By Megan Webb, Ph.D. Contributing Editor
Consumers are competitive and health-conscious purchasers. As cattle raisers and beef mongers, we must have effective beef advocacy and marketing of our products to be successful and sustainable. As a cattle raiser, implementing strategic marketing can significantly impact sales and consumer engagement. Here are a few ideas about how to improve your beef marketing strategy.
Spotlighting Future Advocates
One of the most effective ways to ensure the future of the beef industry is by engaging the next generation of advocates. Introducing a “Beef Signing Day” for repeat customers and new customers to commit to purchasing your beef is a stellar example. Consider hosting or supporting similar events in your community. By doing so, you not only empower consumers but also ensure that the industry has consumer-to-consumer recognition and advocates who can speak highly of beef’s exceptional taste.
Leveraging Consumer Insights
Understanding consumer preferences is crucial for tailoring your marketing efforts. Insights from the Beef Checkoff program provide valuable data on what consumers want. For example:
- Taste and Nutrition: Beef is consistently ranked as a top protein source, appreciated for its superior taste and nutritional value.
- Social Occasions: Consumers view beef as ideal for social gatherings.
- Purchase Intent: 58 percent of consumers prefer beef’s taste over chicken, pork and alternatives, and 80 percent plan to maintain or increase their beef consumption.
By aligning your marketing messages with these insights, you can better meet consumer expectations and drive demand for your products.
Highlighting Key Consumption Factors
Several factors drive beef consumption, including taste, protein content and ease of preparation. More than 90 percent of consumers express a positive to neutral sentiment about beef, prioritizing taste, value for money and budget. Here’s how you can capitalize on these factors:
- Emphasize Taste and Quality: Share recipes, cooking tips and nutritional information that highlight the delicious and healthy aspects of beef.
- Promote Convenience: Offer easy-to-prepare beef products and meal kits to attract busy consumers looking for quick meal solutions.
Promoting Home Cooking and Grocery Purchases
With more consumers cooking at home, there is a significant opportunity to position beef as the go-to choice for home chefs. Currently, 73 percent of meals are cooked at home, and this trend is likely to continue. Since grocery stores are the primary purchase location for beef, with 76 percent of consumers preferring to buy from these outlets, focus your marketing efforts on these channels. Consider:
- Collaborating with Local Grocers: Partner with grocery stores to feature your beef.
- Offering In-Store Promotions: Run special promotions and discounts to attract buyers.
- Providing Cooking Demonstrations: Host cooking demos or tastings to show consumers how to prepare delicious beef meals at home.
Leveraging Culinary Expertise
Launched in 1996, the Beef Checkoff Culinary Program showcases the importance of culinary expertise in beef marketing. With more than 1,000 recipes and 8.8 million annual visitors, the program demonstrates public interest in beef cooking. The “Beef. It’s What’s For Dinner” campaign partners with celebrity chefs, culinary instructors and other experts to promote beef. You can:
- Create Engaging Content: Share recipes, cooking videos and tips on social media.
- Collaborate with Influencers: Partner with local chefs or food influencers to boost your product’s visibility.
Building Trust and Emphasizing Sustainability
Building trust and emphasizing sustainability are essential components of effective marketing. Highlight your commitment to ethical farming practices, environmental stewardship and the nutritional benefits of beef. Educating consumers about these efforts helps maintain consumer trust and loyalty. Consider:
- Transparency: Share stories about your farming practices, animal welfare standards and sustainability initiatives.
- Community Engagement: Participate in local events, farmers’ markets and educational programs to foster a positive relationship with your community.
Economic Impact and Industry Support
Effective marketing supports the entire beef supply chain, from farmers and ranchers to processors and retailers. By driving demand and expanding markets, marketing efforts contribute to job creation and economic growth within the beef industry. Additionally, engaging with local communities and supporting events through marketing campaigns can foster a positive relationship between the industry and the public. By implementing these strategies, you can ensure that beef remains a beloved and preferred protein source among consumers, securing the future of your livelihood and the industry for generations to come.
