Promotion – It’s More Than Just Placing An Ad Somewhere
A successful Marketing Plan begins with a budget to keep you on track. This is always our starting point as it guides us through the process of keeping costs in line while placing a priority on media that reaches your target market. Our 20 plus years of experience in the advertising industry has given us insight to these different forms of promotion as there are advantages and disadvantages to all of them.
It is well documented that the most successful Marketing Plans utilize a mix in the kind of promotion used to reach the target audience. Technology has driven many changes in that mix over recent years, particularly since more consumers have access to high speed internet. Finding the mix that best reaches your target market has some trial and error to it. Talk to your customers and ask them what they read and how they get their information.
Print advertising includes magazines and newspapers that cover both regional and local audiences as well as national. A mix of all of these types of print advertising should be utilized as long as they make sense and reach your target market. Our budget will be limited therefore we try to utilize publications that give us the greatest “bang for the buck”. Dare to be different in your ads to capture attention. Your ads need to stand out and capture the reader’s attention.
Radio and TV provide opportunities throughout many parts of the country and deliver a low cost/thousand audience. Broadcast advertising puts immediacy to your message. Prepare yourself for some sticker shock with some of this media but our research has shown that it can deliver new customers to the established program and bring an industry to a new program.
Electronic media in the form of the internet and E-Mail have exploded over recent years. This is largely due to the ease at which you can create content and copy but more importantly the low cost.
Website – for as little as $500.00 you can direct your customers and potential customers to an electronic brochure that gives them information about your program. Websites should be simple and easy to navigate through. You can give customers a tour of your ranch and cattle program while they sit in their living room. You can offer cattle for sale and promote your production sale very inexpensively particularly when you promote it through an E-Blast program as we have at BSM.
This service has exploded in recent years with many firms offering the service. Be careful through – just as in a “snail mail” mailing list it as only as good as the database. The database needs to be constantly added and deleting bad addresses that waste your effort – however the cost to do this is very cheap and can add further traffic to your website and more interest in your upcoming sale.
Direct Mail Advertising
Traditional direct mail, brochures, sale books or newsletters are still very affective tools. Not all producers use the internet (or do not use it regularly) and will not get your E-Mail or view your website.
Attractive brochures and newsletters grab attention and can tell your story. Many producers will keep your brochure to refer back to when they are ready to buy.
Brochures, newsletters and post cards can be expensive to produce however they are still cheaper to mail than a sale book. We have found it a good strategy to send out the direct mail first and ask for a sale book request – rather than mail thousands of sale books that can run as high as $3.00/each with postage.
Nothing takes the place of personal selling. While you may hire a firm like Brubaker Sales to do a lot of the for you – many customers still want to talk to you and get to know you before doing business.
Attend events locally, regionally and nationally and give others an opportunity to get to know you – I’m sure you are a likable person and this will allow a selling connection – even if you never try to sell them anything. Get involved with breed associations and cattleman’s associations to build relationships with other producers that can become your customer.
You may be amazed how important a sign at the end of your lane or along the highway can be to your marketing program. Not everyone has a location suitable to a billboard on the interstate but if you are this can be a great way to promote beef to consumers and promote your program.
I’ve included Customer Service as part of promotion simply because that is exactly what it is. Good customer service becomes good promotion and bad customer service becomes bad promotion. In our industry we deal with mother nature and things don’t always turn out the way we want – we can limit the negativity by working with a customer to repair the problem. The programs that take care of their customers keep their customers and those that don’t loose them. Be fair and responsible to your customers and they will return to do business with you for many years.