Louisiana Seafood

Case Study

Discerning Seafoodies

Louisiana Seafood

Phase 1

The Consumer

When you break down Americans by seafood consumption, real, predictable trends regarding geography, mindset and purchase behavior emerge. Understanding consumption is not exclusive to coastal areas. We cross-referenced this gender- and education-agnostic passion by DMA with affinity for Louisiana using travel data. Now armed with a shortlist of acquisition markets, we built a profile of the consumer who inquires, understands and spends more on their seafood based on origination.

Phase 2

The Action

Imported seafood drives the value out of the seafood marketplace by replacing the scarce, high-quality domestic product with cheap, inferior product. Unfortunately, consumers are none the wiser. Acceptance of domestic pricing (which applied to our client’s product) correlates directly with consumer realization that 90% of our seafood is imported. The more consumers we can get to segregate domestic from imported in their minds, the more consumers who will ask, prefer and justify spending more for a higher quality product. Then our scarce resource will be valued higher than imports, matching value with quality the way consumers already do with products like cheese, wine, truffles, watches, cars and apparel.

Phase 3

The Idea

We created the American Seafood Coast Guard (ASCG) to serve as a movement cultivating knowledge of seafood origin. Ninety-six percent of American diners state that they’d prefer domestic seafood to imports, and 94% percent believe that they’re eating domestic seafood when often that’s not the case. The goal of the ASCG is to increase awareness of these facts within our core segment. Marketing messaging would draw on elements of patriotism, superiority, flavor and a way of life as a simple call to action: Know Better. Eat Better.

Phase 4

The Analytics

When compared with the past three messaging platforms for Louisiana Seafood, the ASCG has virtually eliminated consumer friction to learning the difference between domestic seafood and imported. As CTR, open rates, engagement and web conversions rise, so does the efficacy of our limited consumer spend. But of far greater importance is the 50% decrease in the cost-per-acquisition of commercial buyer leads. With an average CPA of $250, and an average return of a $500,000 commercial order, we have validated the approach based much more on B2B programs than B2C optimism.

The Results

50%

Reduction of Cost-Per-Lead