Drift

One of the classic fly fishing films to be made in recent times is Confluence Films "Drift". The fly fishing industry and enthusiasts have really figured out how to communicate the beauty and passion of their sport. I wish other segments of the sport fishing world would join this band of merry "sportsters". Much the way the surfing and skate boarding aficionados have tapped into the passion that drives their sports, the producers of this film have zeroed in on what drives fly anglers to wade into waters the world over in pursuit of their favorite quarry.




Share the experience, sell the dream...Full Throttle Media! FTM Seth Horne

The Hole Gets Bigger

The global appetite for fish is a major cause for the hole forming in the ocean. This giant hole sucks millions of tons of sea life out of our oceans year after year and it only gets bigger. The sad part is that so many countries and citizens of this world just do not care or are completely unaware of the problem and it's ramifications. Either way, this is a dereliction of our role as citizens of this planet.  We are edging ever closer to total population collapse for dozens of species. Really, we are past the tipping point with this shit.

I am a fisherman, but I am a conservationists first. From an early age, I was taught to respect the land and the animals that inhabit it. Of course, at that early age, my point of reference was the ponds and rivers that were juxtaposed next to our property. Even then, I was aware from my grand fathers stories that the rivers just did not have the same numbers and sizes of fish that they did when he was young. In the early 70's, it was pollution that was choking the life out of the river and killing off the food chain that so many species depended on.

Now, today, not only do our rivers and oceans have to struggle against pollution to sustain so many fish and animals, but, there is the never ending demand for more and more "protein" from these waters. Tuna, sharks, marlin, swordfish, sea turtles, dolphin, whales, and on and on are all fished to near total population collapse. We are fishing them while their population numbers are below sustainable yield. This means that the species cannot produce fast enough to keep up with losses due to harvesting. How far will YOU allow this to go?

We all have a responsibility to the earth. Wake up people before it is too late! Because while you sleep, those that have been charged with monitoring and protecting these species continue to fail us. They need more time to do studies and assess population numbers before they can set proper quotas. This is a joke and all those involved with setting catch quotas for international fishing operations should be ashamed of themselves.


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Seth Horne

Viewer Centric

Are you looking at your audience through the eyes of your production company or through the eyes of your audience? How can you better manage receptiveness by end users to your product and what content do they really need or want? Be viewer centric! Think about what the relationship between current productions and the audience is and what improvements are necessary to maintain and build said audience. This is not hard, but can be time consuming.

The key is to know your target audience. Understand them intimately. This is more about what end viewers want rather than what your company may want or assume the audience wants. Broaden your knowledge base, talk to subject matter experts. For good measure, it would pay to submerse yourself in the subject by either being a follower or becoming a follower. Walk in the footsteps of your audience for a little while.

Where do current productions fall short? What are you competing against? What are the trends, past, present and what will they be going forward? Having measurable audience and comparable product metrics will pay huge dividends in the end. You have to differentiate yourself.


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Seth Horne

On the Water in Guanacaste, Costa Rica

I recently put together some material for a project in Costa Rica that involves sport fishing, diving and surfing. They had very little practical knowledge on the subject matter and wanted someone who could create some copy for their website. This is the gist of what they received.

Fishing
In the northwest corner of Costa Rica there resides one of the premier sport fishing destinations in all the world. This is one of the country's most fertile fishing areas and definitely the best area for marlin. Fishing these waters is less about quantity and much more about quality. At last count, there were more than 80 current IGFA world record fish from Costa Rican waters, including 21 all tackle, 41 line class and 18 fly. 40, yes 40, of those IGFA world records have been established in the waters of the northwest.

The Gulf of Papagayo is home to an interesting and amazing mix of inshore and offshore ocean life. It is particularly known as one of the world's best fisheries for sailfish and for great numbers of striped, blue and black marlin, some approaching 700 pounds. These are also the waters of record class roosterfish. Sixty to seventy pound fish are common, with frequent catches approaching 100 pounds. Other species of note include, yellow fin tuna to 300 + lbs., dorado, wahoo, roosterfish, Pacific Dog snapper, amberjack, big cubera snapper, grouper, cabrilla, and jack crevalle. Among the vast archives of sacred sport fishing destinations around the world, few stand in comparison to the unusually prolific nature of the Gulf of Papagayo fishery.

Diving
Bounded on the north by the fabled Murcielagos (Bat) Islands, and on the south by the equally famous Catalina Islands, the Gulf of Papagayo plays host to the best diving found within 200 miles of the coast. Within easy reach of Marina Papagayo, you’ll enjoy some of Costa Rica's most nutrient rich waters, places like Mango, Monkey Head, Surprise, Aquarium,  Fantasma, Rainbow, Key Largo and River Plate - each a divers fantasy. These dive sites are a nexus for seahorses, manta rays, eagle rays, hawkfish, angelfish, surgeonfish, parrotfish, pompanos, turtles, sharks, octopus, many species of eels, humpback, pilot and killer whales. Manta rays are most commonly seen at the Catalina Islands between December and April.

Diving is a year round activity in the Gulf waters. The average yearly temperatures are in the range of 24-26°C (75-79°F) from mid-May to mid-December and can fall to 21°C (70°F) at depth from December to April. While the water temperatures are warmer and visibility better during the May-December period, this is the green season, so you should expect rain during this time of year. The average visibility is about 20 to 60 feet, and up to 80 on clear days. Variation is due to the water being fortified with nutrient rich plankton feeding a vast hierarchy or marine life.
With so many locations to dive on, the area offers an adventure for every level of diver. Marina Papagayo affords access to an undersea world that is a veritable rainbow of oceanic life.

Surfing
Costa Rica was discovered as a wave riding paradise in the 1960's. Since that time, the breaks along the Pacific coastline of Guanacaste have experienced increasing popularity. Carving out a spot as one of the top places in the world to surf, more and more surfers from around the world are traveling to Costa Rica in search of the perfect wave. The rainy and dry seasons have distinct characteristics: abundant swells and onshore winds during the rainy season, crystal clear water and offshore winds during dry season.

The most well known surf spots in the country, Ollie's Point and Witches Rock, are exploding just minutes from Marina Papagayo. Ollie's Point is known for it's fast hallow right, a wave of perfection that holds mythic status among die hard wave riders. This break produces waves that roll on for 300 meters. Three rides here and you are through for the day. Witches Rock, to the north, is an absolute shrine to surfing, a destination of daring. When the south swells roll into Santa Rosa National Park, the Rock pitches smooth over head tubes.  When it's on, these waves challenge even the pros.

I posted the fishing portion on the Sport Fishing Forum, of which I am a member.

All the best> Seth Horne


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Knowledge is the Key to Success

Success requires having a fundamental understanding of the environment within which you work. The element that has the greatest impact on your success is knowledge. You must know more than your competitor and be able to apply that knowledge in a more productive manner in order to acheive greater success. You must know what is expected and how best to maximize that expectation. You must know how hard you can push yourself and you must constantly test your limitations. With the experience of time, you will begin to understand your limitations and in the end be able to maximize your potential. The phrase 'endeavor to perservere' has most relevance when you near your limitations. There is no greater test of your limitations than taking on mother nature. Her awesome power and energy is unvanquished. With nature things are never the same, they are always unpredictable and often unforgiving. At Full Throttle Media, we love to film in the great outdoors. There is no control and you never know what you are going to be served up on any given day, but that is the challenge. In order to come out on top, knowledge of your equipment and it's limitations in critical. Being able to quickly adapt to the conditions is the difference between success or failure.


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Seth Horne

Don't Let the Monkeys Fly the Plane

Don't let the monkeys fly the plane. Now, this is a simple adage about not letting people who have no idea what they are doing take control of a situation. But, I will be damned if I do not see this taking place quite often. Why? Usually because some corporate exec does not know enough about the subject at hand to know that he is appointing someone who does not know their ass from a hole in the ground when it comes to that very subject matter. Wow, is there a better way to waste time and money than ceding control of a department or project to under-qualified employees and then continuing down that same path even when it becomes obvious that is what has occurred? With little or no practical experience in the given field, self appointed know-it-alls and control freaks manage to crash projects with out even realizing what they are doing and all with the blessing of those higher up. This is a brilliant strategy for execs who want to get themselves fired or, at the very least, exposed for lacking any modicum of management 101 skills. The saddest part is that there is, 9 times out10, usually a far smarter and better qualified person ready and willing to step up to the task. Why is this better candidate not chosen? Well, I will throw two words out for you to chew on. Ego and fear! Ego: in the sense that, I know what I am doing better than anyone else. Fear: because I don't want to look weak or "stupid" when I have to make the necessary and beneficial changes to correct my first mistake. So, if you are going to let the monkeys fly your plane, strap yourself in because "You Are Going To Crash".



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Seth Horne

Your Audience

In the media business, whether it is print, online, tv, video, film, you really have to know your core audience and understand the dynamics behind what drives their interests. So many in the business seem to get lost in what they want to read, watch or hear that they begin to loose sight of their audience and why they are there. It is not about you, so much as it is about your audience. Give them what they want, not what you want. And remember one important concept, quality content is not free. It cost money to produce and distribute.

At Full Throttle Media, we are in the business of selling experience through moving images. It is the experience of living, learning and sharing the adventure of life that motivates us. With that in mind, our primary focus is on producing projects that we enjoy, but that have large niche enthusiast followings and thus eager audiences. Eager for what, you might ask? Niche audiences have a thirst for knowledge, a keen interest in learning as much as possible about their field of passion and being entertained.

The creative team I work with has a broad range of interests, but we seem to focus on a few core segments. Adventure travel, sport fishing, boating, diving, automotive and motorsports, a lot of lifestyle components that have huge followings. Now, within each segment we will drill down to find to a specific enthusiast group with the most favorable demographics. Once we know our target audience, the team sets about to create an entertainment product that will appeal to them specifically. Of course, the production will have broad appeal outside the target audience. In the same way most people will never go mountian climbing on Mt. Everest, but they are still drawn to the grand adventure and majestic beauty found in the Himalayas.

One area of particular interest to us is the sport fishing world. This happens to be the largest outdoor sport in the world generating billions in revenue. People all over the planet go fishing. So there is endless opportunity to produce films for this audience segment. In order to narrow the focus of our productions, we look at a specifc species and or a geographic region that will have genuine appeal to our chosen audience. For instance, anglers all over the world like to pursue blue or black marlin. This is the Mt. Everest of sport fishing, so there is a large audience out there interested in knowing more about how, where and when to catch this species even if they never get a chance to fish for one.

If I am going to produce a film about blue marlin fishing, I have to be able to put that film in front of consumers. So, where can the audience be found and why are they there. More than likely, the audience for this type of production is either reading sport fishing magazines or on a related website. Because of my background in online community development, I look to the internet for points of audience aggregation first. Forums, social media sites and blogs are where I start.

Fishermen just love to share their experiences. And, there is no better way to do that than online. Like many other enthusiast groups, anglers have migrated online to learn and share as much as they can about the sport they love. From a marketing perspective, fishing sites are the best and least expensive way for fishermen and related product manufacturers to communicate with each other and position their brands, operations and products.

The sport fishing visual media world is starved for fresh ideas and new means of delivering those ideas. It seems that year in and year out the audience gets that same tired concepts from the same old destinations. Talk about taking the audience for granted. Damn, what ever happened to fighting to keep or build your audience. You only build trust with your viewership by representing their interests and giving them the high quality entertainment they deserve. All fishermen really want is to learn more about the best fishing holes around the world, tactics and techniques, gear that is being used and see big 'ole fish dancing on the surface. Know your audience and realize there is so much more that can be offered. Get rid of the boring blow hard that is hosting your show and visit some destinations outside the norm. Give the audience more.



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Seth Horne

Part II: Online Community Forums, Engaging the Audience

Online community discussion forums transcend the everyday social dynamic. Forums allow people to come together to share their interests, experiences, insights, discoveries, needs, gossip, without the social awkwardness inherent with typical social gatherings. The internet affords a certain anonymity or subterfuge, if you will. Individuals of all ages, from all walks of life and all corners of the world are free to engage on another in discussion at all hours of the day or night without fear of being reproached.

The most significant factor that distinguishes a discussion forum, at least the really good ones, from other social media outlets is the focus on a specific field of interest. What are you interested in and how precise do you want to get? Think about the automotive industry, for a second. How many automotive brands are there and how many lines within each brand? Well, there is an community of enthusiasts for every brand of car and every extension of the brand. Let's take the BMW brand, for example. You have the 1, 3, 5, 7, X, Z, M series and variations therein. The more niche oriented a forum becomes the more highly focused the audience and the more specialized the information.

Much of what you find on the more heavily trafficked sites will be groups of extremely knowledgeable enthusiasts eager to share every possible minutiae of information about their interest. Now, of course, just like in any group, there will be some that know very little about a whole lot. With out fail though, the amount and depth of your knowledge will be exposed in short order. But, for the most part forums can be gold mines of information.

Enthusiast groups play a couple of key roles as an audience. They are both captive and willing participants? For what, you might ask. The automotive industry figured out a long time ago that some of the big online communities could be fertile grounds for product feedback. This allowed them to engage their consumer directly and determine what features needed to be modified, added or removed. The forums provided them direct access to valuable real time information.

For the casual user, online communities provide a vast wealth of information. Ask and ye shall receive. For those looking to position a brand, forums are the mother load. What could be better than having a broad section of your target audience all gathering in one location? The trick is figuring out how to communicate with them, what appeals to them and how do you gain credibility in their eyes? For well known brands this is easy, but for lesser known or new brands this can be a time consuming challenge. A line I like to use is, it's a marathon not a sprint. Far too many companies expect results over night. You really have to be patient and smart. Be creative and offer incentives to the audience. What benefit is there in your brand? How will their experience be enhanced through the use of your brand? The right place to start is with a consultant or agency that has cut their teeth in the trenches of the industry you are looking to gain recognition from. Ask the right questions of the right people.



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Seth Horne

Reach

What is it about smart business owners/executives just not grasping how to communicate to their target audience in the digital media world we now live in? They want to rely too heavily on word of mouth or print to reach their audience. Obviously, word or mouth and recommendations from friends and family rank right at the top when it comes to influencing our buying decisions. But, even if someone we trust turns us on to something extraordinary, what is the first thing you are going to do? If you are like me, you are going online to do a little research on the brand in question. Where am I going to do this research? Online, of course. Now, if the brand is on the ball, they will be creative and utilize a marketing plan that incorporates multiple components reaching across several platforms in order to hook me. Hey, not every company or brand is going to have household name recognition. A comprehensive branding strategy is going to be key to their success. Because at the end of the day, how many people are they really going to reach via word of mouth. A few, I am sure, but to really hit their target audience and peak some interest they should think social and visual media. This is where everybody is, no matter the age. I would hope they have some talented individuals on board that are crafty enough to develop a sound strategy that entices both right and left brain people. I am going to go out on a limb here and say, “print media is dying”! With that said, in some cases I do agree that print can help in very small doses. But, too many people rely on it as their largest means of brand messaging. Print ends up in the garbage basket and the cost benefit ratio for print advertising is usually small, so don't go heavy. Anybody that pushes a print intensive campaign should be shown the door immediately. Think about where your audience spends most of their time and what they are doing. It is a good bet that they are on the internet and more than likely on some social media site or watching video or both at the same time. Find a savvy person or agency that really understands the online world, online community development, social media, and can produce high quality video and hire them. Work with them to design an engaging marketing campaign for you. You can reach niche market segments more effectively this way. And, because of the tremendous shelf life digital media offers, you brand message will be seen over and over.


Go Full Throttle Media! Share the experience and sell the dream.
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Seth Horne