Beef Checkoff Utilizes Digital Marketing Techniques to Interact with Consumers

Thu, 22 Dec 2022 16:02:56 CST
Beef Checkoff Utilizes Digital Marketing Techniques to Interact with Consumers

Ron Hays Beef Buzzes with Greg Hanes of the CBB

Senior Farm and Ranch Broadcaster, Ron Hays, is back visiting with the Chief Executive Officer of the Cattlemen’s Beef Promotion Board, Greg Hanes, about the digital promotion of beef. Hays and Hanes talk about the domestic marketing efforts of the cattle industry through digital advertising.

“That is kind of the exciting thing about some of these new mediums that you can use to reach consumers is that you can get almost real-time data on it, see how it is working, and adjust the messaging or where it is delivered, or maybe the target of who it is being delivered to,” Hanes said. “Those have become very effective in reaching and sending that message.”

Part of the reason beef demand has remained strong, Hanes said, is because buyers in the Beef Checkoff’s target audience are receiving the message more often and becoming loyal purchasers of beef.

Beef is top of mind heading into the holiday season, Hanes said, so utilizing digital promotion such as national television coverage on the Hallmark Channel, or featuring the checkoff’s spokesperson, Tony Romo, in commercials is an effective marketing technique to connect with consumers.

One of the checkoff’s biggest challenges, Hanes said, is explaining the “ins and outs” of the Beef Checkoff to beef producers.

“We have got 880,000 beef producers out in the country and how do you get out there and explain it,” Hanes said. “This program has been around for 37 years and so people who were around when that started, they have kind of grown up, and you’ve got new generations coming in behind that who weren’t there when the program started and didn’t have to fight that fight”

There is misinformation, Hanes said, about what the Beef Checkoff can and cannot do, so it is a challenge to clear up some of those misconceptions for those who don’t know.

“We have a newsletter that goes out quarterly, it is a print newsletter, called ‘The Drive,’” Hanes said. “You can go to our website, and register for that. There is an email version of that as well, but that really gives you updates on what the checkoff is doing, how the checkoff works, so I think it really helps producers get a better feel for what that dollar that they are contributing does.”

The Beef Buzz is a regular feature heard on radio stations around the region on the Radio Oklahoma Ag Network and is a regular audio feature found on this website as well. Click on the LISTEN BAR for today’s show and check out our archives for older Beef Buzz shows covering the gamut of the beef cattle industry today.

Ron Hays Beef Buzzes with Greg Hanes, CEO of the Cattlemens Beef Board

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