Checkoff's Market Research Focuses on Younger Consumers

Millenials, the largest generation, are the target of the beef checkoff's latest marketing efforts

Published on: Dec 10, 2013

The Beef Checkoff is in the process of re-evaluating its marketing efforts to shift more focus to the nation's largest generation– millenials.

Millenials, who are categorized as being between 20 and 34 years of age, are a demographic that's increasingly interested in technology and social and online media.

The Cattlemen's Beef Board vice chair Kim Brackett explains that most millenials gather their information digitally, thus the need for a stronger online presence.

"Most (millenials) have smart phones or tablets or they get their information on their computers. So the checkoff has made sure that we have a web presence, a strong web presence – we're looking at smart phone apps and we have online recipes, we've even strengthened our own 'Beef. It's What's For Dinner.' Website," she said in checkoff interview.

Millenials, the largest generation, are the target of the beef checkoffs latest marketing efforts
Millenials, the largest generation, are the target of the beef checkoff's latest marketing efforts

Brackett is also into social media sites and maintains her own personal blog, www.beefmatters.org.

"I have a blog and I get a lot of comments and emails from people asking questions. Being able to answer those questions, to me, has been a huge win," she said.

The Beef Checkoff is also expanding the scope of programs that it is involved in. Brackett says she is "amazed" at the different messaging points that the checkoff has with consumers. Those include advertising, retail, foreign markets and animal handling.

"The checkoff is a touch point in so many areas. I've been out there with consumers and I've talked to them and I've seen the checkoff's impact on their beef purchasing habits," she said.

For more on the checkoff's strategic plan for millenials, click here.