Going digital:
The story of one stud farmer
who made the switch
Heather D’Alton
F
or many farmers, having a digital
presence simply isn’t a priority. It takes
enough time just running a farming
business. Who still has time to post
something on Facebook or Twitter; and to
what end? To advertise the annual auction, Suidplaas
would design a flyer, print it and post it to
potential clients. While printed material still
holds huge value, there was an opportunity to
work a bit more cost-effectively and reach a
wider audience.
That’s fair enough – especially if you’re selling
your product to a secured buyer. The first step for Wynand?
To design a brand that captures the heart of
the business – and that works online, as well
as offline. Remember, a brand is not a logo.
Rather, it’s a feeling. How do you feel about
the product when you see it? (World-class?
Reputable? Quality? Led by experts?)
But if you’re hosting auctions to sell livestock
or wool; or have a cottage on your farm that
you rent out to visitors; or you want to connect
with international buyers and network within
your niche market, then it may make sense to
make use of technology to communicate.
Here’s a case study of a major Dohne-
Merino farmer, who recently took to the
digital space.
Wynand du Toit, owner of the Suidplaas
Dohne stud in the Overberg, has a fantastic
story to tell. He has the largest Dohne-Merino
stud in South Africa. He has attained the world
record price for his Dohnes in previous years.
And every year he hosts a major ram sale on
his property.
AgriKultuur |AgriCulture
With the brand developed and in place, it was
time to start rolling it out.
But there were a couple of important rules
to follow.
First, the brand had to be used consistently
across different platforms – and by different
team members. Consistency helps reinforce
that feeling with customers. If not used
properly, messages to clients could lose their
power.
For Wynand, one of the first places to capture
that brand was a website; followed by a
46