WRITTEN BY
Tessa Verbeek
PART FOUR OF SIX
PUREBRED LIVESTOCK MARKETING
A terrible thing happens when you don’t advertise – nothing.
I
n this segment, we will discuss some of the main forms of larger investment advertising, how to build a better print ad and considerations when formulating your advertising budget and evaluating success.
Print BREED PUBLICATIONS Breed specific publications are a tried and true way to reach not only all of your fellow breeders but also commercial cattlemen that are already buying bulls from your breed. While we would all like to advocate the merits of our respective breeds and make ‘converts’ out of so and so who’s Daddy and Granddaddy only ever raised (insert breed here)… the reality is that the most likely person to buy the breed of bulls you are offering is someone who is already investing in that breed. Your breed association publication is distributing their publication to all of those commercial buyers who have purchased from members of the Association. In this way, it could be argued that the potential interest per dollar spent is likely to be exponentially higher since every recipient of the publication is at least interested in the breed you have to offer. INDUSTRY PUBLICATIONS
There are a number of industry publications that cattlemen frequently advertise in. These include national and provincial beef magazines, as well as other agricultural magazines if you feel your customer base is reading those. For example, if the majority of the bull buyers that would be in your potential customer base also have crops you may want to consider advertising in a grain industry publication. The competition for attention may be less than beef publications where there is a cow or bull on every page.
LIMOUSIN VOICE / FALL 2020
PHOTOGRAPHY BY
ShowChampions, Barn Girls
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