operating.
- Whitewater Crew
Endorsement included all the above with a three-trip requirement. The new draft
may have modified some of these requirements.
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