What’s Your Marketing Plan?

by Mitch Ingram

One of the strongest attributes of the American Farmer and particularly cattle producers is the ability to diversify. Diversification comes in many forms but marketing our products, like any other industry, may be one of the most important forms. Today there are many avenues to market our cattle, but one thing is for sure; the only wrong marketing strategy is; No Marketing.

The first item we have to identify is what we are marketing and who our audience is. Are we marketing feeder calves, bulls, replacement heifers, recips, frozen genetics, a production/consignment sale offering, show heifers/steers, commercial cattle, freezer beef, or various combinations? When it comes to freezer beef, is it grain-fed, grass-fed, natural, or organic? The overriding truth is that most operations have a little of all of these and we have to use different methods of selling our cattle based on the situation.

A huge misconception is that marketing is too expensive and never pays off. Studies show that for every $1 invested in marketing an extra $2 is generated for the seller. There are many cheap and free methods of advertising.

Production Sale- For larger producers that offer enough cattle, there is nothing like a production sale on the grass of the home farm. Obviously, these sales require investment, creative marketing, and a large amount of labor to be successful.

Consignment Sale- For many of us that do not have the volume for a production sale, consignment sales are a great avenue to partner with fellow producers to market a handful of cattle and share sale expenses at various locations across the southeast. We are blessed in our region to have several consignment opportunities for Hereford cattle.

Word of Mouth- Never discount word traveling from ear to ear to market your cattle. We just have to “spread the word”.

Classifieds in the Newspaper- Yes believe it or not this is still effective, especially in many local news publications, and for the most part still inexpensive.

Flyers/Business Cards- Old School but impactful. Bulletin Boards at Coops, Feed and Farm Machinery Stores, County Fairs, and County Meetings are a great way to distribute information about what you are selling. Never underestimate how many people take a brief moment to look these types of publications over.

Printed Publications- Although advertising in publications and magazines may seem pricey, the important thing to remember is the vast audience these publications reach; not only at the state but on Regional and National Levels. You can also choose the size of the ad to assist in feasibility.

Off the Farm- One of the most powerful ways to sell cattle to a customer as long as animals are advertised. This method creates the largest chance of a return customer and friendships because of the hospitality shown. Sale barn/Stockyard- One of the oldest and still important avenues to market feeder cattle and cull less productive stock. Today, there are many sales with special health protocols and replacement heifer/stock cow sales offered that generate a premium for these markets. We need to continue to support our local sale facilities and utilize the Tennessee Hereford Marketing Program to receive a premium for our cattle.

Branding- Not just the hot or freeze kind. Name recognition is as vital as the quality of your product regardless if is it your farm logo/name, hats, grain or grass-fed beef, Black or Red Baldies genetics, or the niche market associated with your operation. Brand discovery from online sources comes through social media 52% of the time. There are many resources today to assist you in designing high-quality logos and ads. Developing your brand can be an excellent opportunity to get the next generation of farmers involved in your marketing processes.

Digital Marketing- In a world of digital creators and influencers, this is new ground for many of us but one of the most powerful and fastest ways to reach an audience. They say a picture (or video in the current world) is worth a 1,000 words, but a good high-quality picture or video is worth 10,000 words. No picture is better than a bad picture and not all nature and wedding photographers are cattle photographers. Picture preparation is vital, the cattle should be clean, clipped, in good body condition, and photographed in an area that looks appealing.

On-line classifieds- Often free or inexpensive, Craigslist and other online classified platforms are a great way to share your offering with a good picture or video. This can be especially effective in expanding smaller local markets that may not have access to printed publications or production/stock barn sales.

E-Mail- With a quality picture or other attachments and a strong list serve of addresses, e-mail is a great way to market your sale cattle, freezer beef, or any other products instantly and cheaply.

Websites- A farm/ranch website is a great way to tell your personal story and control the narrative plus market livestock even with the capability of online payment. There are several free and fee-based platforms to customize your website as well as professionals to maintain it. One of the most important factors to a website is keeping current and up-to-date information on it. Nothing more frustrating than to go to a website and be 2 years out of date. Most website companies all give valuable data on the usage of the website.

Online Auctions- Originated by the Livestock Marketing Association for stockyards this has evolved into being able to sit in the comfort of your own home or barn, hundreds of miles away, and bid on livestock. In today’s world, it’s almost imperative now that all live auctions offer this option. Producers can offer a small number of cattle for sale online with a deadline and a horse race finish hosted through a 3rd party company.

Social Media- The form of media we love to hate, but don’t underestimate the power of the scroll!! Farmers can create their brand strategy through Facebook, Twitter, Instagram, Tik Tok, YouTube, or blogs. This will enable them to use a story format while reaching a mass audience, particularly through Twitter and Facebook which now has over 4.62 billion users. Internet users are expected to spend more than 1/3 of their internet time on social media. Social media-based influencer recommendations help 49% of consumers decide what to buy–and around 80% of consumers have purchased something after seeing it recommended by an influencer. Personalization, consistency of posts, and quality pictures and videos are the drivers of making social media successful.

Again the only wrong marketing strategy is no marketing strategy at all!