measuring results other research completed. readex study results summary fy ’10 beef, dairy &...
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Measuring ResultsOther Research Completed
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Readex Study Results Summary FY ’10Beef, Dairy & Auction Market Targets
2 studies, both in Hoard’s Dairyman. Scores slightly below average, but given the smaller size of our ad, scores are strong.
2 studies, Beef Today & BEEF. Scores above average in all categories.
1 study, High Plains Journal. Scores above average in all categories.
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Beef Publication Readex Results FY ‘10
• Ads in both publication’s Readex studies performed very well, with our ads scoring above the average in most categories
• Our Page 4/C ad in Beef Today was measured with 48 other ads
• Notably, our ad was the #1 top scoring ad in the Found Useful category
• Our Page 4/C ad in BEEF wasmeasured with 31 other ads
• Also notable, our ad was the #5top scoring ad in the Readcategory and the #3 top scoringad in the Found Useful category
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Dairy Publication Readex Results FY ‘10 • Our ad scores were slightly below average in both Hoard’s Dairyman Readex studies compared to all ads in each issue
• In the Oct issue our ½ page 4/C ad was measured with 29 other ads, 26 of which were larger than our ad• In the March issue our ½ Page 4/C ad was measured with 21 other ads, 18 of which were larger than our ad• Given this fact, we are pleased with our ½ Page ad scores
• When our ½ Page scores are compared only with other same size ½ page ad scores over the last 7 Readex studies conducted by Hoard’s, our scores are actually above that average in the Saw and Read categories, and just 1% below average in the Found Useful category
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Auction Market Target Ad FY ‘10• Our ad in High Plains Journal was strategically placed within the Livestock Section and on the page that listed the dates of upcoming auctions
• Our ad size was a ¼ tabloidblack and white ad, the smallest studied ad in thisReadex study
• Our ad was measured with 16 other ads in theissue
• Our ad scored above averagein all categories
• Notably, our ad was the #2top scoring ad in the Readcategory
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FY ‘10 BEEF E-Blast Summary Producer feedback• E-blasts focus on topics producers can respond to via a survey or question
• Respondents were eligible for a prize drawing • Content included many links to landing pages on MyBeefCheckoff.com
• Sign up for My Beef Checkoff monthly e-newsletter, producer testimonials, state beef council links
• The quarterly e-blasts to BEEF’s opt-in subscriber base were each followed by purchased impressions on the BEEF website corresponding to the topic of the prior e-blast• Results for 3 e-blasts
• 12,315 e-newsletters opened• 1,204 clicks on the survey link • 1,819 clicks on all links included in the e-newsletters • 14.8% average click-through percentage on all links
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FY ‘10 Vance Quiz Summary
Producer Education•Quizzes are quarterly and designed to educate beef and dairy producers about the Beef Checkoff• Quiz links are placed on these websites and E-newsletters:
Cattlenetwork.com DairyHerd.comDrovers.com Dairy AlertDrovers Alert
• Producers find answers to quiz questions via links to landing pages on MyBeefCheckoff.com• Producers can also opt-in to subscribe to the beef or dairy version e-newsletter My Beef Checkoff News• Results
• 340,000 beef & dairy producer impressions• 639 respondents to quizzes –
• 53% beef; 47% dairy• 455 new My Beef Checkoff News opt-in subscribers –
• 60% beef; 27% dairy; 12% both• 70% of quiz respondents also signed up for the beef or dairy version e-newsletter
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Electronic Metrics Overview
• The focus for paid electronic ads on livestock websites and in E-newsletters is to feature beef & dairy producer testimonials with the same look as our print advertising
• Throughout the year quizzes, surveys and program-area messages are also featured – Ads are updated frequently throughout the year to keep
messaging fresh in order to drive traffic to the website
• Following are metrics for paid website and e-newsletter advertising for the period October ‘09 – May ‘10. – Metrics will be updated at the end of the fiscal year
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Website Metrics Oct ‘09 – May ‘10• Ads are placed on livestock publication & association websitesincluding BEEF, Cattlenetwork,High Plains Journal, Successful Farming, Progressive Farmer, Hoard’s Dairyman• And on internet auction websites Cattle USA & DV Auctions• 1.8 million impressions - views of pages that included our ad• 3,500 ad clicks -website users who clicked on our ad & were directed to a page on MyBeefCheckoff.com• Ad click-through percentage is 0.19% - well above the industry average of 0.11%
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E-newsletter Metrics Oct ‘09 – May ‘10
• Ads are placed in newsletters with content written for and distributed to livestock producers
• Beef Today’s Cattle Drive, Progressive Farmer’s CattleLink, Dairy Today eUpdate, Dairy Herd Management’s Dairy Alert
• Ads have been included in 235,000 opened newsletters
• 539 ad clicks – newsletter recipients who clicked on our ad & were directed to a page on MyBeefCheckoff.com
• Ad click-through percentage is 0.23% - well above the industry average of 0.11%
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USFR Pre/Post Surveys: Purpose
• Benchmark awareness of and perceptions about the beef checkoff before ads began running during Baxter Black’s “Out There” program on U.S. Farm Report
• Benchmark awareness of and perceptions about the beef checkoff after ad schedule during Baxter Black’s “Out There” program on U.S. Farm Report was completed
• Contribute to ongoing benchmarking of key questions from Producer Attitude Survey
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RESULTS
Awareness of TV show, Baxter Black’s “Out There”
0% 20% 40% 60% 80% 100%
Dairy
Beef
Dairy
Beef
Never
Every few months
At least monthly
At least weekly
Beef: n = 123, 107Dairy: n = 83, 63
Do you watch U.S. Farm Report?
Do you recall watching Baxter Black’s “Out There” program during the U.S. Farm Report?
Pre
Post
Percent of respondents
Pre
Post
Beef: n = 158, 145Dairy: n = 120, 89
0% 20% 40% 60% 80% 100%
Dairy
Beef
Dairy
Beef
No
Not sure
Yes
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RESULTS
Recall hearing about beef checkoff during program
0% 20% 40% 60% 80% 100%
Dairy
Beef
Dairy
Beef
No
Not sure
Yes
Beef: n = 57, 58Dairy: n = 34, 29
Do you recall hearing about the Beef Checkoff Program during Baxter Black’s “Out There” program?
Pre
Post
Percent of respondents
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RESULTS
MyBeefCheckoff.com
0% 20% 40% 60% 80% 100%
Dairy
Beef
Dairy
Beef
No
Not sure
Yes
Beef: n = 158, 46Dairy: n = 120, 46
Have you ever heard of a Web site called “MyBeefCheckoff.com”?
When looking for information about the Beef Checkoff Program, have you visited MyBeefCheckoff.com?
Pre
Post
Percent of respondents
Pre
Post
Beef: n = 158, 143Dairy: n = 120, 88
0% 20% 40% 60% 80% 100%
Dairy
Beef
Dairy
Beef
No
Not sure
Yes
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USFR Conclusions• ¾ of respondents watch U.S. Farm Report at least monthly
– Increase in producers recalling Baxter Black’s “Out There” program (beef: 24% → 41%; dairy: 23% → 25%)
– More beef producers recall hearing about the checkoff during the program • “yes” 25% → 32%; “no” 32% → 12%
• Little change among dairy producers
• Significantly more producers have heard of MyBeefCheckoff.com– Dairy: almost doubled (28% → 52%); beef: 20% → 32%– About ¼ of respondents have visited the Web site for checkoff information
• Ratings for all checkoff parameters were similar or down slightly in June 2010 vs. September 2009
– Beef producers gave better approval ratings than dairy producers– Statement creating the most neutral/uncertain response is “beef checkoff
program is well-managed”– Many things, including advertisements on the “Out There” show, contribute
to producer attitudes toward the checkoff
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Ad Testing Survey: Purpose
Understand perspectives about three new versions of MyBeefCheckoff Can ad– Stopping power
– Message communication
– Likeability
– Planned action
– Ranking of preference
– Suggestions for improvement
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Ads Tested
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RESULTS
Main Message In your opinion, what is the main message of this ad?
Ad A: n = 57 beefAd B: n = 65 beefAd C: n = 69 beef
0 20 40 60 80 100
Negative
Not sure/don'tknow
Positive: othermessages
Positive:messages from ad
Ad C Ad B Ad A
Percent of respondents
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Conclusions, Next StepsTHE NEXT AD
• Start with Ad C
• Retain– Large photo that includes “context” to ensure clear understanding of
situation
– Headline content that includes benefit
– “Real people” – photo, signature, testimony, callout at bottom
– Easy-to-follow ad flow
• Adjust– No script type in headline long lines of copy
– Shorten ad text
– Ensure body-copy type size is large enough
– Avoid “beef eaters” in headlines
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QSBC Survey: Purpose• Understand use and value of CBB-provided services
– MyBeefCheckoff.com• QSBC toolkit
– National and custom advertising – News releases– E-newsletters– Webinars
• Learn about QSBC approaches to producer-communications– Resources allocated– Activities
• Most-effective/least-successful initiatives
• Invite suggestions for improvement• Benchmark, then track perspectives
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Survey design, response
• Methodology, timing– Online survey– Data collected in June 2009, June 2010– Anonymous responses
• Respondents– Targeted QSBC
executives– 2009: 28 (62%)– 2010: 32 (71%)
2009, 2010
2010
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MyBeefCheckoff.comMore QSBC Execs are familiar with MyBeefCheckoff.com (52% → 75%)
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MyBeefCheckoff.com
• Most agree staff should be listed on site (’10)
– 71% do this (’09)
• Half agree board members should be listed (’10)
– 46% do this (’09)
• Suggested improvements (’10)
– Regular updates *
– Improve search capabilities *
– Section w/ current media-promotion activities
– All-inclusive PowerPoint; quality & substance of messaging *
* Done
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QSBC ToolkitHalf use toolkit at least monthly, sometimes weekly or more often (20% never use)
• Majority find these areas useful– Presentations– Ads, logos, ready-to-use files– Current forms, policies, bylaws,
compliance information
• TV ads important for 20%; unimportant for 40%
• Early use of new tools– Majority have neutral/no opinion– Newsreader to update QSBC
site: 23% agree it’s easy– State version of My Beef
Checkoff News: 14% will use; 38% will not
– Producer-communications blog: 7% find helpful; 30% do not
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Paid advertising More using national ad resources (57% → 72%)• Will continue / might start using (68% → 88%)
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Media outreach
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E-newsletters• Most receive Checking In On The Checkoff (97% → 94%); Beef Board Update (77% → 84%); MyBeefCheckoff News (61% → 74%)
• 1/3 know how to change subscription preferences electronically
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Beef Board UpdateSuggested improvements
• Candid, consistent communication after meetings– Increase awareness– Reduce surprises
• Less political messaging; more focus on existing firewalls
• E-mail information vs. signups/passwords
• More timely, newsworthy info
• Make more creative, interesting
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Webinars• 81% have viewed live/recorded webinars• 40% consider webinars extremely helpful• 42% prefer quarterly Webinars
– High marks also for bimonthly, as-needed frequency
Suggested topics– Using website tools
– What QSBCs are doing successfully
– Maximizing producer communications (PC) on a limited budget
– Incorporating PC and compliance, using messages that don’t offend
– Current checkoff projects, expenditures
– Communicating survey data re. consumer preferences
– Annual-report production and support
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Amount of information
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QSBC dedicated PC staffFull-time equivalent (FTE)
2009-10 FY
2008-09 FY
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• Trade public relations (84%)
• Auction-market presence (81%)
• Meetings about the checkoff (69%)
• Sponsorships (66%)
• Paid advertising (63%)
• Other (31%)– Exhibits at trade shows, beef sales– Consumer radio ads– Direct mailings, e-updates– Annual report in trade pubs– Outreach to market operators– Monthly articles
State PC Activities
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34n = 23, 22
• Annual beef educational conference• Producer meetings• Consumer radio spots during drive times• Dairy BQA meeting w/ Dr. Gary Smith• Bullet points for 1-on-1’s at producer meetings• Ads on ag radio and producer publications• Producer-panel discussing checkoff programs• Guest speakers from national checkoff• Newspaper column personalizing state activity• BQA program involving youth• Direct mail re. checkoff & private-treaty sales• Regular auction-barn visits to create relationship• Teaching producers to prepare value cuts for meetings• Newsletters• Adding checkoff slides to ongoing presentations• Biweekly 4-minute radio spots• MyBeefCheckoff Web site and messaging
‘Most effective’ state activities
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‘Least effective’ state activities
n = 23, 22
• Farm Days presence• Event sponsorships• Trade shows• Annual report: high cost, low readership• Display at dairy meetings• Printed materials: we must provide, but few read• Meetings about the checkoff• Magazine ads: passive, expensive• Radio ads, sponsorships of traffic & weather• Stand-alone, checkoff-specific meetings• Newsletters (expensive)• E-mails: invalid addresses, need catchy subjects• Beefmobile: effective, but small reach• Buyer cards: good to help auctions, but not for P.C.• Livestock market meetings• Direct mail
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Suggested national changes• Non-glossy, b/w, quick-read messages to print as enclosures to remitters• Share P.C. messages at BQA and other programs *• Continue providing bullet-point facts – not editorial – about checkoff programs *• Directly provide information to collection points, extension for dissemination *• Give QSBCs easy-to-access information; don’t make me look for things *• Continuing ad presence re. checkoff benefits; most don’t spend time at computers * • Provide list of e-newsletters, news releases & intended audiences monthly *• Spend less on producer communications and more on programs that sell beef• Target all producers; not just those in small-checkoff-revenue states *• Use grassroots efforts rather than all social media; many producers don’t use social media• Scaled-down version of annual report in brochure format• More pieces to tell checkoff stories and successes *• Way to cut/paste items from Importer Checkoff Newsletter for producer letter• Home page: feature brief, multiple bullet points with key takeaways re. activities• Continue documenting checkoff’s ROI to industry through clear messages *
* Done
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Questions, Discussion