Industry Seeing a Return on Its Digital Investment - NCBA's Alisa Harrison Says Strategy is WorkingTue, 05 Mar 2019 13:06:08 CST
Marketing efforts for the beef cattle industry are mostly digital these days. That’s been a process going since 2014. Alisa Harrison, senior vice president of global marketing research for the National Cattlemen’s Beef Association says this strategy is all about making sure that beef is and remains consumers’ No. 1 choose in protein. She talked about how the beef industry’s promotion team is accomplishing this in a recent interview with Radio Oklahoma Ag Network Farm Director Ron Hays.
“There is a lot of competition in the marketplace today for protein choices. So, we’ve got a very strategic plan to reach the consumers where they are today,” Harrison said. “The way we did that is we did a whole segmentation project last year, so we could delve much deeper into the beef consumer today.”
Obviously, with much fewer Checkoff dollars available today than when the program was first established thirty years ago, Harrison says the industry has had to be more intentional and creative in the way it invests in promotion. The good news is that the channels of communication preferred by today’s consumer are actually much quicker, closer and more readily available to consumers and is in fact much cheaper to use than ever before. The social/digital strategy employed by the National Checkoff is also being implemented by its State Checkoff partners on the local level - helping to spread beef’s message and presence exponentially further and more efficiently. Harrison says beef demand is noticeably stronger because of it.
“We’ve actually been able to make that national dollar go further than we have before, so we’re excited. Consumers are receptive to our message. They like beef cattle producers. They love beef - they just have a lot of questions,” she said. “The great thing is, we now have the content and information on our website and we’re committed to transparency… and we’re starting to see that pay off.”
Listen to Harrison and Hays discuss the beef industry’s digital strategy to more effectively reach its consumers, on today’s Beef Buzz - brought to you by the American Angus Association. America’s breed.
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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