alaska seafood marketing institute · marketing update & consumer trends southwest alaska...

ALASKA SEAFOOD MARKETING INSTITUTEMarketing Update & Consumer TrendsSouthwest Alaska Municipal Conference – March 2, 2018

Jeremy Woodrow, ASMI Communications Director

ALASKA SEAFOOD MARKETING INSTITUTE

MAXIMIZING VALUE

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Public-Private Partnership

A public-private partnership between the State of Alaska and the Alaska seafood industry established to foster economic development of a renewable natural resource.

Alaska Seafood

Marketing Institute (ASMI)

ASMI is a marketing organization with the mission of INCREASING THE ECONOMIC VALUE of the Alaska seafood resource through:➢ Increasing the positive awareness of the Alaska Seafood brand;

➢ Collaborative marketing programs that align ASMI and industry marketing efforts for maximum impact within the food industry;

➢ Championing the sustainability of Alaska’s seafood harvests resulting from existing Alaska fisheries management imperatives. (State of Alaska Constitution and Magnuson-Stevens Fishery Management and Conservation Act and The Halibut Act);

➢ Proactive marketing planning to address short and long-term goals while remaining flexible and responsive to a changing environment and economy;

➢ Quality assurance, technical industry analysis, education, advocacy and research;

➢ Prudent, efficient fiscal management. 3


MARKETING EFFORTS

4ASMI MARKETING EFFORTS


SUSTAINABILITY IS IN OUR GENES

Alaska Sustainable

Fisheries

Fisheries Management

Certification

Full Utilization

Families and Communities

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ASMI Global Promotions• 8 regional programs & 27 Countries:

• Japan• China• Brazil• Northern Europe• Central Europe• Southern Europe• Western Europe• Eastern Europe

➢ Activities designed to raise the value and awareness of the Alaska Seafood brand

➢ ASMI applies annually for USDA funds from the Foreign Agricultural Service (FAS) through the Market Access Program (MAP)


INTERNATIONAL MARKETING

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INTERNATIONAL: TRADE MISSIONS

$300M AK Seafood in Annual Exports

2017 KOREA TRADE MISSION12 industry members from 10 companies participated

Steady growth in this market over the last five years particularly for salmon,

pollock, surimi and flatfish.

2016 SE ASIA TRADE MISSION8 industry members from 8 companies participated

Led to the Formation of a US Seafood Global

Based Initiative for SE Asia: Sept. 2017

Led to successful application for a QSP

Project7


INTERNATIONAL: HEALTH AND FITNESS

Women’s Health – 500,000 MPUs

Men’s Health – 2,400,000 MPUsRunner’s World – 817,000 MPUs

Feed your Fitness, Czech Republic

Herring roe

product

introduction,

nutrition

selling points,

China

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INTERNATIONAL: FOOD TRUCKS

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INTERNATIONAL: AMERICAN FARE

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INTERNATIONAL: E-COMMERCE

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United States & Canada• Foodservice• Retail• Distributor• Consumer Public Relations


DOMESTIC MARKETING

Datassential 2016

CO-OP between ASMI & Alaskan Brewing Co. in

18 markets. Still selling in currently: 1336

stores.

IN-STORE DISPLAYS near the seafood

department and sampling at 70 stores

INSTANT-REDEEM COUPON $2 off on Alaska

Seafood with the purchase of any two 6 packs or

one 12 pack of Alaskan Beer.


US CO-OP PROMOTION: ALASKAN BREWING

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2017 LENTEN Season Promotion

COUPON $0.50 off any frozen Alaska

Pollock item

RESULTS

• 21,799,451 impressions

• 119,825 engagements

• 33,036 redemptions


COUPON PROMOTION: IBOTTA APP

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SUMMER 2017 - featured Alaska Coho salmon

and breaded Alaska pollock “Just Fish Sticks”

as a back-to-school item.

PROMOTION included banner ads, featured

products on themed shopping pages, and

outdoor billboards.

FRESH DIRECT created an Alaska salmon

promotional video filmed in Bristol Bay.


ONLINE RETAIL PROMOTIONS

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CONSUMER MEDIA RELATIONS• Earned media relations efforts drew 1,009

placements and over 2 billion impressions in FY17

• March halibut & sablefish season press release: 184 placements, 88 million impressions; outlets such as Yahoo Finance (76M UMV), Washington Business Journal (200K UMV)

• May Summer Salmon Season press release: 215 sites and 96.6 million impressions

• May Salmon-focused recipe and video blogger program generated over 1 million impressions from 42 posts.


DOMESTIC PUBLIC RELATIONS

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ALASKA FAM TOURS

1717

Seward Seafood School• 8 international chefs

• 6 domestic media guests

• 3 domestic foodservice/retail guests

• 3 Alaskan chefs

• Toured: Alaska Sealife Center, Alutiiq Pride Shellfish Hatchery, Icicle Seafoods Plant, Bear Creek Weir.

• Group went fishing & toured Resurrection Bay/observed commercial seiner.


MARKETING EFFORTS

18CONSUMER TRENDS


THE CHANGING CONSUMER

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GI Generation

Boomer

Gen X

Millennial

Gen Next

<9

10-19

20-29

30-39

40-44

45-50

50-60

60-69

70-79

80+

American Diversity by Generation

Multicurltural (All Other), %MC Non-Hispanic White, %NHW

FUTURE CONSUMERS WILL BE

MORE DIVERSE

© 2017 Technomic Inc.


THE CHANGING SHOPPER

20© 2017 Technomic Inc.

THE SHOPPER GENDER DIFFERENTIAL WILL CONTINUE TO

DECREASE

43%57%

MaleFemale

Primary Grocery Shopper

by Gender


THE CHANGING ONLINE SHOPPER

21

23%

In the

office

25%

In retail

stores

20%

In the

bathroom

10%

While

drinking

43%

In Bed

20%

In the

car


#AlaskaSeafood

#AskforAlaska

#eatalaska#Facebook Facebook.com/AlaskaSeafoodTwitter @Alaska_SeafoodInstagram @AlaskaSeafoodPinterest @AlaskaSeafoodYouTube YouTube.com/Alaska Seafood

thank you!

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