Moving Beyond Marketing 101
Cow/calf weekly
Our local cattlemen’s group was getting ready to sponsor an educational marketing meeting, and I asked a good friend and very progressive producer if he was planning to attend. He laughed, and responded, “Why would I do that?”
I knew what he meant. Strapped for time, it’s difficult to justify unless something new or innovative will be discussed. And he wasn’t expecting a message any different than the one he’s heard for 20 years — precondition your calves, document performance measurements, improve genetics, take responsibility for your marketing program, etc. But he’s already implemented those suggestions and is focusing now on improved implementation.
He knows the value of selling uniform load lots, of taking advantage of niche-marketing opportunities. He’s already experimented with supplying natural cattle, and is providing age- and source-verified cattle.
In his mind, these are all “Marketing 101″ items either advocated for more than 15 years or extremely well publicized over the last several.
FULL STORY
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