Attending livestock shows is a way of life for families across the U.S. From the local county fair to the State Fair of Texas, which boasts more than 2 million visitors annually, people typically enjoy going to a fair. The sites, the smells and the attractions offer nostalgia to some. But for our clientele, it’s likely the livestock shows that draw attention.
For BioZyme® dealers, you can use livestock shows as a venue to reach young exhibitors. Regardless of if you sell products from a feed store in town or from a shed off the farm, shows at the local level are a great marketing tool. You can promote your business; further educate others about the benefits of the products you offer and reach out to potential customers.
Livestock shows also serve as a wonderful outreach tool. BioZyme’s Area Sales Manager Shane Schaake, who travels Kansas, said the BioZyme company moto, care that comes full circle, is what drives him to get out of bed each day.
“Whenever I get to work with young people, either talking to them at a show, producer meeting or other youth leadership event, I get excited because I know I am helping them learn more about their animals and themselves. These livestock shows help young exhibitors learn core values while helping them build their program, and that is exciting to me.”
Let’s explore six ways dealers can get involved at livestock shows at a local level.
Marketing Opportunities at Livestock Shows
- Networking
Getting out to your local jackpot show or county fair allows you to visit with new and potential customers. If you are able to have a table with a sign, and perhaps have a give-away or sell product, people will stop by and visit, especially in the down time.
“People who show livestock are sometimes more progressive and willing to try new products. They will usually ask good questions, so be present to visit, and keep literature on hand, said Kevin Glaubius, ASM for Nebraska.
- Building Awareness
A sign around the show ring, sponsoring awards or providing back numbers will help create awareness about your business and the products you offer. The BioZyme marketing department has pre-made formatted numbers branded with Sure Champ® that are easy to print.
These back numbers can be printed or emailed directly to your printer. You can also submit a marketing request for a banner to hang from the show ring or your table to promote the fact that you are there promoting the show.
- Provide Sponsorship
A case of Vita Charge® Gel is an inexpensive investment for class winner or division winner prizes. This will give the recipients a chance to try a product they might not otherwise have tried. Once the exhibitor tries the Gel, they will likely want to know more about how it works, buy more or even want to purchase other products in the BioZyme family of brands.
Another way to get involved is to provide a tee-shirt or cap with your business name on it to the young exhibitors. Kids will remember these small gestures, and so will their parents, who are the decision makers and often control the finances.
- Be an Educator
Make sure to take several pieces of literature with you to the show. Not only will you want information about Sure Champ, but you will also want information about the other product lines you carry.
“If you are at a livestock show, and someone has a heifer, chances are they have cows at home. They need VitaFerm, too. Even if they are showing lambs, pigs or goats, they probably have other livestock at home, and almost everyone has a dog,” Schaake reminds.
- Make a Sale
“The biggest thing is if you’re going to a show, be stocked at least with the small pack products, and be willing and able to sell them,” Schaake said.
There is nothing more disappointing to a potential customer who has just learned about the advantages of a new product than being told that it isn’t available. If you are going to talk about the products, make sure you have them on hand, or someone is at your local store front, and can bring them out to make the sale.
We know that the benefits of quick response products, those that are typically the small pack products, sell themselves. If a new customer sees how well those products work, they might be more willing to purchase mineral.
- Build Rapport with Future Customers
Glaubius enjoys the outreach aspect of working with those who attend a livestock show.
“Obviously, it is important to support the kids and give back to the local community. But just as important, you are working to build your future customer base,” he said.
If a young person has five show heifers now, with a goal of building his or her herd, they might graduate college with 25 to 30 cows, that all should be on a mineral program. That young person remembers that your dealership gave out a tube of Vita Charge and a Sure Champ sticker a decade previously, so he or she returns to your dealership to learn about VitaFerm®. VitaFerm for 30 cows might not seem like a lot, but that person eventually builds his or her herd to 200 cows, has a few horses and starts a backyard chicken flock. See how the domino effect works on one small outreach effort.
“Investing in our young people today has the potential for a great return on investment,” Glaubius said.
What You Get Out of It
We’ve discussed how you can engage with your community at a livestock show. But let’s take a second to discuss what taking time to invest your energy in local livestock shows can do for your business. Because the results can be impressive.
Create New Business Opportunities
Livestock shows bring together a diverse group of individuals involved in the industry, including breeders, exhibitors and potential customers. This means you have ample opportunity to identify new business prospects, establish connections with potential clients and expand your customer base.
Provide New Market Insights
Attending livestock shows allows dealers to stay updated on market trends, new technologies and the latest developments in the industry. Interacting with other professionals provides valuable insights into the current demands and preferences of customers, helping you adapt your strategies to meet the needs of your community.
Promote Products
Livestock shows are an ideal platform for dealers to showcase products and services. You even have the opportunity to engage with potential customers, demonstrate the features and benefits of your offerings and generate interest in products.
Increase Your Industry Knowledge
Livestock shows provide the opportunity to exchange knowledge and information with others in the industry. This can include insights on breeding techniques, health management and other aspects of livestock production. This shared knowledge can contribute to your expertise and enhance your ability to valuably serve your community.
Establish Collaboration Opportunities
Collaborative efforts often arise at livestock shows. Dealers can explore partnerships with other businesses in the industry, such as suppliers or service providers—like BioZyme, for instance. This allows you to offer more comprehensive solutions to your friends, neighbors and customers.
Improve Your Visibility and Branding
Being present at livestock shows increases your visibility within the industry and community. This visibility contributes to brand recognition, which is essential for attracting new customers and establishing credibility in the market.
Keep Up to Date With Industry Updates
Livestock shows often provide a platform for discussions on industry changes and standards. So, you can use livestock shows to stay informed about any new regulations that may impact your business. This helps ensure your compliance and continued success.
Investing in livestock shows isn’t just about making immediate sales. It’s about building relationships, staying informed and positioning your business for long-term success in a dynamic and interconnected industry.
Don’t Go it Alone
At BioZyme, we want to be sure you have the materials and resources you need so that you are not flying solo when it comes to meeting your marketing needs. In the BioZyme SAMM Center, a plethora a signage, apparel and marketing materials include literature and more are readily available for you to order.
In the SAMM Center you can order literature, ink pens, t-shirts, caps, stickers and more. If you are looking for something more specific like a show banner or back numbers, you will need to submit a marketing request. Please be sure to allow at least three weeks for printing and shipping for marketing requests for livestock shows or any event.
Rely on our People
If you know you want to get involved with a livestock show in your area, but you aren’t sure of the correct step, reach out. Your ASM and our Marketing Team can help. ASMs see many different promotional and marketing opportunities in their travels across their territories. Likewise, the Marketing Team has created many different projects, and they can give you some great advice if you have an idea, but just are not quite sure how to implement it.
Marketing at livestock shows is a simple and effective way to capture a new audience while providing community outreach and support. There are various ways to get involved with your local community and your youth at a local livestock show.
Take advantage of the opportunities above to help build brand awareness, support your community, and you will watch your business grow.
