The Cattlemen's Beef Board oversees collection of $1-per-head on all cattle sold in the U.S. and $1-per-head equivalent on imported cattle, beef and beef products and contracts with organizations to implement programs of promotion, research, consumer information, industry information, foreign marketing and producer communications.

“Each year, all checkoff-funded program areas undergo a stringent evaluation process to determine what the best use of producer dollars is, thereby determining which programs are funded for the next fiscal year. Prior to October 2007, no media monitoring efforts were in place, leaving an opportunity for the Operating Committee to cut funding for Producer Communications and trade media efforts.

In a past life, I had experience with numerous other media monitoring services or had at least received proposals from them. One of our contractors also utilizes a competitor and we had the opportunity to ‘buy in’ to that program for FY2008. However, after reviewing the Meltwater services, we chose this route.

Meltwater News is the best fit for our needs for a number of reasons. First, Meltwater is able to monitor the trade publications we read on a daily basis whereas other competitors don’t focus on farm/agriculture trade media—solely on consumer media. Another aspect was that Meltwater didn’t charge ‘an arm and a leg’ for each monitoring component we wanted to add. For instance, other monitoring services charge to add a publication to be monitored or they charge per clip. With Meltwater, all we have to do is send an email and it’s added, at no extra charge. Last but certainly not least, Meltwater has exuded superior customer service from the beginning. I feel as though I’m the only client that matters, even though I know my everyday contacts work with other folks. I receive personalized service from each Meltwater rep I talk to whether it’s a question, adding a site to be monitored or renewing our contract. They add a personal touch to a sometimes challenging aspect of my job—and that’s a breath of fresh air.

Being able to justify the perceived and actual value of my work is integral to my success as Trade Media Manager. I am asked to justify my work (and results) for our Producer Communications committee and that is factored into the Operating Committee’s decision to fund our program area for the next year. Or, if they cut budgets, I need to be able to defend the value of my work with the trade media. In other words, Meltwater is extremely important for my day-to-day work.”

Melissa Slagle
Trade Media Manager