Ambassadors, Pro Staff, Team
Member, Field Tester, all different
names and yet probably all
the same. They can be a real
communication tool and the perfect
way in which to market and promote
some brands, while some of them only
use it to fi ll their catalogue’s pages
and to feed the content of their social
networks.
At Fiiish, its ambassadors are an
entity all by themselves who selfmanage,
get products only in exchange for such
content.
THE ROLE
The main thing here at Fiiish is that
as a company we wanted to surround
ourselves with anglers who are
extremely passionate about what
they do. We wanted pure fi sherman,
the adventurer, the explorer and
the kayak fi shermen. We wanted to
surround ourselves with people for
whom fi shing is an alibi to go outside
and live outside. Importantly for us we
need to see our products in as many
different scenarios as possible, so that
we can relate to every style of fi shing.
At Fiiish, the ambassadors as we call
them have a very specifi c role, which
is framed by a sponsorship contract
and written by a lawyer. It stipulates
the clauses related to the use of their
names, the pictures they send us and
the content they create. But also the
behaviour they must adopt on events,
FIIISH
FEATURE | FIIISH
AMBASSADORS - PRO STAFF -
TEAM MEMBERS - TESTERS WHO ARE THEY ? WHAT ARE THEY DOING?
FIIISH’s head of communication and team manager, Romain Le Bouff o explains.
create their own content, and
26 www.tackletradeworld.com
competitions, on the water and at the
water’s edge. They get products only if
the content they create is in line with
the brand’s ethos and vision. Of course,
the ethics and vision of the brand are
clearly expressed at the beginning of
the contract.
Their main role is to give credibility
to our products with their entourage,
whether physical or digital. Our
products are our best business card,
and we encourage them to offer
products to the fi shermen they meet
and who wants to discover our lures.
CREATING CONTENT
At Fiiish, we require a minimum
amount of content creation, whether
written or imaged. It is a pledge of
involvement from our ambassadors.
Without this minimum amount of
content created, this is a reason
for individual’s eviction from the
team. The content created by our
ambassadors is used in many ways.
The fi rst and most important is the
power of our various digital platforms;
they are the easiest to update, and
also offer a recurrence in the visibility
of the brand and participate in the
identifi cation of a community around
images which are broadcast.
The second use is mainly for print
media, fi rst our catalogue, but also our
advertising, event support, promotional
support etc ...
In all the media we create, we
try to maximize the image of our
ambassadors and the content they
have created for the brand.
TEAM MEMBERS IN ALL EUROPE
At Fiiish, each distributor manages
its team of ambassadors. The brand
helps its distributors to promote its
team and there must be at least 10
ambassadors per country. This allows
the brand to shine in all countries in
which the brand is distributed. Fiiish
tries to create connections between all
nationalities; it reinforces a little more
the family spirit inculcated by the
brand from the fi rst years.
BARRACUDA TOUR - COHESION
This year, Fiiish decided to create a
European team for the Barracuda Tour
event, a barracuda fi shing competition
that has become a staple on the
European scene. Five ambassadors
from Spain, Portugal, the Netherlands,
Croatia and Italy formed the team of
Fiiish during the grand fi nal held last
May in Brittany. It is this kind of event
that makes it possible to involve more
of the ambassadors of other countries
and in turn they feel valued and feel
that they belong to the brand and
therefore contribute more dedication
to it.
Promoting a brand is not always easy
and Fiiish’s idea was to set up some
simple rules to help ambassadors
understand the issues involved.
Romain Le Bouffo, head of
communication and Team Manager
www.fiiish.com
/www.tackletradeworld.com
/www.fiiish.com