Picture perfect

Team Fuji excels in front of the cameras, away from the spotlight

When Fujifilm officially decided to sponsor a team of professional anglers on the FLW Tour at the beginning of the 2000 season, there was cautious optimism that the partnership would eventually develop into a longstanding, mutually beneficial arrangement. After all, the concept of fishing, families and photography – Fujifilm’s unofficial promotional motto – more than qualified as a marketing strategy with huge potential.

“Part of our thinking at the time was that we’re trying to capture a niche market,” said Cindy Bogan, national account manager at Fujifilm. “We know there are 55 million anglers out there who are extremely brand loyal. In addition, we know that children and families are an important target audience for us. We know that families love to fish together and that the most photographed (subjects) are children and pets. So, naturally, when we looked at sponsoring the FLW Tour, we saw fishing as a natural tie-in.”

While the potential benefits of such a partnership were obvious from the beginning, the overall success of the program has exceeded nearly all expectations to date for both company officials and anglers alike. Not only has Team Fuji consistently fished its way into the national spotlight on the Wal-Mart FLW Tour since coming on board, but the organization has also reaped invaluable exposure at the same time.

“In the past few years, Fujifilm has witnessed an incredible benefit to our brand with professional and amateur anglers,” said Bruce Fleming, national account vice president of Fuji Photo Film USA, Inc. “Fishing is a growing sport and we are seeing more and more interest from consumers every day. Our partnership with Operation Bass and Wal-Mart provides us with tremendous opportunities to reach our target audiences and expand our role in this sport.”

However, it isn’t just Fuji officials who are excited with the novel program. Members of the highly decorated Team Fuji angling team argue that the partnership has opened doors for the fishermen as well.

“I got on board two years ago when this program was first organized,” said Wal-Mart FLW Tour angler Randy Blaukat. “And I can tell you that everyone who joined the team on day one is still with Fuji today. It just goes to show how much we all like working for Fuji. I’ve worked with a bunch of sponsors over the years and I can honestly say that this is the best relationship I’ve ever had. The company is a role model for all sponsors.”

Wal-Mart FLW Tour angler and Team Fuji member Wesley Strader says his overall exposure has jumped markedly since joining the organization.

“It has helped me to get a lot more recognition,” said Strader. “Everywhere I go, people stop and ask me about my Fuji boat and how I got involved in the program. They see me in the uniform and they can’t help but ask me what’s going on. It’s a lot of fun.”

Fuji family grows together

Although Fuji’s marketing strategy initially focused on the sales growth of its own products, some interesting side developments occurred as the partnership matured over the past two years – namely, the program began to take on a personality of its own. In short, once Fuji officials became involved in the program, they found themselves becoming fans. Before they knew it, many were hooked on the sport of professional bass fishing as well as the development and progress of their own anglers.

“I’ve worked with the team now for a year and a half and I truly have a much greater appreciation for the sport,” said Bogan. “We’re just as proud as can be of our anglers. They’re very enthusiastic and I think it rubbed off on all of us. Most of us here follow all of the tournament trails now. It’s really been a fun experience.”

Team Fuji agrees.

“It’s been a wonderful experience,” said Wal-Mart FLW Tour angler and Team Fuji member Wes Thomas. “At first, (Fuji officials) didn’t know a lot about bass fishing. But over the years, we’ve really grown together. They’ve made a real commitment to the sport. The folks there are very understanding and they’ve been very honest with us since the very beginning. I can’t say enough about them.”

Strader argued that the partnership has been more rewarding than he ever could have imagined when the program was implemented two years ago.

“I’d be with Fuji forever if they wanted me to,” said Strader. “As far as I’m concerned, they’re the best. Fuji is really fired up about the fishing too. They always make sure that we get the things we need. It’s really more like a family than it is an organization.”

Team Fuji shows commitment on and off the water

Comprised of eight professional anglers – including Sean Stickler of Fort Lauderdale, Fla., Randy Blaukat of Joplin, Mo., Sam Swett of Covington, La., Scott Bonnema of Forest Lake, Minn., Brent Brady of Hixson, Tenn., Wesley Strader of Spring City, Tenn., Wes Thomas of Hanover, Ind., and Joel Richardson of Kernersville, N.C. – Team Fuji continues to demonstrate that it is one of the most cutting-edge, sponsor-oriented teams in the country. Not only is the team actively involved in various promotional activities on the bass fishing circuit, but it is also invested heavily in the communities at large.

“Every Friday during tournament week, those of us at Team Fuji who don’t qualify for the top 10 go to a nearby school in the community and talk to kids about fishing, conservation and general motivational programs,” said Blaukat, one of the veteran leaders of Team Fuji. “On Saturday, those of us who don’t make the top-five cut give seminars about our experience on the tournament lake over the previous week. We really try to make an effort to connect with the community.”

“We’re trying to be ambassadors, not just to Fuji, but to the whole sport of bass fishing,” said Thomas. “Don’t get me wrong, a lot of the programs we support are fishing-oriented. But we also try to help kids in the community to become better people. We’re doing some youth camps, teaching kids about conservation and trying to promote Fuji at the same time. It is really a lot of fun.”

Photo opportunity

In addition to sponsoring anglers within the community, Fuji officials have also taken an active role in conservation at a much broader level. A new program endorsed by Fuji officials last April, “Fish Photograph and Release,” is geared toward teaching children that fishing and conservation can go hand in hand.

“The Fish, Photograph and Release program will hopefully bring out an entire generation of new photographers who will be environmentally conscious,” said Bogan.

“Our `Fish, Photograph and Release’ program is an innovative way to get kids to try their hand at fishing and drives home the message about environmental preservation while incorporating a connection to photography,” said Fleming.

Fujifilm has also actively participated in other children-oriented activities such as the Wal-Mart 2001 Kids All-American Fishing Derbies, the Fujifilm FPR Photo Contest and National Take a Kid Fishing Day.

Team Fuji partnership offers a win-win situation for all participants

Although Fuji officials have worked hard to implement many of the programs that have earned the organization kudos from the industry at large, they argue that the anglers themselves have played a large part in the development of the entire partnership.

“The anglers have really come forward with great ideas on how to improve the partnership and we’ve been able to incorporate a lot of them in our program,” said Bogan. “We’ve really learned a lot from them. It’s been a great experience.”

Blaukat says that the feeling is mutual.

“The whole reason we’re with Fuji is to help build a brand name. But in return, they do their part to promote the anglers,” said Blaukat. “The people at Fuji really enjoy rolling up their sleeves and working hard. And they’re very enthusiastic about working with us. It’s a like a big family. It really is.”