Recipes, social media and in-person events are great tools for drawing customers to a direct-marketing farm.
Jean O’Toole, executive director of the New York Beef Council, recently presented a webinar on marketing beef locally.
Recipe cards increase the chance that a customer will have a good experience with beef from the farm.
The New York Beef Council offers recipes on its website. The two-sided cards offer both cooking instructions and information on the 10 essential nutrients.
Farmers can also offer cards for Chuck Knows Beef, a digital assistant search tool that provides beef information and recipes.
“All you have to say to (an Amazon) Alexa is ‘Chuck Knows Beef’ and it will engage,” O’Toole said.
Engage Through Social Media
Social media is a useful tool for keeping customers engaged and attracting new ones.
“Constantly inform folks through social media,” O’Toole said.
It could include photos of the cattle’s total mixed ration or the herd out in the snow.
“This is what I’m feeding our animals,” O’Toole offered as a caption. “Our cows are out in the cold, but they’re enjoying it. Get the outreach and engagement. Post fun stuff about cows. Recipes, memes, if you show cattle and why. Give updates on herd checks and what you’re doing on the farm.”
Each platform has its own strengths. Instagram is all about photos. Twitter is for short messages. Facebook is a general, consumer-oriented platform where recipes, photos and articles abound.
Farmers should post as often as they can with photos taken throughout the week, O’Toole said. Scheduling time to post can help make sure it gets done. But it is OK to be spontaneous as well.
And farmers don’t need to make all of the content themselves. O’Toole suggested sharing materials from the New York Beef Council and other farmers.
“Take old pictures and put them forth,” she added. “Post a diversity of ideas and photos. Be visual, diverse. It’s about educating your consumers so they have a better understanding.”
When people respond to a post, farmers should reply, turning a comment into a conversation.
The “day in a life” type of posts can also educate. Most consumers do not know what it’s like to raise animals, though not every post has to defend beef or even cover a deep topic.
Photos with family members will appeal to consumers too. “They’d like to see what’s going on at your farm,” O’Toole said.
Polls and contests — share your recipe and win a pound of ground beef — increase engagement. Email blasts and newsletters can also help keep consumers connected.
Connecting In-Person
While COVID-19 has curtailed in-person marketing efforts, O’Toole said farmers should take advantage of them once they resume.
A table at a farmers market, for example, should include “fun, educational, interactive options,” she said.
Grilling demonstrations, quizzes, samples and giveaway items like seasoning packets and tongs can draw potential buyers to the display table.
One example is a poster sharing the “three T’s” of grilling steaks: time, temperature and tongs.
“Time is based on thickness,” O’Toole said. “The temperature should be 145 internal temperature for medium rare. Always turn with tongs so the juices don’t go into the flame.”
The Link LonkMarch 26, 2021 at 05:04PM
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Beef Council Offers Recipe for Marketing Success | Beef & Cattle Farming News | lancasterfarming.com - Lancaster Farming
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