Blame it on low milk prices, or genomics or whatever you want, the dairy genetics industry has changed drastically in the past ten years.  Gone are the days where a sweet young cow scoring VG-85 as a two-year-old was something you would run a print ad in a magazine, and fellow breeders would be calling you up asking about her.  Not only has what breeders are interested in changed, thanks to genomics, etc. but so has how people buy.  Where and how breeders show, share information and buy has dramatically shifted.  However, most breeders are still trying to advertise and wasting their money on marketing that no longer delivers a return. Simple question to you, when was the last time you can directly attribute a sale to an ad you ran in a print magazine?   As Einstein says doing the same thing over and over again, but expecting different results is the definition of Insanity.   My fellow dairy breeders it’s time to stop the Insanity.

There is no question the dairy genetics marketplace is a tough game just now.  With AI companies dominating the genomics marketplace (Read more: Should A.I. Companies Own Females?, Why Good Business for A.I. Companies Can Mean Bad Business For Dairy Breeders, and How Genomics is Killing the Dairy Cattle Breeding Industry) and low milk prices killing the market for good dairy cattle (Read more: Who Killed The Market For Good Dairy Cattle?) things are terrible.  These changes and challenges are not limited to the genetics game either; advertising has its own difficulties.  It seems like every day you hear reports about how one print magazine has gone bankrupt, or another one has staff that is leaving to take jobs elsewhere cause they can not pay the bills anymore and even fake announcements about new staff who have actually been working for the publication for years.  This does not happen in a medium that is thriving. 

There is a simple rule in marketing, get your message to where your ideal customer is.  Thanks to Facebook, Snapchat, and Instagram, most breeders no longer use out of date print magazines as their #1 source for information.  On any given week more dairy breeders are online searching for the latest show results, genomic test results or classification highlights than read a print magazine in a whole month.  It’s simple to explain why digital news is faster and less expensive.   It also is much cheaper to advertise in digital, hence why so many advertisers are shifting their dollars from print to digital.  The rise of digital media in preference to print comes down to four key factors: cost, flexibility, accountability, and demographics.

• Print is Expensive
  Beyond space costs, creating print ads can also require significant In contrast to online ads are relatively inexpensive or, in the case of social media, often free.
• Print isn’t flexible
  There are fixed closing dates for materials, and once in print, the message cannot be changed until the next issue. In contrast, digital media is much more flexible.
• Print results are tough to track.
  In comparison to click-throughs, open email rates and a host of other digital metrics, print’s ability to provide ROI data is limited without well-planned campaign execution, which often requires an expensive ad agency to set up for you.
• Print does not attract many breeders under 40
  In this age group, someone put a cell phone in his or her hands when they were 9, a laptop when they entered middle school. Print is not their media of choice or experience. 

In comparison to spending thousands of on prints ads, a simple ad on a Facebook page with a spend of under $50 can reach over 108,000 dairy breeders in Australia, Brazil, Canada, Switzerland, Colombia, Spain, France, United Kingdom, Italy, New Zealand and the US (Based on metrics provided by Facebook) that is more than double any reach of a print ad.  Now I am sure you say, but there are thousands of fake accounts, and yes there is, that is why you need to create target markets such as the countries listed above instead of just spending to put up a bunch of fake metrics (Read more: The Truth about Dairy Genetics Publications Facebook Fan Page Statistics and  The fakebook – Our Secret is Exposed).  Facebook marketing is not just a simple as “post it, and they will come.”  Just like any effective marketing plan you need to have a strategy that identifies who you ideal customer is, and what motivates them to spend their hard-earned money. 

To learn how to get your farm on Facebook download this free guide, and once you are up and running be sure to check out The Top 10 Dairy Breeder Facebook Fan Pages and Why They are Successful as well as How to Make the Facebook 10 Most Wanted List.

The Bullvine Bottom Line

Let’s face it; times are tough in the dairy industry just now.   But It’s in these tough times that we can make some of the most impactful decisions.  That is very true when it comes to promoting your dairy farm to the world. There are more dairy breeders on Facebook than read all the dairy print publications combined.  Take a look at who is buying, where are they spending their time?  According to Facebook statistics, 50% of dairy breeders log in every day.  Most cannot go without at least checking their Facebook page once or twice a day. That is nearly 1 hour per day, per user.  That is longer than it takes most dairy farmers to read most monthly dairy magazines.  The message is simple: “In these tough times don’t advertise for the sake of advertising.  Market to win!”

In any industry there are those who adapt and those who die.  It really is that simple.  For example look at the dairy cattle publication world.  Those that are trying new things are thriving while others are wandering around lost in no man’s land or living on life support.  There is no question that if you cannot adapt you will die.  In the dairy cattle breeding and marketing world that means,  using the same old methods  that have been used  for the past 50  years. They just don’t cut it today.  The dairy cattle breeding industry of the past is dead. In order to embrace the new you need to lead not follow the path of others into a world that has reconfigured the possibilities. Blame science.  Blame technology.  Blame the Bullvine.  But don`t stop there.

Leaders Never Worry About Being Average

Tomorrow’s leaders are not the ones who seek to be average today.  Tomorrow’s leaders are the ones who are willing to be seen as outlandish  today because they believe in a different and better  tomorrow.

A great example of this is Jerry Jorgensen (Read more:  Breeding Ri-Val-Re: Where Looking Good in the Stall Is Just as Important as Looking Good on Paper and $10,000 a dose polled semen).  Instead of worrying about what  has been done in the past, Jerry is always looking for new ways to do things in breeding and marketing.  For his recent sale, instead of just trying to do all the same old boring advertising everyone else does, Jerry looked outside the box and tried something new.  He set up  a free giveaway for  all those people on Facebook that helped spread the word about his upcoming sale.  The results were outstanding.  He reached the right people and got a far greater response from one simple giveaway and request than all his other marketing combined.  And at a fraction of the cost I might add.

This promotion by Jerry Jorgensen was seen by over 100,000 people and liked and shared by thousands.

I watch as more and more breeders embrace technology such as Facebook.  I see some of the most traditional breeders, leveraging the power of social media to spread the word about newsworthy  events in their breeding programs.  A fine  example of this is Quality Holsteins who are  seen by many, including myself, as the model for successful  “traditional” breeding and marketing (Read more: Quality Holsteins – Well Deserved Congratulations).  Recently Quality started a Facebook page and has seen their already great “brand” explode to thousands more people than a  traditional “ad” would have reached, again – at a fraction of the cost. They simply take a few minutes each day to share firsthand the great things that are happening at Quality.  This willingness to step outside of the “traditional” and into the “new” has Quality reaching a much larger marketplace than many even imagine!

This mammary system photo of VALLEYVILLE RAE LYNN owned by Quality Holsteins has been seen by over 200,000 people and shared thousands of times.

You Don’t Have To Pander

Just  giving people what they think they want is a shortcut to banality, mediocrity and ultimately invisibility.  For  the dairy cattle magazine world that means doing the same rote  coverage of all the same events, year after  year.  These magazines are living on borrowed time.  For dairy breeders, it  means putting up  the same boring ads every month reaching the  same ad readers  of the past 20 years and expecting them to purchase from you.  This segment has not been inspired to   buy before. What makes you think  things are going to change now?

Stop pandering to past  perceptions.  The Bullvine is living proof that you don’t need everyone to love you and your work.  When you focus on the out-there, the passionate and  changing  segment of the industry,  you are focusing on issues that generate emotion and targeted reaction.  You then can highlight the  extraordinary  – and watch it spread -instead of watering everything down to the status quo.

The Dairy Marketing Code of Conduct LOGO
Program members can use this logo to show that they uphold to the standards of this program.

Take our recent articles about dairy cattle marketing ethics (Read more: Dairy Cattle Photography – Over Exposed and Introducing the Dairy Marketing Code of Conduct) .  We knew long before we ever wrote them that our position on this issue would cause problems  for some.  But instead of worrying about how   people would react, we focused on where the industry needed to be in the future.  And man already things are starting to change.  Pictures carrying the DMCC (Dairy Marketing Code of Conduct) logo have become some of the most viral shots seen over the past few months.  Breeders are not only accepting this new program, they are starting to request it.  And yes we know there is a very long, long road ahead, but these changes show us where the market is heading and early adopters are great about encouraging us to drive forward.

The Bullvine Bottom Line

There certainly has been no shortage of reaction to some of the material we have written about here on the Bullvine.  But instead of worrying about whether everyone will love us, or who will agree with what we are writing, we decided not to knuckle under  to the average but instead to seek out the segment that some  would consider “far out”.  I am talking about those outliers in the dairy industry that are willing to think outside the box and try new things, to look at things differently and ultimately to drive change and make things so much better.  Are we killing the dairy cattle marketing industry? Or are we saving?

To get a copy of the Dairy Marketing Code of Conduct please click here.

We all know what an oxymoron is: working holiday, tight slacks and freezer burn. Well here’s another one “An anti-social dairy farmer”.  Farmers have always enjoyed the “social” aspect of their 24-7 business. Wherever there are two farmers there is bound to be good gossip.. ahemm … good conversation going on.

Can we talk?

In an industry blown about by the whims of Mother Nature, politics, local regulations and world issues … there’s a lot to talk about. Facebook and all other social media are all about connecting (Read more: 7 Reasons Why Your Dairy Farm Needs To Be On Facebook).  It is absurd to think that our already social business would not grasp digital social networking with open arms and tapping fingers. Think about it.  Today at some point you will “social” ize with someone coming in your lane. Whether it’s a sales person of genetics, feed, seed, nutrition or health … you will meet, greet and connect at some level. To me, it follows that it should be natural to welcome delivery of the same informed decision-making tools from cyberspace.

Social media is made for farmers

Farmers are completely familiar with sharing opinions, recommendations and trusting those who have their feet in our barnyard, feed alley or under our board table or kitchen table.  Couple this with the home truth that farmers rarely have the opportunity to do their networking on the golf course, a sandy-beach or at the gym and social media is not only the logical choice it’s the perfect choice!

Videos such as Ram Trucks’ “Farmer” Super Bowl ad have gone viral promoting farmers to 0ver 20 million viewers on YouTube alone

Not that it doesn’t take getting used to.

Those of us, who spend time in social media, tend to live and breathe the space as if it were real life, which of course it isn’t. It is however, a great place to build a network, to find like minded people and discover what they are working on, and learn with and from them.  Just like over the line fence or at the farm supply store or at a farm meeting. It`s a place to live, learn and move forward.

The goal is to apply what we learn to real life.

Like any social interaction, the benefit comes from applying what you know to what you are doing. New ideas for improving the logistics, cash flow, genetics and marketing of our dairy businesses are what we are seeking out.  Doing these things better doesn’t only pay the bills, it also provides satisfaction for those who love their work. Now we can come in from the barn after a long day and have the quiet satisfaction of having a day’s work well done and take time to enjoy a more technical version of “cow talk”.

“The most important connection in marketing today is business to business”

I would challenge everyone in the dairy industry to modify that mantra to, “the most important connection in dairy marketing today is barn to barn”. Numbers wise, there are not a lot of us left out there.  In times past you looked to the horizon and saw farms as far as the eye could see.  Today, it’s hard to see a fellow farmer from that viewpoint. It doesn’t mean the network is lost, it simply means in the 21^st Century it actually is a “network” of connected internet users.

From Face-to-Face to Place-to-Place

We need to receive these “online” conversations in the same way we receive face-to-face conversations.   When face to face we can express our view and assume from the non-reaction of the person we’re expounding to that they support our position.  It’s too bad we don’t hear their report when they share it with the next person who comes into the milk house.

There is the question of tone of voice being missing from social media.  Anyone who has had the tone in one of their emails misread will understand the problem. It’s hard to convey the subtlety of face-to-face or telephone interaction using words or text only.  However, when was the last time your spoken words were misunderstood?  Nothing promises total perfection.

What`s Next?

If you’re reading this, you’re probably already beyond the beginner level with email and Facebook.  Do you have a Website or Blog? Don’t skip this step.  Your website is the first place you can let the market know that you have something they’re looking for.  Even if you’re not planning to conduct all your business on line, you still want to drive customers to your website or to your farm.

So how do you get started?

There are online Guides for every social media program. Check them out and set up accounts on Twitter, Facebook, YouTube and LinkedIn.  Of course (bias aside) you could check out the Dairy Breeders Guide to Facebook.  The wonderful thing about technology is that there are many ways to learn the how, what and when.  A simple question placed on “Google” and you can discover step by step instructions to your success using social media.

The first step is always the hardest.

The neat thing is that there is always somebody close to you that has the expertise to help you join up.   While “joining” is easy, it is wise to consider that rushing in and then doing nothing is like that New Year’s resolution to workout.  You join the gym but your membership is as active as the clothes hangar otherwise known as your Treadmill.  While you won’t lose it if you don’t use it, remember that it is “social” and why join, if you intend to remain a wallflower?

There are two questions to ask yourself.

1. What do people need to know about you and your dairy operation?
2. What do you need to know about the marketplace?

The primary goal in becoming “social” is to have your prefix, product or genetics come to a buyer’s mind the minute they have identified what they are looking to buy.  Hit people with your features and benefits and you win their minds.  Get your story out there and you win their hearts.

Make sure that you share new births, fresh heifers, your genetic successes, your dairy industry issues and your pride in your family business.  You can never post too many pictures.

Continually polish and perfect your “story”.  It’s the social magnet to attract more business.

The Bullvine Bottom Line

At the end of the day dairy farmers are definitely social.  We’re not talking extinction …but dairy DIStinction. Far from being on the verge of extinction, farmers are prime candidates for using this handy new tool.  In reality (a word overused today) we probably do better when our social life takes place in a variety of ways.  If we limit ourselves to one form … we limit ourselves period.  Let’s get social.

To learn how to get your farm on Facebook download this free guide.

Several years ago, the marketing team I worked with was led by a gentleman who loved to use the quote, “When you’re selling, don’t sell the steak sell the sizzle.” Although celebrity Chef Lynn Crawford was a keynote speaker at Canadian Dairy Xpo, the Dairy Classroom got cooking early with Billy Frey’s on-farm social media presentation. The dynamic Frey is the Senior Vice President of Alltech Ag Network and he really knows how to sell the sizzle. He grabbed attention early with on-line streaming of his presentation and one-liners like, “What happens in Vegas stays on Facebook” which caught and held the attention of the standing room only audience.

Lyons, TVs and Broadcasts – Oh My!

Alltech Ag Network, as envisioned by its founder, Dr. Pearse Lyons, has always been a company built on relationships explains Billy.  “We knew if we could build a relationship, we could learn of someone’s problems.  Once we knew the problem, we could find a solution.  About 2 years ago, we spoke with our friend Jim Host.  Jim is known as the grandfather of sports marketing for the programs he and his company (Host Communications) put together for the NCAA.  In fact, Jim was just inducted into the College Basketball Hall of Fame, not for his play, but for his contributions to the game, principally setting up the NCAA corporate partner program.” This dream team was primed for what was about to happen.

It’s iHigh Time for Ag

Frey outlines the serendipity. “Jim Host had started a new company called iHigh.com.  This was an online TV company that broadcast high school sporting events.  The idea was simple:  iHigh put the Production Truck that you see at major sporting events into a computer and let the schools broadcast their own games.  The schools could generate revenue through advertising, which proved quite profitable.  Jim and Dr. Lyons thought “Why not agriculture?”  That was the first step and then “Alltech bought the rights to agriculture and began engaging Ag groups (FFA, rodeo organizations, horse shows, etc) to broadcast their events on iHigh.” This was a key and very logical piece according to Frey, “Agriculture has such a great story to tell, and who better to tell it than the participants themselves?”

A Communication Cover-All for Ag

As with any great idea once the pieces start coming together the momentum builds.  Frey shares this synopsis of events. “Shortly thereafter we entered into discussions with RFD-TV.  Patrick Gottsch, the founder of RFD-TV had been ‘telling ag’s story” for many years and he was looking to move into the online world.  Once he met with Jim Host and Pearse Lyons and learned about the technology, a partnership was formed.  Now, all RFD-TV content can be found online by going to MYRURALTV.com.  Patrick and RFD-TV have given a voice to the smaller events that might not be on network television.  Not only do they provide great coverage to their 65 million subscribers, but they also direct them to MYRURALTV.com whereby fans of RFD-TV can watch even more Ag content online.” Social media was on the move and the potential it was facing, meant a lot to Billy Frey.

Frey Gets Plugged In

The timing was right for Frey who had graduated from Centre College in 1998 with a degree in International Economics. He outlines his career path, “From there I worked in a bank.  The banking business didn’t enthuse me so I applied for a job with this international animal health company called Alltech.  I had never heard of it, but after interviewing, seeing the marketing philosophy, etc, I realized that this is something that I could get into.  I’ve been with Alltech for 14 years.  When I started we were an $85M company with about 500 people.  Now, we should hit about $800M in annual sales with 3000 employees.”

Computer Traffic Increase on the Information Highway

To date we have more than 300 organizations or groups broadcasting live events online.  Our traffic continues to grow, as people watch signature events like the FFA National Convention, the National HS Rodeo Finals, and more online.  With the world, in particular the world’s youth, watching video online we have seen a 4-fold increase in traffic online.”

Watch! It`s Alive!

Frey confirms that the online Ag content that will be provided by the partnership between Alltech and RFD-TV, utilizing the iHigh.com technology, will continue to grow.  “Last year 12 state FFA conventions were broadcast live online.  This year, we expect 30 state conventions to be broadcast online.  We expect more rodeos, more equestrian competitions, and of course, all the same great RFD-TV content to be available online.  No longer does mom and dad have to wonder what’s going on at the FFA Convention.  They can tune in.  No longer does Grandma and Grandpa have to look at pictures of their grandchild win an award or compete in a rodeo…they can watch it live.”

Technology is Smokin’

As an observer of change Frey joins the rest of us in awe at the rapidly changing social media scene, “The rise and adoption of technology has been first and foremost of the changes I’ve witnessed.  The world is at our fingertips, so that leads to infinite possibilities.  Consumer attitudes have shifted.  Globally we’re taking an interest in what’s in our food and how is it produced.  Look at what’s happening in Europe right now with the horse meat situation.  People want to know what’s in their food and when they’re duped, they revolt.  Along with oxygen and water, it’s one of the three most important things in life.”

Family Matters. They’ve Got Freys with That!

Speaking of important things in life Frey affirms his appreciation for the Alltech philosophy of marketing through education and, he adds, “our goal of helping to feed the world while at the same time educating people as to where their food comes from”.  Frey admits  that his  current role  as Senior Vice President of the Alltech Ag Network is his biggest challenge to date but then, in his branded positive style adds,” Like most great challenges, it’s the most rewarding.” Nevertheless it isn’t Frey’s biggest success story, “Personally, in the past 5 years I’ve met the love of my life, gotten married, and last June, became a father to a beautiful baby girl.  That’s definitely the best thing I’ve ever done.”

It’s Fast. It’s Instant. It’s Ready to Serve.

There’s another old saying, “If you can’t stand the heat, get out of the kitchen!” However, everyone knows that’s where the action is. A few minutes of listening to Billy Frey confirms that social media is the kitchen and you become a believer that this company has also found the “secret ingredient”. Frey looks into the future for us. “I see traceability and value added products coming to the forefront.  I want to know who produced this milk I’m drinking and what went into the ice cream or the cheese I’m eating (too much of by the way).  Why can’t I just use my phone, scan the carton and see the farmer?  I’m in agriculture so I trust those who provide me food.  Most people don’t have the good fortune of working in our industry, so they don’t know how milk is made.  When they don’t know, they do two things:  find out for themselves or assume the worst.  Since the internet has given us instant information, people trust whatever comes up first on a Google search.  People want to know where their milk comes from, so let’s tell them.  We have every reason to do it and zero reasons not to.” The recipe for success!

BULLVINE BOTTOM LINE

Thanks to our look at marketing through the eyes of “Shake Sizzle and Frey” we have learned that, social media is the means whereby, the farm, the farmer and agriculture are no longer anonymous.  People are eager to get to know and like who is growing their food.  The Bullvine thinks that Alltech is one of the first companies to turn up the heat on Ag sizzle. If you are still waiting for a taste test, you could not only miss the heat, but the entire kitchen altogether.  Go where the action is.  “Social Media in Agriculture is Heating Up!”

To learn how to get your farm on Facebook download this free guide.

Summer is not the time to skimp on promoting your herd for potential income. If anything, you should advertise even more now. Start with free and easy sources and build awareness of what you have to offer. The following are 11 tips to help you.

• Word-of-Mouth Turns up the Volume
  Experts say that word-of-mouth is 10 times more effective than other marketing tools such as advertising, special events, and direct mail. Always, always, always keep friends, family, neighbors, and others up to speed on what you have to offer in the marketplace. Are you putting up new facilities? Are family members winning on the show circuit? Have you raised your production levels? Is your farm winning production awards? Are you promoting bio-security or green protocols? Give people something to talk about. Better yet share it on Facebook and let it go viral.
• Signs
  Every person who sets foot on your property as friend, acquaintance, business supplier or animal handler, should be able to see a sign with each animal letting them know who it is and why they are special. Think about it. If you are starting into genomics, polled cattle or red genetics, make sure that you have a sign saying so. Everyone associated with you should be able to answer the question, “Who’s selling polled Holsteins these days?” or whatever variation of the market you are targeting. Set up the appropriate signs and update frequently.
• Go Beyond Magazine Ads
  There’s a very true saying that goes something like this, “If you can afford to advertise, you don’t need to.” Old fashioned ads in breed magazines can set you back $1000 to $3000 for each package. They reach a specific demographic and, not necessarily, the buyers the movers and shakers who are out there moving cattle around. Furthermore, although a picture is worth a thousand words, today`s big spenders want to get up-close and personal when evaluating their next purchase. Don’t rely on this resource exclusively.
• Digital Marketing
  The opportunity to grow your business with digital marketing services has never been greater. What is digital marketing? Defined, it is promoting your company or brand by using all forms of digital advertising channels to reach new customers. Remember it’s the new customers that you want to connect with. It can be as simple as email, Facebook, or twitter. Every time your prefix is printed make sure your sales niche is there too! “Huntsdale Farms – Your source for Top Genomic Heifers” for example.
• Sponsorships
  Increase attention and increase traffic to your dairy business through your association with 4-H, Holstein clubs and other agricultural and conservation groups. This next decade will see huge changes in consumer awareness and demands relating to food production and animal treatment. Reputation starts at home. Make sure that yours is associated with the good animal husbandry and quality products. These are the cornerstones of why you are in dairying in the first place.
• Be Political
  It`s too late when you read the 2012 Farm Bill or the CDCB proposal after they have been passed and you see that it negatively affects your cattle business. It’s unreasonable to expect any political representative to be 100% aware or even 50% knowledgeable of what our industry is all about. When was the last time this person had any experience directly relating to agriculture? It is time for the farmers to take responsibility for keeping the communication going both ways. An informed government decision (that you have put input into) is better than one that is based on hearsay, pressure groups or political positioning.
• In the News
  Agricultural is on radio, TV and in news headlines these days. It isn’t always cast in the best light. Make friends with the reporters who cover these topics in your area. If you have expertise in something that is getting headlines don’t keep a low profile and then become frustrated when your side of the story is misrepresented or worse completely inaccurate. Make yourself known to the local, provincial and federal politicians who speak for or against agriculture. It doesn’t cost anything to invite local media or agricultural representatives to your events but how often do farmers assume that they will just show up at that sale, cattle show or open house? And once you’ve extended the invitation, provide a two to six hundred word report on what happened and why it is not only great for agriculture or cattle breeders but for the community as well.
• An Effective Website
  Nearly 55% of all small businesses have a website, but yet less than 2% of dairy breeders do. Believe it or not, it works for farm businesses too! You don’t need to be fancy with it or pay a lot of money. For a minor investment your website becomes your hardest-working employee, working around the clock daily to promote your farm, cattle and embryos. Your site can work as a super sales tool. 24-7 is the new advertising success code.
• Be an Expert
  Are you an expert at some aspect of the dairy industry (i.e. polled, genomics, health traits. etc)? Write articles about your expertise with a small link to your website or Facebook page at the end. Are you a cattle judge? Show fitter? Do you provide sale services or buy and sell cattle or embryos globally. Be the media source for your market segment. As a professional service, you can position yourself as the go-to authority. It is all about positioning your prefix, your products and yourself for success.
• Networking
  Online or offline, networking groups abound. Online, I would suggest joining effective sites like Twitter, Facebook, MySpace, and LinkedIn. Most consumers search the web before making a purchase. Phone books are nearly obsolete. Magazines and newspapers are not 24-7 accessible at the touch of your fingertips. The world is now your marketplace, so you can sell your cattle or their genetics anywhere. This means more money, opportunity, and a more professional image for your farm.
• Video Marketing
  There is a tremendous opportunity here. Thanks to modern technology, it’s never been easier to make your own video. You probably own several devices which are capable of capturing high quality videos that you can then edit and burn onto DVD or upload to the Internet. This is a very simple process that doesn’t take long to learn. You can highlight cows, heifers, show cattle or embryos. These videos can then be used on the web, at shows and sales.

The Bullvine Bottom Line

These days, dairy producers need to have as much confidence in handling their advertising as they do when handling their high-producing cows.

To learn how to get your farm on Facebook download this free guide.

Recently, I had the opportunity to attend a twitter chat about Dairy Cattle Marketing Ethics.  During the conversation there was a recurring theme of “buyer beware”.  Whether it was about photo enhancement or sales claims, the ultimate message was that buyers should beware of everything they read or see.  The problem is – and I have seen this many times in other industries – “buyer beware” is no way to grow a strong business.

Technology has greatly changed not only marketing, but also the sales of dairy genetics worldwide.  You are no longer selling to the breeder next door, in your state or province, or even in the same country anymore.  Often, you are selling to breeders halfway around the world.  While this opens up huge marketplaces for top genetics, it also creates an opportunity for potential customers to be lead astray.  These breeders do not know the characters of the people selling their genetics, or even if they can trust that the genetics they purchase, there is the question of will it bring the desired results.

It’s About Long Term Relationships

For years I have heard of extremely high prices being paid for mid-level genetics, to markets that were not as educated as the North American market at the time.  Breeders would be more than happy to sell their cattle for twice as much as they would get domestically, and not even worry how things would work out for the breeder buying their cattle.  The thing is, those breeders who lead breeders astray now find themselves in a tough predicament, and those breeders who worked at developing a trusting relationship with these marketplaces have now found themselves in good stead.

Let’s Not Manipulate

One of the areas that seemed to be of unified agreement during the twitter chat was that of photo manipulation.  With no formal organization to regulate how photos are altered, and technology advancing so rapidly, photo abuse has reached insane levels.  To a point where it seems like most breeders no longer trust the pictures of cattle;  it has been said that anyone can get a great shot these days “one way or another.”

During the chat, it came to my mind that if we cannot expose those who are crossing that ethical line (note:  I’m still considering doing a “10 worst photos of all time” article and let the breeders decide who is ethical and who is not).  However, until then, if you cannot operate from the negative, maybe we should operate from the positive.  Maybe we should create a stamp or seal that identifies those images that have not been enhanced in anyway.  Yes, the pictures will not look as glossy or shiny, but they will help build trust, since you know what you see in these images will be what you get when you purchase genetics from these animals/breeders/companies.

The Bullvine Bottom Line

“Buyer beware” is no way to build a long-term business.  While you may make money in the short run, in the long run you will pay the price.  The industry is too small and technology has opened up communications around the world greatly.  The best way to build your marketing and sales strategy is to have your customer be your number one focus.  Work at making them into raving fans of the genetics they purchased and the support you’ve provided them.  While this will take more effort than the quick sale, your long term cash flow will greatly benefit.  Consider this a message of “Seller Beware.”

Want to take your marketing to the next level, download our free guide “The Dairy Breeders Guide to Facebook“.

While everyone knows they can use Facebook to connect with old friends or share photos with family, I am not sure how many dairy breeders realize what a huge impact having a Facebook page can have on marketing your dairy cattle.

Recent research shows how influential Facebook has become in our daily lives.  Here are seven reasons why your dairy farm needs to be engaged on Facebook:

1. 77,000 Dairy Farmers On Facebook
   Sure there are over 350 million global users on Facebook, with Canada having the highest percentage penetration in the world.  However, what matters more is how many dairy farmers there are.  According to Facebook, there are 77,000 dairy farmers on Facebook, with most 50,000 of them in the USA.
2. It’s Part of Our Daily Lives
   According to Facebook statistics 50% of active users log in every day.  Most cannot go without at least checking their Facebook page once or twice a day.
3. Average Facebook User Spends 55 Minutes Per Day
   That’s nearly 1 hour per day, per user.  That is longer than it takes most dairy farmers to read most monthly dairy magazines.  That’s a lot of Facebook time.
4. Average Facebook User Has 130 Friends
   Talk about a great way to get your message to a much larger audience.  Facebook and social media have the power to go viral.  Got a hot 2 yr. old you want people to know about, but don’t want to wait for the monthly magazine?  Promote her on Facebook (great example is the work Gary Hazeleger did in marketing Mapel Wood Shottle Lili or the work Hodglynn Holsteins is doing)
5. Easiest Way to Keep Everyone Up to Date
   Unlike a website where someone has to come to your site and see what is new, Facebook allows you to keep them up-to-date in their news stream.  Once they “like” your page, all your posts and news items will be part of their daily stream.  This means when you post about that great new 2yr old or the potential show-winning heifer, you don’t have to go and tell them about it, it will already be in their news stream.
6. Drive Traffic to Your Website
   Over 25% of our daily traffic to our website comes directly from Facebook.  As a new and fast- growing dairy cattle magazine this had been unbelievable in helping us to get The Bullvine name out there. (Check out The Bullvine on Facebook, while you are there, be sure to “Like” our page to be eligible for some great prizes coming soon)
7. It’s Cheap and Easy
   Facebook does not require you to be some web design guru or computer wizard.  It’s designed to be used by everyone.  You can easily upload pictures, or better yet, a video (see Nothing Sells Like Video) and share it with your connections.

It’s not surprising that Facebook is so popular with dairy farmers, as dairy farmers have always been about community and Facebook is built around communities.  Facebook provides you not only the opportunity to share the great things that are going on at your farm, but also learn about many great things going on in the dairy cattle industry.  It also gives you the chance to connect with many dairy farmers from around the world and gain a better perspective on the industry.

To learn how to get your farm on Facebook download this free guide.

Are you having troubles getting your ads noticed? Does the money you spend on advertising your herd actually generate you money? These are just some of the questions many breeders have to consider when they are thinking about how, where and when to place ads for their farms in the major publications like Holstein World, Holstein International and Holstein Journal.

Dairy breeders are busier than ever and you only have a few seconds to make an impression with your ad. You need to have attention-grabbing design that reaches out and draws readers in. The following are 5 things to consider when designing your next ad.

Contrast is Good

Space is at a premium for any print ad. How do you get your fellow breeder’s attention when working with such little room? With so much to say and so little room many breeders try to cram in as much text as possible and as many different animals as they can. White space is also an important element to include in your ad. White space is essentially empty space. While it may seem to be a waste of precious space in so small an area, white space actually will make your ad clearer and more easily understood. Remember that, although you are trying to squeeze in all your information, a solid block of text won’t be read at all. Plus, if your ad is clean and uncluttered, it will literally jump off the page when it’s surrounded by ads that are not.

Placing any type in all capitals is generally a bad idea as well. Text in all capitals has little contrast, as all the letters are the same height. Studies show that people’s brains process text written in lower case letters much better. In fact, the brain processes familiar words partly by the shape they form when written in lower case letters. By using all capitals, you slow your reader down, making it less likely he or she will actually read and comprehend your ad. Also, although there are thousands of fonts available now, it is still important to remember to use only one or two in an ad. Too many typefaces can distract the reader and make your ad difficult to read.

A Picture Is Worth A Thousand Words

There is no question that a picture draws readers in. Instead of just a boring side shot, try to get different angles of your cattle. Three quarter rear shots are great at grabbing attention. Show multiple angles of your cow, in order to gain maximum attention.

The best ads use images that are interesting and large! As a general rule, your graphics should take up at least a quarter of your available space and can go up from there. Small graphics are distracting to your readers and do not have enough interest to draw a reader into the ad.

(To learn more check out our interview with the best in the business, Patty Jones, about how to get the perfect picture).

Balancing Act

Just as it is with a great dairy cow, balance is very important. This doesn’t mean you necessarily have to center everything in your ad. In fact, it is often more interesting to place elements of your ad aligned all to the right or all to the left. Try to get balance from strategically placing elements such as cattle images, graphics, type, and logos in such a way that your ad flows well and is balanced across the space. If one side is heavy in type, place a large cow picture or logo on the other side. Most people read ads in a kind of reversed “S” pattern. That is, they scan an ad beginning at the top left and end up down at the bottom right. It is helpful to remember this pattern when you are laying out your ad.

(For more great thoughts regarding design, check out our interview with Pam Nunes about the fine art of marketing great breeding .)

Know Your Market

When considering placing your ad, it’s important to know what type of market you are speaking to. Each of the major magazines caters to different geographic marketplaces, which have different interests. When advertising in Holstein Journal focus on LPI, and type; in Holstein World, TPI and overall production, and Holstein International look for health traits and unique features like polled or Red factor.

Call to Action

When designing your ad, don’t forget the main purpose of the ad—to sell! You have to give the reader a clear path to take. This can be as simple as remembering to place a phone number in a prominent place in the ad. Alternatively, it can be more detailed and can include such elements as a web address or social media page. This should be both the starting and ending point of your print ad design. Know before you start what your objective is, and end by critically examining your ad to make sure that it meets that goal.

The Bullvine Bottom Line

The dairy genetics market is as hot as it has ever been. However, now more than ever, you need to get your breeding program known. One of the great ways to do that is magazine advertising. Magazine advertising represents a large portion of many breeders’ promotional budgets. It is no longer enough just to advertise. To attract the buyers you’re seeking, your ad must stand out and get attention.

Want to take your ad’s to the next level, check out our dairy ad design services.

The longer you are in the dairy business, the more convinced you will become that, even though this is a cow business, it depends on people and the relationships that are built over time. For thirteen years, Bruce Smith developed a successful export business built on his relationship with the people at Genetics Hokkaido.  When he retired from the business, he passed the torch to Mark Butz, of Butz-Hill Exports in Iowa.  Mark tells how it came about. “Bruce Smith approached me several years ago about taking over as he wanted to retire. I was busy with Dairy Consulting Services; a nutritional consultant business that I had started, and didn’t feel I had the time to devote to both. Two years ago Bruce asked again and I decided to back off the nutrition business and take it on. I had met Tommy Araki and felt comfortable that he and I could build a relationship and continue to do business in the same manner as before.”

Learning from the Best

Good friendships and good partnerships are built on trust.  Such was the case with Mark and Bruce. “Bruce of course was more than a friend and business associate, I had over the years sold many embryos to Bruce and he had always conducted business in a fair, precise and honorable way. When we started working on transferring the embryo business, I got to know Bruce as the extraordinary person he was. His great mind, keen wit and willingness to explain the rationale behind decisions made him very dear to me on personal level. I sought out Bruce’s advice on many things and he (and Laura) were always very helpful.” When Bruce passed away, it was difficult for everybody. “Bruce’s death hit me very hard.” says Mark. “It also hit Tommy hard and through that experience Tommy and I became closer.  In a way, Bruce still guides me. Rarely do you find someone that lives their life with such dutiful purpose and strives to do the right things.  Bruce did.”

Japan is a Traditional Marketplace

In Japan, breeders like the same things that Canadian breeders look for. Mark sums up his perspective on the Japanese marketplace. “Japan to me is like stepping back somewhat in the Holstein business in the US 30 years ago. You see many tie stall herds, pack housing for heifers and now they are starting to expand with freestall/parlor operations. Input costs are high because much of the feed has to be imported.” He sees the Japanese dairymen are much like registered breeders anywhere, “They want good cows with deep pedigrees from proven sire stacks that will thrive in their environment. Longevity and high production with good components are valued where land resources are scarce.”  Examples of what has been sourced for the market are: Chassity, Barbie, Ashlyn, Atlee along with many national show winners embryos and daughters’ embryos.  Of course the list includes the Lyla-Z and Missy families and Lotto, Zita and Lyster Lyndsay as well as many others.

Impact of Genomics

Genomics is affecting the dairy business globally.  In Japan Mark sees the effects. “Genomics are starting to make a play right now. Some breeders are asking for higher caliber cow families and high genomic young sires and I think that trend will grow.” This is sending small ripples through Mark’s business. “While many things remain the same as before, with the genomics taking off some cow families are rising because of that and others are losing ground. I suppose it is a natural change.” He advises breeders to do their homework and study what the market is looking for.  He has a special message for Canadian breeders. “In many ways you are better positioned to take advantage of the market then we are in the States.  Your steady milk market moderates the income risk of genomics.  It is a tremendous opportunity to capitalize on the market.”

 What sells?

Mark is eager to show his view of the market in Japan. “Show embryos will always sell as breeders are passionate about the show ring in Japan. Genomics are playing as well as sexed semen and embryos from good maternal lines and popular sire stacks. There seems to be a market for cheap embryos as well. Years ago we got away with flushing popular heifers because of the cow family. Today, she has to be an exceptional individual as well.”

Promote!  Promote! Promote!

Gone are the days when Canadian genetics practically sold themselves.  It is a competitive global marketplace and Mark urges breeders to do their part in successful selling. “Keep current pictures and production as well as classification records up to date. Tommy sells to his customers based on the information he receives from us so the more complete it is the better the sale. If you get a bad picture, retake it. Sexed embryos sell 2x better that non-sexed. use popular bulls.” This is great advice but he doesn’t stop there. “Call and we can discuss what you need.” Teamwork is an important part of the promotion process. You’ve heard it before, but Mark hammers it home again. “Anything is better than nothing. Provide pictures, videos, anything you’ve got.” Buyers in Japan want to see the best pictures you’ve got.  They are up on the latest show winners and are “all over that cow family” says Mark. “You need to have outstanding pictures.”

The Bullvine Bottom Line

When you’re looking to export to Japan you need three things:

1. Top genetics
2. Good relationships
3. Outstanding pictures

Opportunity is knocking.  Will you answer?  

Want to take your marketing to the next level, download our free guide “The Dairy Breeders Guide to Facebook“.

In the day to day business of dairy breeding there is one thing breeders use most but often take for granted: the Name.  Every great breeding – bull or heifer – starts and builds from the name. The average Canadian dairy farm has 175 cows and replacements.  This means you could be looking at almost 1000 unique names over a ten year period.  The potential for making a marketing statement every time someone walks through your barn and reads the sign above each individual is not to be overlooked.

In corporate board rooms, much strategy is placed on choosing the name for products.  Success is built upon name recognition and communicating with the customer.  “But this is a dairy farm not a board room!” you say.  Do you have a product? Do you need customers?  Do you want to make a profit? Answering yes to any of these questions means that the right name on the right animal will have an impact.  However, the time to be considering the best name for your new arrival is not at two in the morning when there is a big day of field work, a cattle show or any of the myriad other details that are part of the business of dairy farming. Keep the paperwork flowing!  For some this process is intimidating, or at the very least, irksome.  For others it’s a family undertaking that every generation has an opinion on – sometimes even crossing provincial and country borders to make sure their input is on the record.  Here are a few tips to help you get started.

#1 Make it Memorable

Do pick a name that is memorable – not only for possible customers but for yourself.  We all know how impressive it is when a dairy breeder in the barn, in the field or just in conversation has complete command of animal names.  This means choosing them in a way that works for you. You might base your naming on a distinguishing characteristic (Velvet), outstanding trait (Milky) or something new to your breeding line (Opportunity). When it’s memorable to your customers they will become part of your promotion team. You never want them to struggle to remember “Sornostri”. If it’s difficult to remember, it is counterproductive.

#2 Stand Out

In today`s competitive global marketplace, standing out from the crowd is becoming one of the most important aspects of the dairy breeding business. Make sure that list that is always being tweaked and added to contains those words and terms that people are looking for.  Use a thesaurus, popular advertisements, famous sports terms or even cars to drive your name home with your customers.  Today car companies take a positive word  and add a vowel to it: Astra; Innova; Sumo; Omni.  This works for cattle too! But I would not choose Typo!

#3 Know Your Customer

You can’t expect to sell to everyone, so narrow down your client list and make your names appeal to that group.  Are they looking for type? Longevity? Or simply fame and fortune? There are names that sell the features of each of these market niches.  All it requires is some research, forethought and preparedness and, when that star is born, you’re ready with the perfect name – perhaps borrowed from a real movie star (Gaga) or from heavenly stars (Galaxy). Once you have identified your target market or niche groups, the sky’s the limit.

#4 Focus on Your Strengths

Make sure, if you’re choosing descriptive words for names, that they are ones that describe what you’re selling.  You are not limited and may already have a lineup that includes “Incredible” and “Invincible”.  Everyone in the milk business has bred a “Milky” at some point.  If you are a trend leader, you might want to sign up the “Gene” family who could include “Encore” “Copycat” and “Repeater”.  If fertility is your focus don’t miss “Isis” – the goddess of fertility.  Mythology is a great resource for names.  On the other hand, don’t use misleading terms unless you’re very sure how you’re going to market that all white cow that you have named, “Midnight”!

#5 Make it Marketable

Advertising is easier when the name is visual.  If your farm already has a picturesque name  then you can focus on enhancing that as your brand.  “Spring” “Stream” “Wood” “Hill” or “Mountain” immediately present a picture.  When you’re running to a deadline and a harried editor is pinning you down to your “message”, it will be much easier if you have considered this aspect of the business and already have a plan in place. When that new calf is curled up in the straw, that’s a good time to consider the sales promotion, “Put Magic in YOUR barn!” or use colourful money imagery, “Take Goldie all the way to the Bank!”  Picking the right identifier from the start prevents headaches later.

How Hard Can It Be?

Just like everything else that can have a positive effect on your business, naming can also pose some difficulties.

As the creative juices get flowing, you may recognize that controversy can be promotional. However, DO NOT pick a name that is offensive or promotes illegal activities.  This may work for your favourite rock band but “ROAD KILL” might not be the best association to bring to your herd.

Once you have picked a name, try to keep an open mind. Sometimes you have so much invested in the naming process that it becomes a hurdle in negotiating with an A.I. stud.  You are so sure that the name you have chosen is a winner that any modification seems like an attack on you personally and your breeding.  However, as we are discussing in this whole process of naming, the job isn’t done until the sale is made.  It isn’t a competition between you and the A.I. company but teamwork that is going to get your animal selling in the biggest marketplace possible. Furthermore, they know things like “Nova” means “No Go” in Spanish. I bet GM wish they had considered that!

The Name of the Game

In business branding legend Marty Neumeier says that good names have 7 characteristics. They should be distinctive, short, appropriate, easy to spell, pronounce, likable, extendable, and protectable.  Although we may not get to the stage where we can license the names we choose, we can use words, language and the proper name to enhance our success.

The Bullvine Bottom Line

The next time, someone asks you, “What’s in a name?”  be sure to answer  “Everything!”

Want to take your marketing to the next level, download our free guide “The Dairy Breeders Guide to Facebook“.

The dairy breeding industry is like none other than I know in the world.  Where else can your neighbor be your best friend, greatest customer, and potentially greatest competitor, all at the same time?  Think about it, the same person that you are working so hard to entice to buy your cattle or your genetics, instantly becomes your biggest competitor the second they do so.

The dairy breeding industry has so many things that make it amazing that this just seems to be another factor to it.  For years breeders have had to balance this challenge of how do you make money selling your genetics while not selling to a breeder who may steal all your future sales away from you.  I have seen it happen many times.  Breeders who have worked hard to breed generation after generation of great cattle, and who may not be very well known to the world, sell some of their top heifers at big name sales in order to get their name out there.  What happens?  Their heifer is purchased by a big name breeder who uses their connections and greater marketing ability to become your biggest competitor and pretty much steal the market away from you.  Of course, you might be saying, “It’s great to have them marketing my cattle family for me,” and yes it is.  However, with embryo transfer, IVF and other technologies, is it really that good?  What is the 10th best heifer from xyz family worth?  Is it really worth more than the best heifer from a family that may not be as well known?

But How Do I Pay The Bills?

I get that you have to sell some of your best animals in order to make money in this business.  The milk check alone will not cover the increased breeding program costs.  I also understand that if you don’t sell some of your top animals you are really never going to make any significant income.  That’s what makes this such a challenge.

The greatest example of this was Braedale.  For years, they did not want to sell any members of the Gypsy grand family domestically.  It was easier to pull a pull twin bulls out of a 2yr old storm daughter than it was to get a cow purchased out of that herd.  Then one day, they start just selling a “few” members.  Then the floodgates opened.  Early on, herds like Gillette, Rocky Mountain Holsteins and a few others got into this family.  These herds where able to get way more exposure for their members from the Gypsy Grand family and ultimately stole the marketability of the cow family away from Braedale.  While the family gained worldwide recognition.  Did Braedale make as much money as maybe some of these other breeders?

Is there an answer to this problem?  Well in reality there is not.  You can always say that you must breed them better than the others do.  However, is that enough?  If you don’t have the marketing engine that these other herds have, or the ability these herds have to get the cattle to the top of the list, then in reality you have just sold your best cow to your biggest competitor.

The BULLVINE BOTTOM LINE

Does that mean you should never sell your genetics?  Well that is not financially an option.  What it does mean is that, if you are going to play in the genetic sales game, you better be prepared to enter it full throttle.  You need to not only breed great cattle, but you need to make sure you are able to market your genetics just as aggressively.

Want to take your marketing to the next level, download our free guide “The Dairy Breeders Guide to Facebook“.