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Marketing Angus Genetics
by Rob Thomas, Baker City, Ore.
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| Thomas Angus Ranch uses a variety of promotion tools to market their program, including local and national publications, sale catalogs, flyers, posters and a Web site. Thomas said, "We build our marketing program based on reputation. The best marketing plan is a satisfied customer." |
The best marketing plan results in a satisfied customer. This is especially true in the seedstock business, where cattlemen are a finite number in an industry where word–of–mouth travels fast. It can be said that cattle producers are hard to win over and harder to keep satisfied. But in this industry, steeped in tradition and prodded by advancements, reputation is everything.
At Thomas Angus Ranch, from a technical standpoint, we are not high profile promoters. Our advertising capabilities and budgets often do not portray our product to its fullest potential. The philosophy we use has always been the best marketing plan is to produce what our clients require, stand behind the product and service customers in every possible way. There is no degree of advertising program that can replace a satisfied customer.
Customer satisfaction and reputation in the seedstock business all narrow down to genetics. In the end, how they perform for the client is the key to a loyal customer base. A high percentage of our customers have been purchasing bulls from us for more than ten years, while many are approaching three decades. Knowing our client, their cow herds and their goals, we can make informed recommendations to their genetic needs. Supplying the client with genetics that work with a high degree of accuracy relies on our communication, the integrity of the genetics and finally, matching the right genetics with each operation.
Focusing on the customer, although this may sound simplistic, is our foremost marketing advantage and what we base our reputation upon. One would be surprised how many seedstock producers miss this. Our intimate involvement in almost every aspect of our client’s operations helps us determine the direction of our own program. Follow-up, and then rectifying problems if any occur, insures that the customer is satisfied. The 80-90% probability of success in retaining a current customer definitely beats the 5-20% chance of landing a new one. Another huge benefit is our satisfied customers often become our best promoters, bringing in the lion’s share of new business. Contrast this with research that has found that an unsatisfied customer tells an average of 11 people about an unhappy experience and those 11 people tell five others.
From our unconditional satisfaction guarantee to our enhanced marketing options, which include Internet-based feeder cattle marketing and value-based grid marketing with major northwest feeders for Thomas Angus Ranch influenced genetics, our commitment to customer service and dedication to marketing has never been stronger than it is today.
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