Research Imperative When It Comes to Reaching and Communicating with Consumers EffectivelyMon, 14 Oct 2019 15:01:46 CDT
When you are investing dollars into marketing, it is important to understand who you are marketing, what the consumer is like and exactly who your audience is. Season Solario with the National Cattlemen’s Beef Association, who works with the National Beef Checkoff program, is one of the people behind that effort making sure that producers’ Checkoff dollars have the most impact. In order to do this, she says consumer research is critically important when it comes to understanding where the consumer is at today in their lifestyle.
“One of the big things we have seen change with the consumer is we’re starting to move much more into an audio world. Consumers are using more and more voice search,” she explained in a recent interview with Radio Oklahoma Ag Network Farm Director Ron Hays. “Instead of typing, they are voice searching on Google or asking Siri to give something to them. That has also translated into the rapid emergence of smart speakers.”
In order to have a presence in that space, Solario says the Checkoff is exploring ways in which it can participate in those various platforms and interact with consumers. For example, one of the Checkoff’s latest creations known as, Chuck Knows Beef, was launched relatively recently. Chuck Knows Beef is a virtual beef expert that consumers can interact with much in the same way they would Siri on their smartphones. Chuck can also be used in a variety of other ways, too, but as he continues to be consumer tested Solario says he continues to be further refined to better help consumers answer their questions about beef's nutrition, production and preparation.
According to Solario, people love Chuck, but it has become clear that despite his readily available and vast knowledge of beef – most consumers don’t have a burning question about beef they want to ask. With this realization, the Checkoff is now in the process of giving Chuck a facelift. Instead of relying on the consumer to prompt Chuck, Chuck will prompt the consumer a question about beef using different “tiles” that pertain to various beef-related topics. This is another way in which the Checkoff is using consumer research to better engage beef consumers.
Listen to Solario’s full conversation with Hays on today’s Beef Buzz to learn more about the Checkoff’s consumer research and how it helps effectively communicate the beef industry’s message to consumers.
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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