Delivering beef messages on email, blogs and social networks allows the checkoff to be extremely selective about who receives our messages because we use “geo-targeting” that allows us to specifically focus on those consumers who are most open to receiving this type of messaging (i.e. those with young families and those interested in nutrition or fitness). With this new approach, we are able to reach a very tight target audience, whose preferences, food like and lifestyles define the checkoff’s messaging and research efforts. 
And, with our lean checkoff budget, this approach better affords us to put together an effective and comprehensive consumer promotion and marketing program that we know is getting to our key audience in various forms – and directly in response to their demands. Hear more about these consumer marketing efforts in this video from Brian Medeiros, dairy producer from California.