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February/March 2006 Issue
Speak to them all
by Christy Couch Lee
Yes, the times… they are a-changin’.
It used to be that when you wanted to do your research – whether it was for writing that school report on the Civil War or discovering what powerhouse boar was blazing a trail through the swine industry – you trekked to the library to find a book, or you picked up the latest issue of your breed magazine.
It’s no surprise that the Internet is changing all of that.
Want to take a poll on which boar to use this spring? You can call a few friends or your NSR field representative to see what they think, or you can log onto a breeder message board and post your question.
Needing to get that tack box stocked for the coming show season? If a supply trailer isn’t handy, just hop online and order from the company’s Web site.
And if you want to see what purebred breeders are offering for you to take into the show ring, take a look at their ads in various magazines and flyers, or visit their Web sites.
Yes indeed, we are definitely in the technology age. But not everyone is diving head first into this new era. In fact, some folks plan to never even dip their toe in.
Take my dad, for example. There’s no one I respect more for his common sense and knowledge of the purebred cattle industry. He knows how to evaluate those cattle. He studies pedigrees. He’s a great cattleman.
But there is no computer in his farm office. Never will be. If you’d ask him to turn on that contraption on my mom’s desk to look up that great bull he’s heard all the talk about, he’d look over his glasses and say something along the lines of, “You’re kidding, right?” To him, a computer isn’t worth much. And believe me, no amount of discussion will sway his view otherwise.
We’ve had more than one chat about our differing views. But he’s not alone. I talk to breeders every day – some gung-ho about Internet advertising and the digital age; others admitting with a laugh that they don’t even know how to turn on their family computer.
If you want to speak to all of your customers, you must combine your advertising efforts. These days, technology and print go hand-in-hand.
Look at Internet-based companies like Yahoo! and eBay. These multi-billion-dollar companies have built empires from Internet activity and are household names worldwide.
But even though they are Internet-based companies, their advertising goes beyond cyber-world, into magazine, newspaper, radio and television advertising. And it works. I can’t see the Yahoo! company logo without that distinctive yodel from their advertising running through my mind.
They know that to bring in more customers, they need to speak to their customers where they are.
The same is true in our purebred swine industry. No doubt, many current and potential customers know how to find you on the Web. Web sites, banner ads and message boards all offer great opportunities to reach customers.
And Internet-based advertising will continue to grow in importance, as the younger generations continue to become the decision-makers on the farm.
For each of those who rely on the Internet to make their decisions, there are numerous others who will likely rely on print advertising or word of mouth to keep up with the swine industry.
As I’ve discussed in editorials past, utilize your print and on-line advertising as a joint effort. Provide critical information in your print ad – show great photos, give pedigrees and a brief winnings history, and be sure your name and phone number are highlighted. And, if you have a Web site, direct potential customers to that site.
Your Web site can then offer the details. Showcase as many photos as you see fit – in a organized manner, of course. Give detailed descriptions. Offer directions to your farm. And make it easy for potential customers to get in touch with you – via e-mail or phone.
Both forms of communication can be valuable for your operation – it simply depends on the customer as to where they’ll find you. Whether they’re looking in cyber-world, or on the pages of magazines and flyers for what you have to offer, both types of customers are important to your business.
To be an operation of the future, you must stay up with the times. But don’t forget to keep speaking to the folks who plan to keep making their decisions the tried-and-true way, too.
