Beef Cattle Advertising
Beef Cattle Advertising is all about how to go about Marketing and Advertising your Registered
Beef Cattle Breed.
Do you have the right product?
Is it what the buyers are asking for?
Is your story believable?
Is it the real thing?
Do you have the right attitude about your cattle?
How are your Public Relations?
Do you have an adequate advertising program?
The first step in Beef Cattle Advertising is building
the right product with a breed that you like and enjoy working with. One that will work in your environment
with proper use of all tools available to you. In the beef cattle seedstock business I believe by far the most
important first step is to get the product right. Your cattle must have the genetics and other characteristics that
the buyers are looking for. Cattle that will solve problems and make money.
The results of your beef cattle advertising will begin to show once you
develop the kind of cattle that are in demand, do not try to sell a prospective buyer what you think he should buy
and tell him it is the same as what he asked for. Sell him what he wants! You will need to always look into the
future to stay ahead of the pack in this area, it is and always will be an ongoing thing.
Make your story believable, do not try to tell the world that you have the
absolute best, even if it might be true. Very few would believe such a story. Be more modest and play up the good
things your beef cattle genetics will do for the buyer.
Be sure you have the right thing. Do not try to sell seedstock animals
claiming them to be super beef producing animals if their identity can be associated with a breed not known for
good beef producing traits. Be honest with your customer. In the current climate there are a lot of newcomers to
the beef cattle business.
Not only must you have the right product, a successful breeder must have
the right attitude and understand the true mission or purpose. Successful breeders understand from the start, or
soon learn, that you are not in the business of just selling cattle, you are in the business of satisfying
Good public relations are a must in successful marketing or selling
seedstock. It can do things that are nearly impossible or very difficult to accomplish with just beef cattle
advertising. Public relations will personalize you and your cattle business in a noncommercial way with someone
else telling your story. Good public relations involve knowing and gaining the respect of the industry leaders in
your area who can help influence a cattle producers buying decisions. Get to know and gain the respect of people
like livestock extension specialists, feed and equipment dealers, youth leaders, bankers etc.
Make sure that local newspaper, radio and television reporters and editors
know about you and your business, and then give them something positive to report on. Your new bull, your
participation in a beef cattle convention or meeting etc. Host field days and other events that bring people to
your place to learn about your cattle and breeding program. Be active in local and regional beef cattle
organizations. Use every public relations medium available to establish your reputation as a solid businessperson,
a serious cattle breeder, and one who is willing to help.
How many times have you read about a new model car, tractor, farm
machinery or veterinary health products, before you see them advertised? Once a product has been developed for a
particular customer base, and the industry has been informed through public relations, then proper and adequate
advertising is the next step to successfully sell it.
This is especially true in the seedstock cattle business where the time
between when a potential customer first hears about a product and then purchases it, can be months or even longer.
For instance most bull customers will probably only buy once a year, so keeping them informed, and maintaining
top-of-the-mind awareness, requires a sustained beef cattle advertising program. Consistent advertising is also
essential for developing top of the mind awareness in producers who are not regular customers and those who have
never purchased from you.
Successful beef cattle advertising has nothing to do with exaggeration and
everything to do with communicating your message in a believable and effective way. You may not want to position
your business as humorous, but you sure want to be seen as human and approachable. Someone people would like to do
business with. If more people in the seedstock business understood this, the value of their advertising would
When breeders advertise that they have the best bull in the breed or a
bull that does it all they can be assured that many people will not believe it, even if it is true. Any buyers that
do believe the claim are likely to be disappointed because they expect too much. Advertising that same bull with
more modest claims that highlight benefits will produce more satisfied customers and usually produce more
Never lose sight of the fact that techniques used by the most successful
companies can be applied with equal success to even the most modest registered beef cattle operation. Seek them out
and you will be equally successful.