Marketing the CowParade.

More than 100 life-size fiber glass cows called Madison, Wis. home this past summer as part of the CowParade Wisconsin event. More importantly, each cow's presence conveyed a message to consumers about the benefits of Wisconsin's dairy industry.

Becky Kronberg and Moriah Morris of the Wisconsin Milk Marketing Board (WMMB) spoke with Badger NAMA chapter members about the marketing success of the CowParade Wisconsin event at a Nov. 2, 2006 NAMA meeting.

The summer-long event colorfully showcased the Wisconsin dairy industry to millions of people across the state and country. Throughout the event, dairy industry messages reached more than 15 million people via print, radio, television, and Web media.

"This promotion put dairy on the front page in communities across America's Dairyland. The coverage we received far surpassed our expectations," said Patrick Geoghegan, senior vice president of corporate communications at WMMB.

Kronberg and Morris explained to NAMA members that each year WMMB works with local county dairy groups, processors and retailers on an annual June Dairy Month promotion, but this year had the opportunity to extend their promotional campaign from June through October with this worldwide event.

Each of the life-size cows included a plaque inscribed with a fact about Wisconsin's dairy industry. WMMB estimates that this year's event and corresponding milk marketing messaging reached more consumers and made more media impressions with less investment than any other event in WMMB history.

Following a summer of grazing Madison's streets, cows were sold at both a live auction, and through various online auctions, with proceeds going to more than 30 nonprofit organizations. More than $550,000 was raised, with the majority of the proceeds going to help build the new American Family Children's Hospital in Madison.

CowParade Wisconsin was just one leg of a worldwide journey that has included more than 40 cities and has been seen by more than 100 million people.