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With another female
and bull sale season upon us, it may also be an important time
to review some key steps to maximize your beef business
potential.
Jay Conrad
Levinson, author of the popular Guerrilla Marketing series of
books, says in his book introduction, “…failure to upgrade your
marketing effort is a symptom of corporate demise. Success-found
companies are either growing and changing or dying.”
He continues, “A key
to prospering with guerilla marketing is the art of paying
attention. You’ve got to be constantly attuned to the media, the
competition, the customers, the current events, the whole scene.
That said, take a
minute to review this Q and A of marketing do’s and don’ts from
Levinson’s expertise, and it just might add profitability – and
efficiency – to your business’ bottomline.
Do you have a year-round marketing plan in place?
Plain and simple the most common mistake made in marketing
is a lack of a continual presence. For example, many seedstock
operators advertise heavily in the weeks leading up to their
annual bull or female sale, but once the event is over, their
presence in their industry and with their customers subsides
until their sale comes around again the following year.
Levinson emphasizes
that marketing is a process, not an event. He says marketing
should be a “series of events, with a beginning and a middle,
but not an ending – because it should always be ongoing.”
Once you understand
this, you’ll recognize that there is a difference between
advertising – which simply tells buyers what you have to sell –
and marketing – which communicates what your cattle program is
focused on, why you are different, and the benefits of doing
business with you.
Levinson defines marketing as “every bit of contact your company
has with anyone in the outside world.” That said, you’ll see
that marketing is a 365 day a year task.
Are you ignoring your customers?
In the 1990’s a new concept emerged – “The customer is
king.” With this revelation, customer service has reshaped all
industries and continues to do so. In fact, in today’s business
environment Levinson says striving for customer satisfaction
isn’t enough. Now, he says businesses should aim to provide
“customer delight” – which he says is achieved by doing anything
the customer wants you to do.
How do you surpass
customer expectations? Start with customer follow-up after the
sale. Levinson notes that research has shown 68% of all business
is lost due to ignoring customers after they’ve made a purchase.
Continually be
thinking about what you can do to help your customers succeed.
Simple thank-you postcards, follow-up phone calls, visiting
their herds, or hosting an annual appreciation supper are all
ideas that help show your interest and appreciation for their
business.
Providing information to customers is also becoming a powerful
tool to show them that you are working to help keep their ranch
business successful. Ideas include providing them a quarterly
newsletter offering information about the industry and
specifically about your operation – what sires you are breeding
to and why; how calves out of sire groups are looking; carcass
and ultrasound data from calves, etc. Information is power and
the more you can provide to your customers, the more they’ll
appreciate you.
Another marketing
tip from Levinson: He advises directing the bulk of your
marketing efforts primarily to customers, instead of prospects.
Here’s why: Studies indicate it costs one-sixth as much to sell
something to a customer than to a prospect. Thus, work to keep
the customers you have by surpassing their service and quality
expectations, and their word-of-mouth compliments will bring you
new customers with ease.
Do you think that a small operation can’t compete with “the
big guys”?
So, you’ve got a small seedstock operation and a limited
budget. Does that mean customers are going to ignore you and go
straight to the big operators? Not necessarily.
In fact, in
business Levinson says being a small business has its advantages
– such as the ability to offer personalized service and
convenience. Therefore, make being small and local work to your
advantage for customer service. You know folks on a first-name
basis; you can visit their herds and talk with them more than
once or twice a year; support their kids in 4-H or FFA events,
the list goes on.
Remember the core
principal of business: People like to do business with people
they like. This means people must buy you before they will buy
what you are selling. So, size doesn’t really matter. It’s the
people and the service that make the difference.
Also recognize that
convenience is a huge value to customers. If they can drive a
short distance to your ranch and/or sale and find a top quality
bull that you’ll deliver and stand behind if there are any
problems, you’ll have some folks who will be a customer for life
because of that convenience. As a small operation use that to
your advantage and cultivate those local ties.
Are you utilizing a variety of marketing resources?
Marketing for many amounts to a few newspaper, magazine and
radio ads. While those are solid choices, they need to be
enhanced from time to time.
For example, in
addition to the sale offering you are promoting, make sure your
print and broadcast ads always communicate your core message
along with your business name, suggests Levinson. This is simply
a 4-5 word phrase that you’ve identified as your focus or
competitive advantage. For example, Wheaties is known as “The
Breakfast of Champions,” and another universally known tagline
is “You’re in Good Hands with Allstate.”
What do you want
customers to think of when they hear your ranch name? What do
you offer? Determine that core position (it might center around
quality, service, convenience, expertise, attention to detail,
willingness to help, etc.); then include it on all of your
marketing materials – from business cards to ads and even your
ranch sign.
Today’s technology-savvy consumers also demand that you provide
them a Website and e-mail. (Remember the goal is customer
delight.)
Using multiple
resources really will enhance your marketing efforts. Through
your print and broadcast ads you can direct people to your
website for more detailed information. As well, a Website can
provide information 24/7, and e-mail makes it convenient for
customers to contact you at any time, with any question. That
said, you’ve got to be detailed about responding to e-mails and
keeping your Website up to date.
Lastly, Levinson
emphasizes the importance of keeping your marketing consistent –
with the graphic elements, the core message, and a continual
presence within the industry. He suggests, “Instead of running a
couple of large ads every few months, run smaller ads more
frequently.”
Of this strategy to keep your name in front of customers and
prospects, Levinson says, “Consistency breeds familiarity,
familiarity breeds confidence and confidence breeds sales.”
Do you look at marketing as an expense, instead of an
investment?
Yes, marketing will cost you money. But, Levinson says
rather than being an expense, marketing is an investment that
will grow and benefit your business over time.
That said, you must be
committed to your marketing program. Levinson uses the analogy
of a marriage, posing the question, “What makes it work?” The
answer is commitment.
He says the same is
true with your business. Levinson admits there will be ups and
downs, where you think your marketing isn’t doing anything, but
you’ve got to stick with it. He commonly sees business owners
change their marketing efforts or drop it all together before
they see results and, says, “This is a mistake. Marketing takes
time and it can be a slow process. Thus you must remain
committed. Patience is commitment.”
From his years in the
advertising industry, Levinson says it can take 20 or more times
for some one to see an ad and be persuaded to act. He concludes,
“Mediocre marketing with commitment works better than brilliant
marketing without commitment.”
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