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Greg Martin Promoting Beef
by Greg Martin, click here for bio

Program: Colorado Ag Today
Date: January 27, 2015

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Promoting Beef. I’m Greg Martin with Colorado Ag Today.

Advertising has changed a lot from when I was kid. The old tried and trues just don’t seem to work in this day and age. That’s why Tami Arnold, Director of Marketing for the Colorado Beef Council says they have looked to social media to keep up with their target market.

ARNOLD: As the beef industry changed our target market a few years ago and we went from the general and we went from the general consumer that was from the ages of 25-54 to the millennial target, basically ages 18-34 and we are primarily trying to focus on the older age group within the millennials that are also the moms. The millennials take up over 50% of our population so it’s a huge target that we need to get to.

Arnold says they had to rethink their traditional advertising.

ARNOLD: The funny thing with millennials is they do things completely different from any other generations meaning they’re online, they don’t necessarily watch the news, they don’t necessarily read the newspaper. They get all their information online. It’s kind of a moving target that we have had to learn how to get to.

Traditional advertising wisdom says you need to be where your audience is and in this case, that’s also online.

ARNOLD: It’s definitely provided us with some challenges and we’ve had to completely retool the way we think and the way we do things. A lot of what we do advertising-wise is now pretty much online. The Colorado Beef Council is very active on Facebook in hopes when they see out ad on Facebook that they like the Colorado Beef Council page and they continue to receive the information about beef.

And that’s Colorado Ag Today. I’m Greg Martin, thanks for listening on the Ag Information Network of the West.

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