Need Input On Marketing New Fishing Lure

FAOL Community Sound Off
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Hi. Yes youv read correctly- a Lure Even though I love tying flies, I have invented a fabulous new fishing lure for spinning, casting and trolling. Really! I have been around long enough to know that what I have invented is novel, new and a winner. 100% I have done the “Prior Art” searches on similar lures and even looked way back into patents from the late 1800’s and early 1900’s. Mine is different. It really attracts fish and performs outstandingly.

I have something different and very effective to offer and I am excited about it. To qualify that statement, I have a half dozen USA and foriegn patents in my name and have been through that process many more times. I have also gleaned most of the fishing supplier’s catalogs, magazines, manufacturer’s websites and perused the sporting goods stores as well. I do really feel that I have something new here.

However, I also know that patents are very expensive to prosecute and horribly difficult to enforce. Especially hard to enforce them in this day and age when offshore counterfeited goods are common practice.

So here is where I need advice please:

Should I start a lure company at my ripe old age? Not too smart I think. So should I approach an American Lure Mnufacturer such as Luhr Jenson (since I live in the USA) and try to cut a deal for royalties etc? Or should I go to a huge Brick & Mortar such as Gander’s or Cabela’s and have them brand it and sell it and take a cut or a lump sum up front?

I know the big mail order houses sell a lot of branded lures. If the lures were made by a Lure Company, then they might be sold in lots of different stores and therefore generate more royalties over the long run. Every store sells Crocs and Needlefish and daredevilks and Flatfish etc.

Who sells more lures-K-Mart or Cabelas?

What would you do if you thought you had a great new lure? Whom would you contact? How would you approach it?

Any real contacts appreciated too.

Lastly- No I am not ging to post a picture of this lure here. Yet…

Thanks,
Rich

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JC,
I hear all of that! Thanks.

In this case- it is not the method-rather the shape/size/weight of the item. Conventional methods will do the job.

So, real hard to protect this shape with my shallow pockets. Maybe just TradeMark them, Copyright it and have them made in China by the zillions disguised as earings, card them up and sell them at bait shops? You know-like a paper route. half joking…

All comments welcomed.

Thank You

Rich

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The following are opinions, somewhat informed ones, but opinions.

A patent will give you very little protection on something like this. Probably better to take a leap of trust. The bigger the company you deal with, and the more trusted its name is, the less likely you will be ripped off.

Write a few companies selling lures. Tell them you have invented a new type of lure and ask them how you should approach them on this.

You will get two types of responses. One will say they don’t accept any unsolicited ideas as a policy. The other type will tell you what you have to agree to in order to have your idea evaluated. Chances are it will involve signing a legal document that is totally in the company’s favor, giving them plenty of protection against you ever suing them and you no protection against having your idea ripped off.

Write those companies back saying you will be pleased to sign their documents and follow their procedures, but first you would like to know how and how much you would be paid in the event that they decide to produce and sell your lure. Let them know that their response will determine which company gets exclusive rights of first refusal to the lure.

Chances are it will involve a one-time payment rather than on-going royalties as royalties are a pain to deal with.

Some or all will refuse to be specific until they have evaluated your lure, but it is worth a try to see if you can get a number.

Then pick the company you trust the most or the one that seems prepared to pay you the most. Sign their legal document and follow their procedure.

If you are dealing with reputable companies I expect you’ll be treated fairly. But don’t expect to become wealthy.

These suggestions may be worth exactly what you paid for them. Follow them at your own risk as I take no legal liability for them.

Good luck!

[This message has been edited by oldfrat (edited 12 April 2006).]

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oldfrat

Thanks for the solid advice. You made some great points that were fresh to me.

Rich

[This message has been edited by flymaker2 (edited 12 April 2006).]

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FM2-- Congratulations on your creation…the ability to see a niche and fill it with something novel is what made this country great.

I’ll give you my advice, which with $5 will buy you a cup of coffee in New York. However, I’ve been reporting on the tackle business for almost 25 years (can’t believe that!) and have become friends with a lot of the industry folks as well as privy to a lot of inside information.

One thing I’ve seen in that time is the vast number of lures created and promoted by really good fishermen. You can go to any manufacturer and be shown handfuls of lures that have come in over the transom, every one by someone like yourself. Most will catch fish, and many will work better than what is on the market. Few will be purchased for a variety of reasons. One that pops to mind is that the manufacturing process is too difficult to make the lure worth it economically. I can’t emphasize enough how many lures these companies get…it is staggering.

Selling the idea to a big company like Cabela’s or Bass Pro is quite possible–look at Shoestring DuBois at BPS; I believe he started that way. But again, it’s kind of tough. You’re competing against all the other designers out there, and here we’re talking overseas as well.

What’s really difficult is to start up your own manufacturing facility and get into the market on your own. It is doubly difficult now because if your lure is really good, you’ve got between a year or two before an Asian knockoff comes along.

One thing you might consider is farming out the lure manufacturing with an eye to doing the marketing yourself; that’s a possibility that takes part of the hassle away. I know companies who follow this model, and it works fairly well for them. Another option is to contract to have the components made elsewhere and then do the assembly in your own facility.

No matter which way you opt for doing it yourself, the one thing you have to realize is that you are the one responsible for marketing. You’ll have to be out there doing as much as you can to get the product in the right hands, getting the right press, getting the right people fishing and talking about your lure. You’ll be the one who has to make the public aware of your lure and how well it catches fish.

I’m not saying that it can’t be done, but it does take a lot of commitment.

Reading over this, I see where it sounds pretty negative, but that isn’t my intention. I’d rather have you aware of some of the realities of the industry before you buy that cabin in Montana.

One last note-- I wouldn’t bother contacting Luhr Jensen, as they were recently sold to Rapala. I’ve seen their design team and studio…it would be a very tough sell to get them to look at anything they didn’t create. Yakima Bait would be a better hit, and may indeed be your best option.

Good luck,

Keith

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Kershaw Knives…He saw a better way with better components…ordered parts made to his speciafications from Japan, put them together in his garage in Lake Oswego, Oregon. The rest is history. Phil Knight, while on the track team a the Univ. of Oregon, invisioned a better track shoe…used his moms waffle iron and some rubber and made a shoe that worked for him and his team mates in his garage…the rest is history. Mr. Nobel…perfected dynamite in his home…sold millions…created a prize for humanity…the rest is history. Make your lure, do it your self with pride and confidence and the rest will be history. Good luck, Jonezee

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I would suggest that before you do anything you draw up a set of drawings and specifics on the lure. Seal them in a large envelope, go to the post office and mail them registered, date stamped to yourself and when it comes back to you, do not open it. Then later, decide what you want to do but at least you will have a record should the need to prove ownership ever arise. Funny thing though, and I have seen this with fly patterns as well as lures…It won’t be long before who ever you sell it to, and others, will come out with one that is real close to what you have invented and just call it by another name.
Maybe, if it really works for you… fish it, keep it a secret. Think of the fun in always out fishing everyone!

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Just returned from a short journey to find all of these kind responses to my plea for help. Thanks -all of you…

I will consider everyone’s input. I especially thank Keith for his pointed & informative professional input. Nick your questions and considerations are valid too-as are all of the others.

I will proceed for now by cloning what I have made and testing them quietly. If these lures work as well or better than the usual favorites, then I’ll pursue it further.

I know it will be tough to realize anything from this “find”. For now it is entertaining and somehow very riveting to continue with the experiment…Thanks again FAOL’ers. More on this project later.

Rich