Setting the Hook: Capturing Anglers and Their Sales Through Technology

Technology is becoming an increasingly critical component for capturing new and retaining current anglers, especially in the state of Michigan. The Michigan Department of Natural Resources (MI DNR) is employing a suite of technology to engage anglers including mobile applications, mobile-friendly websites, and marketing and promotions.  One example is the MI DNR’s Camping and Recreation Locator application that allows users to easily search for camping and boating opportunities by region, city or ZIP code. These searches translate to fishing license sales once users are made aware of nearby fishing opportunities such as local trout fishing using a web application developed in cooperation with Michigan Trout Unlimited. Another key application is Mobile FISH which is the DNR’s first mobile-friendly website that allows users to purchase a 24-hour all-species fishing license in three easy steps right through their smart phone. Customers receive a confirmation number as a receipt and proof of purchase making the ability to purchase a fishing license easy. Additionally, creative marketing and promotional messaging has encouraged additional license sales through Facebook advertising and the use of QR codes. It is our opinion that when people are provided with information on how to actually get involved – say accessing boat ramps and gaining awareness of fishing opportunities – they’re more likely to make the investment needed to participate. These efforts are helping to stem the tide of declining license sales and ensuring that aquatic resources are protected and properly managed in Michigan.