Mlmc Report Card Final 5.2.16

8/16/2019 Mlmc Report Card Final 5.2.16

1/10

1 | MAINE LOBSTER + WEBER SHANDWICK


CampaignMetricsQ1 Reporting Period:January 1-March 31, 2016


2/10



HARVESTORS DEALERS |PROCESSORS

DISTRIBUTORS(Out of State

Sales Conduits)

CONSUMER | MEDIA | CHEF’S

Promoting and MarketingMaine Lobster by…

- Educating: Process,Sustainability & Seasonality

- Convincing: Taste Difference- Fueling: Culinary Innovation- Engaging: Media Storytelling- Sharing: Compelling Content

Telling our Story Through…

- Social Media Channels- Revamped Website- Media Storytelling- Chef Engagement- Immersive Experiences- Targeted Distribution

INDUSTRY STORIES | EXPERTS | INSIGHTS

DRIVING DEMAND


3/10


TERMS TO KNOW OWNED DIGITAL

Reach – the amount of individuals that have seen content shared

on MLMC’s digital channels (Facebook, Twitter, Instagram, YouTube

and lobsterfrommaine.com).

Community Growth – the amount of individuals who have “liked” or

“followed” MLMC’s digital channels.

EARNED SOCIAL

Mentions – the volume of conversations occurring on Facebook,

Twitter, videos and forums that reference “Maine lobster” or

“lobster.”

Influential Engagements – the volume of journalists, social media

influencers, and top tier chefs who have shared content featuring

“Maine lobster” or “lobster.”

Share of voice (SOV) – the percentage of overall lobster social

conversation that includes Maine.

EARNED MEDIA

Impressions – the amount of individuals who have the opportunity

to see an article placed via media outreach.

Ad Equivalency – the total cost of buying the space taken up by an

earned media article, had the articles been an advertisement.


4/10


The year started with growth on all social platforms and significant media traction. A seasonal push aroundtails through a dedicated “tail-gating” program created social and media buzz, helping to elevate awarenessaround the offering. Leveraging a “real time” news story (i.e. fake lobster) created an opportunity to tell theMaine Lobster story proactively. During the off-season, Maine lobster represented 3.82% of the overall shareof voice in social conversations focusing on lobster. As the season approaches, we expect an increase inoverall lobster and Maine lobster mentions, and an increase in Maine’s share of voice.

EARNEDSOCIAL

Maine Lobster makes up3.82% of the general lobster

discussion

50 influential engagementswith chefs and media

EXECUTIVE SUMMARY AND ACTIONABLE INSIGHTS

EARNEDMEDIA

Secured 45.2MMimpressions with an ad

value of $276K

“Wings Don’t Mean a Thing! Eat

Lobster at your Super Bowl

Party!

- Cooking Light

“Is your lobster fake? 5 ways to

tell if your food is real - Look for

the words "Maine lobster" onthe menu”

- TODAY.com

Super Bowl Taped Media Touraired on 902 local market

stations across the country.

CHEFAWARENESS

Engaged 6 StarChef RisingStar nominees around Maine

New Shell Lobster

Drove chef awareness

around Maine Lobsterthrough efforts around “fakelobster” story encouragingchefs to ask for MAINE!

Secured 3 top-tier chefs toserve as host chefs in Maine After Midnight key markets

OWNEDDIGITAL*

LOBSTERFROMMAINE.COM**

112,930visitors

205,847page views

9,403wholesale page views

6,700 total followers130% ▲

1,061 new followers in Q1

1,937 followers

163% ▲

321 new followers in Q1

38 subscribers100% ▲

3 new subscribers in Q1

1,754 followers100% ▲

129 new followers in Q1

*Percent change calculated as Q1 2015 vs. Q1 2016. All channels were inactive in Q1 2015.**LobsterFromMaine.com relaunched in Q2. Year-over-year data will be available in Q2 report.


5/10


• Across social media channels, bold, vibrantly colored images coupled with “insider” facts drove

an increase in reach and engagement.

• Social communities continued to grow organically, with support from routine paid social contentboosts.

Owned Digital (Social Channels)

Awareness(Q1 total)

Facebook Twitter Instagram YouTube

Reach 482,360100% ▲

92,218100% ▲

N/A N/A

Content Clicks 2,451100% ▲

1,437100% ▲

N/A N/A

CommunitySize

6,700130% ▲

1,061new followers

1,937163% ▲

321new followers

1,815100% ▲

129new followers

38100% ▲

3new subscribers

Value(Q1 total)

Facebook Twitter Instagram YouTube

Reactions orLikes

27,887100% ▲

398100% ▲

1,952100% ▲

1100% ▲

Comments,Mentions orReplies

1,639100% ▲

63100% ▲

113100% ▲

1100% ▲

Shares orRetweets

3,596100% ▲

160100% ▲

N/A 0100% ▲

Video Views 570100% ▲

N/A N/A 520100% ▲

TwitterFacebook

Instagram YouTube

3,169 reactions, 480 comments,449 shares

781 views, 1 like

10 likes, 3 retweets,41 engagements

122 likes, 3 comments

*Percent change calculated as Q1 2015 vs. Q1 2016. All channels were inactive in Q1 2015.


6/10


51,678 pageviews5:33 average time on page

15,467 pageviews0:51 average time on page

• ”How to” content featuring preparation techniques drives the most traffic to the site, with articles like

“Steaming Lobster” and “Boiling Lobster” accounting for nearly 40% of pageviews.

• Wholesale pages contributed more than 4.5% of overall pageviews in Q1.

• LobsterFromMaine.com earns 101% more visits and attracts 138% more new users than fish &seafood industry benchmarks (as reported by Google). Average time on page within the curve of fish &seafood industry standards.

Owned Digital (Website)

Percent change calculated as Q1 2015 vs. Q1 2016.*Event tracking kicked off 2/15/16, percent change available in 2017.

Overall (Q1 total)

Site Visits 112,930100% ▲

Pageviews 205,847100% ▲

Time on Site1:33

100% ▲

Wholesale Pages (Q1 total)

Pageviews 9,403

Dealer SiteLink Clicks*

2,599

Top Product Searches* (Q1 total)Live 1,194

Frozen, Raw 473

Tails 407

Frozen, Cooked 396

Bodies 305

Claws/Knuckle 162

Most Visited Site Pages


7/10


• In the off-season, the social conversation focused primarily on industry legislation and the futureof the fishery.

• Proactive campaigns helped change the tone of the conversation from political discourse toconsumer friendly use cases for lobster, including Super Bowl and Valentine’s Day dishes.

Earned Social Media

Awareness (Q1total)

Facebook Twitter Video Forums Total

Maine LobsterMentions

23992.2%* ▼

5,34064.7% ▲

1544.4% ▼

6290.8% ▲

6,22310.85% ▼

Lobster Mentions 9,930100.15% ▼

140,41155.29% ▲

2910.48% ▼

12,4104.93% ▼

163,0422.35% ▲

Maine LobsterShare of Voice (SOV) 3.82% of overall lobster conversation

Value Type Media Chefs

InfluentialMentions, SOV

Maine Lobster 48 mentions, 17% SOV 2 mentions, 2.4% SOV

Lobster 281 mentions 85 mentions

Trending Topics & Themes

Climate Change & Shell Disease

Colorful Baby Lobster Photo

Maine Lobster Licenses

Valentine’s Day Recipes for

Home Cooks

Super Bowl & Tailgating Recipesfor Home Cooks

Menu Mentions and RestaurantDishes

DIY Recipes for Home Cooks

Growing Demand from ChineseMarket

Promotional / Sales Offers

Restaurants labeling lessexpensive ingredients as lobster

Top “Maine Lobster” Mentions (Calculated by Number of Followers)

“If you thought the winter was a slow time in Maine's lobster industry you'd be

wrong! Foreign exports sky rocketing “ NECN

67,019 followers

“Need a Super Dip for Super Bowl 50? Try This Artichoke and Maine Lobster

Dip http://goo.gl/j7AnqW via @nancyberk” Rashmi Primlani 17,800 followers

Here are some GREAT reasons to eat Maine lobster (as if you needed any... )http://buff.ly/1TzmZOl

Amy Reiley 17,700 followers

RT @LobsterfromME Fun fact: Maine lobster is considered an aphrodisiac.https://twitter.co…

Aly Walansky 47,900 followers

How did Maine lobster become a Chinese New Yearstaple?http://bit.ly/1nN1LBd

PhillyVoice 17,100 followers

Percent change calculated as Q1 2015 vs. Q1 2016.*In Q1 2015, a significant spike in off-season mentions was driven by a Carnival Cruise Line blogger. With no similar conversation occurring in2016, Facebook mentioned declined.

https://twitter.com/DanielleWaugh/status/698228671065288704https://twitter.com/PrimlaniKitchen/statuses/697579577095262208https://twitter.com/forkmespoonme/statuses/702602197318631424https://twitter.com/alywalansky/status/698145759858921472https://twitter.com/alywalansky/status/698145759858921472https://twitter.com/LobsterFromME/status/698150149093253120https://twitter.com/thephillyvoice/statuses/695650597693861888https://twitter.com/thephillyvoice/statuses/695650597693861888https://twitter.com/LobsterFromME/status/698150149093253120https://twitter.com/LobsterFromME/status/698150149093253120https://twitter.com/alywalansky/status/698145759858921472https://twitter.com/alywalansky/status/698145759858921472https://twitter.com/alywalansky/status/698145759858921472https://twitter.com/forkmespoonme/statuses/702602197318631424https://twitter.com/forkmespoonme/statuses/702602197318631424https://twitter.com/PrimlaniKitchen/statuses/697579577095262208https://twitter.com/PrimlaniKitchen/statuses/697579577095262208https://twitter.com/DanielleWaugh/status/698228671065288704


8/10


• Secured 45.2MM impressions with an ad equivalency of $276,000.

• Positioned Maine Lobster as a Super Bowl must-have for the perfect “tail-gate” garnering 5.7MM impressions.

• Leveraged news of restaurants marketing cheap fish substitutes as lobster to create a positive storyaround Maine Lobster.

Earned Media


9/10


• Chefs continue to engage with the Maine Lobster story and the sense of place that the productbrings to diners who value sustainably sourced foods.

• Using New Shell Maine Lobster as a conversation starter has been hugely effective, generatingboth demand for the product as well as excitement for the narrative.

• Chef engagement and awareness to increase during summer months when supply is highest driving demand forMaine Lobster and Maine New Shell Lobster.

Chef Awareness

#MaineLobster

tail(gate) with

#Foodiechats

drove 1,872

engagements

with 290 chefs

and influential

foodies.

Secured

3 top-tier

chefs in key

markets to

host Maine

After

Midnight

IndustryEvents


10/10

10 | MAINE LOBSTER + WEBER SHANDWICK10 | MAINE LOBSTER + WEBER SHANDWICK

Technomic captures restaurant andmenuing data from a variety of upscale, finedining and fast casual operators across theU.S.. Included below are broad scalemenuing trends from Q4 of 2015.

KEY FINDINGS

• Lobster is growing as a topping for

entrees as well as a luxury protein for

pastas like mac and cheese or

linguine.

• Butter, cream and tomato continue to

be the top flavor pairings in the US,

but new flavor pairing are on the rise

including: tart, gouda, feta,

remoulade, Pico de Gallo and beet.

• By advertising “Maine” lobster,

operators can charge about $6.22

more on average than non-“Maine”

lobster.

• The Northeast menus 14 more

shellfish sandwiches on average than

other region due to a proliferation of

lobster rolls.

• This past year Maine Lobster LTOs

peaked in August with the growing

popularity of lobster rolls.

Technomic Data

Mlmc Report Card Final 5.2.16

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