Oklahoma Beef Council's Heather Buckmaster Says the Numbers Don't Lie, Digital Advertising WorksWed, 06 Sep 2017 15:54:32 CDT
Heather Buckmaster, executive director of the Oklahoma Beef Council, visited Radio Oklahoma Ag Network Farm Director Ron Hays, in studio recently to discuss the Council’s use of producers’ Checkoff dollars to promote US beef beyond our state borders, via digital marketing. You can hear their complete discussion, by clicking or tapping the LISTEN BAR below, at the bottom of the page.
“We recognize that Oklahoma has less than 1.2 percent of the US population, and so we’ve worked for the last four years with other state Beef Councils, in helping to amplify our national digital advertising,” Buckmaster said. “One of the opportunities we have with the internet is that we’re not bound by the border of Oklahoma. As we speak, we have digital marketing efforts in five states.”
Buckmaster explains that this strategy was implemented with two goals in mind. One, to inspire consumers to purchase and prepare more beef - using instructional video recipes. And two, to drive consumers to the “Beef It’s What’s For Dinner” website.
This campaign targets some of the most populous states like California, Illinois, Florida and New York.
“Last year, we drove over 130,000 visitors to the ‘Beef It’s What’s For Dinner’ website, which I think is like getting them one step closer to that purchase,” Buckmaster said. “And, then we had over 300,000 video views of our beef videos.”
Nationwide, more than 4 million people visited the website last year; 77 percent of them being first-time visitors to the site.
“What that tells me is that our advertising and how we’re reaching out to them,” Buckmaster concluded, “is working.”
The “Beef It’s What’s For Dinner” website is currently under development to fit modern proclivities as the Cattlemen’s Beef Board wraps up work on rolling out a fresh campaign to revitalize the existing “Beef It’s What’s For Dinner” brand. Once complete, the new website will be a one-stop-shop for all things beef, integrating eight total beef industry information websites into one.
Buckmaster will join Radio Oklahoma Ag Network Farm Director Ron Hays for his weekly In the Field segment on KWTV News9 in the Oklahoma City area on Saturday morning at 6:40 a.m. Be sure to tune in to learn more about these and other promotional strategies employed by the Oklahoma Beef Council.
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