Over the last few years, the beef industry has had some remarkable success with its digital marketing campaign designed to reach a wide audience including the elusive millennial demographic with laser focus. Oklahoma’s Beef Checkoff program has participated in this campaign and Heather Buckmaster, executive director of the Oklahoma Beef Council, tells Farm Director Ron Hays that she has been extremely pleased with the organization’s return on investment.
“One of the things I love most about digital marketing is that it provides us an opportunity to take really that laser approach with reaching that millennial consumer and knowing that we’re delivering that right message at the right time when they are looking for that information,” Buckmaster said. “To me it’s the most efficient way that we can reach that consumer and encourage that one more purchase of beef.”
Oklahoma’s contribution to this national, industry-wide effort alone, has created 1.4 million positive impressions through website advertising and from that, approximately 44,000 clicks to the BeefItsWhatsForDinner.com website. In addition, the Beef Checkoff’s YouTube videos have generated 137,000 views.
“It’s a great way to connect with millennials both through the website and the videos and it’s cheap,” Buckmaster said. “So knowing just Oklahoma dollars drove 44,000 consumers is huge.”
According to Buckmaster, the campaign is doing its job and doing it well. She says the main objective is to help create awareness of the useful content the Beef Council’s website has to offer, and focuses on five key consumer states including, California, Florida, New York, Illinois and Pennsylvania.
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