Advertising is one of the fundamental tools of marketing. Advertising has been around for thousands of years and has been used to encourage, persuade, or manipulate audiences, usually consumers. Opportunities to promote fishing and aquaculture as a whole or as individual sectors is another area we are eager to gain insights on. In this discussion forum we asked for the industry's thoughts on whether there could be benefits for the fishing and aquaculture community if greater promotion of products occurred.
When talking about promotion we mean direct advertising about the product or industry, using the actual product to do this.
Advertising for both products, for example Atlantic Salmon, abalone, prawns or brand or company can be of great benefit to those sectors and industry as a whole. It also delivers spill over benefits to the whole.
These were some of the comments that emerged during the consultation:
|
Anthony Mercer |
Growth of the seafood take up by consumers is of benefit to everybody in the industry - every sector |
|
Renee Vajtauer |
Promotion of seafood to consumers (whether domestic/international) will directly promote the image of the industry. Support for product = support for industry = security of access |
|
Sam Gordon |
Does advertising have a clear objective ie. Increase price/kg, Increase sales, Increase industry perception? |
|
Michelle Wenner |
Promoting health benefits, Promoting support by consumers for Australian businesses/communities/economy, Promoting Australian vs foreign product (ecological footprint) |
|
Arthur Raptis |
What would be the best promotional activity? Bang for bucks? |
|
Peter Horvat |
Not one size fits all. Every industry sector may require different activities to achieve a cost effective model
|
|
Katherine Winchester Submitted by Katherine Winchester on Tue, 2014-11-18 14:15 |
What is covered in this that is not covered in Seafood trade, Seafood Retail, Image of Industry? |
|
Claire Webber |
Austrlaian Lamb have released a very witty and funny ad for eating lamb this Australia Day. What could an Aussie Seafood ad look like? |
|
Ben Hale |
Prior to 2003 Lamb and Australia Day weren't connected. This is entirely the result of advertising and marketing. It's brilliant work and shows how effective sticking to a theme and using humour (the hardest of categories to execute) can be. I think it's important to protect the traditional Australia day turf. I've been worried about Lamb's ascendancy in owning the day, and they're even having a go at Christmas as well. But 20 million dollars a year or thereabouts for marketing allows you to do that. Without losing focus on the bigger picture, should we consider ways to humourously challenge the Australia Day/Lamb connection? Or do we run our own race? |
|
Michael Hirst |
Using the health message to sell? What however does disappoint me is that all the health professionals I have consulted recommend that I eat Atlantic Salmon, one did mention Australian Salmon and Sardines. When I mentioned that I was a Fisher and asked about locally caught fish such as mullet, tailor and silver trevally the health professionals did not know much about them at all. My understanding of these fish species is that they are oily and presumably high in omega 3 and all the other good oils. The health people all of them all seemed to be ignorant of the qualities of our locally caught fish. They appear to be stuck in a rut referring to outdated studies. I did some research of my own and uncovered some info re omega 3 oils and fish. It suggested Gemfish, Blur-eye trevalla, Blue Mackerell, Oysters, Arrow squid and Mussels. Now there appears to be a lack of information regarding locally caught and cheaper varieties of fish. I see this as a marketing opportunity going begging. I have suggested mullet,tailor and silver trevally and there must be more species locally caught which would satisfy the requirements of a healthy seafood diet. The marketing opportunity would be firstly to put this information out to the medical people and secondly advertise the benefits of locally caught high omega 3 species to the general public. |
|
Peter Horvat |
Hi Michael, thank you for the comment. Without question Omega'3s are a very strong selling point for seafood. And you are correct a lot of people take it for granted. |
|
Rosemary Stanton |
The books Seafood the Good Food I and II are valuable sources of information on omega 3 levels in every species of Australian seafood. We should note that all Australian fish have enough omega 3 fatty acids to be legally labelled as a 'good source'. The use of the term 'fatty fish' is somewhat misleading, partly because it doesn't necessarily correlate with the omega 3 content but also because most 'fatty fish' have less fat than meat, and way less than 'fatty' meats. |