Genetics campaign market research

Summary

Although the link between livestock genetics and profitability is well established, uptake of genetics within the Australian commercial livestock industry is sub-optimal.

The aim of the project was to measure the impact of the MLA genetics marketing campaign to understand the extent to which producers who were exposed to the key messages proposed to take action as a result.

The results of this project demonstrated that MLA’s genetics campaign approach has been successful in creating awareness of on-farm genetics messaging regarding the benefits of breeding values, including better progeny, performance, productivity and profitability. Of the producers that were aware of the campaign, 90% plan to take or have taken action as a result of the information provided.

Objectives

The primary aim of this project was to measure the extent that producers have:

• been exposed to MLA’s genetics campaign messages and campaign content e.g. ‘pick the performer’ videos, producer case studies and how-to videos
• understood what actions to take after receiving the campaign messages and to what extent they contemplate or actively take those steps.

The insights from this project will help inform the future campaign and follow up activities.

Key findings

• Over one third of commercial beef (36%) and sheep producers (39%) could recall information they received about breeding values.
• When prompted, 80% of beef and sheep producers recalled at least one element of the campaign.
• The campaign has encouraged many producers to take, or plan to take, action such as:
  • adopting breeding values
  • using a range of resources to assist in ram and bull purchasing decisions.

Benefits to industry

This project will benefit industry by:

• helping many producers to understand the benefits of breeding values
• providing valuable education material on genetics
• encouraging producers to find out more about breeding values and how to use breeding values to inform their sire purchasing decisions and think about seeking further learning
• ensuring any future genetics campaigns can be further refined to better meet the information needs and learning preferences of producers.

MLA action

MLA has generated new specific trait videos to address the need for more specific information. MLA will also aim to generate more on-farm trials in genetics to demonstrate the benefits of using breeding values.

Future research

The project identified how any future genetics campaigns can be refined by:

• explaining and promoting the benefits of breeding values
• developing more targeted, producer specific information to increase relevance
• engaging local sources to improve campaign reach
• focusing on short, practical learning
• targeting communication with different producer segments
• benchmarking and tracking changes made by producers as a result of the campaign.