Oklahoma Farm Report masthead graphic with wheat on the left and cattle on the right.
Howdy Neighbors!
Ron Hays, Director of Farm and Ranch Programming, Radio Oklahoma Ag Network  |  2401 Exchange Ave, Suite F, Oklahoma City, Ok 73108  |  (405) 601-9211

advertisements
   
    
   
   
   
   

Beef Buzz News


NCBA's Alisa Harrison Highlights the Tremendous Value Digital Marketing Adds to the Beef Checkoff

Thu, 05 Sep 2019 10:25:29 CDT

NCBA's Alisa Harrison Highlights the Tremendous Value Digital Marketing Adds to the Beef Checkoff The digital marketing campaign in which the cattle industry has been involved with for the last several years has given industry stakeholders many unique opportunities to reach a significant amount of their consumers. According to Alisa Harrison, senior vice president for global marketing and research at the National Cattlemen’s Beef Association, the great thing about the campaign is its flexibility and cost-efficiency. She highlighted those benefits of the campaign in a recent interview with Radio Oklahoma Ag Network Farm Director Ron Hays.


“That’s the great thing about digital media or any digital platform - you can measure it and you can determine if you’re having an impact or moving the needle,” Harrison said, citing the latest metrics of their current campaign. “We had a goal this year of reaching 20 million consumers a quarter. To date, we’ve already reached 120 million.”


An example of how this campaign works can be summed up in one of Harrison’s most recent projects in which a content partnership was established between the Beef Checkoff and the FOX Network. Through this partnership, the Checkoff sponsored FOX’s hit TV show, MasterChef. Harrison explained that for a relatively small amount of money, the Checkoff was able to reclaim a presence on network television and secure tremendous brand exposure compared to what could have been achieved through traditional modes of advertising. While traditional media remains a part of the overall marketing mix, Harrison says digital media greatly enhances the overall impact of a campaign, as it is more affordable, guaranteed to reach audiences and can be surgically targeted to specific demographics. If Harrison had only elected to use traditional avenues, the campaign would have only made about 4 million impressions. However, the addition of digital media increased that to approximately 12.7 million impressions.


“We’re able to leverage the flexibility and the reach that digital marketing does. Not just once but multiple times,” she said. “So, it’s an exciting time and a new frontier out there. That part of marketing is just constantly changing and we’re trying to be as ahead of the game as possible using all the new ways to reach consumers while being savvy with producer dollars and extending those dollars further than it ever has before. And, based off the metrics, we’re really starting to see it pay off.”


Listen to Harrison’s full conversation with Hays about the beef industry’s digital marketing efforts, 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.



   




   

Hear Harrison's full conversation with Hays about the beef industry's digital marketing efforts, below.
right-click to download mp3

 

WebReadyTM Powered by WireReady® NSI

 

Beef News

  • Cattle Herds Are Shrinking And Intensifying Focus On Packer Capacity, Says Randy Blach With CattleFax  Fri, 18 Sep 2020 08:12:07 CDT
  • Cattle Industry Has Made a Remarkable Adjustment To Pandemic, Says Randy Blach, CattleFax CEO  Thu, 17 Sep 2020 08:33:03 CDT
  • Understanding Price Discovery Is The Key To Improving It Says Texas A&M Economist David Anderson  Wed, 16 Sep 2020 08:26:54 CDT
  • No FMD In United States Since 1929 But Iowa State's Dr. Danelle Bickett-Weddle Says We Must Be Prepared For An Outbreak  Tue, 15 Sep 2020 09:45:10 CDT
  • CARES Act Stimulus Payments Could Be Helping Increase Beef Demand Says KSU's Dr. Glynn Tonsor  Mon, 14 Sep 2020 08:16:00 CDT
  • Uncertainty Is How KSU Extension Livestock Economist Dr. Glynn Tonsor Describes Current Cattle Market  Fri, 11 Sep 2020 08:48:49 CDT
  • The World Population Still Eating Beef Despite Pandemic Says USMEF's Dan Halstrom  Thu, 10 Sep 2020 08:27:19 CDT
  • Demand Remains Strong For U.S. Beef Exports, Says Dan Halstrom, USMEF President And CEO  Wed, 09 Sep 2020 08:08:52 CDT
  • Beef Producers Should Have A Biosecurity Plan, Says OSU Veterinarian Dr. Rosslyn Biggs  Tue, 08 Sep 2020 07:45:25 CDT
  • OSU Extension Livestock Economist Dr. Derrell Peel Says Conditions Exist For Good Profit Margins For Grazing Stocker Calves On Wheat Pasture This Year  Fri, 04 Sep 2020 08:23:52 CDT
  • Meat Packing Industry Needs To Add About 6,000 Head To Daily Capacity, Says Dustin Aherin, Rabo AgriFinance  Thu, 03 Sep 2020 08:42:00 CDT
  • Beef Exports Are Valuable For U.S. Producers Says CattleFax's Randy Blach  Wed, 02 Sep 2020 09:27:50 CDT
  • CattleFax CEO Randy Blach Says Beef Demand Has Dramatically Improved In The Past 20 Years  Mon, 31 Aug 2020 08:20:48 CDT
  • Great American Outdoor Act a Federal Land Grab, Says Kaitlyn Glover With NCBA And PLC  Fri, 28 Aug 2020 08:49:21 CDT
  • Great American Outdoor Act a Federal Land Grab, Says Kaitlyn Glover With NCBA And PLC  Fri, 28 Aug 2020 08:35:50 CDT
  • Elanco's Sara Place Says Converting To a Vegan Diet Would Not Improve The Environment  Thu, 27 Aug 2020 08:17:10 CDT
  • Cattle Are Part of The Solution, Not Part of The Problem, Explains Dr. Sara Place, Elanco Animal Health  Wed, 26 Aug 2020 08:03:54 CDT
  • Dan Halstrom, USMEF, Expects U.S. Beef Exports To Increase in Late 2020  Tue, 25 Aug 2020 07:41:48 CDT
  • Latest Cattle On Feed Report Shows Higher Than Expected Placements And OSU's Dr. Peel Says This Could Mean We've Worked Through The Cattle Backlog  Mon, 24 Aug 2020 07:57:48 CDT
  • California Judge Surprisingly Rules In Favor Of Trump Water Rule, Thus Supporting Agriculture, Says NCBA's Scott Yager  Fri, 21 Aug 2020 08:46:48 CDT
  • Trump Water Rule Now Being Contested In Court, Forcing NCBA To Defend Government Rule, Says NCBA's Scott Yager  Thu, 20 Aug 2020 09:09:54 CDT
  • LMIC's Katelyn McCullock Projects Better Returns For Cattle Feeders Later This Year  Wed, 19 Aug 2020 08:22:39 CDT
  • Input From Cattle Producers Critical For Meeting Goals of The U.S. Roundtable For Sustainable Beef  Tue, 18 Aug 2020 08:58:48 CDT
  • The U.S. Roundtable for Sustainable Beef Provides a Framework For Producers To Be Profitable For The Long-Term Says Past Chair Ben Weinheimer  Mon, 17 Aug 2020 09:45:11 CDT
  • NCBA's Kent Bacus Explains Why We Need To Import Small Amounts Of Beef  Fri, 14 Aug 2020 11:36:29 CDT
  • For US Cattle Producers- China Still Offers Huge Potential- So Says NCBA's Kent Bacus  Thu, 13 Aug 2020 14:23:21 CDT
  • NCBA's Kent Bacus Optimistic 2020 Will Be A Good Year For U.S. Beef Exports  Wed, 12 Aug 2020 09:19:20 CDT
  • OUS's Dr. Derrell Peel Prefers The Word "Stability" Instead of "Normal" When Referencing The Climb To Better Cattle Prices  Tue, 11 Aug 2020 08:12:20 CDT
  • NCBA's Danielle Beck Encourages Producers to Submit Comments on Dietary Guidelines Before Aug. 13 Deadline   Mon, 10 Aug 2020 08:48:20 CDT
  • Ag Exemption For ELD Rule Expires Sept. 30 And NCBA's Allison Rivera Explains How They Are Working To Extend Exemption  Fri, 07 Aug 2020 09:11:21 CDT
  • New 5-Year Long-Range Plan To Help Cattle Producers Unveiled at NCBA Summer Business Meeting  Thu, 06 Aug 2020 08:44:20 CDT
  • USDA Undersecretary Greg Ibach Continues Push For Animal Identification Program And Additonal USDA Regulatory Powers To Help Cattle Industry  Wed, 05 Aug 2020 11:45:23 CDT
  • TCFA's Ross Wilson Says More Robust Price Discovery Does Not Guarantee Higher Prices  Tue, 04 Aug 2020 09:19:31 CDT
  • TCFA's Ross Wilson Believes Voluntary Market Driven Approach To Increasing Live Cattle Trade Can Be Achieved By Year End  Mon, 03 Aug 2020 09:05:23 CDT
  • Cattle Producers Happy To Meet In Person During This Week's NCBA Summer Conference Says NCBA's Colin Woodall  Fri, 31 Jul 2020 09:09:20 CDT

  •  

    Beef Buzz Archives

    Old Archives  |   2010  |   2011  |   2012  |   2013  |   2014  |   2015  |   2016  |   2017  |   2018  |   2019  |   Jan 20  |   Feb 20  |   Mar 20  |   Apr 20  |   May 20  |   Jun 20  |   Jul 20  |   Aug 20  |   Sep 20  |   Oct 20  |   Nov 20  |   Dec 20
        

    Ron salutes our daily email sponsors!

    Oklahoma Ag Credit Oklahoma Farm Bureau National Livestock Credit Ag Mediation Program P&K Equipment Tulsa Farm Show AFR Insurance Stillwater Milling Oklahoma Cattlemen's Association KIS FUTURES, INC.

    Our Road to Rural Prosperity sponsors!

    Banc First OPSRC ORWA TPAOO TPAOO

    Search OklahomaFarmReport.com


       
       
    © 2008-2020 Oklahoma Farm Report
    Email Ron   |   Newsletter Signup   |    Current Spots   |    Program Links

    WebReady powered by WireReady® Inc.