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 E-newsletter created for domestic market Canada Beef Latin America and Mexico office (LATAM) developed an electronic newsletter for subscribed customers. Distributed monthly, the digital newsletter is designed to keep clients informed of any news or promotions related to the Canada Beef brand and to create more traffic to the Canada Beef Mexico webpage. Newsletters have become one of the largest sources of traffic to a website or blog, therefore the development of these editions will help maintain a continuous connection with subscribers/customers. While written for customers and clients, consumers can also subscribe to the newsletter on the Canada Beef Mexico homepage. Newsletter content is made up of different sections such as recipes, Canadian beef education, past and future events, social media activities, YouTube videos, podcasts and distributor information. In addition to the featured articles, there are calls-to-action to specific content that adds value for subscribers.  With an initial subscriber base of 1,500, the first edition was launched in October with articles explaining the different beef cuts displayed in the interactive carcass, as well as the U.S.-Canada beef grading equivalency table and a “Cut Like a Butcher” video. It also provided readers with information and links to some of the recent tools developed which are available on the LATAM webpage, such as the 3D Canadian Beef Boutique, new recipes, and upcoming events in collaboration with different distributors. The second edition sent in November featured free downloadable consumer marketing materials, information about new restaurants selling Canadian beef on their menus and a link to explore LATAM podcast episodes on Spotify and Apple. It also promoted the Spanish version of the RoundUp™ app. The December Christmas newsletter included a virtual holiday card and included an article highlighting the importance of maintaining the cold chain for raw meats. It also introduced the LATAM Brand Ambassador to followers and subscribers and shared the recent partnership between Canada Beef, the Certified Angus Beef brand, and the H-E-B grocery store chain, highlighting an additional outlet for purchasing Canadian beef. Social media platforms are a great way to reach an audience, however, emails are a direct and reliable way of getting in touch with existing and new customers and keeping the domestic market informed of Canada Beef activities. The goal is to grow the subscriber list and to expand awareness of the Canadian beef brand through new communication channels. COVID-19 Update Since the pandemic began, more than four million cases and 296,721 deaths from COVID-19 have been registered in Mexico. These figures make the country the fourth nation in the world with the most COVID-19 deaths, only surpassed by the United States, India and Brazil. The trend of COVID-19 infection is on the rise. States that were rated a yellow traffic light are showing an upward trend, particularly in the north. Nonetheless, the Ministry of Health is assuring the nation that they are in a phase of stability in the transmission of the disease, with a reduction of 5% in the epidemic curve. President Andrés Manuel López Obrador said that the government has not contemplated closing activities again in the face of the new variant of COVID-19, Ómicron, and indicated that his government has made great progress in vaccination with plans to increase the vaccination program. Back to main page  CLAUDIA HERRERA-BLANC Director of Marketing, Mexico/Latin America |
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