After the Website Makeover, Millions Flock to Beef It's Whats for Dinner- Nicely Done!Wed, 05 Sep 2018 12:41:34 CDT
Almost a year ago, the cattle industry brought together a lot of their information online into one unified place, the Beef. It’s What’s for Dinner website. Alisa Harrison, senior vice president for global marketing at the National Cattlemen’s Beef Association, talked recently about the impact the beef industry’s digital campaign has had since its launch last fall with Radio Oklahoma Ag Network Farm Director Ron Hays.
“We’re very pleased with how we’ve done. We launched it last October and to date we’ve had almost 8 million visitors to that website,” Harrison said. “When you look at the year prior, there was only 3 million. And so that’s where we’re targeting all of our advertising to drive people back to that website.”
Naturally, the recipes and cookery found on the website are the most popular features. However, Harrison says more and more people are visiting the Rethink the Ranch pages and spending longer amounts of time there, which tells her people are truly interested in that content. What is also different than in years before is that the information is now being aggressively pushed out to consumers where before it was just simply available - consumers were never proactively invited to visit the site. Since the launch, though, Harrison says NCBA has changed the way it measures the analytics and data gathered from digital impressions. She explained how this information is used to correlate the number of visits to actual beef demand.
“Our whole goal is to make beef the No. 1 protein and so before we launched our campaign, we did a series of baseline studies. Then right after we do a campaign, now, we’ll go back and do more. We’ve found the awareness of Beef. It’s What’s for Dinner has significantly increased from October,” she said. “We’re tracking it pretty closely to make sure that what we’re doing is increasing attitudes. And, when you look at overall beef demand and consumption - consumption is going up and beef demand is strong. People are eating more beef and they’re paying more money for it.”
Listen to Harrison and Hays discuss the impact that the beef industry’s renewed digital presence is having on consumer demand and attitude, on today’s Beef Buzz. (an encore edition)
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.
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