When you have a lot of kids, people think you’re an expert in most parenting subjects. With a half dozen, many seem to think I’m as qualified to give advice as a pediatrician or childhood psychologist. 

I’ll be the first to assure you, expert parenting status is not that highly correlated with number of kids, however the questions still come. When I’m asked about the best ways to get a baby to sleep through the night, how to potty train a toddler or the top hacks for a perfect road trip, young parents are usually disappointed when my answer is some variation of this: “Every kid is different. Find what works for you.” 

Similarly, Angus breeders would like magic-bullet answers to their marketing questions, and yet, my advice is much the same. Every operation is different. You have to craft a plan that works for you. 

But that doesn’t mean you have to start completely from scratch. You can draw from experience, ask experts and build it over time. 
Here are some common questions I get and the variables that may help you decide: 

Q: How much of our budget should be in spent in traditional media vs. new media? 
A: It depends on who you are trying to reach and your ultimate goal. Research shows readers remember a print ad longer than a digital impression, and those advertisements are often viewed multiple times. Yet, digital options give the ability to more precisely target your audience, provides more flexibility and can be a last-minute exclamation point on a campaign. 

Q: How much should I invest in long-term branding efforts vs. sale-specific advertising?
A:  Again, this varies from operation to operation, but my first piece of advice would be to allocate budget for both. Building name recognition can cost money (advertising in the “off season” and customer appreciation events, for example) but it can also include details that are virtually free, such as calling every new customer to check-in after the first breeding season. If you’re relatively new, you might have to invest more time and money into building name recognition, and established breeders might use more of that budget toward showing what’s new in their program. 

Q: We have never had a marketing plan before. Where do I even start?
A: First, identify your goals and give yourself a ballpark budget, then build from that. Add or take away possible services until you get to the amount you’re comfortable with, and then see how they do. When you complete your plan, check the analytics and adjust based on what performed the best or what additional avenues you may want to try in the next year. 

Even though every ranch is different and we don’t have a cookie-cutter set of answers, our team at Angus Media helps breeders market cattle every day, and we’re happy to walk you through the options. We can tell you what’s worked for scenarios like yours, and then we can help you implement it. In no time, you’ll be the breeder others ask for advice.