Marketing Aquaculture Products — 1

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Of course, one neat advantage of the Map- It function is that you can see a particular business’s closest adjacent competitors. Th is should give you some additional thoughts or talking points when you go in to meet with them. For example, chain restaurants will be interested in lowest-cost high-volume product that they get frozen like clockwork from a large national vendor. Th is material then goes into an wellestablished moderate-to-low price-point dish that they sell to and established predictable customer demographic. Th e “white-table-cloth” (high end) restaurant down the street will most-likely strive to diff erentiate themselves from the chain retailer through quality and uniqueness of product and dining experience. Th ese days, this is oft en done by presenting the highest-quality locally-produced identitypreserved location-of-origin-ensured product in the form of a specially-prepared 46 — Marketing Aquaculture Products dish based on the unique attributes of your product. Th is is what their demographic expects and, in regard to a unique dining experience, is quite willing to purchase. MarketMaker can help us zero in on this and other outstanding product placement opportunities. Continuing with the above example, within Des Moines, Iowa, area and within a given demographic age group (older working people), our initial search identifi es 1059 restaurants that serve seafood and cater to them. By further refi ning the list and eliminating chain restaurants and similar establishments, we are now down to 180 or so businesses that would be interested in our product. We can now zero in on that particular part of the metro area where we would have the highest likelihood of encountering customers interested in top-quality product and service where price-point is not an issue, and we can easily identify ten or so “cream-of-the-crop” restaurants. Once we identify them, we put together a simple contact list using the contact data and develop a plan to contact and work with them. As you consider potential retailers and the selling points for your product; you’ll realize that there is a very high likelihood that this retailer will be very receptive to your product due to its attributes. Th is is the easiest of all sales calls. You have your talking points, you know a lot about your target restaurant, their competition, and what makes them unique. It is now relatively easy to make
the initial contact and then cultivate a relationship. Th ese days, everyone is interested in enhanced value-chains and tools like MarketMaker. You can even break the ice by telling the restaurant’s contact person that you found them by way of MarketMaker’s business data! Later, consider working with your cooperating retailers to generate some buzz about your product by developing an outreach presence via their Facebook®, Twitter®, or other social-media presence. A lot of young professionals today communicate via social-media applications, and more and more consumers outside that demographic are introducing themselves to social media. If your retailers are planning to launch or showcase your product, be sure to get the word out through social media. Have a great short background story, quality information and some photos ready for their use. Putting together a media packet is a very small time investment that can result in considerable returns. Many retailers have e-mail client lists and websites and are always looking for ways to showcase new and unique products. An additional new feature of MarketMaker is an employment opportunities section. If you are a producer or a business looking for an employee, registered users can post on the site. Within 24-hours the site is “swept” by national search engines including U.S. Jobs Bank. Within 48-hours, U. S. Jobs Bank is linked to all state and most private job-search agencies and listings. In Iowa, for example, it is linked to Iowa Workforce Development and Iowa National Guard Veteran Employment Offi ce. Marketing Aquaculture Products — 47
Page 1 and 2: Marketing Aquaculture Products —
Page 3 and 4: Reality Check: Why Businesses Fail
Page 5 and 6: do what you think you can do and yo
Page 7 and 8: line within the market. Your vision
Page 9 and 10: opportunities. Marketing doesn’t
Page 11 and 12: tangible and intangible. To success
Page 13 and 14: the owner, both may be important in
Page 15 and 16: have actually given them my number
Page 17 and 18: Marketing and product development.
Page 19 and 20: or re-tooling; early supplier invol
Page 21 and 22: you 25% and the distributor’s mar
Page 23 and 24: ing and thanking them for making ti
Page 25 and 26: and the benefi ts of the product to
Page 27 and 28: Packages, Labeling & Point-of-Purch
Page 29 and 30: Dealing with Brokers and Distributo
Page 31 and 32: usiness are net-30, net-7, and net-
Page 33 and 34: Dealing Directly with Grocery Store
Page 35 and 36: Sending a press release to the loca
Page 37 and 38: committed; remember that client’s
Page 39 and 40: to be a non-confrontational and str
Page 41 and 42: local resources to build this natio
Page 43 and 44: visibility for participating produc
Page 45: tant market-research tool. One that
Page 49 and 50: where you think of the market is or
Page 51 and 52: 6. Family owned and operated Weakne
Page 53 and 54: Marketing Plan Outline A simple out
Page 55 and 56: with distributors, letters from sat
Page 57 and 58: Consumer: Th e end user who consume
Page 59 and 60: Business Know-How. (Ideas, resource
Page 61 and 62: Schragis, S. and R. Fishman. 10 Clo

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