115 pm Keynote Speaker - Marketing - DEBORAH HAUST
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Transcript of 115 pm Keynote Speaker - Marketing - DEBORAH HAUST
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SUSTAINABLE
MARKETING &
BRANDING TACTICS
FOR SMALL-SCALE
FISHERIES
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“Your Story Is Your
Marketing Strategy.
Even small businesses can
create powerful, meaningful,
sincere branding messages.”
-Vanessa Nornberg
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Why are
we doing
this?
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Sustainable Seafood
is seafood from either fished or farmed
sources that can maintain or increase
production in the future without
jeopardizing the ecosystems from which
it was acquired.
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Primary Price – Quality, Freshness
Taste – Species, Cut
Secondary Wild – Caught, Farmed
Organic – Local, Certifications
Tertiary Traceability – Biological Impacts –
Animal Welfare
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Three Barriers to
Purchasing Sustainable
Products:
1. High Price
2. Lack of Information
3. Lack of Availability
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Brand Development
---Small is good.
1. Approachable
2. Specialized
3. Speedy
4. Accessible
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“Small businesses should focus on
intimately knowing their target
audience and communicating with
them in a meaningful way. They should
draw customers in with sales and
promotions, then work to build loyal
customers through trust and
communication.” -Susan Payton
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Niche Marketing
Strategies – The 4 C’s.
1. Customer Awareness
2. Communication
3. Cooperation
4. Certifications
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Video produced by AS YOU LIKE IT MEDIA INC For Greig Seafood BC
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“By joining forces with other small
businesses you can harness the power
of the community and grow
together. Seek out collaborative
relationships with other like-minded
businesses and stop thinking of them
as competitors, rather as partners. -Small Business BC
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