Brand Update 2019: Year in Review

REWARDING AND ENGAGING
STEAKHOLDERS
One such initiative is a new consumer loyalty program,
Steakholder Rewards. It’s designed to offer consumers
the opportunity to be rewarded for engaging with
the brand and purchasing product. After registering,
consumers will receive timely tips, recipes and updates in
regular newsletters. Members can earn points by buying
the brand or interacting with it in some way: watching a
video, sharing a social post or downloading a recipe, for
example. Custom promotions and individualized reward
packages will offer a thank-you to the most loyal fans:
everything from branded merchandise to the opportunity
to participate in a one-of-a-kind culinary experience.
From Instagram to LinkedIn to Facebook and more,
social networks offer brand fans the opportunity to not
only engage with the brand and its partners, but also
connect with one another to share ideas. One of those is
the Certified Angus Beef ® Kitchen: a Facebook group and
virtual hangout for beef lovers of all stripes who ask for
dinner ideas, share pictures of their latest beefy creations
or simply post their sightings of the brand’s logo. Similarly,
private groups for chefs connect professionals.
THE MEAT OF THE MATTER
Whether one is a chef, pitmaster or self-proclaimed
“meathead,” a new podcast from the brand—“Meat Speak”—
speaks their love language. Episodes are hosted by the brand’s
Director of Culinary Arts Chef Tony Biggs and his intrepid
sidekick, chef liaison Bryan Schaaf. Together, they take a deep
dive into topics that reflect the expertise and interests of their
star-studded lineup of guests from across the culinary world.
And while one might expect the primary topic to be beef,
Schaaf and Biggs want listeners to appreciate that many
meaty subjects—including meat science and culinary trends—
are fair game. Rather than serve as an extended commercial
for the brand, the goal is to foster genuine engagement
among listeners.
The landscape and timing was right for a podcast, said
Tracey Erickson, the brand’s executive vice president of
marketing. While podcasting is increasingly popular—
according to a recent New York Times article, it now
reaches 50% of all Americans—there was a vacuum for this
particular type of content.
“People are listening to podcasts wherever they used to listen
to the radio,” she says. “It’s an ideal opportunity to reach
people with our unique brand message and bring those
conversations to a wider community.”
CULTURAL RELEVANCE
As a global brand, “community” can look very different from
one situation to the next. While brand loyalists around the
world share appreciation for the brand and feel a connection
to it, it sometimes requires a more intentional approach to
understand each individual culture and maintain relevance.
“How do you visit a market with a different language and
culture, just a couple times a year and help it succeed?” That’s
the question Gebran Charbine, the brand’s vice president of
international and ethnic marketing, asks himself upon each
return from an overseas trip. Years ago, the answer was
simple: translate English, pieces into different languages.
Problem solved, right? Not quite. A quick translation may
get the general message across, but it doesn’t help form a
bond between the brand and those who sell and purchase
it. In addition, nuances can be missed, from Japan or South
Korea, to the Middle East, French Canada, the Caribbean,
South America and beyond.
The true key is to provide global partners with resources not
only in their native language, but also relevant to the culture.
For Ana Luisa Verba, director of international marketing for
Latin America, it’s a passion. Anyone who has seen her lively,
heartfelt presentations understands why: it’s the culture she
grew up in and now shares with beef industry leaders. Each
Latin-focused piece, from social media posts to sell sheets, sports
vibrant colors and enticing Spanish language to grab consumers
and put the brand in a culturally relevant context.
“To be effective, it’s important to ‘trans-create’ rather than
simply translate,” Verba explained.
While the Latin American population is the largest ethnic
segment in the U.S., the Asian American population is the fastest
growing, according to the latest census data, and Executive
Account Manager Heidi Schroeder explains that provides a
big opportunity for distributors, retailers and restaurateurs to
bring ethnic cuisine trends to their markets: not just from a
culinary perspective, but from the sales side, too.
“Global is local” is the tagline she shares during meetings with
foodservice and retail salespersons. It conveys the idea that
U.S. consumers don’t have to travel to Asia, or even major
cities, to enjoy traditional and authentic foods from other
cultures. A few examples: high-end restaurants, like Bistro
Na’s in Los Angeles, and grocery stores like Nam Dae Mun
Farmers Market, a Korean retailer in Atlanta.
One potential challenge: those working at an ethnic
restaurant or store may not be a part of that culture. For
example, Nam Dae Mun’s meat department is run mostly
by native Spanish speakers who require Spanish training
materials and resources.
While bridging cultures may take some effort, a little intention
goes a long way.
“It’s simple: we genuinely listen,” said Verba. “We care for
their success, their market. We are committed to providing
support, guidance, innovation, leadership. And we love
what we do.”