Beef at the Airport

Beef and airports. Executive Director of the Idaho Beef Council, Tracy Bracco and I had a chat the other day about some of the innovative ways in which they are trying to get the beef message across to potential consumers. “There is a new way that we are using checkoff dollars to reach consumers. One of those ways is that we recently started doing airport ads. Every day the average American is exposed to thousands of messages on every surface that they see such as their phones, driving down the road, some experts say that we are exposed to as many as 20,000 messages per day and so we are always looking at new ways with our limited resources to get through the clutter and get our message out there about beef and create awareness about beef. We do this many ways. Traditional strategies such as radio, television, billboards but as savvy marketers we oftentimes have to employ new techniques and convey our message in innovative ways to keep beef top of mind. One of the new ways we are doing that is targeting consumers with ads in airports. As travelers, we have to arrive at the airport early, at least an hour in advance, we check in, we go to the gate and then we kill time. We walk up and down the halls, stare at the walls and basically wait for our flight to arrive. We saw this as a great opportunity to capture people and provide them with a beef message as they are standing there, they have a chance to take it in and absorb it.”