Filleting Cabella's

Want to better understand the competitive landscape of the 21st Century? You need look no further than my friend's father in law, Captain Jim.

Captain Jim runs a charter fishing business out of Milwaukee. He's renowned for taking people out on Lake Michigan and actually catching fish!

He's also proven to have some pretty amazing skills when it comes to landing web visitors, search engine rankings, YouTube views and clickthrus on his websites. Who knew that a guy who spends much of his time navigating Lake Michigan would be so adept at navigating the World Wide Web?

Need proof? Try Googling "Milwaukee fishing". Yup - that's him (Bluemax Charters) ranked at #2.

Want to witness the Charter fishing experience first hand? Here he is on YouTube, complete with video customer endosrement!





Here's one of his videos.. His videos are attracting about 15 views per DAY. (Prediction: Captain Jim is gonna need a bigger boat.)




Need fishing spoons? There he is (badgertackle.com) at #3.



Cabella's (who just opened a mega store last year, just north of the city), is ranked #9 on the same page. They're also found as a Sponsored link (along with some other national outdoor sports companies). While the big boys are paying for clicks, Captain Jim is ranking higher for a number of reasons.

1. He's passionate about fishing... and it shows.
2. He builds a connection with his customers....and it shows.
3. He's an authority on Lake Michigan fishing and has endoresments and how to videos to prove it.

Now put yourself in the place of the marketing team at Cabella's. You sell thousands of products..... and you're in competition with thousands of Captain Jims. The competition is so small, so fragmented, that it's not even on your radar screen. Until it's too late.

And that's how you fillet Cabella's. One product at a time.