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Have a clear and focused breeding programme and direct your promotions to the producers most interested in your genetics
captive audience who is interested in your animals. Showing is a very effective marketing tool. Remember thousands don’t fl ock to Swiss Expo, World Dairy Expo or Toronto to look at genomic lists; they are attracted to the beauty and style of a world class show. UK breeders need to fully embrace the show ring and reap the benefi ts.
Getting noticed takes time and building a recognised brand requires regular advertising. It’s a good idea to have an advertising budget and use it as effectively and effi ciently as possible – directing your clear message to the correct readership. Use The Journal as often as possible and keep your website and social media sites up to date. Out of date websites devalue you and your herd.
ARE YOU CAPTURING THE READERS ATTENTION Stop boring readers with all the same adverts designed and churned out by a small number of graphic designers who have all the same style. You have a few seconds to stop the reader from moving on so you need great pictures to capture their attention and make them want to read the content. Why are you making the ad in the fi rst place? What do you want potential buyers to know? And keep asking yourself my favourite question – who’s going to buy her?
LISTEN, LISTEN AND THEN LISTEN Listening to what today’s modern dairy farmer wants is key to the future success of your breeding and marketing programme and listening is not that easy if you have already decided what you think they need. Really listening and interacting with your customers at all levels will give you a big advantage over your competitors. Today’s customers want to reach their goals quicker and in the most cost effective way – in other words they want the biggest bang for their buck. The dairy genetics that will be in demand will be in ones that will
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DAMMELAAN 31 | 9104 GS DAMWOUDE | THE NETHERLANDS | TEL.: +31 (0) 511-424243 FAX: +31 (0) 511-423525 |
INFO@ALH-GENETICS.NL |
WWW.EMBRYOSALE.COM
offer potential cost savings as well value added benefi ts.
WHAT IS GOING TO SELL IN THE FUTURE
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Style has and always will demand a premium. The show ring plays a pivotal role in all successful breeder’s marketing programmes, buyers don’t necessarily come to your farm to buy your best show cow, but it will be that special individual that will attract visitors. Genomic evaluations are the future of all progressive breeding decisions and this has been refl ected in the majority of high value animals in the past four years. This trend will continue so embrace the science and incorporate it in your breeding and marketing plans and always ask yourself the question – who’s going to buy her?
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