YOUNG CATTLE R A I S E R S


The Millennials’ different nature


actually works in the checkoff’s fa- vor — especially in times of drought and decreased funds. Fewer cattle mean fewer check-


off dollars, which translates to less money for traditional advertising — television, radio, magazines and billboards. Fortunately, aside from staff time, participating in social media is signifi cantly less expen- sive, which makes it a big bang for the producers’ buck. “Fortunately for producers,”


O’Brien says, “the Texas Beef Coun- cil and National Cattlemen’s Beef Association saw this coming. It’s all we talked about at Texas Beef Council and NCBA meetings a few years ago: Millennials, Millenni- als, Millennials! Now I realize the foresight the staffs had. They knew this was the tide of the future and they began targeting Millennials. They were absolutely right. NCBA did some national market research which made it possible for TBC to be more focused and strategic with their advertising dollars.” O’Brien says many producers


may not be very connected in the social media world, but it’s impor- tant for them to know that targeting Millennials through online chan- nels like social media is increasing demand. Additionally, cattlemen and -women may not realize how much advertising is focused on the densely populated regions of Texas where large numbers of consumers live, work and shop, and which are often a long way from the ranch. That may make beef advertising seem less visible, but it’s in fact highly visible to younger consum- ers who continue to purchase, cook and enjoy beef. Chou adds, “It’s all about know-


ing where your audience is and how to best communicate with them.”


28 The Cattleman May 2014 thecattlemanmagazine.com


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