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?