Stock Marketing: E-mail - It's a Blast

In October, I encouraged you to “mix up your media.” This month, in Stock Marketing, I want to focus on direct e-mail marketing –  also known as e-Blasts. Most of you are probably familiar with e-Blasts because they fill your inboxes with coupons, announcements and sales each day, but have you thought about using an e-Blast to promote your farm? If not, I want to give you a few perks of e-mail marketing to mull over.

•  It’s growing – But don’t believe me, check out some of these stats put together by PR Daily. According to information gathered by the Direct Marketing Association, there are 3.3 billion e-mail accounts throughout the world. And e-mail marketing doesn’t mean your audience needs to be glued to a computer – eight out of 10 smartphone users check and send  electronic mail from their phones, and of those eight, half check their e-mail as soon as they wake up.  That’s enough to convince a lot of marketers to invest in e-mail campaigns, resulting in a steady 10 percent growth of e-mail marketing in the US.
• It’s direct – E-mail gives producers a way to directly target a very specific group of potential  customers. These messages can even be personalized to include each recipient’s name. This extra personalization and targeted messaging means more opened mail.
• It’s easy to track – Have you ever wondered how many people have paused over a print advertisement? How many readers do you think sought out more information about your operation on the Web? Unless someone called you and specifically referred to your print ad, you’ll likely never know. But, with email marketing, you know exactly how many people opened your message to view it, and even how many potential buyers decided to “click through” the e-mail to find more information by visiting the links you embedded.
• It’s affordable – Without the added costs of ink and paper, e-mail marketing is a very affordable option for producers. In fact, if you were to use the National Swine Registry’s e-Blast service, the average cost for each name reached is less than 3 cents.

I hope that these points will help you consider adding e-Blasts to your advertising arsenal in 2013. As always, feel free to contact the Marketing & Communications staff here at the National Swine Registry. We are happy to help you find the right marketing platforms to promote your purebred genetics!

-Katie

Stock Marketing: Just Your Type

Everyone is guilty of it – skimming ads for pictures. But have you ever noticed an ad because of a clever headline? Chances are, if you did, you read it in its entirety. Wouldn’t it be nice if your ads could pack such a punch that they would stop readers in their tracks? With these quick headline writing tricks, your ad can have “stopping power.”

•  Name a benefit – Bigger litters. Bigger profits.


•  Tell them how sorry they’ll be if they don’t use your genetics, product or service – “I wonder what the champion drive is like,” said someone who didn’t buy from ACME Showpigs.


• Make like Snapple, and throw out some facts – Over the last decade, we’ve farrowed more than 500 litters, and this is our best one yet.


• Call-out to your target audience – No place is as nerve-wracking as ringside – buy your kids the best.


• Make it newsworthy – At last, we found the boar we spent years looking for.


• Command their attention – Find your seat at the ACME Showpig Sale.


• Ask a question – Who will be the first person you call when you grab the banner?


• Write, then repeat – Champion at WPX. Champion at NSS. Champion at NBS. Sensing a pattern?


• Play with words – Big belted girls make my rockin’ world go round.


• Metaphors, similes and analogies – oh my – Think of us as a stock market worth investing in.

I hope these examples inspire you to have a little fun writing your next headline. A simple sentence could determine the direction of your ad, and help create a concept that will cause readers to take notice. 

If you’re not feeling creative, the Seedstock EDGE staff will be happy to help you come up with a great headline – all you have to do is ask. 

For those who are itching to publish your Fall Classic success, remember Seedstock EDGE ad copy is due Nov. 29.  As always, give the friendly folks of the Marketing & Communications Department a call to help with your marketing needs.

 Have a Happy Thanksgiving!

- Katie

Stock Marketing: Mixing It Up

So you want to advertise – great! Now, the next question is where. There where can be a tricky decision, especially when you have a limited budget. This month in “Stock Marketing,” we’re going to talk about some advertising options and ways to mix up your marketing.

•  Put it in print – Regardless of the rumors you may have heard about print advertisement being dead, rest assured print media is very much alive and well. In fact, I would argue it is still one of the very best venues to advertise your livestock. Not only do livestock publications provide a way to get your message to a very specific group of livestock enthusiasts, but they also have a long “life.” How many of you still have the last Seedstock EDGE Showpig issue riding around with you in your truck or sitting on your coffee table? Print publications can’t be deleted from inboxes and are often used for reference, sometimes even months later.
• Get online – The World Wide Web offers countless ways to spread the word – many of which are very affordable. In today’s fast-paced, digitally-driven world, people expect to get information NOW, and the Web can help you do that. Look into starting a website. Too expensive? Look towards social media, such as Facebook and Twitter, or study some of the free blog sites, such as Wordpress and Blogger. Many blogs will let you have multiple pages, meaning that you can essentially form a functional website for free. So log-in, send a “tweet” about the latest champion you bred, post some sale photos and blog about your upcoming litters. If you don’t think it’s effective, just look at MattLautner’s (and other's) success in the cattle industry.
•  Be a sponsor – Sponsorship is often thought as a kind gesture, but the fact is, sponsorship can also be a great way to spread your message while supporting a cause that you are passionate about. The NJSA, for example, offers great opportunities for sponsors to get exposure and align their business with youth involved in the swine industry.
•  It’s in the mail –  Direct mailing is sending a very specific message to a targeted group of consumers. Whether it's "snail mail" or an e-Blast, direct mail is a great way to attract new buyers.  If you don’t have your own mailing list, you can buy them from different companies. The National Swine Registry offers opportunities for producers to purchase one-time rights to both their mailing and emailing lists. I would also suggest starting your own list of past buyers or people who’ve come to your farm and expressed interest in your stock. Then, you can keep them up-to-date by sending sale flyers, catalogs and even Christmas and thank you cards.
• Word of mouth – Even with all these marketing tools, you can’t overlook the power of networking. Get out and talk to people at the shows. Call folks up when you have a good set of pigs for sale, and just make time to talk to your fellow breeders.

I hope you learned some new ways to mix up your marketing. Remember that the NSR Marketing & Communications Department offers many ways to help you market your animals – not just the Seedstock. Give us a call, and we’ll help you find the best mix for your marketing.

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Stock Marketing: Picture Perfect

You've heard it a million times that a picture is worth a thousand words, and in June's Stock Marketing, we learned how a good picture helped the Kaufman’s land their Hillbilly Bone son at Prairie State Semen,Inc.  Now, we’re going to talk about how to get that perfect picture.

• Get your subject to 12 ’o clock - Whether you’re selling pigs online or vying for buyers attention in print advertisements, a picture can make or break a sale. Have your pigs dialed in before you take a picture. Make sure your pigs are clean, in shape and accustomed to the surface you will attempt to pose them on.

• But don’t shoot at noon - While ‘high noon’ may have been preferred time for fictional Wild West shootouts, it’s far from the ideal time to shoot livestock pictures. The bright, direct sunlight throws harsh highlights and shadows, which oftentimes don’t accentuate the features we would like. It’s also much more challenging to snap pictures of white pigs in this light. Oftentimes, it makes them so light many details can be lost in the picture. Morning and afternoon light is much less direct and harsh, and overcast days provide the best soft lighting.

• Just a little background - Although the pig is the star of your photo, please remember to do a quick background check. Make sure there is nothing that could detract the viewer's eye from your animal. An open, grassy area makes a great background. Another common mistake is to take a picture of a light animal in front of a light background or a dark animal in front of a dark background.

• Get low - Snap your shot at the pig’s level. Shooting down on or up at an animal can distort their appearance. Generally speaking, shooting down on an animal will make it appear smaller – something most of us will agree isn't desirable.

• Take your time - Taking pictures of livestock isn't easy. It can, at times, be very frustrating trying to capture the perfect pose for that 'money shot.' So plan ahead, and allow plenty of time for the process. Don’t rush, and if something doesn't go quite as planned, take a deep breath and try again.

Now, it’s time to start snapping great shots! As with anything, practice makes perfect so get out there and have fun taking photos. Remember to send all of your pictures and ad information to the NSR Marketing and Communications Department by Aug. 21 to save your spot in our September Showpig Issue of the Seedstock EDGE.

Best wishes,

Katie

Stock Marketing: Attention-Getting Ads

Everyone knows our showpig issues get a little hefty. In fact, we expect three times the number of ads in our September Showpig issue of the Seedstock EDGE than the July issue you’re most likely flipping through this week. So for all of you advertisers out there wondering how to make your ad stand out among the clutter, here are a few quick tips.

• Lead with a strong headline – (Sorry, but your farm name doesn’t count.) An ad headline needs to give potential customers news or advice, evoke emotion, establish curiosity or make a statement about your products. Now the trick to a good headline is making it short, but impactful. Five times as many readers will read the headline in an ad rather than the small print so make it a good one. Amazingly, most readers are bored by the ninth word. Marketing research shows the best headlines are less than eight words. 
• Use the body copy to your advantage – Now I know that many ads will be filled with prospect pictures, herdsires and past winners, but that doesn’t mean you can’t make the best use of the words in your ad. While straight-to-the-point thank-yous and pedigrees are nice, think of how much more impact your ad could have with a testimonial from a junior exhibitor or a strong statement a judge gave during reasons. Get creative and think of new ways to say the same things.
• Make it a sight to be seen – No one likes dull, boring ads. Think of supporting visuals that can support your claims. For me, brainstorming and word association help. For example, if your headline claims, “it takes more than luck,” then make a list of anything that reminds you of luck: four-leaf clovers, rabbit feet, pennies (face-up of course), leprechauns, the Irish, etc. Nothing is too crazy, when you’re brainstorming, some of the most striking images come from the most out-of-the-box ideas.
• Communicate to the ‘creatives’ – Now that you have an idea what you want, you need to make your vision clear to the folks creating your ad. Sure, they’re good at what they do, but they’re not mind-readers; if you have an idea in mind, tell them. Even if you don’t think your concept is complete, the ad designers can often take what you have and build on your ideas to create an ad.
• Meet deadlines – Last but not least, it is hard to create a good ad without the materials. Be conscious of deadlines. Designers need time to layout and put together your ads. Editors need time to check your copy. You need time to look over and approve the ad. And the publication needs time to reserve a spot and place your ad before their magazine is printed. Since everything takes time, you need to have all of your materials (copy, photos, ideas) in on time. To see the Seedstock EDGE deadlines click here.

As always, if you’ve hit a creative road block or would like some marketing guidance, give the Marketing and Communications Team at the National Swine Registry a call. We’re always glad to help.

Best,

Katie

Stock Marketing: Building excitement about entries

Whew, we survived an exciting and busy week at Expo. One of my favorite aspects of my job is seeing the high quality animals that are exhibited at our shows and sales.

As producers, I know you guys are constantly striving to raise the next “great one.” So this month in Stock Marketing, I’m going to share a few quick tricks you can use to promote your entries for the summer sales, shows and conferences.

• Get a good picture.  A picture is worth a thousand words, so if you want potential buyers to get excited about your entry – snap a good picture. Sure, you can tell people it’s a “great one,” but often, seeing is believing. Such was the case in Duncan last year when Bruce and Jenny Kaufman of Kaufman Showpigs, Crawfordsville, Iowa, got a great shot of their Hillbilly Bone son. His picture drew the interest of Prairie State Semen Supply, who purchased their boar called Billy Bob. The same picture that Bruce and Jenny took is now on the cover of the PSSS Spring catalog.
• Take to the world-wide web. Once you’ve got your picture, post it to your website. (While you’re at it, check out some quick web tips from last month.) Be sure to include which show or sale the animal will be consigned to, as well as the dates. If you don’t have a website - or if you would like some added publicity - leverage your connections in the industry by posting the pictures to your Facebook page, blog or Twitter.
• Call your fieldman. NSR fieldmen like to get out and see good pigs. If you think you have a good entry, give them a call, and see if they have time to swing by.
• Don’t cry wolf. The seedstock industry is built on trust, so before you tell everyone that you have the next “great one,” take a step back and really evaluate your animal. Note their strengths AND weaknesses, and give potential buyers an accurate description of your entry. The most common mistake is over-promoting an animal that can’t live up to the hype.  

I can’t wait to see what everyone brings to Louisville, and remember – if you buy or sell a good one, give us a call at Seedstock EDGE to put your breeding piece in print. Next month in Stock Marketing, I will be sharing some tips on making great ads – just in time for the September Showpig Issue.

See you this summer! 

Katie

Stock Marketing: Does your website pass the test?

 

With the spring showpig sale season winding down, most of us have time to take a quick breath before plunging into show season. (If you’re not in the field, that is.) In the NSR Marketing and Communications Department, we’re using this break to catch up on paperwork, prepare for the next issue of Seedstock EDGE and start re-designing our website. 

I’m sure many of you will be sending show and sale results off to your web designers. But before you do, put your site through the paces and see if it passes these tests highlighted in Steve Krug’s Don’t Make Me Think (a fast, surprisingly entertaining read on web usability):

1. Don’t Make Me Think (or anyone for that matter) – Surfing the web should not be a critical thinking exercise and neither should navigating your website. Ensure that visitors to your site don’t have to think by making your site navigation clear. Anything “clickable” should be easy-to-locate and obvious. If it is a button – make it look like a button.  
2. Scan Friendly Text – When was the last time you read a web page? No, I mean REALLY read a web page. If you can’t recall, you can join the majority of web users. The instant satisfaction of the Internet lends itself to short bits of text, known in the communications world as “copy.” The easier your copy is to scan, the more effective your message is. So use headlines, bulleted lists and paragraph breaks to organize your information according to its relevance and importance.
3. Pass the “Trunk Test” – In Krug’s book, he talks about the “trunk test.” To perform the trunk test, go to any page on your website and pretend you were just dumped out at that page from a search engine – or for the analogy’s sake, you were just let out of a car’s trunk at this site. Would you know where you are? How could you get back home? Make sure your site has “signs” and breadcrumbs (those little words with the arrows) so your users can find their way home. Navigating a site should not be an adventure like Homeward Bound, which is why every page of your site should include the site name, a button to get home and a clear navigation menu.
4. Home Sweet Home – Speaking of home, Krug says the home page should convey the “big picture” without overwhelming the user. Now, we know we’re guilty of overwhelming you with the amount of information on our homepage. So we’re taking our own advice, and Krug’s, and removing everything we think we can place elsewhere. The homepage is best suited for a welcome note and a company tagline – the rest is up to your user-friendly navigation.

I hope these four quick tips will help you improve your web presence. I know that we will be working hard for the next several months to improve ours. As always, if you have any ideas for us or need some marketing insight, feel free to get in touch with us.

Best,

Katie