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LEFT & FAR LEFT Glyn says that showing is a very effective marketing tool. The world’s top shows attract 1000’s because they are attracted to the beauty and style of a world class show.


ranging dramatically in value but it encompasses every single market because everyone strives to breed animals close to the true type model. • Production and dispersal sales – another huge part of the market place within the UK. Planning an annual production sale has massive potential and something we see very little of however our beef and sheep breeders do this a lot. So before your marketing programme starts, have a clear and focused breeding programme and direct your promotions to the producers most interested in your genetics.


HAVE A CLEAR MESSAGE


Communicating exactly what you want your customers to hear sounds very simple but are you getting it right? I see so many adverts going back


HAVE A PLAN


If you are going to be a successful marketer it needs careful thought and planning. So decide what you want to sell, there is a vast market out there for quality pedigree Holsteins in the UK and I generally categorise them as follows:


• Freshly calved heifers and young cows – this is your biggest market in the UK and is diverse in quality and value. The top end of this market is very profitable for breeders willing to breed the right kind. • Genomic market – again is a huge market when you consider the Polled, Type, Protein, Red & White and Outcross lines. It potentially is the most lucrative if you get your timing right. • Show cows and heifers – again this market has many levels


generations into an animal’s pedigree and I always ask why? Remember history is nice but what really matters is the present and the future. A good seller thinks like a buyer so get your buyers boots on. Your adverts should make a clear statement and demand a response from the reader. When I’m selling in the rostrum I use a very simple strategy for my auction chant.


• I make a statement – I’m bid four thousand. • Then a suggestion – now four thousand two hundred. • Then I demand a response – would you bid four thousand two hundred? • The same simple plan should apply to your marketing programme.


WHAT, WHERE & WHEN


What to advertise? Where to advertise? When to advertise? Genomic results, show success, classifications, herd awards, new arrivals the list is endless and never presume people know about it. Be proud of what you are doing and get the message out.


Gone are the days when the only way to promote your herd, show success, elite heifer or bull is in The Journal. If you don’t use social media as part of your marketing plan then you’re in the slow lane to nowhere. Facebook, Twitter, YouTube and your own website are very effective tools to use alongside breed publications, but remember they must be used correctly. Websites are very noisy places with lots going on so you have to be creative and stand out from the competition.


One of the questions I get asked a lot is where should I advertise and I firmly believe that the best way to get noticed is in the show ring. You have a





If you don’t use social media as part of your marketing then you’re in the slow lane to nowhere


’ THE JOURNAL AUGUST 2014 19


Photo by Richard Hodgson


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