BASS AND BRAND LOYALTY
I HAVE ABANDONED SOCIAL MEDIA because digital marketing gives me the creeps. I don’t like the idea of an artificially intelligent stalker that works out where I live, sifts through my posts, my searches and rare online purchases, then decides what I’m likely to buy next.
A lot of my screen time is spent (wasted?) looking for information and tall tales about bass. No surprise then that the advertisements that pop up on my computer mostly relate to tackle, fishing guides, and sporting holidays in Ireland. Sometimes the word ‘bass’ confuses them and they try to flog me guitars.
The assumption behind most of this marketing is that consumer behaviour is predictable and that we tend to stick with categories and products we’ve liked before. We’re creatures of habit. Bass would be a marketeer’s worst nightmare. Never mind habit, they often seem to be creatures of random weirdness. You have a terrific session with a small top-water slider. Next day conditions are identical, so you try the same lure on the same mark and fish after fish swirls behind it. You realise these fish aren’t missing the lure, they’re laughing at it.
It’s the same when you fish bait in
