In the January issue, I presented thoughts about how major Limousin and industry events relate to the NFL playoffs and the Super Bowl. This time, I thought I would expand upon those thoughts.
No doubt, the Super Bowl is a huge event. Much of the talk I hear each February is about the advertising spots purchased for millions of dollars. Sometime these campaigns are successful enough to etch their messages in our memories more than the actual winners of the game.
Your largest marketing avenue of the year is that event for your program. When your genetics and program are under the microscope, that is your time to earn a new long-term customer or remind a repeat customer why they keep coming back. What is that debut for your program? Your production sale? An open house? Ads to highlight your program’s offering through private treaty? Your showstring, or perhaps a few head consigned to a regional sale?
Bull and female sales are blazing hot so far this year. Commercial cattle and feeders are expected to set new records in 2014. Supplies are low, demand is high, and it could be easy to fall victim to a seller’s market. Anyone can sell a product in a seller’s market. However, I challenge you to think bigger and market your entire program with each animal. Don’t focus on the “sale.” Instead, focus on building a relationship that will earn a customer’s loyalty for the long haul.
Consider leveraging your NALF and Limousin World staff, our breed’s LimMark and LimChoice tagging system, the “Sale Barn” marketing assistance from NALF, and the many other options your breed association offers to support the needs of your customers. You are not just selling an animal—you are selling your program and everything that supports it.
Back to my sports analogy, you will not find single season champions in the hall of fame. No one-hit wonders are there. What you will find are great people that made a lasting impact. Strive to be that hall of fame program for your customers.
Colossians 3:17 (NIV)
And whatever you do, whether in word or deed, do it all in the name of the Lord Jesus, giving thanks to God the Father through him.