The Florida Beef Council recently wrapped up an e-commerce program. Here is Deanne Maples with the Florida Beef Council to tell us more.
“So this spring, the Florida Beef Council invested $50,000 in a digital e-commerce campaign with one of the nation’s largest retailers. And we just received the final results this week, and I’ll tell you, they’re pretty exciting. I mean, every time we do these campaigns, I’m so impressed with how we’re continuing to grow the program, and we get better numbers and better numbers, and then those better numbers keep getting better. And it’s amazing,” Maples said.
“So this campaign ran from April into May, and it was reaching consumers with Beef It’s What’s for Dinner advertising while they’re making their real-world shopping decisions. Remember, it’s digital e-commerce. So those are the things where you can shop online,” described Maples.
“Maybe you’re on your phone, on an app, maybe you’re in front of your laptop computer, but you’re doing this right now, and you might even be in the store when it’s happening. So the campaign in Florida, our investment delivered more than 18 million advertising impressions to Florida consumers, and that’s great. But what really matters is what happens after they saw those ads, and Florida shoppers who were exposed to our advertising went on to purchase nearly $40 million in attributable beef sales from that large national retailer,” Maples said.
Maples added, “And that’s either in store or online within 14 days of seeing the ad, and that’s a lot of dollars. But what’s really cool is that it works out to about $794 for every dollar Florida invested in the campaign. So if you can imagine, that’s an incredible return on investment.”
“And the national campaign generated very impressive numbers as well. So for us, this is really a great example on how we can invest our dollars strategically. We can meet the consumers where they already are shopping. We can keep beef top of mind, and we can connect our investment to a really measurable beef purchase, which is sometimes hard to do in marketing. But this particular program has really been fantastic for that,” Maples said.
Audio Reporting by Elizabeth Sanders for Southeast AgNet.