Marketing
when you decided on your
goals, so this should allow
potential buyers to zero in on
the benefits of your genetics.
How do you get their attention?
Advertising today can include
a myriad of avenues, including
basic strategies like business
cards, ranch logos, and a sign at
the end of your driveway, but
can also include social media, a
website, direct mail brochures,
newsletters and sale catalogs.
The world is deluged with
snippets designed to catch your
attention, so you must stand
out. Dare to be different. And
you are not just advertising
your prized yearling bull, but
offering yourself, your family
and your operation. Even for
those who despise the limelight,
efforts must be made. Nothing
in life is free. Choose the most
extroverted and outgoing
personality in your family’s
operation to attend local and
regional events interacting with
as many people as possible.
Host tours and field days
showing off your pride and joy.
Send a simple Christmas card
with your ranch logo to past
buyers. Little things count.
On a personal level, connect
with previous customers. Visit
their farms and follow up on
their successes or failures.
Ask how you can help them
even more in 2019. Show an
interest and listen to their
questions. Remind them of your
herd genetics and qualities
as they have likely forgotten
the positives they originally
16 | DECEMBER 2018 - JANUARY 2019
purchased. Remember, you are
the supposed expert producer,
they have other demands of
their time and energy, so break
down exactly what you can
do for them and their herd.
When they sell their calf crop
at the auction barn, be there
and buy them lunch. If you
ignore previous customers,
they will surely ignore you
on your next sale day.
Watch for the potential of new
sales throughout your region.
If you notice friends, neighbors
and acquaintances that did not
have acceptable results from
their last calf crop, offer them
your alternative. If you honestly
believe in your product, why
not share the benefits?
Selling a few superior animals
along with numerous mediocre
cattle can destroy a breeder’s
reputation even before it
can get a footing. Follow the
process of good marketing by
choosing and creating a well-
documented focused quality
product, targeting the correct
industry audience, advertising
your cattle and your operation,
connecting with previous clients
working to meet their needs
and identifying potential new
customers that could benefit
from your product. The cycle
of production and marketing
is essential to profitability for
beef cattle seedstock suppliers.
So, wipe your well-earned 2018
tears away and look forward to
the future with a keen customer
service and marketing plan. I