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The Limousin Brand
Strip away all the flashy promotions and a brand is really just a
PROMISE. A promise that a certain product or service will deliver what
the ads say: tastes great every time (Tim Horton’s does okay with this
one), the lowest everyday price (Wal-Mart) or dependability (John
Deere).
In the world of beef genetics, Limousin is a brand. A strong brand. A
brand built on a promise of a high quality animal with registered breed
genetics.
Registered breed genetics is Limousin’s greatest advantage. Proper
‘branding’ of a product based on its strongest qualities can be very
powerful. But, remember: the key is delivering on the promise. Marketing
may bring the people to the product, but the product has to deliver what
is promised or people may never come back. Brand loyalty is hard to
achieve – but, when you do, it can be invaluable to your bottom line.
Maintaining and building the Limousin brand is a partnership between the
Canadian Limousin Association (CLA) and purebred breeders. The CLA does
its part by maintaining the pedigree herdbook in Canada, promoting the
breed, doing research and supporting breed improvement programs, to name
a few. Purebred breeders deliver the promise: high quality genetics
based on registration certificates, accurate pedigree/performance data,
enrolled females and a commitment to customer service and satisfaction.
That’s why it’s so important for all purebred breeders to properly
register their animals, enroll their cows, complete the appropriate
performance requirements, transfer animals to new owners, and take the
extra steps to showcase their stock as purebred with a documented
lineage to potential buyers. When purebred breeders follow the breed
registration process – a proven process for getting breeders a premium
price – they enhance the reputation of the breed, the CLA and all
purebred breeders in general, and strengthen the Limousin brand as THE
brand for registered breed genetics.
Shortcuts or not following the process can affect the quality of the
product, its dependability, its guarantee and/or the way it performs and
the difference will eventually be discovered by the customer. A new
customer is hard to get but a current customer is even harder to keep.
Limousin is a breed that can and will keep them coming back.
If you are a purebred breeder, please ensure your animals are properly
registered and all registration requirements are fulfilled. Ensure
complete performance information and Whole Herd Enrollment forms are
completed and submitted on a timely basis. Loyalty to the Limousin brand
is created when quality animals are promised and delivered. The best way
to do that is with the endorsement of the CLA that the animal is a
registered seed stock animal.
With Bull Buying Season upon us, be sure that you are prepared with
registration certificates and proper transfer information complete.
For all active members, why not use some effective marketing strategies
this bull season and offer to your valuable producers:
- The Commercial Feeder Fax. This Fax sheet, once completed by the
cattleman, and submitted to the CLA, is posted on the CLA website
commercial page for viewing. This exposure will allow for Auction
Markets, Feedlots, Order Buyers and fellow cattleman to view your
feeder offering. It is then their responsibility to contact the owner
of the cattle on offer. As an added feature the CLA will forward the
completed feeder offer sheet by fax to the Auction Markets in your
target area. The CLA has launched this extension service for
commercial cattleman with Limousin influenced cattle to gain
additional exposure in opportune markets. The blank feeder fax forms
are available: at the office, downloadable off the website (forms
tab), tear out from the Bottom Line Newsletter. By encouraging your
customers to participate, demonstrates your commitment to the success
of their business, and nurtures a relationship that will enhance your
business potential and endorse the Limousin Brand as the breed of
choice.
- Posters and postcards - these items are available through the
office- use these to showcase your sale, Open House or Private Treaty
offering this spring, the poster accompanied by a postcard mailed to
key producers in your area is sure to attract their attention to the
function you are hosting.
- Target marketing – send potential customers within a 30 mile
radius of your home a postcard and invite them to your sale – you
maybe surprised what happens when you invite someone to come over!
- Customer Appreciation - Thank Bull Buyers by ensuring they get a
copy of the Bottom Line newsletter, it is as simple as completing the
transfer of ownership. Be sure to let your buyers know the Newsletter
is compliments of you and your Association.
Good luck with calving and your bull season.
Deb Verbonac
Marketing, CLA
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