PROBLEM: For Rich Schott, owner of Chesapeake Bay Sport Fishing in Annapolis, Md. (chesapeakebaysportfishing.com), there had to be more effective target advertising techniques for his charter boat business than the standard still shot of someone holding a fish. He wanted a way to show the catch in real time and reach a wide audience, without spending a bundle on Internet advertising.

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SOLUTION: Schott found exactly what he was after by contacting Carol Martino, (videocustomer.com) who introduced him to an inexpensive online service from helloWorld Studio (helloworld.com), which provides live broadcasting and photo sharing via email and instant messaging. He likens it to viral marketing, an emerging online advertising technique. “I could never reach the people I’m able to reach this way,” he says.

Schott caters to corporate groups who charter his boat to fish for rockfish (aka striped bass). During their fishing trips, his clients are anxious to show colleagues, friends, and family what fun they’re having. And he’s happy to oblige, offering the ability to send video footage from the boat by email. Viewers can actually see the fish flopping on deck, along with Schott’s branding, in the email. One client passed Schott his cell phone so that a friend viewing the fishing trip could book a trip on the spot.

Schott doesn’t track results but figures that last year he booked four or five extra groups with the service, which costs $20 a month. It has increased his business by at least 10 percent, he says, and made him a big believer in creative advertising techniques.

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