TOPEKA, KS--Beef producers investing in the $1 per head checkoff sometimes worry that they don't see enough beef advertising on television or in print. There is a fairly simple explanation: most beef producers are not considered the primary target audience for television advertising. According to Atchison cattleman Ron Estes, Chairman of the Kansas Beef Council, the industry's advertising campaign is focused on reaching women.
"Tighter budgets and dramatic trends in consumer marketing dictate a more sophisticated approach to getting the beef message to folks making decisions every day about what's for dinner," Estes notes. "It's also vital we have a coordinated state-national program to leverage producers' dollars," he adds.
In the current fiscal year, ending September 30, the beef industry's national television and print advertising campaign will have reached 96% of Kansas' 554,952 women 25 to 54 years of age. That means 532,754 women between 25 and 54 will have seen the ads. The campaign features the tagline, "Beef. It's What's For Dinner."
On average, this audience will have seen a beef message 22.9 times during the 1999-2000 fiscal year--more than 12.2 million ad exposures. There has been a minimum of 500 television commercials and 84 print ads (in 36 publications) seen in Kansas from October 1999 through September 2000.
Estes explains the value of leveraging state dollars nationally by noting it would cost the Kansas Beef Council approximately $305,800 to purchase the same level of television weight on "spot" TV in local Kansas markets. Through the national partnership with the Cattlemen's Beef Promotion & Research Board, that advertising costs $161,200.
"A nationally coordinated program that takes advantage of leveraged dollars is very important in reaching consumers with a consistent beef message across the country," Estes says.