Beef Checkoff Successfully Targets Millennials With Digital MarketingFri, 01 Jul 2016 15:14:26 CDT
One of the priorities of the Beef Checkoff is to use funds for the purpose of advertising to a younger generation the positive benefits of beef through the use of digital marketing. Executive Director of the Oklahoma Beef Council, Heather Buckmaster, says, "We feel like this digital marketing approach to highlighting and targeting that millennial generation born between 1980-2000 is really where we need to be with your beef check-off dollars."
This digital marketing approach is producing significant numbers in regards to how many people it is reaching. Buckmaster shares that the beefitswhatsfordinner.com website has received 5.7 million page views over the past year. "People were coming to our website, they were spending time on it, and we were providing them with the appropriate content that they were looking for." The website also offers recipes featuring beef that received over 1 million views. "The other thing we've done that has been really unique for us is on YouTube we have some great videos and last year we had over 23 million views on those videos." The Beef Checkoff also boasts an impressive Facebook page with over 900,000 fans.
Buckmaster says the Oklahoma Beef Council will also be taking part in a five state campaign this summer. This campaign targets five states including California, Florida, New York, Illinois, and Pennsylvania. "If you look at this group it represents 33% of U.S. population, 104 million people", she says. "One of the reasons that we do this in Oklahoma is because we recognize as a board of directors that we only represent about 1.2% of the U.S. popluation so we really want to be apart of helping to drive our check-off dollars into those areas that they will make the most difference."
"As we look forward into the future with this kind of campaign, I think we just get better and better. We find more ways to target the consumer, we have greater learnings."
The Oklahoma Beef Council has also been working this summer with physician groups across the state. Beef Producers have been a part of events with both the Oklahoma Academy of Family Physicians and the Oklahoma Osteopathic Association where they brought in Dr. Richard Raymond, former Under Secretary of Food Safety for the USDA and an MD, who spoke specifically on antibiotic usage in animal agriculture.
In recent years, the Oklahoma Beef Council has invested significant resources in international export programs through the U.S. Meats Export Federation. Buckmaster says of exports, "Right now, by volume, they're holding steady. By value, they're down." However, by investing in these export markets, "We are able to stretch that dollar and our dollars are matched up to three and four times through government and industry resources. We're able to maximize the value of the carcass through our exports markets because many of the cuts of beef are not as popluar here in the United States," she says. "We are able to export them and create greater value for the carcass."
Buckmaster also asks beef producers to mark their calendars for July 16th for the Oklahoma State University Cooperative Extension Conference at the Grady County Fairgrounds. International cattle-handling and stockmanship expert Dr. Tom Noffsinger will be headlining a slate of speakers at the conference. "The event is for anyone who is interested in increasing the efficiency of their operation while cutting down the stress of both their cattle and themselves." The seminar is being sponsored by Merck Animal Health. For more information click here
Click on the LISTEN BAR below to hear Radio Oklahoma Ag Network Intern Kalee Horn talk with Buckmaster about marketing updates and other news regarding the Oklahoma Beef Council.
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