144 ABOUT LOBSTERS 



the state fisheries to tag them to test migration. This is a 

 metal tag having one end bent over to form a hook to be 

 caught under the back end of the carapace. The other end 

 of the tag is fastened to an elastic band which in turn is 

 slipped over the beak of the lobster. It is easy to apply, it 

 will stay in place and does not injure the lobster. 



" Sealedsweet " oysters have been marketed with a 

 metal seal on each oyster, threaded through holes in the 

 lips of both shells. It was expensive, but it labeled the 

 product. 



That none of these devices is in use today does not 

 change the fact that they were the finest sort of marketing 

 practice. 



They were not adopted because they were difficult to 

 apply or too expensive. Yet some branding device is neces- 

 sary if advertising lobsters is ever seriously undertaken. 

 Again, the problem seems to simmer down to education 

 among the lobs term en and the buyers. If they could be 

 shown how much branding would help them, then they 

 might cooperate. 



A brand name is one of the few ways that the United 

 States lobster industry could combat the influx of Canadian 

 lobsters with their competitive low prices. 



Brand names are in use on a few lobster products, such 

 as the " Ocean Clear " trade name of Consolidated Lobster 

 Company, or the name " Saltwater Farm." Both firms are 

 good merchandisers. 



Advertising. Once an industry has a fine product and a 

 brand name, it is in condition to advertise. The old saying 

 that if you build a better mousetrap, though you live in the 

 middle of the woods, you will have a beaten path to your 

 door, just is not so. Unless the buyer learns of your product, 

 and how superior it is, you are going to have a small busi- 

 ness. 



The lobster industry is going to have the importance of 

 advertising forced down its throat. In fact, it already has; 

 witness the attractive colored advertisements of South Afri- 

 can Lobster Tails. 



