Bull Advertising When Are Bull Buying Decisions Made?
How many breeders need a bull the first time they see your advertisement?
Bull buying decisions, like farm trucks, farm equipment and the
like are major purchases and seldom made on impulse. This type of buying decisions are arrived at months or years
in advance of the actual purchase. Breeders who do not understand or accept this can make costly advertising
Your potential bull customers will start planning purchases when their first calves are
born and continue it through and past weaning. Think of your own situation! Do you start planning your breeding
program for the following year almost from the time your cows are bred? The chance of an advertiser changing your
mind at the last minute is remote.
Are you one of those many livestock advertisers still clinging to the belief that your
advertising should work like grocery store advertising? Run an ad today, expect results tomorrow! Remember grocery
and department stores stock thousands of items that are purchased regularly. When retail stores advertise specials
in the daily newspaper their main goal is to get customers into the store with the hope that they will buy
additional goods, or at least find that the store is a good place to shop.
All you have to sell is cattle, and only a small number at that. Not wise to offer
bulls at below cost to create traffic to your farm or ranch. Good advertising needs to build awareness by making
favorable and lasting impressions on potential customers. All the while keeping in mind that even the most
memorable advertising impressions fade with time. That is why advertising frequency is so important in selling
seedstock bulls. Before your potential customers forget, hit them with another impression and be sure it builds
upon the last one.
Remember in most cases from first impression (ad) to an actual purchase of a bull, your
customer's buying cycle is measured in months or years, not days or weeks. Make sure your advertising schedule
takes this into account.