Googling Beef for Millennials
The first place millennial consumers look when searching for information about beef is Google – so, starting in May, the beef checkoff will up its presence with the search engine. With the upgrades, consumers who type in queries or keywords such as “how to grill,” “beef recipes,” “easy family meals” and “party appetizers” will be shown a series of links to appropriate websites. Search-engine advertising will place the checkoff’s flagship consumer website, www.BeefItsWhatsForDinner.com, toward the top of the list of matching links. Search advertising is the most effective and efficient way to drive website traffic, and a high ranking will indicate to consumers that the checkoff website offers answers to their beef-related questions.
Enhancing Beef Desire via Mouthwatering Photos
The beef checkoff’s consumer-focused @Beef Twitter page is going beyond just sharing beef recipes, tips, techniques and meal inspiration. It now features mouthwatering beef pictures and visuals that play to consumers’ passion for beef and reinforce beef’s role in their everyday lives. For example, February 2014 was #HotBreakfastMonth, during which the checkoff educated consumers about how to include beef in any meal – including breakfast. In fact, one of the most popular tweets among the nearly 8,000 Twitter followers and their networks was the Beefy Sweet Potato Hash recipe.
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Promotion - Archive
- Making the Shift to Digital (February)
- Storytelling on Facebook (February)
- Going Digital with Beef. Itís Whatís for Dinner (November)
- Tailgating with Beef (November)
- Expanding Beefís Presence on Restaurant Menus (October)
- Cutting-Edge Pricing Tool for Retailers (October)
- Fueling Runners to the Finish (September)
- Expanding Convenient Beef Options (September)
- Staying Home and Grilling Out (July)
- Motivating Summer Beef Sales (May)
- Checkoff Launches New Consumer Advertising Campaign (April)
According to the Beef Act, promotion means any action aimed at advancing the image and desirability of beef and beef products with the express intent of improving the competitive position and stimulating sales of beef and beef products in the marketplace. Among checkoff programs in promotion are paid consumer advertising; retail and foodservice marketing; food-media communications; veal marketing; new-product development; beef recipe development; and other culinary initiatives.