Beef Buzz News
Heather Buckmaster Finds Beef Digital Marketing Efforts Proved to Reach Consumers in 2015
Mon, 04 Jan 2016 16:12:21 CST
Ron Hays Beef Buzzes with Heather Buckmaster of the Oklahoma Beef Council
A couple of years ago, the beef industry decided to put most of their domestic marketing eggs into the basket of digital marketing. Oklahoma Beef Council Executive Director Heather Buckmaster said she believes digital marketing is paying off. She said the beef checkoff has looked at the longterm beef demand building strategies on the domestic and foreign level. The beef checkoff switched to digital marketing to better target millennial consumers, which live their lives online. With fewer beef checkoff funds with a smaller national cattle herd, she said there were fewer dollars to promote beef. In switching to digital marketing, she said this has become one of the best ways to efficiently target and share information with consumers.
“What I love about digital marketing is it provides you that opportunity to learn,” Buckmaster said.
In having a display ad on a consumer or recipe website, she said you will learn very quickly if the ad is working. She tells Radio Oklahoma Ag Network Farm Director Ron Hays that the Beef Checkoff is working to promote consumer-facing resources such as the Beefitswhatsfordinner.com website through amplified Google search results to position beef for searches such as “family meal time solutions” or “economy meals.”
“They are coming to us, because we are helping to amplify those activities,” Buckmaster said. “Our website this year has just been outstanding. Consumers are spending 20 percent more time on the website, which is significant.”
The BIWFD website continues to be one of the industry’s best resources for reaching consumers, helping to promote beef as the “go-to” protein for consumers. BIWFD received more than 3.7 million visits resulting in 8.7 million pageviews in the past year. Buckmaster said that’s real-time data of time spent on the site.
The beef checkoff has also worked to help consumers learn how to cook with beef through videos on YouTube. Buckmaster said these videos provide an opportunity to provide cooking instructions, recipe and meal inspirations. This past year, the checkoff saw a 347 percent increase in video views over 2014 with 23.3 million video views in 2015. She said the how-to videos are helping consumers enjoy beef to its fullest.
Radio Oklahoma Network Farm Director Ron Hays featured Buckmaster on the Beef Buzz feature. Click or tap on the LISTEN BAR below to listen to today's Beef Buzz.
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