Beef Checkoff Gains Widespread Online Support For BeefFri, 27 Jun 2014 17:12:13 CDT
Advertising and promotion of beef is changing the way it reaches the nation's consumers. Recently the beef-checkoff has shifted resources toward digital marketing in a means to reach the millennial generation. On Saturday's "In The Field" segment, Farm News Director Ron Hays is joined by Oklahoma Beef Council Executive Director Heather Buckmaster. Click on the LISTEN BAR to listen to the full interview.
She says in the first three weeks of program the effort has generated 65 million positive impressions for beef. Another nine million positive impression created through food partnership websites like foodnetwork.com and recipes.com and it's also pushed traffic onto our Facebook page. The "Beef...It's What's For Dinner" Facebook page has received more than 850 thousand fans and Buckmaster is hopeful that number grows to over a million by the end of the year.
"What's wonderful to see is how people are sharing their passion for beef on Facebook and they're sharing their menu inspirations and what they had for dinner and what recipes that they like," Buckmaster said.
"We love to see that passion these beef fans have for our beef community and for beef," Buckmaster said.
The beef checkoff is using several different social media platforms include You Tube in teaching the millennial generation how to cook beef. Buckmaster says there are 300 million social media posts a month related to menu inspiration, instructions and sharing. She believes it's important the beef industry is providing resources to that key millennial audience. The beef checkoff has developed five new creative videos on our beef what's for dinner website. Click Here to access the cooking videos.
"They help provide that inspiration in a very easy and delicious way so that millennial consumer that is just learning how to cook can be very comfortable and it provides them with a very easy way to fit beef into their lifestyle," Buckmaster said.
In a state where cattle outnumber people, the Oklahoma Beef Council is using beef checkoff funds in the state, as well working to reaching a broader audience. Buckmaster says
the beef council, which is made up of beef producers, has taken a very strategic approach in reaching consumers in Oklahoma and reaching key population centers in America in cities like Los Angeles, San Francisco, New York, Chicago as well as international markets.
"Making sure we are pushing our beef checkoff dollars to where they can make the most difference and hitting those targets," Buckmaster said.
For several years, the Oklahoma Beef Council has been working with Family Physicians. In 2014 the Oklahoma Beef Council was honored by Physician Groups in receiving the "Best Partner of the Year" award. This year at the Oklahoma Academy of Family Physicians at their Scientific Assembly, the Oklahoma Beef Council showcased beef with samples, cooking demonstrations as well as providing nutrition information
"What I think is most important it provides us with that opportunity to have that one-one-one dialogue with physicians and provide them those patient resources that we have, so they know we have patient resources available for them to distribute," Buckmaster said.
The Oklahoma Beef Council is also working alongside with the Oklahoma Department of Agriculture, Oklahoma Farm Bureau and other organizations in teaching youth about where their food comes from through the "Ag In the Classroom" Program. This summer the beef council also help underwrite the cost of several educational sessions tours offered to teachers.
"We think its a very effective use of beef checkoff dollars to help improve the literacy of our educational community and then showcase those materials and those lesson plans that are available for teachers to use in their classrooms and help improve the agricultural literacy of all of our children," Buckmaster said.
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