Making the Shift to Digital
The checkoff’s journey from an extensive print and radio consumer-marketing campaign to an integrated digital campaign in 2014 has begun with a data-centered approach focused on “micro-“ or “geo-targeting.” This technology allows us to deliver, for example, a relevant beef solution to millennial moms in a particular geographic region who are actively looking for quick and simple weeknight meals. Promotions are taking on a variety of digital forms, including search engine optimization, Facebook advertising, display advertising and other emerging online tools. Through this process, the checkoff is working to deepen interactions and engagement with this critical consumer target – driving them to the checkoff’s existing resources, like Beef. It’s What’s for Dinner website, Facebook, Twitter, YouTube and Pinterest properties to access the specific information they need at the exact moment that they need the information.
Storytelling on Facebook
The checkoff’s successful “Beef. It’s What’s For Dinner.” Facebook page is working to enhance, encourage and elevate consumers’ passion for beef through an exciting new visual and “storytelling” approach. This refreshed focus aims to help consumers enjoy beef year-round by providing the checkoff’s delicious and nutritious beef recipes, tips/techniques, family mealtime ideas and holiday food inspiration and keeping beef top-of-mind for consumers online 24 hours a day, 365 days a year. The page has 814,633 total likes, or fans.
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Promotion - Archive
- Going Digital with Beef. It’s What’s for Dinner (November)
- Tailgating with Beef (November)
- Expanding Beef’s 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)
- Simplifying Beef-Cut Names (April)
- Spotlighting Beef via “Campaign of the Decade” (April)
- Stimulating Sales at Retail (March)
- Providing Effective Pricing Tools (March)
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.