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Conventional media, social media, events all working to deliver Maine lobster story to bigger, broader audience

Progress report from the executive director of the Maine Lobster Marketing Cooperative

by Matt Jacobson

PORTLAND, ME – Here at the Maine Lobster Marketing Collaborative (MLMC) our strategy and goals are to reach a large audience.

We want to drive awareness of Maine lobster in all its forms, and we want to spark demand for our product.

Compared to large brands who share the same goals, our tactics are very different.

We plan everything that we do strategically to get the most meaningful impact for our investment.

Working with media

One of our key communication channels, of course, is through media.

In 2016, we worked with editors and producers at a variety of news outlets – like Food & Wine, Cooking Light (in print) and Morning Joe (on MSNBC TV), to name a few – to bring the story of Maine lobster to their audiences.

The Maine lobster industry has a great story to tell, and media are always eager to be educated on the industry’s background and news updates.

In working with reporters and editors at a wide range of outlets, we reached over one billion people.

That’s right, more than one billion people had the opportunity to see our story and learn about the Maine lobster industry – from the sustainable fishing processes, to the quality and elevated flavor of Maine lobster meat, to culinary applications of the meat…

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