Beef Buzz News
NCBA's Jennifer Nealson Talks Marketing Strategy Success for US Beef
Tue, 15 Feb 2022 21:23:02 CST
The National Cattlemen's Beef Association is a major contractor to the Cattlemen's Beef Board, investing beef checkoff money to encourage consumers to buy beef in the U.S. and abroad. Jennifer Nealson, senior vice president of Global Marketing & Research for the NCBA, hit the ground running when she joined the NCBA senior leadership team. She told Ron Hays, senior reporter for the Oklahoma Farm Report, what the secret ingredient for marketing success is and what the NCBA is cooking up for 2022. She believes the secret ingredient is research.
"We are rolling out a study into the market now, which is all around babies' first foods and the importance of beef," Nealson said. "There are (nutritional) properties in beef that young children need and are often depleted in the diets of today."
Recent data shows beef is extraordinarily beneficial to babies' diets as young as six months of age, according to Nealson. Research has also given Nealson insight into how parents of infants view beef, she added.
"Mothers and fathers do not believe that beef is not good for their baby, but that it is a choking hazard," Nealson said. "Because of that research, we have been able to create messaging and education (materials) for physicians and other health professionals to begin to talk about the different forms of beef that are safe for babies and the nutritional benefits."
Doing the research, partnering with health professionals and targeting consumers all at the same time is a powerful marketing strategy, allowing a campaign to really make an impact in a market.
Strategically, Nealson said there is an opportunity for the NCBA to get more connected at the state level to drive a three-year national strategy so the industry can work together better, thus strengthening the checkoff dollar. At the same time, the NCBA announced that Tony Romo is the new celebrity face of beef!
Click on the LISTEN BAR below to hear more from Ron Hays and Jennifer Nealson as they talk about how Nealson is piloting NCBA efforts to promote beef. If you missed yesterday's conversation with Nealson, check that out here.
The Beef Buzz is a regular feature heard on radio stations around the region on the Radio Oklahoma Network and is a regular audio feature found on this website as well. Click on the LISTEN BAR below for today's show and check out our archives for older Beef Buzz shows covering the gamut of the beef cattle industry today.
Listen to Ron's conversation with Jennifer here.
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