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

Salmon PromotionSalmon Promotion

Alaska Seafood Marketing InstituteAlaska Seafood Marketing Institute

PurposePurpose

This power point is designed to help you and your This power point is designed to help you and your retail partners design an Alaska Canned & Shelf-retail partners design an Alaska Canned & Shelf-Stable promotion.Stable promotion.

Please feel free to use this as a base presentation. Please feel free to use this as a base presentation. Insert your branded products, price lists, and Insert your branded products, price lists, and contact information. contact information.

Why Alaska Canned & Shelf-Why Alaska Canned & Shelf-Stable Salmon?Stable Salmon?

Convenient and easy to useConvenient and easy to use

– No pre-planning requiredNo pre-planning required Heart-healthy meals in minutesHeart-healthy meals in minutes Year-round availabilityYear-round availability

Canned & Shelf-Stable Salmon Canned & Shelf-Stable Salmon Campaign OverviewCampaign Overview

Timing: Winter 2005-2006 Timing: Winter 2005-2006 Two Distinct Target Audiences:Two Distinct Target Audiences:

– Traditional ConsumerTraditional Consumer– Latino ConsumerLatino Consumer

Tactics:Tactics:– Full page magazine advertisements in National Full page magazine advertisements in National

PublicationsPublications– Latino Radio Spots in 8 MarketsLatino Radio Spots in 8 Markets– In-store POSIn-store POS– WebsitesWebsites

Target AudienceTarget Audience

Traditional Consumer:Traditional Consumer:– Target Traditional users for incremental purchaseTarget Traditional users for incremental purchase– 55 yrs old+, low to medium income55 yrs old+, low to medium income

Latino Consumer:Latino Consumer:– Target high Hispanic/high Traditional CDI markets using crossover Target high Hispanic/high Traditional CDI markets using crossover

retailers (retail chains with high Hispanic population and high retailers (retail chains with high Hispanic population and high traditional canned salmon customer base). Ex. Fiesta Mart, HEB traditional canned salmon customer base). Ex. Fiesta Mart, HEB

– Women 18-49 who already use canned proteinWomen 18-49 who already use canned protein

Traditional Market Print Traditional Market Print Advertising OverviewAdvertising Overview

New Canned Salmon New Canned Salmon Advertisement, with three Advertisement, with three perforated recipe cards will perforated recipe cards will appear in two highly appear in two highly recognized national recognized national consumer publications as consumer publications as a thick, two-sided insert a thick, two-sided insert

Traditional Audience Consumer Traditional Audience Consumer Advertising OverviewAdvertising Overview

December ’05 Cooking Light December ’05 Cooking Light MagazineMagazine

Jan/Feb ‘06 Cooking Light Jan/Feb ‘06 Cooking Light MagazineMagazine

1,650,000 Circulation1,650,000 Circulation

1,604,000 Circulation1,604,000 Circulation

January ‘06 Southern Living January ‘06 Southern Living MagazineMagazine

South Atlantic, Mid-Atlantic, South Atlantic, Mid-Atlantic, Midwest, & Other selected Midwest, & Other selected states (Tennessee, Alabama, states (Tennessee, Alabama, Arkansas, Missouri)Arkansas, Missouri)

Total Circ: 1,829,000Total Circ: 1,829,000

Hispanic Radio OverviewHispanic Radio Overview

Re-running existing Hispanic Radio spotRe-running existing Hispanic Radio spot Use radio in markets with heavy Hispanic Use radio in markets with heavy Hispanic

populations (20% +):populations (20% +):– Target Markets: Chicago, Dallas/Ft. Worth, Houston, Target Markets: Chicago, Dallas/Ft. Worth, Houston,

Miami, Phoenix, San Antonio, San Francisco, San JoseMiami, Phoenix, San Antonio, San Francisco, San Jose

On-air Jan 1 - 21, 2006On-air Jan 1 - 21, 2006

CITYCITY # of STATIONS# of STATIONS TOTAL SPOTS TO TOTAL SPOTS TO RUNRUN

ChicagoChicago 55 431431

Dallas/Ft. WorthDallas/Ft. Worth 55 393393

HoustonHouston 55 315315

Miami-Ft. Miami-Ft. LauderdaleLauderdale

44 223223

PhoenixPhoenix 66 466466

San AntonioSan Antonio 77 697697

San FranciscoSan Francisco 66 486486

San JoseSan Jose 66 486486

TOTALS:TOTALS: 4444 34973497

January 2006 Hispanic Radio January 2006 Hispanic Radio OverviewOverview

Canned & Shelf-Stable Canned & Shelf-Stable POS MaterialsPOS Materials

Canned Salmon Leaflet Canned Salmon Leaflet Item: 8-016Item: 8-016

Canned Salmon & Canned Salmon & Chipotle Dip Recipe Card Chipotle Dip Recipe Card BilingualBilingual

Item: 17-059Item: 17-059 Pop-up recipe holderPop-up recipe holder

Clips into price/channel Clips into price/channel stripstrip

Item: 8-020Item: 8-020

Canned & Shelf-Stable Canned & Shelf-Stable POS MaterialsPOS Materials

English & Spanish English & Spanish floor graphics floor graphics

24” x 24” Square24” x 24” Square Item Numbers:Item Numbers:

English: 17-056English: 17-056

Spanish: 17-057Spanish: 17-057

Canned & Shelf-Stable Canned & Shelf-Stable POS MaterialsPOS Materials

Can-Do CookbookCan-Do CookbookOver 40 great recipes!Over 40 great recipes!Item: 127-020Item: 127-020

Consumer Ad-ReprintConsumer Ad-Reprint3 perforated recipe cards3 perforated recipe cards

8.5” x 11”8.5” x 11”Item: 8-041Item: 8-041

Both items work great for in-Both items work great for in-store demonstrations!store demonstrations!

Website ToolsWebsite Tools

Give your customers the tools they need Give your customers the tools they need to learn more about canned salmon in to learn more about canned salmon in both English and Spanish formatsboth English and Spanish formats

www.alaskaseafood.org/canned/www.alaskaseafood.org/canned/ www.alaskaseafood.org/canned/index_spanish.htmlwww.alaskaseafood.org/canned/index_spanish.html

Provides recipes, health information and Provides recipes, health information and specifics about Alaskaspecifics about Alaska

Key Web Addresses & Key Web Addresses & How to Order POS MaterialsHow to Order POS Materials

Visit Visit www.alaskaseafood.orgwww.alaskaseafood.org For Large Quantity Orders Please Call: 800-For Large Quantity Orders Please Call: 800-

806-2497806-2497 Email: Karl Johan Uri at: Email: Karl Johan Uri at:

kuri@alaskaseafood.orgkuri@alaskaseafood.org