NCBA’s Season Solario Explains How the Checkoff is Working to Head Consumers Off at the Pass, Digitally SpeakingTue, 15 Oct 2019 09:32:10 CDT
Season Solario is part of the team from the National Cattlemen’s Beef Association that works with the National Beef Checkoff program. One of the strategies that is evolving for the beef digital marketing campaign is to “head them off at the pass,” she says, referring to the use of targeted ads directed at those consumers searching for beef alternatives. She explained this concept in a recent conversation with Radio Oklahoma Ag Network Farm Director Ron Hays.
“We know that there is a lot of conversation with the beef industry about some of these alternative proteins hitting the marketplace. Particularly, some of these newer, what I would call substitutes that are trying to be beef. So, a lot of the things we’ve actually tried to do is intercept consumers when they’re searching for information about these products.”
For example, over the last few months, the Checkoff has been running a Google Search campaign. When a consumer types into Google something like “Impossible Ground Beef,” then they are served up a Beef. It’s What’s For Dinner. ad and then directed back to Beef. It’s What’s For Dinner.com. Similarly, the Checkoff is also working with an online grocery delivery service called, Instacart. Through this partnership, the Checkoff has strategically placed beef ads where consumers are and have actually been able to measurably increase beef demand in this space.
“Positioning that ad at the point of sale, we’ve been able to increase beef sales and purchases by between 25 and 35 percent. Through two activations that we have done with Instacart, we have sold more than $1.5-million-dollars-worth of beef,” she said. “That is a direct result of producers checkoff dollars at work and again ways that we are driving beef demand.”
Listen to Solario’s full conversation about the Checkoff and how it is driving beef demand in the digital space, on today’s Beef Buzz with Ron Hays.
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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