Resources to support consumer marketing
This page has links to assets and guidance to help seafood businesses with their consumer marketing:
- Free tools and assets
- Consumer research
- Data and insight on seafood sales and consumption
- Marketing masterclass webinars
Following the recommendations from our Strategic Review, we are stopping consumer marketing activity through Love Seafood. We will be refocusing our efforts elsewhere, increasing our resource and dedication to researching industry reputation challenges. This will help build an evidence base that can best support the industry moving forward. You can find out more about our Strategic Review from the link below.
We will still provide seafood businesses with market insight and analysis to support industry marketing efforts. You can access resources on this from the links below.
Whether you’re promoting your business or products online or in print, it’s important to create engaging content.
We have a wide selection seafood photography, recipes and other assets which you can continue to use to create your own content. All the assets and tools are available to download for free from our online media library. Simply go to the media library website and to search for resources. Please note - you will need to create an account to access our media library.
The first step in changing behaviour is knowing what really drives consumers. We have used research and insight to identify two key audiences to target for the consumer marketing of seafood:
- Millennials - those born between 1981 and 1996
- Baby Boomers - those born between 1946 and 1964
We applied data from Experian and YouGov to create a sub-set of audience segments grouped by life stage within these categories. From this we identified three core audience segments.
|
Audience segment |
Overview |
Demographics |
|
Starting out
|
Millennials that lead busy lives and are starting to settle down and start a family.
|
|
|
Mid-market families
|
Middle-aged average affluence families that are time pressured and interested in convenience above the environment or luxury. |
|
|
Stretched families |
Young families with low income looking for affordable food and the occasional takeaway. Highly influenced by celebrities. |
|
You can still find information on the consumer research we carried out to inform our consumer marketing strategy. It’s available, along with other data and insight, on our Consumer research webpage from the link below:
We gather and analyse data from the foodservice industry in the UK to find out the latest trends and insights on seafood eaten out of home. We also gather data from independent and multiple retailers in the UK to find out the latest trends and insight on seafood eaten in home.
Follow the links below to access our latest factsheets with data on performance across different sectors, species, product formats and categories.
Our marketing masterclass webinars have been designed to help independent seafood businesses with their own marketing.
Maximising social media for business
This webinar offers insight on common queries about using social media for business. It sets out to give you the knowledge to execute simple but effective social media strategies to help grow your online presence.
It’s hosted by our Head of Marketing Greg Smith and features a presentation by Leah Silverlock, Social Media Manager at creative agency John Doe. Topics covered in the presentation include:
- Technical information about social media platforms
- Tactics to increase your social media following and business enquiries or sales through social media
This webinar took place on Thursday 11 March 2021. A recording of the webinar is embedded below. You can also watch it on our YouTube channel.
An intro to local search engine optimisation
Local search engine optimisation (SEO) brings huge potential for businesses, but it can be confusing to know where to start. This webinar explains what SEO is, how to find out what your customers are already searching for, and how to get started with Google MyBusiness and SEO on your website.
It's hosted by our Head of Marketing Greg Smith with a presentation by Melissa Rynn, Digital Innovations and Insight Director at creative agency John Doe. Topics covered in the presentation include:
- What is search engine optimisation (SEO)?
- How to find what your customers are searching for
- How to set up a Google MyBusiness account
- The basics of SEO for your website
- Free tools to get you started
This webinar took place on Thursday 18 March 2021. A recording of the webinar is embedded below. You can also watch it on our YouTube channel.