Marketing Programs

Partners in Marketing – Connecting with Consumers

Background

The consumer demand for bison meat products has softened over the past two years. As a result, there has been a build-up of certain bison meat cuts/products in North America. Furthermore the benefits of the CETA agreement have not materialized as rapidly as expected.

Although the bison industry has accessed matched federal, provincial and industry funds to market bison products internationally at major food shows, there are a number of opportunities to elevate the profile of bison at smaller international, national and local events. Marketers and associations are often asked to be “meat” sponsors for such activities.

At the international level, in Europe there may be a food festival, a Canadian Government embassy event, or request to supply some bison products to Canadian troops for a special event. Most government programs are not geared to fund such events. The cost of supporting such events could be in the $1,000 - $2,000 range and certain marketers are frequently asked for support. Because such events provide benefits for the industry, it has been suggested that the industry should contribute part of the costs.

The Program

The Canadian Bison Association has allocated Industry Development Funds for a program to support market development activities. The program will fund up to 50% of the market development costs with the applicant providing at least 50% of the costs.

The program includes different levels of support for international, national and regional events/projects. At the international level it could include providing bison product for a tasting event. At the national level similar events could occur in large market areas such as Montreal, Toronto, Calgary or Vancouver. At the local level, a “buy local” promotional event could include a regional association supported bison promotion.

Considerations for the Three Market Areas

International Market Requirements

1. Project focused on potential customers and marketplace influencers/decision makers

2. Expected attendance could include market influences such as chefs, distributors, or consumers who are influential in that marketplace

3. The recipient commits to promote the marketer and the Canadian Bison Association before, at and after the event

4. Within 30 days of the event, the marketer provides a report on the event and suggestions for improvement.

5. Photos provided to the Canadian Bison Association highlight industry activities.

6. Product priced at wholesale cost

7. Bison processed in federally inspected plants

Other conditions

1. Fund covers up to 50% of the costs with this category of projects being funded by the CBA portion of the fund.

2. Maximum marketer can access in any one year is $2000 for international projects.

3. $1,000 being the maximum per project

4. Report must be filed before second project application

5. Project funding can be repeated every second year.

6. Total available for international marketer events in year one is $10,000

National Market Requirements

1. Project focused on potential customers and marketplace influencers/decision-makers

2. Expected attendance could include market influences such as chefs, distributors, or consumers who are influential in that marketplace

3. The recipient commits to promote the marketer and the Canadian Bison industry before, at, and after the event

4. Within 30 days of the event, the marketer provides a report on the event and suggestions for improvement

5. Photos provided to the Canadian Bison Association highlight industry marketing activities

6. Product priced at wholesale cost

7. Bison processed in federally inspected plants

Other Conditions

1. Fund covers up to 50% of the costs with this category of projects being funded by the CBA, or a combination of CBA and regional industry development funding

2. Maximum marketer can access in any one year is $1500 for national projects

3. $750 being the maximum per project

4. Report must be filed before second project application

5. Project funding can be repeated every second year.

6. Total available in year one $10,000.

Local Market Requirements

1. Project intended to increase local market share or develop new market

2. Communities normally less than 10,000 people

3. The recipient commits to promote the regional association

4. Within 30 days the local marketer provides a report on the event with suggestions for improvement

5. Photos to be provided to the local association to highlight industry marketing activities.

6. Product priced at wholesale

7. Bison processed at provincially or federally inspected plants

Other Conditions

1. Fund covers 50% of the costs with applications made through the regional association with the potential for the CBA to share costs with the regional association

2. Maximum marketer can access in any one year is $1,000 for regional projects

3. $500 being the maximum per project

4. Report must be filed before second project application

5. Project funding can be repeated every second year.

6. Total available in year one $10,000

Program Promotion

1. E letter

2. Smoke Signals

3. Facebook

4. Program could be called “Partners in Marketing -Connecting with Consumers” with a “tag line” “Advancing the bison industry through Marketing Partnerships Locally, Nationally, and Internationally.

Application Process

The application form on the CBA Website includes:

1. applicants name, address and coordinates.

2. The objectives of the project clearly stated

3. The costs of the project clearly outlined.

4. The requirements – International, National or Local would be addressed in the application

Application form:Click here


Application Review

1. A committee including a staff person, and at least two Board members would process applications.

2. The staff person would review the application for completeness and request additional information for the decision making process.

3. Success stories will be communicated in Smoke Signals, Facebook, e-letter