Comparing Advertising Channels for Direct Marketing

Buckeye Valley Beef Cooperative was formed in 2016 by southwest Ohio farmers looking to expand their markets for locally raised beef and to increase the incomes of their farmer members. The young co-op markets beef to retailers and directly to consumers.

Recognizing the importance of effective marketing strategies in reaching consumers, the co-op used an NCR-SARE Farmer/Rancher grant to measure the effectiveness of four new advertising channels, including Google Ads, Billboards, Radio advertisements, and Facebook Ads.

This presentation by a founding member of the co-op details the co-op’s experience using these new marketing channels, including whether each channel helped the co-op reached new customers and grow sales. Producers who market meat, produce, and value-added food and farm products to consumers will benefit from the co-op’s valuable project.

Want more information? See the related SARE grant: