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WRITTEN BY
PHOTOGRAPHY COURTESY OF
Tessa Verbeek
ShowChampions
PART THREE OF SIX
PUREBRED LIVESTOCK MARKETING
LIMOUSIN VOICE / DECEMBER 2019
“Doing business without advertising is like winking at a girl in the dark. You know what you are doing, but nobody else does.” – Steuart Henderson Britt
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T
he long-term success of your operation is closely hinged on being able to find and retain buyers for your livestock year after year. Effective advertising is key to making potential customers aware of your operation, and garnering enough of their interest to have them take action – that may be looking into your operation further online, contacting you, coming to see your livestock and hopefully, ultimately making a purchase. With the rise in digital marketing avenues you may think that print materials are a thing of the past. Consider your audience and think again. With the majority
of livestock buyers still being of a generation that understands handshakes but not hashtags, having a printed handout to give them will go a long way. There is something to be said about a real, tangible advertisement that can be held in your hands. Social media posts are inexpensive or free but they can be easily passed over. A printed brochure, postcard or sale catalogue captures attention like nothing else – especially when personally addressed to the recipient. In an era where e-mail inboxes are bombarded by an endless stream of promotional and junk e-mails, it is easy for e-blasts to be left unopened
