Spotlighting the ICAST Seminars You Can’t Miss

ICAST is nearly upon us. The industry’s largest trade show has no shortage of activities, appointments and extracurricular activities to enjoy. Maximizing those opportunities can, in a very real way, help take your business to the next level. And you want to go to the next level.

That’s why planning ahead for ICAST is not an option. If you’re going to make the most of this star-studded event, you’ll need to make sure that in the midst of hitting your rounds on the show floor, you’re making your presence known at seminars as well. To help you plan for those seminars, we’re breaking them all down in one giant post that’s chock-full of speakers that could benefit your bottom line.

Let’s dive right in.

[divider]Wednesday, July 16[/divider]

Standing Up for Saltwater Recreational Fishing

Presented by Russell Dunn, national policy advisor for Recreational Fisheries, NOAA Fisheries; and Clifford Hutt, Ph.D., Research associate, NOAA Fisheries
10:00 a.m. – 11:00 a.m.

Former Chrysler Chairman Lee Iacocca said, “To succeed today, you have to set priorities and decide what you stand for.” Embracing that concept, NOAA Fisheries has spent the last several years working with the recreational fishing industry and anglers to understand what’s important to them and identify ways we can work together. During this session, you’ll hear about the priorities included in NOAA’s new national recreational fisheries policy and the results from our groundbreaking economic survey of marine recreational bait and tackle stores. Questions are welcome!

The “Mysterious” Tackle Buying Experience

Presented by the Recreational Boating & Fishing Foundation, Alexandria, Virginia; and the American Fly Fishing Trade Association, Bozeman, Montana
11:00 a.m. – Noon

The Recreational Boating & Fishing Foundation did some sleuthing into the customer experience at a wide-range of fly fishing retail outlets using “mystery shoppers” – families, women and men – to help understand and improve that experience for the novice and avid fly fisherman alike. This should be a very interesting and informative session.

What You Don’t Know is Hurting Your Bottom Line!

Presented by Rob Southwick, president, Southwick Associates, and Nancy Bacon, Business Development director, Southwick Associates, Fernandina Beach, Florida
1:00 p.m. – 2:00 p.m.

Up your knowledge quotient of anglers and the sportfishing market = Improving your sales and profits. During this seminar, you’ll learn about the latest market trends and other sportfishing information that impact your sales. Included is how to effectively interpret and apply this information and how to collect angler feedback using in-house methods.

Advertising Basics, Budgeting and Media Buying

Presented by Bill Kendy, Kendy Consulting, Lansing, Michigan
2:00 p.m. – 3:00 p.m.

This session will provide an overview of advertising basics, traditional and electronic media strengths and weaknesses, the steps for calculating an advertising budget and how to create an efficient advertising media plan. We will also touch on co-op advertising and how best to work and negotiate with media reps.

Taking a Hard Look at Retail Inventory Control
Presented by Tom Shay, president, Profits Plus Solutions, St. Petersburg, Florida

3:00 p.m. – 4:00 p.m.

During this session, you’ll learn what happens when you save operating costs and extend margins and the impact it has on the ROI (return on investment) in your business. We will then take a look at how dead inventory has an impact on ROI. Most retailers have at least 15 percent of “not moving” inventory. You’ll learn what happens to cash, inventory turn, sales and profit when that inventory is liquidated. The numbers are pretty amazing. Tom Shay is a frequent presenter during SHOT Show University.

Navigating Customer Payment Changes

Presented by Krista Lowery, vice president, Target Marketing Group, Payment Alliance International, Louisville, Kentucky

4:00 p.m. – 5:00 p.m.

Come learn how new EMV chip based credit cards and mobile wallets like Apple Pay will impact how your customers want to pay you. Add incremental sales and protect your bottom line by knowing the basics and getting real tips for turning technology into bigger more profitable sales. Most important, you’ll learn the new the payment regulations and liability those regulations can create for your business.

Knowledge will be dropped.
Knowledge will be dropped.

[divider]Thursday, July 17[/divider]

The Federal Manufacturers Excise Tax on Sportfishing Gear

Presented by Chris Rubinstein, Deloitte Tax, LLP, Houston, Texas

9:00 a.m. – 10:00 a.m.

During this session, Deloitte Tax will provide an overview of the federal manufacturers excise tax on sportfishing equipment. The Internal Revenue Code imposes a 10 percent excise tax on the sale price of any article of sport fishing equipment sold by the manufacturer or importer. The presentation will provide guidance on the following: taxability, responsible party, calculation of the tax, payment of the tax and other common issues faced by taxpayers in the sportfishing industry.

What Your Account Isn’t Telling You

Presented by Tom Shay, president, Profits Plus Solutions, St. Petersburg, Florida

10:00 a.m. – 11:00 a.m.

During this session, Tom Shay will explain how a profit and loss statement can be rearranged so that you, the retail business owner, can better understand the information. You’ll look at the financial information that populates the profit and loss statement and the balance sheet and walk out feeling much more confident about your business sense. Shay is a frequent presenter during SHOT Show University.

Why People Buy

Presented by Bill Kendy, Kendy Consulting, Lansing, Michigan

11:00 a.m. – Noon

During this session, Bill Kendy will provide an overview of the buying experience. This includes what customers expect when they enter your establishment, how they want to be treated, how to help them determine what they need and tips for comfortably walking each individual, couple or family through the purchasing process for an enjoyable and memorable shopping experience and create customers for life.

A Google Business View Overview

Presented by Dwayne Martin, a certified Google Business View photographer and President of Light Trails Photography, LLC

1:00 p.m. – 2:00 p.m.

Google Business View is a simple, effective and affordable solution for small businesses to capture a larger online audience. During this session, Dwayne Martin will explain how Google Business View works in the retail environment. He’ll also explain the other options that Google offers to help you increase your in-store and on-line retail sales.

Dealing with Challenging Customers

Presented by Bill Kendy, Kendy Consulting, Lansing, Michigan

3:00 p.m. – 4:00 p.m.

Working with difficult and demanding customers is a given in the retail business. During this session, you’ll get an overview of the different types of challenging customers and how to effectively – and successfully – handle customers with “issues.” You’ll learn the techniques to turn them into your advocate who will want to positively promote your store.

[divider]The Wrap Up[/divider]

That’s it. 11 seminars in two days. Unless you’re a secret, tackle-selling member of the Avengers, you probably can’t make all of them. However, attending at least a few should be one of your absolute priorities heading into ICAST. Go ahead and pick a few out now. Write them on your calendar and make your presence felt.

We’ll see you there.