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Winter 2005-2006 Wild Alaska Canned/Shelf-Stable Salmon Promotion Alaska Seafood Marketing Institute Purpose This power point is designed to help you and your retail partners design an Alaska Canned & Shelf-Stable promotion.

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winter 2005 2006 wild alaska canned shelf stable salmon promotion

Winter 2005-2006 Wild Alaska Canned/Shelf-Stable Salmon Promotion

Alaska Seafood Marketing Institute

purpose
Purpose
  • This power point is designed to help you and your retail partners design an Alaska Canned & Shelf-Stable promotion.
  • Please feel free to use this as a base presentation. Insert your branded products, price lists, and contact information.
why alaska canned shelf stable salmon
Why Alaska Canned & Shelf-Stable Salmon?
  • Convenient and easy to use
    • No pre-planning required
  • Heart-healthy meals in minutes
  • Year-round availability
canned shelf stable salmon campaign overview
Canned & Shelf-Stable Salmon Campaign Overview
  • Timing: Winter 2005-2006
  • Two Distinct Target Audiences:
    • Traditional Consumer
    • Latino Consumer
  • Tactics:
    • Full page magazine advertisements in National Publications
    • Latino Radio Spots in 8 Markets
    • In-store POS
    • Websites
target audience
Target Audience
  • Traditional Consumer:
    • Target Traditional users for incremental purchase
    • 55 yrs old+, low to medium income
  • Latino Consumer:
    • Target high Hispanic/high Traditional CDI markets using crossover retailers (retail chains with high Hispanic population and high traditional canned salmon customer base). Ex. Fiesta Mart, HEB
    • Women 18-49 who already use canned protein
traditional market print advertising overview
Traditional Market Print Advertising Overview
  • New Canned Salmon Advertisement, with three perforated recipe cards will appear in two highly recognized national consumer publications as a thick, two-sided insert
hispanic radio overview
Hispanic Radio Overview
  • Re-running existing Hispanic Radio spot
  • Use radio in markets with heavy Hispanic populations (20% +):
    • Target Markets: Chicago, Dallas/Ft. Worth, Houston, Miami, Phoenix, San Antonio, San Francisco, San Jose
  • On-air Jan 1 - 21, 2006
canned shelf stable pos materials
Canned & Shelf-Stable POS Materials
  • Canned Salmon Leaflet Item: 8-016
  • Canned Salmon & Chipotle Dip Recipe Card Bilingual

Item: 17-059

  • Pop-up recipe holder

Clips into price/channel strip

Item: 8-020

canned shelf stable pos materials11
Canned & Shelf-Stable POS Materials
  • English & Spanish floor graphics
  • 24” x 24” Square
  • Item Numbers:

English: 17-056

Spanish: 17-057

canned shelf stable pos materials12
Canned & Shelf-Stable POS Materials
  • Can-Do Cookbook

Over 40 great recipes!

Item: 127-020

  • Consumer Ad-Reprint

3 perforated recipe cards

8.5” x 11”

Item: 8-041

  • Both items work great for in-store demonstrations!
website tools
Website Tools
  • Give your customers the tools they need to learn more about canned salmon in both English and Spanish formats
  • www.alaskaseafood.org/canned/
  • www.alaskaseafood.org/canned/index_spanish.html
  • Provides recipes, health information and specifics about Alaska
key web addresses how to order pos materials
Key Web Addresses & How to Order POS Materials
  • Visit www.alaskaseafood.org
  • For Large Quantity Orders Please Call: 800-806-2497
  • Email: Karl Johan Uri at: kuri@alaskaseafood.org