In today’s Beef Buzz, Senior Farm and Ranch Broadcaster Ron Hays speaks again with Jennifer Nealson, Vice President for Global Marketing and Research, who emphasized that beef has a compelling health message that resonates with consumers. “Beef is so nutritious,” she said. “We also know from the market research that we do over time that most people do perceive the value of the protein component of beef. But one of the things that we continue to work on is people to also perceive it as healthy.” She noted that a recent federal health initiative recognized beef’s value: “We were one of the only studies cited and that was a great honor.”

Nealson also discussed the success of digital and e-commerce marketing efforts supported by the Beef Checkoff. “We just wrapped up a campaign with a major retailer,” she explained, referencing a $400,000 investment that resulted in $23 million in incremental beef sales. “It was $59 per dollar spent in advertising. So we know that these programs are returning.” The data, she explained, showed that consumers exposed to the ads were significantly more likely to purchase beef.

The industry’s shift to digital advertising has been driven by tighter budgets and the need for efficiency. “As everybody knows, there’s just not as many cows anymore, and so that means a reduction of the checkoff dollars,” Nealson noted. “To do that, we work very closely with the state beef councils and we can do that much more effectively online.” Digital targeting allows them to reach more specific audiences while stretching limited funds further.

She shared that the NCBA’s media strategy includes tailoring content to more than 100 unique consumer segments. “We find that when we’re targeted in that way, the response rate is much higher,” she said. Additionally, their collaborative model is saving money across the board: “We have about 35 state beef councils that contribute funds…and we’ve been able to save state beef councils this year about $450,000 in agency fees.”

Despite higher beef prices, Nealson emphasized that strong demand is a result of beef’s unmatched value. “It’s the highest demand in 40 years,” she said. “It tastes good, it’s nutritious, and it is the best of the best.” The strategy moving forward is clear: “We just want to continue to lower the barriers to entry,” she explained, by sharing recipes, promoting beef’s versatility, and helping consumers “see that the value is there, even if it is a little bit more expensive.”

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.

The post Beef Checkoff Marketing Yields Big Gains: $23 Million Boost from Digital Campaign first appeared on Oklahoma Farm Report.