Sea Grant programs issue updated direct marketing manual

Sea Grant staffs in Alaska and Washington have updated their popular “Fishermen’s Direct Marketing Manual.” First published in the 1990s, the manual has become a go-to resource for entrepreneurs in the fishing industry looking to branch out on their own.

“Since the mid-1990s, when we first published the book, hundreds of fishermen have said the manual is a valuable tool for navigating the gauntlet of challenges and opportunities involved with direct marketing,” said Paula Cullenberg, director of Alaska Sea Grant.

The extensive guide covers steps to approaching direct marketing for the first time, information on national seafood distribution, shipping information and tips for building a customer-base, among other topics.

The new edition is packed with updated information needed for running a seafood business in the digital world, including sections on branding, product placement, social media and emerging products.

“When I began selling a portion of my catch, the ‘Fishermen’s Direct Marketing Manual’ was my single most valuable resource in navigating that brand-new arena,” said Shannon Ford, owner of Two If By Seafoods, based in Washington and Alaska.

“Now, 10 years later, I still refer to it as a comprehensive guide and reference.”

Hard copies of the manual are available for purchase on both Sea Grant websites for just $5 and digital copies are available for free download.

“The book will serve as a useful resource for anyone involved with the business of fishing,” said Penny Dalton, Washington Sea Grant director.

About the author

Samuel Hill

Samuel Hill is the former associate editor for National Fisherman. He is a graduate of the University of Southern Maine where he got his start in journalism at the campus’ newspaper, the Free Press. He has also written for the Bangor Daily News, the Outline, Motherboard and other publications about technology and culture.

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