Checking in on the Beef Checkoff - Digital Marketing a Critical Component in Supporting Beef DemandMon, 23 Sep 2019 12:21:31 CDT
In this week’s edition of Checking In on the Beef Checkoff - Radio Oklahoma Ag Network Farm Director Ron Hays is joined by Heather Buckmaster, executive director of the Oklahoma Beef Council. During their visit, Buckmaster discusses the way in which the Beef Checkoff uses producer dollars to promote beef, educate consumers and build beef demand. Listen to Buckmaster and Hays full conversation by clicking or tapping the LISTEN BAR below at the bottom of the page.
According to Buckmaster, the Checkoff is able to effectively communicate and interact with consumers and in effect support beef demand through the Beef. It’s What’s for Dinner. brand which showcases beef’s superior taste and quality. This effort is powered by the producers themselves who fund the Checkoff’s operations, including a $5 million budget earmarked for advertising. Buckmaster explains the Checkoff has focused its advertising strategy heavily on the utilization of digital media in order to get producers the most bang for their buck.
“Online marketing is critical today because consumers are spending the majority of their time using digital resources,” she said. “The National Cattlemen’s Beef Association is a contractor for the Beef Checkoff and directs consumers to the Beef. It’s What’s for Dinner. website whenever an individual is searching for information for beef. This ensures consumers are obtaining the most accurate information about beef in their diets.”
Since October of 2017, Buckmaster reports the Beef. It’s What’s for Dinner. website has garnered more than 15 million visitors.
To learn more about the Beef Checkoff’s digital marketing efforts and other stories about what your Beef Checkoff is doing to promote beef, visit www.oklabeef.org.
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