Breaking Through with Checkoff Messages
The new FY 2014 “Did You Know?” producer-communications ad campaign is breaking through and showing strong effectiveness in ag publications. For example, a January 2014 ad featuring CBB Chairman Kim Brackett surpassed the average for all ads in BEEF magazine in “remember seeing,” “read half or more” and “found useful.” In fact, it was No. 1 in the entire magazine for “read half or more” and No. 2 for “remember seeing,” and the “found useful” score for the checkoff ad was 4 percent above the average. The latest addition to the campaign is a print ad featuring cow-calf a testimonial from cow-calf producers Troy and Stacy Hadrick about the checkoff’s Masters of Beef Advocacy program , and a new “Did You Know?” video commercial launched last week.
Engaging Auction Markets in the Checkoff
A state/national partnership forged a tremendous opportunity for checkoff leaders to speak face-to-face with auction-market owners at the Livestock Marketing Association’s recent convention in Des Moines, Iowa. National staff collaborated with the Iowa Beef Industry Council (IBIC) to sponsor a double-wide tradeshow booth, where checkoff staff, CBB officers and CBB Member Dean Black of Iowa talked about checkoff programs, beef demand, and more. CBB Chairman Kim Brackett also spoke during the LMA leadership luncheon, thanking auction-market owners for collecting checkoff dollars and highlighting some recent checkoff wins, including digital marketing and beef exports. The IBIC managed the checkoff booth and sponsored a dinner during the event, and the national checkoff again sponsored a message on the LMA auctioneer champion’s truck.
For additional information, check out these sites:
Your checkoff on air or in print
- Use of the Beef Check Logo
- Current Producer TV Ads:
- Current Radio Ads:
- Current Digital Ads
- Generic - Did You Know?
- Product Benefits
- Foreign Marketing
- Auction Markets
- Current Print/Testimonials:
- Current Brochures:
Producer Communications - Archive
- Producer Support of the Beef Checkoff Highest in 21 Years (February)
- 2013 Annual Report (February)
- Face(book)ing the Facts About the Beef Industry (November)
- Your Checkoff: More than a Symbol (October)
- Telling the Beef Demand Story (October)
Producer communications is both a requirement of the order and what most producers want. This program area is designed to provide information to producers about how their checkoff dollars are invested, and the results of these investments. This includes the Beef Board annual report, informational advertising in print, on radio and on television, e-mail communications, coordination with beef and dairy industry media, direct communications with producers, and semiannual surveys of producers about what they want from their checkoff.