Beef Buzz News
Beef 2.0 - Promoting the Industry in the Digital Age
Mon, 15 Aug 2016 17:08:21 CDT
After years promoting beef in traditional media like print and radio, the beef industry is shifting their promotion efforts to fit in line with the habits of today’s modern consumer. Meredith Stevens of the National Cattlemen’s Beef Association (NCBA) and a key staffer working to bring beef into the digital landscape, spoke with Radio Oklahoma Network Farm Director Ron Hays about why there is a need for beef to have a strong digital presence.
Listen to NCBA's Meredith Stevens talk with Farm Director Ron Hays about beef in the Digital Age
Stevens says her organization started to see a shift in its target audience. She explained that the older Millennial parent demographic started to explode. Their buying power was much more significant, they started to have children of their own, and with that began providing food to their families. Research showed that beef was not always being introduced to their children, which she asserts could ultimately translate into less beef purchases by these future consumers.
“What we learned about them, was their use of technology. And they are online all the time,” Stevens said. “So we shifted based on producer feedback and decided very strongly that we’ve got to go digital. We have to be where the consumer is.”
Now, Stevens says the Checkoff has swapped radio for streaming radio and print for social media properties like Facebook, Twitter, YouTube, Pinterest and Instagram. Search engines like Google, are the most effective methods to meet their priority goals as well, which Stevens narrowed down to reach and engagement with consumers. They are applying their resources to consistently keep beef at the top of internet searches as well as top of mind for consumers. They accomplish this by continuously measuring digital analytics and optimizing their platforms to navigate and cater to consumer interests.
Stevens says among many other projects being planned, Beefitswhatsfordinner.com will actually be going through a consolidation in the near future to better meet consumer needs and provide more information on current hot topics such as recipes, nutritional benefits and how beef is raised.
Check out their website, www.Beefitswhatsfordinner.com, to learn more about beef promotion in the digital age.
Listen to Meredith Stevens and Radio Oklahoma Network’s Ron Hays talk more on how NCBA and the Beef Checkoff are working to engage consumers in the digital age 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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