Tyson Fresh Meats is the beef and pork subsidiary for Tyson Foods. For 60 years, Tyson Fresh Meats has led the industry in supplying top-tier fresh meats and industry expertise.
The company’s comprehensive capabilities include exceptional customer service, marketing support and innovative programs. All to help its retail and foodservice partners exceed their goals and boost their bottom lines.
For this campaign, Tyson Fresh Meats’ B2B agency, Midan Marketing, worked with trade publication Winsight Grocery Business to host a Chatbot on its home page. The Chatbot was a live chat discussion and lead generation tool.
The campaign goals were to educate a key audience, establish Tyson Fresh Meats as beef and pork experts, and to inspire visitors to opt in for more information.
Winsight Grocery Business is a leading industry publication with a high concentration of Tyson Fresh Meats’ target audience of meat procurement and retail executives. Nearly half of its readership represents companies with more than 200 stores, and the publication garners significant traffic online.
The chatbot ran for four months and was triggered by keywords identified by the Tyson Fresh Meats team. A script was developed ahead of time and the chat was moderated in real time by a Winsight editor and Technomic expert. During the chat, the visitor was prompted with a question: “Consumers are looking for increased transparency about where their food comes from. Are you interested in learning more about how to find a meat supplier that offers the quality your customers are looking for?” If the visitor responded in the affirmative, the chatbot served up a link to a landing page on Tyson Fresh Meats’ website. A “no” response would suggest another article on the Winsight Grocery Business page. Messages were A/B tested in the first two months to optimize for best results. By the end of the campaign, participation and engagement jumped and the average conversion rate was 22%.
With optimizations made after the initial A/B testing, there was a continual improvement in participation and engagement. A total of 74,361 users opened the chatbot and 16,403 completed the chatbot. The average conversation rate across the campaign was 22.06%, with 854 opt-ins to receive more information from Tyson Fresh Meats – a significant number in a niche population. The messages in the final two months of the campaign drove more traffic, higher completions and a higher engagement rate of 7.7% (compared with a campaign average of 5%.) The campaign also successfully positioned Tyson Fresh Meats as thought leaders, with links to sponsored content within the publication as well as an external link to the company’s landing page.
