Certified Filthy!

 Certified Filthy.

It was roughly 2016 when I first heard of a small business called "Filthy Anglers." I was deep into a fishing addiction that I couldn't seem to shake. The market was being inundated with small businesses looking to cash in on an explosion in the market that was previously occupied by retirees and grandpas. Largemouth Bass Fishing. I was devouring any information I could find and, quite possibly, spending irresponsibly on startups that claimed to have the next big thing. However, Filthy Anglers was different. It was being marketed as a grass roots business working to bring like-minded individuals together under their banner. The "filthy flag" if you will...

People wanted in. They were looking for a sense of community. They didn't want to be alone in the sport or hobby that often left you alone for hours at a time. Filthy Anglers was taking social media by storm.

It has grown exponentially since the days when you could PayPal someone for one of their handmade T-Shirts. (Several of which I own still.)

My addiction has subsided... luckily, no rehab or interventions were required. I still fish when I have time but it doesn't consume me like it once did. And, my t-shirt collection has remained at responsible levels.  My wife says I am a "serial hobbyist." I jump in the deep end and learn everything I can and then it fades to the normal hobby levels after a year or so. It happened with woodworking, fishing, pyrography...and soon enough dust will collect on the heads of my golf clubs in between rounds. 

I recently returned to my old friends in the "filthy nation." Wow. They have exploded. Their social media base boosts 5000 Facebook followers and over 122k followers on Instagram. They still strive to be the grass roots organization they started and their posts revolve around their customers and supporters. They feature posts of supporters representing their gear while fishing, they give back to their community in giveaways and have since developed a loyalty program to bring people back for more. Its incredible. These are perfect examples of how they effectively use social media to communicate with customers. They post daily and tell stories about their customers and supporters while also tying in plugs for their newest merchandise. 

The company website is top of the line. At the highest position on the page, there are a few small but clearly defined quick links that will take visitors to the most frequently visited spots. Those links are underscored by a well composed picture of some of their newest lines of apparel and recreational gear. As you scroll down the page, you are almost immediately captured by their story. A video and narrative hold a prominent position on their page to show their customers how they are different than "the other guys." It continues to drive home the sense and feel of community building. "Everyone is a part of us." The bottom of the webpage highlight their informational blog articles and a banner encouraging people to join their team. At the very bottom, there is an email distribution list signup block and various links to ways to communicate with their team. It is sleek, requires just a few scrolls of the mouse and sends a concise message about what their priorities are. I think they did this to keep people focused on what matters, growing their community and selling their gear. It is an effective strategy and I have seen how well it works. By bringing people onto the team, it creates a sense of loyalty to the brand. Why would I buy any other t-shirt when I can support the business that supports me and allows me to be part of their team. For a few extra bucks, I'm backing the "little guy!" 

I think their online identity is clearly defined. Anybody who visits the site would know two things immediately; the company sells equipment and every customer is a member of the team. Their social media accounts on Facebook and Instagram echo this mantra. There is nearly a photo every day that showcases a customer and their recent catch or a photo of a team member's family. The accounts on Facebook and Instagram are linked so users see the content on either site. There is no doubt that they support and are thankful for those who support them. Meanwhile, nearly every photo is a modeling shot of their equipment or apparel. One would immediately think "those who are certified filthy really know what they are doing."

Doing an in-depth review of both the social media platforms and their website lead me to believe that they are doing it right. It is clear to me that they have consulted or hired a seasoned social media expert and website designer who understands their vision and goals. They offer ways to connect. Their website is robust but easy to maneuver and find what you are looking for. Short of giving me an option to get a family Christmas card, I'm not sure that they could do much to improve. They are clear in their messaging and vision, forward-leaning in their pursuit of building a team, and connected to their customers through a community of their own creation.

And quite frankly, who wouldn't want to be "CERTIFIED FILTHY?!"

https://filthyanglers.com/

https://www.facebook.com/filthyanglers

https://www.instagram.com/filthyanglers/