The influence of communicating with today’s consumer

For Alberta Beef Producers, communicating beyond the farm gate to our beef consumer has always been top of mind. This is important when it comes to creating and maintaining demand for our beef of course, but also fostering understanding. An understanding of our industry, the world-class beef that we sustainably raise, and the producers that stand behind it.

The birth of social media has undoubtedly created great change in how we communicate. It doesn’t come without its challenges of course, but I feel that it has created one of our greatest opportunities. 

As we continue to create and deploy strategic beef consumer communications through social platforms, influencers are playing an integral role.

Our ABP consumer influencer campaign targets our key consumer – who make the purchase decisions whether in the grocery, restaurant, or direct retail.

Our influencers add third-party credibility and heightened profile to different segments of audiences. Followers engage on a heightened level of interaction as well.

This is why implementing a strategic influencer consumer campaign is leading great results and connections with our Alberta beef consumers, reaching thousands of consumers every month – with great engagement. 

The great thing about social and digital media, is that we can distinctly measure our results. Results that we will be excited to share with you in the new year, as our annual social media consumer campaign comes to a close.

Currently, we have engaged five social media influencers, including parents, foodies, fitness gurus, tchefs, and butcher. Master Butcher Corey Meyer, who appears in our ABP Magazine, provides a unique perspective as he also connects directly across the counter with customers. When not carving or preparing meat, or serving his customers, Corey is crafting his art and educating his 10,000+ social media followers with inspiring and creative photos of Alberta beef. Corey caters to a following audience that includes fellow butchers, chefs, restaurants, and meat consumers.

Although the platforms in how we are communicating with our consumers have changed, one thing that hasn’t is the fact that our consumers still want to know how beef is raised and where it comes from. 

Check out our social influencers:

Follow along as well with our influencer hashtags; #AllForTheBeef, #AlbertaBeef and #ABBeef. Better yet use these hashtags and share your story!

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This article was first published in Volume 1 Issue 4 edition of ABP Magazine (November 2021). Watch for more digital content from the magazine on ABP Daily.