Imagine This

Imagine this:  A televised archery tournament tour comprised of twelve
major semi-final events culminating in an annual championship reaching over
80 million potential viewers weekly over a thirteen week programming slot.
There are 600-1000 competitors at each of the semi-finals and over 3,000
competitors at the main event.  Both target and 3D games are played with
tens of thousands of dollars in cash prizes awarded though sponsorship
support from outside the archery industry.  In addition to the regular
weekly programming, highlights are covered during sports broadcasts on
dozens of stations and weekly newspapers in two dozen major metropolitan
centers give coverage on their sports pages.  The general population is fed
a continuous multi media menu of positive information on the sport of
archery, including the involvement of youngsters with their parents
participating in a family based lifetime sport and earning scholarship
money for their future education needs.

Take it one step further and imagine a youth development program at
thousands of archery centers feeding the new found desire to participate in
the sport.  Archery centers that run regular weekly league programs, mini
warm-up tournaments, and awards programs all geared to prepare youngsters
to compete in the organized tour and supported with qualified coaching and
equipment rental programs.  This really shouldn't be hard to imagine, just
watch a golf or bowling tournament on Saturday afternoon and substitute
archery games and archers!  Now imagine this all coming to pass without the
archery industry dumping millions of dollars into sponsorship and
advertising to make it happen.  Sounds crazy, but it can be done!

Come back to reality for a minute and think about these facts:

• Roughly 25% of the nation's population (including over 25% of the
  bowhunters!) resides in the Northeast eleven states.
• The geographic center of this region is with-in a seven-hour drive from
  every point in the region, and with-in four hours for over 80% of the
  population.
• The region contains one of the highest per capita income bases, the
  highest density of major media outlets (TV, radio, and newsprint), and the
  headquarters of more than half the major corporations in the country.
• There are over 1,000 archery proshops in the region, over 35,000 active
  archers (including many of the Nation's top competitors), and over 750,000
  licensed bowhunters.
• Due to the continued urbanization of the region, bowhunting seasons are
  expanding, as are bag limits, and the number of special "bowhunting only"
  areas.
  

With demographics like this there is the basis for a major televised
archery tour, but there is one thing missing; the major sponsorship support
needed to develop the cash prizes necessary to bring large numbers of
competitors and the media to the events.

Somewhere between fact and imagination there is conjecture.  Bear with me a
little longer as I explore what I believe will solve the promotional
problems facing the sport, without anyone spending a lot of money.
Assuming that the number of 1,000 pro shops is reasonably close as a
starting point, lets try to agree that the average shop carries three bow
lines (some have five or more, but a few will have less than three).  Lets
also assume that each shop has a "staff shooter" for each bow line, and at
least one other up and coming archer that wants to reach "staff shooter"
status.  I think it's fair to say that each bow manufacturer sends mail at
least quarterly to each dealer and annually to each staff shooter.

Given the above as a starting point; now let's suppose that every bow
manufacturer added a few lines of print to the mail they were already
sending to their dealers and staff shooters.  It wouldn't cost anything,
and wouldn't take any additional time or effort to speak of.  The message
would be simple; "XYZ Company expects all registered staff shooters
residing in the Northeast to compete at the annual NETAA World Championship
games to represent the company.  Archers should wear staff shirts and
conduct themselves in a manor that will reflect positively on the company
and the sport.  Perspective staff shooters for the upcoming season will
produce proof of participation in the Championship the prior year as a
condition for consideration to the program." 

This simple message will assure that all the top archers of the region will
attempt to qualify and compete at the championship.  Because qualification
is limited to the top competitors at each semi-final event, attendance at
all events will be substantial and more qualifier events may have to be
added to the tour.  This one simple statement, made by only the major bow
manufacturers would assure 600+ competitors at each qualifier and  3,000+
at the Championship, with no company spending any money!  But it doesn't
stop there.  The staff shooters won't be the only ones attending!  Those
that want to make staff shooter status will be there and so will thousands
of other archers just to "rub elbows" with all the top archers in the
region.  Those that don't qualify will come anyway, to compete in
non-championship games that don't require qualification and to take part in
the overall event.  Now, suppose all manufacturers put similar messages out
to their dealers and staff shooters?

With thousands of archers competing at these events, it would be a simple
task to get media coverage, and with media coverage major corporate
sponsorship would not be far behind.  This is corporate sponsorship from
outside the archery/bowhunting industry!  That's right, we could promote
the sport of archery using cash from other industries, yet the
manufacturers in this industry would be the big winners.  A promotion of
this type/magnitude will bring thousands of new people into the sport as
well as generate new sales from with-in the existing ranks as archers
up-grade their equipment to be more competitive.  This all translates to
increased sales at both the retail and wholesale levels.  Everyone in the
industry benefits, yet no one in the industry has to carry the financial
burden.  There is no down side!  There is also no need for everyone to get
together to agree on anything.  Each company can just decide independently
to do their part to support and promote the sport of archery and their own
business by adding the message to the bottom of letters, invoices, and
perhaps the packaging they print and distribute in the normal course of
doing business.  The more companies that jump aboard the faster the concept
will grow. 

The archers and tour are here; all that is needed is a little direction.
With the support of all manufacturers the numbers will be achieved this
coming season and the media attention will kick in.  Some sponsorship
support will also be achieved this season, but the following year is the
target for major sponsorship and the televised tour.  Today this is a dream
that you may or may not be able to imagine along with me, but with the
support (change that to encouragement because we're not looking for money)
of the companies that stand to benefit most from the promotion, it can
become reality.  I sincerely hope that everyone in the industry that reads
this does two things.  First, become part of the solution to the problems
facing the promotion of the sport by participating in this simple program.
Second, pass this letter on to someone else in the industry and encourage
them to participate as well.  What better time to change the direction of
the sport than this upcoming millennium year?

Good shooting,
 

Roy Goodwin
Director
North East Tournament Archery Association (NETAA)