Transcript Measuring Results - MyBeefCheckoff.com

Measuring Results
Other Research Completed
Readex Study Results Summary FY ’10
Beef, Dairy & Auction Market Targets
Dairy Publication
Readex Average Scores
Beef Publications
Readex Average Scores
21%
24%
Found Useful
Found Useful
34%
40%
Read Half or More
CBB Score
21%
37%
33%
30%
Read Any
CBB Score
Issue Avg.
Issue Avg.
58%
65%
Remember Seeing
0%
20%
40%
Hoard's Dairyman Oct 25 '09 & March 25 '10
60%
75%
73%
Saw
80% 100%
0%
20%
40%
Beef Today Mid-Feb & BEEF April '10
2 studies, both in Hoard’s Dairyman. Scores slightly
below average, but given the smaller size of our ad,
scores are strong.
60%
80%
2 studies, Beef Today & BEEF. Scores above average in
all categories.
Auction Market Target
Readex Score
28%
26%
Found Useful
Read Any
29%
40%
CBB Score
Issue Avg.
69%
68%
Saw
0%
20%
High Plains Journal Feb 15 '10
100%
40%
60%
80%
100%
1 study, High Plains Journal. Scores above average in all categories.
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 was
measured with 31 other ads
• Also notable, our ad was the #5
top scoring ad in the Read
category and the #3 top scoring
ad in the Found Useful category
Beef Today Readex Study Results
Mid-Feb '10
43%
Found Useful
22%
32%
32%
Read Any
CBB Score
Issue Avg.
74%
74%
Saw
0%
20%
40%
60%
80%
100%
BEEF Readex Study Results April '10
31%
Found Useful
21%
35%
Read
CBB Score
28%
Issue Avg.
77%
Saw
72%
0%
20%
40%
60%
80%
100%
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
Hoard's Dairyman Readex Study
Results Oct. 25 '09
22%
25%
Found Useful
32%
39%
Read Half or More
Issue Avg.
56%
64%
Remember Seeing
0%
20%
40%
60%
80%
100%
Hoard's Dairyman Readex Study
Results March 25 '10
• 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
CBB Score
21%
24%
Found Useful
36%
42%
Read Half or More
CBB Score
Issue Avg.
61%
66%
Remember Seeing
0%
20%
40%
60%
80%
100%
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 tabloid
black and white ad, the
smallest studied ad in this
Readex study
• Our ad was measured
with 16 other ads in the
issue
• Our ad scored above average
in all categories
• Notably, our ad was the #2
top scoring ad in the Read
category
High Plains Journal Readex Study
Results Feb 15 '10
Auction Market Targeted Ad
28%
26%
Found Useful
40%
Read Any
CBB Score
29%
Issue Avg.
69%
68%
Saw
0%
20%
40%
60%
80%
100%
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 enewsletters
• 14.8% average click-through percentage
on all links
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.com
Drovers.com
Dairy Alert
Drovers 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
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
• Ads are placed on
livestock publication &
association websites
including 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%
Website Metrics Oct ‘09 – May ‘10
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%
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
11
RESULTS
Do you watch U.S. Farm
Report?
Pre
Awareness of TV show, Baxter
Black’s “Out There”
Beef
Dairy
Never
Post
Every few months
Beef
At least monthly
Dairy
Beef: n = 158, 145
Dairy: n = 120, 89
20%
40%
60%
80%
100%
Beef
Dairy
No
Not sure
Post
Do you recall watching
Baxter Black’s “Out There”
program during the U.S.
Farm Report?
Pre
0%
At least weekly
Beef
Yes
Dairy
0%
20%
40%
60%
Percent of respondents
80%
100%
Beef: n = 123, 107
Dairy: n = 83, 63
12
RESULTS
Recall hearing about beef checkoff
during program
Do you recall hearing about the Beef Checkoff Program during Baxter Black’s “Out There” program?
Pre
Beef
Dairy
No
Not sure
Post
Yes
Beef
Dairy
0%
20%
40%
60%
Percent of respondents
80%
100%
Beef: n = 57, 58
Dairy: n = 34, 29
13
RESULTS
Have you ever heard of
a Web site called
“MyBeefCheckoff.com”?
Pre
MyBeefCheckoff.com
Beef
Dairy
No
Post
Not sure
Beef
Yes
Dairy
20%
40%
60%
80%
100%
Beef
Dairy
No
Not sure
Post
When looking for
information about the
Beef Checkoff Program,
have you visited
MyBeefCheckoff.com?
Pre
0%
Beef: n = 158, 143
Dairy: n = 120, 88
Beef
Yes
Dairy
0%
20%
40%
60%
Percent of respondents
80%
100%
Beef: n = 158, 46
Dairy: n = 120, 46
14
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
15
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
16
Ads Tested
17
RESULTS
Main Message
In your opinion, what is the main message of this ad?
Positive:
messages from ad
Positive: other
messages
Not sure/don't
know
Negative
0
20
40
Ad C
60
Ad B
Ad A
Percent of respondents
80
100
Ad A: n = 57 beef
Ad B: n = 65 beef
Ad C: n = 69 beef
18
Conclusions, Next Steps
THE 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
19
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
21
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
22
MyBeefCheckoff.com
More QSBC Execs are familiar with MyBeefCheckoff.com (52% → 75%)
23
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 mediapromotion activities
– All-inclusive PowerPoint;
quality & substance of
messaging *
* Done
24
QSBC Toolkit
Half 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
25
Paid advertising
More using national ad resources (57% → 72%)
• Will continue / might start using (68% → 88%)
26
Media outreach
27
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
28
Beef Board Update
Suggested 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
29
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
30
Amount of information
31
QSBC dedicated PC staff
Full-time equivalent (FTE)
2008-09 FY
2009-10 FY
32
State PC Activities
• 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
33
‘Most effective’ state activities
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
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
n = 23, 22
34
‘Least effective’ state activities
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
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
n = 23, 22
35
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
36
Questions, Discussion
37