"Beef is Becoming Popular Again" - Beef Board CEO Polly Ruhland Says Digital Investment WorkingTue, 18 Jul 2017 16:01:20 CDT
The National Beef Checkoff’s fiscal year in 2017 will come to a close at the end of September, and on October 1, will begin its FY18. As the Checkoff’s programs for this year near their conclusions, Radio Oklahoma Ag Network Farm Director Ron Hays, met up with Polly Ruhland, CEO of the Cattlemen’s Beef Board, to discuss some of the success stories of this year in beef promotion as well as her vision for future endeavors in advancing the product’s image as well. You can listen to their entire conversation, that took place during the National Cattlemen’s Beef Association Summer Business Conference in Denver last week, by clicking or tapping the LISTEN BAR at the bottom of this story.
“We are heavy into the digital environment as far as the consumer goes and we’re really excited,” Ruhland said. “But, we’re becoming more sophisticated, dealing with the consumer in that environment.”
One thing of note, is the Checkoff’s success with new-form digital ads that, thanks to new applications through Facebook, allow the Checkoff use of richer, more advanced advertisements, that draw consumers in and permits interaction with beef as a product, like never before.
“You can swipe and travel through a digital beef journey, that includes video recipes and production information, all in a rich, color format,” she said. “Facebook is becoming so much more sophisticated and we’re able to use it in so many more ways than we used to.”
In addition to social media, Ruhland explains that websites, are being used more intentionally by consumers as well, as sources of information. She describes how consumers used to like to ‘surf’ the internet, checking out multiple websites on the search for information. The shift has been made now, where consumers prefer a one-stop-shop for information.
Insights like this, all come from comprehensive consumer research, and Ruhland says the Checkoff conducts its projects in direct response to research findings. Illustrating that point, Ruhland explains that in response to consumers’ current information gathering preferences, the Checkoff is merging eight different beef websites, into one flagship site, to house all the information on the beef industry.
“That website will cover the entire beef community, from producers to retailers, food service and all the space in between,” she said, “to help consumers become very familiar with beef.”
And apparently, the efforts of the Checkoff are working. Ruhland claims that, “beef is becoming popular again.” Look at Beef’s Facebook page. It has just reached a milestone 1 million ‘Likes.’ She says Beef is popping up everywhere throughout our culture - in the media, in the health community and elsewhere - all with positive narratives.
“That kind of thing doesn’t happen overnight, and it doesn’t happen without a lot of work,” Ruhland remarked.
Find out more about the promotional efforts of the CBB and how Ruhland and her CBB team are leveraging market research to strengthen the “Beef. It’s What’s for Dinner.” brand, by clicking or tapping the LISTEN BAR below.
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