1. A Bigger Piece of the Pie: Creating Market Share for SimGenetic Cattle Ben Williamson Penn State University September 14, 2015

2. Produce first calf at 2 yr of age, and annually thereafter Wean the most valuable calf that the market demands Adaptable to the environment and specific management schemes What is a ‘good’ cow?

3. What is a ‘good’ calf? Accelerated growth Feed to Gain Ratio Easy to manage Capture the most premiums at sale Best consumer product

5. Old Perceptions Simmental cattle are not what they once where Need to make sure that everyone knows that Continue to focus on – Calving Ease/Birth Weight – Mature Size / Maintenance – Carcass Grid

6. Industry Appeal Where and how do Simmentals have a place in the industry? – Heterosis Pounds Increased Maternal Performance Lean Yield – Complementing British Genetics Multi-Segment Appeal – Maternal, Terminal, and Balanced Trait Options Black Hides

7. Industry Appeal Versatility: Simmental can offer a genetic opportunity for everyone – Purebreds – Sim Solutions – Maternal – Terminal – Show Cattle

8. Market Place Where are marketing opportunities? – Commercial Bulls – The average of the female contemporaries – Niche or Offset Industries/Markets What influences those markets? – Beef Supply/Demand Beef cow inventory is changing again – Economy Investors (Sell or Buy $10,000 females)

9. Creating Market Share “If you are in a business without competition, you aren't in a business!” Pat Goggins Business is about people Two most important factors: – HONESTY – INTEGRITY This will lead to increased trust

10. Creating Market Share Find ways to serve your customer – Produce what they need and want – In order for one segment to survive, we all need to survive – Keep an healthy environment – Give them the resources to be profitable

11. Informed Decisions Help your customer make informed decisions – There is a great deal of risk in this business, help your customer mange it This includes reported and non-reported information – Performance Data – Relatives Performance Data – EPD’s – How cattle were managed

12. Informed Decisions Sometimes information is overwhelming to decipher – Help Your customers decide its relevance for what THEY need – KISS Theory Don’t give customers the opportunity to have a bad experience!

13. Customer Service Help them, and in turn they will help you – Regional producer educational meetings – If they call you to answer questions, they will eventually use you as a bull/seedstock source Not just bulls, but management advise and current issues – Show interest in buyers goals and needs – Bull delivery gives you the opportunity to asses their strengths and weakness

14. Customer Service Give Back! – Show appreciation to your buyer – Help them find ways to capture the value of their genetic purchase Feeder Calf Sales Backgrounding Services Commercial Heifer Sales Direct Feedlot Market Retained Ownership Incentive Grids (70:70)

15. Customer Service – Give Back! – Not only help producers, but youth Local/Regional/National youth projects and events Judging Teams – Best advertisement will ALWAYS be word of mouth It takes a lifetime to build a brand, but it takes a moment to lose it

16. Create a Recognizable Image …and Stick with It!

17. Welcoming Environment/Image Simple and Clean Should be recognized at a glance Remember your target audience – Commercial Bull Buyer vs. Show Heifers Create a Recognizable Image …and Stick with It!

18. Advertise, Advertise, Advertise. If they don’t know you exist, then they are not going to know what you have to offer First, identify your target audience What do they want? Where do they receive information? How can I make them feel welcome and comfortable?

19. Types of Advertisement Radio – Try to pair with other similar broadcast Market reports Direct Mailing – Catalogs & Post Cards Especially commercial buyers Pictures – Worth a thousand words! Videos – Additional increase in sale participation

20. Types of Advertisement – Any Free opportunity Social Media Cattle Exchange Craigslist – Publications State and National Breed Press Regional & Local Newspapers

21. Types of Advertisement Websites Have memorable web address Rank in search engine Engage your visitors Clear navigation Make calls to action prominent Keep branding consistent Enable social sharing Create mobile version

22. Promotion Find other ways to create awareness about your program Marketing is all about creating a buzz – Get Involved Local/State/National Groups – Local/State/National Associations – Consignment Sales and Programs – Exhibition

23. Sales and Events Field Days and Open Houses Security in Numbers – Group Production Sales – Shared Vision – More information for all parties

24. Retaining Market Share Produce what the buyer wants – CED, BW, Grow, Carcass, Etc. – Feet & Legs, udders, longevity, minimal maintenance and management requirements Disciplined Breeding Programs – No room for IF, Should, or Could – The toughest critic of your cattle should be you – Set attainable goals and continue to critique them

25. Thank you!