The_Ledger_winter_2019

Branding the Breed Continued from page 12

T T Be responsive! Like, comment and share Aberdeen Facebook posts. T T Share AAA videos, images and brochures on your personal social media. T T Always be positive with your messaging on social media or printed materials. T T Download the brochures and print to pass out at local and state ag meetings or mail to potential customers. You can access all brochures, logos and advertisements by visiting www.AmericanAberdeen.com. Navigate to “Member Resources” and scroll down to “Marketing Materials.” T T Download the ad to use in your sale catalog or local ag publications. T T S hare the videos and brochure information in direct mail or e-newsletters to your client base. WHAT CAN YOU DO TO MARKET THE BREED?

says these are huge numbers for any small breed. “Video is king right now,” she says. “Because of social media, we live in a world where people don’t like to read. They would rather be told. People want instant information without put ting in any effort.” The videos work hand-in-hand with social media. Pérez chose Facebook as a starting point for social media efforts since it’s the most widely used platform used by the selected target market. Breeders can follow by searching for “American Aberdeen Association” in the Facebook search bar. Social media will be a continued focus as it can be accessed 365 days at every hour of the day. Promotional pieces were added to build on the videos’ messaging and to help breeders market to their buyer base while expanding into new mar kets. One brochure specifically targets commercial cattlemen – highlighting the breed’s efficiency on grass. “The Aberdeen breed is the only breed in the world that can downsize a commercial herd in one breeding season,” Pérez explains. “We felt it was important to focus on that breed attribute. Efficiency was central to the overall messaging this year.” Another brochure targets cattlemen with small acreages. At its core is the value of what Aberdeen cattle can do in a smaller, 35-acre scenario. The third piece is a FAQ to help breeders have the correct terminology and an swers to combat common questions faced when taking the breed to the mainstream market. This piece covers questions about size, carcasses and breed traits. All of the brochures are posted on www.AmericanAberdeen.com . Print quality versions allow you to take the brochure to a local printer and print your own. A version is available for printing on your home computer, while a website version can be emailed to other cattlemen. Another printed material developed is a “Bigger Checks” advertisement that has been published in select publications. See the sidebar for how you can use this asset in your own promotional efforts. “At the end of the day, we have created a campaign precisely targeted for specific industries that Aberdeen cattle thrive in,” Pérez says.

“We hope to have equipped Aber deen breeders with the assets needed to begin to market and expand the breed outside their current circle,” Pérez says. “Breeders must be the legs of the breed. The association can equip breeders with the assets, but breeders will need to be the voice to the masses.” An Emphasis at State Levels Because fewer cattlemen are read ing traditional print publications these days, veteran marketer Dean Pike has hit the road this fall with the new look of the breed at his fingertips. He will be setting up an Aberdeen booth at the largest fall trade shows for state cattlemen’s associations, attend ing shows in Missouri, Tennessee, Wyoming and Kansas. This will allow Pike to have one-on-one conversa tions at locations where commercial cattlemen are gathered. As time

progresses, Pérez plans to continue broadening attendance at these types of events. What does the future hold for Ag Town’s efforts to promote the breed? Pérez says this has been the gathering year, capturing the research, photos, video and information to jumpstart market expansion. She says the as sociation now has materials in place that are well written, well designed and backed by research. Pérez has goals to rebrand the website, expand the breed’s social media presence, grow the trade show campaign and feature additional ads in targeted publications. She says a key will be getting the right people in the right places to talk about the breed’s advantages. “With the assets that we now have in play, you could say that the legs are under us, we can now start to run.” TL

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