nsb’s consumer outreach andy chvatal industry relations
TRANSCRIPT
NSB’s Consumer Outreach
Andy ChvatalIndustry Relations
The View from the Top
• We generally divide our consumer outreach between two audiences:– General outreach– Targeted outreach
General Outreach
• Some of our general outreach includes: – Bioproducts– CommonGround– Consumer Videos– Soyfoods
The Need for Focus
• Over time we noticed we had more success when we tied our messaging to specific campaigns, events, target audiences, etc.
• Why it works:– Targeting influencers allows you to
greatly narrow down your message and cost.
– More measurable results
How We Became More Targeted(and you can too)
• Surveys and Research!!• What consumers want, NOT what
you think they want. • Create a timeline and stick to it. • Narrow down who it is you really
want to reach. • Get help in finding the best place
to reach your target audience. • Find partners if and when it
makes sense.
Beef Month
• Beef Month Promotion– 15 days, 15 winners– 500 people registered
Home and Garden Show - 2012
2013
2014
Video
Bus Wrap
Bus Wrap
More Examples
• New Media Plan• Man on the Street Videos and Newspaper Jacket• Bus Tours for Influencers, Dieticians, Chefs, Bloggers,
Etc. • Consumer Research– This research will help drive new ideas, messaging.
Your Examples• What has/has not worked in your state?• What questions do you have? • How can we work together?
Thank you.
Questions?