Traditional Promotional Methods

Traditional Promotional Methods

Traditional promotional methods connect a business with the public by providing product and business information through a variety of means such as: 

  • Flyers and business cards
  • Articles based on interviews with journalists, students and others 
  • Community and other special events (e.g., handling and cooking demonstrations, tasting events)
  • Your own press releases (used by others in blogs, articles, radio broadcasts etc.)
  • Trade magazine business listings
  • Ads in local newspapers, magazines and radio broadcasts
  • Promotional merchandise (e.g., pens, keychains, t-shirts, tote bags)
  • Celebrity promotions 

Tips

Fishermen suggested the following tips for using traditional promotional methods:

  • Take advantage of free publicity. Invite a chef, reporter, celebrity, photographer or filmmaker to your fishing vessel or alternative market to share your story. Provide photographs that they can share with the public. Also consider local online advertising websites (e.g., Craigslist).
  • Post and hand out flyers and/or free merchandise at events and places where potential customers are likely to be. 
    • Note that some locations may require approval; check before posting
  • Seek to have your business featured and/or place an ad in trade magazines or newspapers that target specific groups (e.g., dietary, ethnic, locavore) that may be interested in your products. 
  • Provide photographs to restaurants, retail markets and institutions that they can use onsite and/or in promotional materials.
  • Develop and distribute a press release that tells your story and provides information about your business and products. Provide it to the media (both newsprint and radio), students, food bloggers, family and friends who will share it with others through word-of-mouth, the web and social media. 

Resources

Effective Traditional Marketing Strategies.
Early Growth Financial Services.
Is Traditional Marketing Still Alive? 
Forbes Magazine.
Traditional Marketing Still Rules. 
US Small Business Administration.

Additional permits and other documentation usually are needed to establish an alternative market. Be sure to consult with resource management, public health and business authorities before selling your seafood.

Information provided on this page was synthesized from interviews with fishermen and buyers, and from the Fishermen’s Direct Marketing Manual, the Small Farm and Direct Marketing Handbook, ATTRA publications, and other resources (see About this Website and Resources).