NCBA's Alisa Harrison Highlights the Tremendous Value Digital Marketing Adds to the Beef CheckoffThu, 05 Sep 2019 10:27:37 CDT
The digital marketing campaign in which the cattle industry has been involved with for the last several years has given industry stakeholders many unique opportunities to reach a significant amount of their consumers. According to Alisa Harrison, senior vice president for global marketing and research at the National Cattlemen’s Beef Association, the great thing about the campaign is its flexibility and cost-efficiency. She highlighted those benefits of the campaign in a recent interview with Radio Oklahoma Ag Network Farm Director Ron Hays.
“That’s the great thing about digital media or any digital platform - you can measure it and you can determine if you’re having an impact or moving the needle,” Harrison said, citing the latest metrics of their current campaign. “We had a goal this year of reaching 20 million consumers a quarter. To date, we’ve already reached 120 million.”
An example of how this campaign works can be summed up in one of Harrison’s most recent projects in which a content partnership was established between the Beef Checkoff and the FOX Network. Through this partnership, the Checkoff sponsored FOX’s hit TV show, MasterChef. Harrison explained that for a relatively small amount of money, the Checkoff was able to reclaim a presence on network television and secure tremendous brand exposure compared to what could have been achieved through traditional modes of advertising. While traditional media remains a part of the overall marketing mix, Harrison says digital media greatly enhances the overall impact of a campaign, as it is more affordable, guaranteed to reach audiences and can be surgically targeted to specific demographics. If Harrison had only elected to use traditional avenues, the campaign would have only made about 4 million impressions. However, the addition of digital media increased that to approximately 12.7 million impressions.
“We’re able to leverage the flexibility and the reach that digital marketing does. Not just once but multiple times,” she said. “So, it’s an exciting time and a new frontier out there. That part of marketing is just constantly changing and we’re trying to be as ahead of the game as possible using all the new ways to reach consumers while being savvy with producer dollars and extending those dollars further than it ever has before. And, based off the metrics, we’re really starting to see it pay off.”
Listen to Harrison’s full conversation with Hays about the beef industry’s digital marketing efforts, on today’s Beef Buzz.
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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