Beef Buzz News
Fiscal Year 2022 Kicks Off New and Proven Marketing Campaigns for Oklahoma Beef
Fri, 01 Oct 2021 10:56:15 CDT
A new fiscal year began for the Oklahoma Beef Council and with that, successful outreach programs continue, while new outreach efforts are put to the test. Radio Oklahoma’s own Ron Hays spoke with Heather Buckmaster, executive director of the Oklahoma Beef Council, about what is on the marketing books for fiscal year 2022.
Listen to Ron's conversation with Heather here.
“One of the things we look back on in 2021 - we had a big year with the development of video content,” Buckmaster said. “We have produced more than 30 pieces of new video content.”
Video content is important because statistics show consumers will remember 95% of a message when they see it via video vs. text, according to Buckmaster. Last fiscal year, the Oklahoma Beef Council put out videos to help consumers understand the Beef CheckOff, busting beef sustainability myths and beef for babies, to name a few Buckmaster said.
After a successful campaign in 2021, Buckmaster said the Oklahoma Beef Council will continue to focus on producing educational content that busts beef myths and at the same time, inspires people to buy beef, Buckmaster said.
“One of the new programs that we are looking at is 2022, is ‘Build Your Base with Beef,’” Buckmaster said. “I am very excited about this program.”
She said the new program is going to be a pilot project for the Oklahoma Beef Council, originally developed by the South Dakota Beef Industry Council and Sanford Health. The program combines training, performance and nutrition information for athletes in high school and college, up to the professional level.
In terms of international outreach, Buckmaster said there are plans to continue to reach consumers in China.
“(Beef demand in) China has just been exploding in the last 12 months,” Buckmaster said. “I just had an email the other day from somebody seeking to buy U.S. Beef … the email came from China.”
Also, on the international list of opportunities for Oklahoma beef is Japan, which is the highest value market, South Korea and Africa.
“We are going to be working with the Kansas Beef Council in Africa,” Buckmaster said. “I think that is going to be a wonderful program - we look at Africa as a long-term market for U.S. beef.”
Click on the LISTEN BAR below to hear more from Ron Hays and Heather Buckmaster, executive director of the Oklahoma Beef Council, about partnering with dietitians, influencers and more to promote Oklahoma beef.
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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