Winter Wild Alaska Canned/Shelf-Stable Salmon Promotion Alaska Seafood Marketing Institute

Purpose  This power point is designed to help you and your retail partners design an Alaska Canned & Shelf- Stable promotion.  Please feel free to use this as a base presentation. Insert your branded products, price lists, and contact information.

Why Alaska Canned & Shelf- Stable Salmon?  Convenient and easy to use –No pre-planning required  Heart-healthy meals in minutes  Year-round availability

Canned & Shelf-Stable Salmon Campaign Overview  Timing: Winter  Two Distinct Target Audiences: –Traditional Consumer –Latino Consumer  Tactics: –Full page magazine advertisements in National Publications –Latino Radio Spots in 8 Markets –In-store POS –Websites

Target Audience  Traditional Consumer: –Target Traditional users for incremental purchase – 55 yrs old+, low to medium income  Latino Consumer: –Target high Hispanic/high Traditional CDI markets using crossover retailers (retail chains with high Hispanic population and high traditional canned salmon customer base). Ex. Fiesta Mart, HEB –Women who already use canned protein

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

Traditional Audience Consumer Advertising Overview December ’05 Cooking Light Magazine Jan/Feb ‘06 Cooking Light Magazine 1,650,000 Circulation 1,604,000 Circulation January ‘06 Southern Living Magazine South Atlantic, Mid-Atlantic, Midwest, & Other selected states (Tennessee, Alabama, Arkansas, Missouri) Total Circ: 1,829,000

Hispanic Radio Overview  Re-running existing Hispanic Radio spot  Use radio in markets with heavy Hispanic populations (20% +): –Target Markets: Chicago, Dallas/Ft. Worth, Houston, Miami, Phoenix, San Antonio, San Francisco, San Jose  On-air Jan , 2006

CITY # of STATIONS TOTAL SPOTS TO RUN Chicago5431 Dallas/Ft. Worth 5393 Houston5315 Miami-Ft. Lauderdale 4223 Phoenix6466 San Antonio 7697 San Francisco 6486 San Jose 6486 TOTALS: January 2006 Hispanic Radio Overview January 2006 Hispanic Radio Overview

Canned & Shelf-Stable POS Materials  Canned Salmon Leaflet Item:  Canned Salmon & Chipotle Dip Recipe Card Bilingual Item: Item:  Pop-up recipe holder Clips into price/channel strip Item: 8-020

Canned & Shelf-Stable POS Materials  English & Spanish floor graphics  24” x 24” Square  Item Numbers: English: Spanish:

Canned & Shelf-Stable POS Materials  Can-Do Cookbook Over 40 great recipes! Item:  Consumer Ad-Reprint 3 perforated recipe cards 8.5” x 11” 8.5” x 11” Item:  Both items work great for in- store demonstrations!

Website Tools  Give your customers the tools they need to learn more about canned salmon in both English and Spanish formats    Provides recipes, health information and specifics about Alaska

Key Web Addresses & How to Order POS Materials  Visit  For Large Quantity Orders Please Call:  Karl Johan Uri at: