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2018 marketing symposium to showcase innovative communication methods

Project number: 2017-196
Project Status:
Completed
Budget expenditure: $46,000.00
Principal Investigator: Marshall Betzel
Organisation: Queensland Seafood Marketers Association Inc (QSMA)
Project start/end date: 28 May 2018 - 25 Oct 2018
Contact:
FRDC

Need

Although a $2.7 billion industry the Australian seafood industry has traditionally lagged behind other primary producers in its ability to centrally organise, market and represent itself to consumers, regulators and the general public.
The formation of Seafood Industry Australia is a big step in correcting this anomaly.

There remains a strong need for seafood producers(fishers and Farmers) to understand the current seafood market,supply chain and advances in product development and marketing.

A further marketing symposium will provide industry with an update on the current trends and approaches, it would further benefit industry by:

1. Reinforcing with industry how effective marketing works.
2. Inspire participants with practical examples of effective marketing they coud apply at a sector, category or company level.
3. Showcase examples of effective marketing for domestic demand, export, trade and industry goodwill.
4. Identify and explain new marketing channels and the opportunities they present.
5. Demonstrate how to incorporate a systematic approach to developing a brand.
6. Identify meaningful and distinct consumer markets throgh market segmentation

It is clear the priority audience for the symposium are fishers and farmers looking to improve their profitability.

Objectives

. 2 Outcome from Symposium should be that all sectors of Industry (ie Wild Catch, Aquaculture and Post Harvest) have a greater appreciation and understanding of the opportunities available to showcase their seafood through developed and innovative methods.
1. Create and promote a one day marketing Symposium
3. Develop an additional platform to Seafood Directions for all Industry sectors to convene and share information on a face to face level,

Project products

Final Report • 2018-10-19
2017-196-DLD

Summary

The initial proposal to hold a marketing symposium in Queensland in 2017 was based on the need to bring Industry together with particular reference to the post-harvest sector to provide, exchange and discuss information in an open forum regarding trends and/or needs in the existing value chain process which will lead to product reaching its market in ultimate post-harvest condition and value.
The 2018 National Marketing Symposium built upon this initial symposium by broadening the scope and attendance. Presentations included marketing examples from long line fishing, oyster growing, prawn promotion, product branding, retail strategies and much more. The Keynote speaker, Monica Jain, from the USA provided an in depth strategy for dealing with the problems that may occur with sections of the media and NGOs.
People
PROJECT NUMBER • 2017-193
PROJECT STATUS:
COMPLETED

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ORGANISATION:
Queensland Seafood Industry Association (QSIA)
Industry
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PROJECT STATUS:
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ORGANISATION:
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Communities
PROJECT NUMBER • 2016-263
PROJECT STATUS:
COMPLETED

Social and Economic Evaluation of the Victorian Wild-catch Seafood and Aquaculture Industry – STAGE 1

The FRDC Victorian Research Advisory Committee identified the need for a research project to measure the multiple social and economic contributions of the professional fishing and aquaculture sectors as an urgent and high priority. FRDC and the Human Dimensions Research (HDR) subprogram also...
ORGANISATION:
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Environment
People
Blank
PROJECT NUMBER • 2018-026
PROJECT STATUS:
COMPLETED

e-fish - An Integrated Data Capture and Sharing Project

The e-fish project provides an in-depth analysis of the challenges currently experienced by fisheries agencies in data integration and sharing. The project, led by the Australian Fisheries Management Authority (AFMA) in consultation with Australia’s State and NT fisheries jurisdictions,...
ORGANISATION:
Australian Fisheries Management Authority (AFMA)
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