4/14/2016 12:00:00 AM
Why Don't I See More Beef Checkoff Ads?
Contact: Melissa Jackson, 308-697-3486; firstname.lastname@example.org
Checkoff-funded consumer market research shows us that the key generation
for beef marketing – millennials – practically live on their computer devices. They tell us
that they get virtually all of their information online, then use that
information to draw conclusions and make important decisions about agriculture
and the food they eat.
social-media sites like Facebook, Twitter, Pinterest and Instagram to get beef
recipes and information about beef and the beef industry, the research
shows. In addition, they share their thoughts about beef and beef production
through these platforms. And they look online for what their fellow consumers
are saying about beef, then look online elsewhere to see if the information is
scientifically sound. Perhaps, most important for beef producers, they look to
social media for quick and convenient recipe ideas to feed their families and
help them thrive.
While challenging, all of these interests translate to tremendous
opportunities for the Beef
Checkoff Program, because millennials are a growing influence with growing
families, who will make beef-buying decisions for the next 40-plus years. In
short, the checkoff is constantly adjusting its beef promotion and education
programs to fit the millennial bill.
"Now, when you remember that advertising and marketing aren’t about
reaching those producing
the product – i.e. cattle farmers and ranchers – but about reaching those who purchase or make purchasing
decisions in consumer households, it quickly becomes clear the cattle producers
and importers who invest in the checkoff might not tend to see checkoff-funded
advertising and marketing as often as consumers do," says Jo Stanko,
co-chair of the checkoff's Investor Relations Working Group and producer from
Colorado. "Producers clearly are not the target audience for
beef-marketing materials and events, and unless you get most or all of your
beef information from online consumer and food-media platforms, you probably
will not see
checkoff advertising often.
"Of course, that doesn’t mean it’s not there. Quite the contrary. And
that’s why the checkoff’s producer-communications program works hard to keep
checkoff investors informed about how their dollars are being invested – and
the results of those investments. That’s why you’ll find information about the
checkoff in most places you look for information about the beef community,
including through MyBeefCheckoff.com, our Facebook page, and our Twitter and
To get a clear
“first-person” view of what the checkoff is doing to reach consumers through
its multifaceted digital marketing and advertising programs, check out some of
the effective ways that the checkoff’s marketing programs are engaging
consumers into the beef community today.
The bottom line is clear: Based on what millennials say is important to
them, the Beef Checkoff Program is working diligently to make real, meaningful
connections with these consumers to share the positive, science-based story
about all things beef. It’s behind the checkoff’s “Beef. It’s What’s for
Dinner.” ‘Above All Else’ campaign that reaches this target audience in an
authentic, genuine way – not only through communications channels they use most
– but also through hands-on opportunities for millennial influencers – all
toward building genuine advocates for beef. With millennials, knowledge plus
experience equals believing.