Seven thousand restaurants and retailers across Louisiana are getting a chance to learn more about home-grown seafood and how to promote it to their customers. Photo: Ed Lallo/Louisiana Seafood News
Proactive Team Promotes Awareness of Louisiana Seafood
by Susan Burnell/Louisiana Seafood News
Seven thousand restaurants and retailers across Louisiana are getting a chance to learn more about home-grown seafood and how to promote it to their customers.
Members of a special “street team” sporting Louisiana Seafood logo shirts have begun meeting face-to-face with restaurant managers and seafood retailers to tell the Louisiana Seafood story, gather opinions and hand out free promotional materials. Photo Illustration: The Food Group
Members of a special “street team” sporting Louisiana Seafood logo shirts have begun meeting face-to-face with restaurant managers and seafood retailers to tell the Louisiana Seafood story, gather opinions and hand out free promotional materials.
The team’s visits have been strategically timed to first cover the New Orleans area to get the Louisiana Seafood message and brand in front of Super Bowl and Mardi Gras visitors.
The feet-on-the-street project is proactive campaign orchestrated by the New Orleans office of The Food Group for the Louisiana Seafood Promotion and Marketing Board to promote local Louisiana Seafood brand and help restaurants and retailers showcase it.
As part of the program, the street team is educating retailers about the Certified Authentic Louisiana Wild Seafood program.
“The certification program ensures and promotes the fact that the seafood being offered is caught, landed and processed in Louisiana,” said Donna Klingenberg, vice president, The Food Group.
The Food Group was retained by the Seafood Board for its lengthy track record and expertise in marketing and communications for the food and beverage industry. Street team members are subcontracted to the firm.
Freebies Grab Attention and Educate
“In addition to point-of-sale materials such as window clings, wall signs, table tents, and price signs; promotional items include training materials for seafood department staff, as well as materials designed for consumers,” Klingenberg explained. “The training materials include preparation methods, nutritional highlights, flavor and texture, seasonal availability, how to know when seafood is fresh and how to store it. There are also consumer brochures on the unique species of Louisiana Seafood, with descriptions of what makes each type of seafood unique.”
Retailers and restaurants can browse the variety of support materials and order supplies of free materials online through Lousiana Seafood at http://buy.louisianaseafood.com.
Feedback Will Guide Future Campaigns
“When street team members—also called brand engagers—call to set appointments for personal visits, they ask managers of restaurants and seafood retailers if they already serve or sell Louisiana Seafood,” said Klingenberg. “When they arrive, they go through a brief survey to understand seafood buying habits, and for restaurants, serving habits. Then, with permission, they’ll put up point of sale materials.”
While the program hasn’t been in place long enough to tabulate trends, brand engagers have provided initial feedback. When the campaign is complete, it will help the Louisiana Seafood Board gauge current levels of awareness so future promotional activities can be targeted more effectively.
What’s Making a Splash So Far?
Brand engagers talk about what they’re hearing and seeing as they pound the pavement to promote and poll seafood sellers.
What has been the biggest surprise so far as you visit restaurants and seafood retailers?
“A lot of restaurants have corporate accounts that do not allow them to just go out and purchase any seafood, so many of the people we meet think that all seafood is the same.” – Dexter
A customer prepares to buy Louisiana Seafood from a store where the “street team” has placed signage. Photo: Ed Lallo/Louisiana Seafood News
“My biggest surprise during visits to restaurants and seafood retailers is how many of them simply trust their suppliers – but have no real idea of where their suppliers are getting their seafood – whether it is from Louisiana or other places.” – Desiree
“I was surprised by how well-received Louisiana Seafood was – and how interested in learning about the programs everyone has been so far.” – George
Describe one particular challenge you’ve had to overcome as part of the street team.
“One challenge is that many business owners and managers don’t understand that Louisiana Seafood is trying to provide support to the industry as a whole – not just one company.” – Jacob
“I find that challenging once I start talking with the managers and owners, they always want to learn more about Louisiana Seafood –and the discussions end up taking more time.” – John
“Everyone is enthusiastic about the Louisiana Seafood materials, but depending on the location they may have policies against putting up as many of the materials as they would like to.” – George
What free promotional items seem to be the most popular?
“Everyone really likes the hats – they say they want to show their support of Louisiana Seafood even outside of the restaurant or retail locations.” – Dexter
“The most popular items are the pens, hats, and small tin signage.” – Victor
“The larger ‘Proudly Offering’ window clings and license plate tear-offs have so far been my most popular leave-behind items.” – Kerry
“The ‘Experience Louisiana Seafood’ clings have been most popular – but all of the clings that let people walking by know that they can get Louisiana Seafood at that particular establishment are popular.” – Sarah
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