In today’s world, the constant use of technology is feeding an ever growing appetite for knowledge by consumer groups about the industries they patronize. Meredith Stevens of the National Cattlemen’s Beef Association, works closely with the Beef Checkoff and its promotional efforts to keep consumers purchasing beef to provide to their families. She says one of the most important selling points out there, is simply access to information. She explained to Radio Oklahoma Network Farm Director Ron Hays, why this is so important and how to best deliver that information.
“What we’ve learned from the data is that consumers want to know everything,” Stevens said, “but they want to know, what they want to know.”
She clarified that all consumers are different in regards to the information they are seeking or what questions they have. She says it is best to have all the information available, so consumers may pick and choose what details about the industry they care to read. Recipes, video demonstrations and production practices are the most popular subjects currently.
Stevens expresses that to better serve not only consumers, but all stakeholders (i.e. producers, bloggers, physicians, etc.), the Checkoff’s website BeefItsWhatsforDinner.com will undergo a consolidation and redesign in the coming year. She explains that the consolidated website will feature all the relevant Checkoff content but also information that you find on other sites, such as Facts About Beef. She says once the right balance of information is found, their website will serve as one, unified resource for anyone seeking information on beef. The decision to go this route, being based on data drawn from extensive market research.
“We’re trying to do everything based on the data,” Stevens said.
Looking forward, Stevens says the Checkoff is also in the process of launching a creative campaign, called Families in Motion, designed to offer the two key factors that push consumers to purchase their next beef meal: practical nutrition and an emotional connection to beef.
“Families in Motion has just launched actually but we’re going to be continuing to roll that out,” Stevens said, “but doing it in a way that we know will resonate the strongest for those audiences.”
Click here to see more...