3 results

RAC QLD: Queensland Seafood Marketing Symposium

Project number: 2016-262
Project Status:
Completed
Budget expenditure: $40,000.00
Principal Investigator: Marshall Betzel
Organisation: Queensland Seafood Marketers Association Inc (QSMA)
Project start/end date: 29 Dec 2016 - 30 Jul 2017
Contact:
FRDC

Need

Although a $2.7 billion industry,the Australian Seafood lags behind otherp rimary producers in its ability to centrally organise, market and represent itself to consumers,regulators and the general public.

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

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

1. Informing participants how effective marketing works
2. Inspiring participants with practical examples of effective marketing they could 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. Demonstrating how to incorporate a systematic approach to developing a brand
6. Identifying meaningful and distinct consumer markets through market segmentation

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

Objectives

1. Create and promte a 1 day marketing symposium

Final report

Author: Marshall Betzel
Final Report • 2017-09-29 • 376.07 KB
2016-262-DLD.pdf

Summary

The initial proposal to hold a marketing symposium in Queensland 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. Concepts of market brands, brand orientation, consumer trends, market segmentation, packaging and distribution were all key elements of the symposium subject matter.

One of the key messages that resonated strongly throughout the symposium was that as an industry, we don’t communicate with consumers or the community in general about how sustainable Queensland Seafood is or its value in terms of nutrition and wholesomeness. Similarly, the sustainability message of how our industry operates is also absent in our marketing.

There was a strong consensus amongst the delegates that these areas should be addressed, and that perhaps the central theme of the next symposium should be what effective strategies and methods should we as an Industry consider in engaging and creating awareness within the community as to our high level of sustainable practice and social responsibility.  

Project products

Presentation • 27.04 MB
2016-262-Presentations.pdf

Summary

Presentations by the following presenters are available to download as PDF:

  • Hayley Abbott
  • John Connelly
  • Chanel Day
  • Claire McAsh
  • Chris Calogeras
  • Sam Gordon
  • Alan Adams
  • Peter Horvat
  • John Sussman
  • Arthur Raptis
  • Ben Hale

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.
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