IMPORTANT: as previously advised any bull sale ads that you want to include on the AngusNZ Facebook page during May and June will incur a $200 fee as it relates to the ‘advertising’ of your sale. Only posts not relating to your bull sale will be shared for free.
Please contact myself or Pivot to advise if you would like a sale post shared or added to the AngusNZ Facebook page.
Anna Emmerson
As part of my new role as AngusNZ Marketing Manager, I am here to support each of you individually with promoting your own studs as mentioned in the previous newsletter. My focus is to start by understanding your own unique points of difference as a breeder and your target audience. While we may be ‘one breed, one team’
I believe it is vital that we show the differences across our membership and therefore the breed so that we can all continue to grow and prosper.
For many of you marketing is a daunting process and often left to the very end. Your focus, quite rightly, is on breeding the best bulls possible – and that ideally they should be able to sell themselves! Growing up on a romney stud and now on a high country merino station with our own genetics I get it!
While many of you may already have your bull sale marketing for this year under control there may be some of you that have just finished your catalogue and are only now looking into how to make an impact for the year ahead. If that is the case please don’t hesitate to get in touch with me directly on 021 247 3302 or email marketing@angusnz.com
I have an allocation of a free hour for each member if they wish to use my help and support. After that there is a reduced hourly rate ($130/hr instead of my standard $180/hr) that is only available to AngusNZ members if you wish for me to be involved further.
Alternatively you may wish to consider the following when developing a marketing plan for your business:
Marketing Direction
| Task | Considerations |
|---|---|
| Determine your Unique Selling Point (USP) | What makes your stud different? Is it time in market, location, size of stud, type of cattle? Think from your clients perspective. What are they looking for that only you provide? Why do they come to you? |
| Know your competition | Who are your competitors? Consider other breeds and influences – ie. land use, market returns, succession… |
| Define your target audience | The better you know your clients the better you can communicate to them. Think carefully around who you want as your clients – local or particular areas – ie. hill country, dairy, intensive sheep and beef, beef finishers, feed lot? |
| Consider potential channels | Once you have refined your audience then you are able to select channels that are best suited to getting your message to them. The broader your audience the more it will cost you in the long run. |
Possible Marketing Channels
When considering what channel to use, always relate it back to who you are trying to target.
Digital channels will give you a greater level of tracking and cost of acquisition can be lower. Digital channels have a greater level of ‘noise’ and competition in them though so ensure you have a strong message that focuses on your clients needs rather than just your own.
Digital Marketing
- Social Media (Facebook, Instagram, Google Search, Display ads)
- Website Updates
- Email Marketing (recommend digital rather than printed format)
Print Marketing
- Sale Catalogue
- Local Newspaper Ads
- AngusNZ Magazine
- Flyer (Direct Mailer)
- Brochures
Radio Marketing
- Radio Ads
- Radio Interview / Blog
Networking
- Industry Groups
- Farm Discussion Groups
- Bull Walk
- On-farm Open Day / Demonstrations
- Client Visits
- Sponsorships (rugby, A&P society, local young farmers)
- Testimonials
Sale Day Marketing
- Signage
- Catalogues
- Announcements
- AngusNZ Magazines
- AngusNZ merchandise
Key Timings
| Task | Ideal Lead-in time |
|---|---|
| Plan Development | 2-3 weeks (if you have a clearly defined USP and target audience) |
| Marketing Material Design | Allow 3-4 weeks (based on outsourcing and dependent on time of year) |
| Social Media Promotion | Run for 3-4 weeks (4 weeks minimum for Google / 3 weeks Facebook) |
| Print Advertising | 2-3 weeks (dependent on if magazine, newspaper or newsletter) |
| Sale Day Promotion | 1 day (networking) |
| Sale Day Follow up | 1 week (social) / 2 week post delivery (in person phone call) |
| Client Networking | Off season possible around weaning time |