BioZyme’s Guide: How to Market a Product

At BioZyme®, we provide you a vast array of products to sell to your customers. We know that you likely have other products and services to sell as well. However, once you have the products and services, they must be marketed, so your customers know what you have available. We don’t want to leave you in the dark. 

That’s why our team felt it was vitally important to provide you with this comprehensive guide on how to market a product. We’ll look at a lot of different tips and tools that will help you sell your products and grow your business! 

The best way to market a product depends on various factors. You have to consider the target audience, the nature of the product, the budget, and the overall marketing goals. 

However, there are some general strategies that can be effective in marketing products. Here are 10 tips on how to market a product. 

10 Useful Tips on How to Market a Product 

1. Know Your Target Audience 

The first step in how to market a product: know who you’re marketing to. Understanding your target audience is crucial for effective marketing. For instance, if you are in a highly concentrated cow-calf area with horses and dogs, you would be more likely to stock up and promote VitaFerm® and Vitalize® products. 

There probably isn’t much demand for Backyard Boost® for backyard chickens in big ranch country. Knowing your target audience is the first key to success when marketing any product. 

2. Develop a Strong Brand Identity 

Establish a clear and compelling brand identity that resonates with your target audience. This includes creating a memorable brand name, logo, tagline and visual elements that reflect your brand’s values and personality. 

Luckily for you, at BioZyme, we have created the brand identity for our products, and we have marketing collateral like ads, logos and other campaign materials ready for your use.  

Maybe you need to brand your store or dealership? You can work with our in-house marketing team to help you with that, too! Submit a marketing request in the Online Dealer Center and we can help you create a logo or any marketing piece you might be looking for. 

3. Create Compelling Content 

Develop high-quality, engaging content that showcases the features, benefits and unique selling points of your products. This can include product descriptions, images, videos, blog posts, social media posts and customer testimonials. 

Now, this is easier said than done. After all, it’s one thing to know how to market a product, and another thing entirely to produce quality marketing materials. But, knowing your audience and knowing your brand gives you a leg up. 

Have you signed up for Promoboxx? We have ready to use social campaigns loaded into Promoboxx for your use each quarter. We also have several of our logos and other content ready to use on the Online Dealer Center. 

4. Utilize Multiple Channels 

Just like one size doesn’t fit all with a mineral program, the same can be said for marketing channels. While I might still appreciate reading an ad in a print ad in a publication, another generation might enjoy social media or even hearing an ad on the radio while out feeding cattle. 

Take advantage of various marketing channels to reach your target audience effectively. This may include digital channels such as social media, email marketing, search engine optimization (SEO), pay-per-click (PPC) advertising, content marketing, and influencer partnerships, as well as traditional channels such as print advertising, television, radio, and direct mail. 

5. Optimize for Mobile 

With the increasing use of smartphones and tablets, it’s essential to optimize your marketing efforts for mobile devices. Ensure that your website, emails, ads and other digital content are mobile-friendly and provide a seamless user experience across different devices. 

6.  Engage with Your Audience 

Foster meaningful connections with your audience by actively engaging with them on social media, responding to comments and messages, soliciting feedback and encouraging user-generated content. Building a community around your brand can help strengthen customer loyalty and advocacy. 

No one likes to hear silence on the other end of their posts. By engaging and interacting with your audience, it makes your brand appear more human. In the end, people buy from other people, not robots. If your brand seems more engaging and humanized, your customers will appreciate that and potentially turn into repeat buyers. 

7. Offer Promotions and Discounts 

Entice customers with special promotions, discounts, coupons and loyalty programs to incentivize purchases and encourage repeat business. Limited time offers and exclusive deals can create a sense of urgency and drive sales when it comes to how to market a product. 

Check with your ASM to discover how BioZyme can partner with you on promotions. Do you need a postcard, or a stuffer insert for your monthly billing statement. Remember, we are here to help you! We want your messaging to stay consistent and on-brand, so please reach out to our team! 

8. Monitor and Measure Results 

Regularly monitor the performance of your marketing campaigns and track key metrics such as website traffic, conversion rates, social media engagement and return on investment (ROI). Use this data to evaluate the effectiveness of your strategies and adjust as needed. 

Perhaps your Instagram traffic isn’t performing as well as you’d like. Maybe it’s time to shift gears and move those efforts to another platform. If your Facebook traffic is generating results, and getting customers into the store, maybe that is the channel you should focus more attention and resources on. 

9. Build Relationships with Influencers and Partners 

Collaborate with influencers, bloggers, industry experts and complementary brands to expand your reach and gain credibility within your target market. Influencer partnerships and co-marketing initiatives can help increase brand awareness and reach new customers. 

In other words, people like to buy from their peers. Is there someone in your community that excels in their particular area? Do they use products you market? Leverage that to your advantage. Perhaps there is a show livestock exhibitor who just won the State Fair feeding Sure Champ® products. Ask them to share testimonials on your website, or even speak at a producer meeting about their results and the benefits they have used. The same example can be used for any of the BioZyme family of brands. 

Find & Utilize Collaborators 

Also, when setting up a producer meeting, work with complementary company. Perhaps you are planning a meeting prior to breeding season to promote VitaFerm® Concept•Aid®. 

Partner with a local semen company to put on the dinner and meeting. Both companies share the common goal of helping others succeed with breeding success. Doesn’t it also make sense to share customer lists and resources to share costs? 

10. Provide Excellent Customer Service 

Deliver exceptional customer service and support throughout the entire customer journey. Respond promptly to inquiries and resolve issues quickly and effectively to build trust and loyalty with your customers. 

Customer service sells. Our customers what to know that you know about the products. They want service. They want you to help carry a few bags of mineral out to their truck. They would like you to open on Saturday mornings. Little things add up to make a big difference when it comes down how to market a product. 

BioZyme can Help You Market Products 

As we mentioned earlier in this blog, the BioZyme Marketing Team offers a variety of marketing pieces to its dealers to help market products. Let’s discuss these pieces in more detail. 

Readily Available Marketing Materials 

A variety of marketing materials including signage, shelf danglers, aisle violators, counter mat inserts, brochures and more are available from the SAMM Center. These are available in quantities for your use at your dealership, trade show or meeting. In a time crunch? Printable files of most items are also available online. 

Customized Marketing Materials 

Are you looking for something more customized? Perhaps you are hosting a producer meeting and need invitations, or you would like a sign for your store. BioZyme can also help with these projects. 

Submit a marketing request in the Online Dealer Center, at least three weeks prior to when you need your project or talk to your ASM. Please allow a little more time for items that require mailing like postcards or invitations that have specific dates, as bulk mail does take longer to go through the mail system. 

First Things First 

Remember, you can’t sell what you don’t have. It is important to keep inventory on hand of the products that your customers need and want that have seasonal demand. It is always wise to review sales from the same time the previous year, to be sure you have in stock what you sold last year and even the year prior. 

What does that mean going into spring? 

Springtime Products for Cattle 

It’s breeding season, fly season and HEAT season! It’s time to stock up on VitaFerm® Concept•Aid®, any products with ClariFly®, garlic and HEAT®

Now would also be a great time to stock up on the new VitaFerm ONE, a solution for all seasons. 

Stock up for Chick Days 

In many parts of the country, Chick Days are happening. Be sure to stock up on Backyard Boost products for your customers bringing home chicks. 

Additionally, with spring, the migration of songbirds is happening. Be sure to include the Backyard Boost Songbird Balls for the bird watchers in your area. 

Stock up for Spring, Summer Shows 

It’s not too early to start thinking about how to market a product for spring and summer livestock shows. Make sure to stock up on the complete line of mineral, gels and liquid in the Sure Champ® line to help your show livestock customers #PreptoWin!  

Don’t forget to be fully stocked with Gain Smart®, Vitalize® and DuraFerm® as well. You know your customers the best, and you know what they want and when they want it. 

By implementing a combination of these strategies and continually refining your approach based on feedback and insights, you can develop effective marketing campaigns. That way, you can drive awareness, engagement and product sales! 

Letters from Lisa

At BioZyme®, values are a critical component of our identity, decision-making processes and overall success. The BioZyme values have helped us create a positive and purpose-driven work environment for over 60 years. For many of these 60 years, BioZyme had three values. These included Research, Innovation and Outreach or Giving Back.

Why these values? Because they are who we areand why we exist. The value of Research ensures our products have an undeniable impact on the animals our customers work so hard to produce and love. Innovation encourages creativity, risk-taking and learning. Giving back is a value of high importance because we believe we have a responsibility to contribute to the well being of the broader community. These three values have served BioZyme well for a very long time.

There is a push and pull relationship between staying true to your values and allowing yourself to change and progress. After all, one of our values is innovation, which is often synonymous with some type of change. Growth, at any level, requires change. When an entity grows, it must change. Think of children as they progress through the stages of infant, toddler, teenager, adult – or a calf from newborn to weaning.

So, how do you change but stay true to your values?

The answer, we’ve found, is a one-degree change. The one-degree change feels slight; after all, it is just one tiny little degree. Yet, a one-degree change can be extremely powerful. As an example, prior to fancy avionics, pilots, especially in the military, were often taught about the 1-to-60 rule. Basically, it means that a one-degree off-set will put you off one mile from your intended destination at 60 miles from start. Traveling 600 miles? You’ll be 10 miles from where you thought. Small changes (good or bad) can make a big difference in outcomes.

So, in 2024, BioZyme’s commitment remains deeply rooted in our values, as well as to growth. Growth of our business, growth of our dealers, growth of our outreach. This growth will require many one-degree changes. We are excited to present these to you, our dealers, throughout the year as we whole heartedly believe they will also contribute to your growth.

A few of our own examples to illustrate the concept:

– The integration of Vita Charge products into Sure Champ and VitaFerm that began in January. This is one-degree change (only the brand name/look of the product) that we believe is already having an impact. We launched the “new look” at National Western Stock Show in Denver with great feedback and many comments about folks being excited to get their hands on the VitaFerm Cattle Drench.

– The launch of VitaFerm ONE in February. To say this is just a ONE-degree change (pun intended) feels a bit odd to those of us that have worked extensively on it for nearly a year, but all in all it is just a small change to open a BIG door of opportunity to have a product to position as a year-round mineral. And that’s what one-degree changes are all about.

If you know us very well, you know we aren’t going to stop there. The excitement we have for some of the one-degree changes we are developing for this year is extensive. The opportunities have never felt bigger. And for that we are very thankful.

A Day in the Life of BioZyme® Employee Jennifer Miller 

This month, we got to know a little bit about a big-hearted lady – Jen Miller. She has two decades of experience in customer support, making her an invaluable team member.  

Jen has worked in several roles at BioZyme, but she shines when helping others, especially our dealers.  

Outside of the office, Jen is a wife, mom, grandma and outstanding lady who likes to have fun.  

Let’s learn a little more about a day in her life at BioZyme

Title: Dealer Recruitment and Retention Manager 

Number of Years at BioZyme: 6 years 

Describe a typical day in your job:  

Work on all dealer applications that come via BioZymeinc.com. I contact the interested potential customers and go over a few questions to let them know what our goal is for dealers to ensure they are the right type of dealer for BioZyme. 

I also work with the Action Team to ensure we are working on our goals and helping our new and existing customers meet their goals, not only by sales but also by action! This team is part of the Retention side- Yes, we do need new dealers to grow, but we also must help our existing customers with everything we have to help them grow as well. We focus on the tools we offer outside of sales to ensure they have all the help they need to be successful. 

We are working on a process for the recruitment side of this job. Our goal is to build a pipeline of leads to be able to convert into new customers. This is a big task, but I am super excited, as this is key to helping BioZyme grow in the future! 

What is the most interesting thing you have ever done at BioZyme?  

I was able to help get everything set up for our International Partners Meeting in 2019, which was hosted in St Joseph, Mo. It was very interesting getting to meet all the different nationalities and learn how they position Amaferm® and what a huge impact it makes! 

What has been one of the biggest challenges? 

Getting the dealers to buy-in to Dealer Center and use the tools we offer to take actions to help grow their business. But I believe in 2024 we will see a change in our dealers’ mindset on this with the Action Team helping to make awareness of what all we offer from Dealer Center, Marketing, Message Board and all the other great tools we offer.  

Why is care that comes full circle important to what you do? 

I believe what the Action Team and I do on a daily basis by working with our dealers to ensure their success not only through sales but through the great tools we offer is definitely “Care That Comes Full Circle!” I do not know too many companies that offer a great tool like the Dealer Center that just doesn’t focus on Sales but on Marketing, Training, Product Knowledge and so much more. We take care of our customers on every level! 

What is something you enjoy doing outside of the office? 

Well, I have a few: 

  1. Seeing my beautiful grandbabies. 
  1. Going on adventures with family and friends! 
  1. Watching all the birds eat the Songbird Balls! I go through about 2 packs of songbird balls every 3 days! It is becoming an expensive hobby, lol! 

Thank you, Jen, for your heart and compassion for others. We are glad to have you as part of the BioZyme family!  

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Leadership Team Reflects on 2023 — Looks Forward to 2024

“No man will make a great business who wants to do it all himself, or to get all the credit of doing it.” Those are the words of American industrialist and philanthropist Andrew Carnegie. Carnegie eloquently described, before his time, the Leadership Team, that is guiding BioZyme® Inc., in 2023 and beyond.

Although each company faces challenges, the BioZyme Leadership Team leads each individual team to pivot those challenges into opportunities on a regular basis. Let’s look back at 2023, and review some of the big wins, according to our leaders.

PRESIDENT & CEO
LISA NORTON

Defining wins in 2023 is subjective and depends on individual experiences, goals and perspectives. However, from my seat on the bus, I would define 2023 wins by reflecting on the following.

Personal Achievements: If you accomplish significant personal goals, 2023 was a win. With the use of the Culture Index (work traits analytics) in almost every facet of our business, I think we have had a win here. People understand themselves better so they can work with others to accomplish personal achievements.

Relationships: If you build strong and meaningful relationships it makes for an incredible win. This for sure happened in 2023; we had more meetings and offers to be partners with our vendors, customers and potential customers than we have ever had in the history of the company. Just to name a few, our bagging supplier, our phosphorus supplier, Zinpro, Furst-McNess and Trait Bio.

Health and Well-Being: BioZyme continues to be in a strong financial position. That is always a win in a forprofit business.

Positive Change: Getting our corporate governance and board of directors in place was a huge win in 2023. We now have a dynamic, experienced board of directors who represent all the opportunities and challenges BioZyme faces – industry, science, use of funds and historical perspective.

Happiness: Thanks to all our team members (YOU), most days we experienced and supported each other’s happiness which made the atmosphere at BioZyme happy. For me, that is always a win. Sure, we all make mistakes occasionally, but in totality I think we did a great job in 2023 at being happy, despite a lot of stress from capital projects and slow sales.

Learning and Growth: If you learn, grow and develop new skills or knowledge during a year, it is a huge win. I saw lots of this going on in 2023. Some learning was intentional (all manufacturing team becoming PCQI) and much came from the experiences of each day. In any case, it is a win.

Overcoming Challenges: Successfully overcoming challenges, adversity or obstacles is always a win as it demonstrates resilience and personal growth. In my opinion, we have done a lot of this over the last two years. We have done it by sticking together, not giving up and looking forward instead of backward. Ultimately, what makes a win in a company is a whole bunch of personal wins throughout each individual team member’s work. I think we had a lot of that in 2023, and for that I am very grateful!

DIRECTOR OF INTERNATIONAL BUSINESS DEVELOPMENT
VOLKER ALTENBOKUM

This was a very busy, but successful year. Our focus was the launching effort for AO Biotics® EQE. The product is now already actively sold in eight different countries, and we are continuously registering it in more countries. Validation studies were done with many egg producers in different countries, and our research is confirmed constantly.

Another focus was the signing of distribution agreements in interesting countries that have a good potential for our portfolio. We appointed new distribution partners for the GCC countries, Egypt and Slovenia. Continuous training of Product Managers and Salespeople of our distribution partners was a very important part of our work. This is the base for continued growth we are expecting for 2024 and beyond.

DIRECTOR OF ANIMAL HEALTH & COGENT
KEN FORD

One of our biggest achievements from a marketing perspective has been positioning the BioZyme family of brands from a silo of individual brands to a family this year. This lets our customers know that we offer multiple products across species and that we can help more than just one kind of animal at a time.

We have also been building new teams and introducing new people to BioZyme, while overall getting better at knowledge transfer. We can never stop learning and growing, and this knowledge we learned in 2023 will help take us further in 2024.

The sales and marketing teams stepped up their retail merchandising and display activation. Thanks to you, the dealers, we now have more signage and presence each quarter, and this will continue into the next year.

In Animal Health, we continue to support our distributors and have eight additional salespeople working in the field servicing wholesale partners as they promote our products to the retail channel. In addition, Ali Brunner has transferred from ASM to Animal Health Sales Manager.

We have heard from our partners through the surveys and through that feedback the team is working to identify gaps in our product range so that we are able to introduce new products in 2024.

On the human health side, we were excited to focus complete attention on Baxyl® and HyaGlo® with the transition of all equine and companion animal products from Cogent to the Vitalize® line. We rebranded Baxyl and have built a new team while developing a new web-based platform for these products.

DIRECTOR OF QUALITY & REGULATORY
JILL VANOVER

This year, the quality and regulatory teams worked diligently to show just how WOWING BioZyme can be as we strive to live and breathe quality and compliance each day. Some of our 2023 wins are highlighted below.

BioZyme rocked our 2023 quality certification audits:
• Stockyards FAMI-QS – 99%
• Stockyards Safe Feed, Safe Food – 100%
• Easton FAMI-QS – 100%
• Cogent GMP – 100%
• Surprise EPA inspection at Stockyards – no findings
• Surprise FDA audit at Stockyards – no findings
• Surprise Eurofins FAMI-QS audit at Stockyards and Easton – no findings

We increased awareness of food safety and safe, accurate product through education:
• PCQI training for all of operations, quality, laboratory employees
• FAMI-QS training for regulatory personnel

We updated and implemented a more robust sampling and testing plan for finished products and raw materials:
• Updated Amaferm testing plan
• Implemented EQE testing plan
• Implemented Amaferm ECO testing plan
• Implemented a test-and-hold program for all international orders
• Created and implemented a sampling calendar for communication on testing needs and deadlines

We prioritized and expanded the scope of laboratory testing, monitoring, and documentation:
• In-house copper testing with one-day turnaround
• In-house non-protein nitrogen
• In-house acid insoluble ash
• In-house liquid fiber analysis
• Increased aseptic technique in Microbiology lab
• Implemented in-process environmental monitoring
• Implemented daily sterility checks for every AO batch
• Generated SOPs for Analytical and Microbiology labs

As we close out the year, we look back on all we’ve learned and the new relationships that have been solidified. I am especially thankful to be part of a work family where colleagues support and encourage each other and excellence is expected. I am most grateful that despite all the challenges we faced in 2023, our team has stayed the course and is fully dedicated to a bigger and brighter 2024!

DIRECTOR OF RESEARCH & INNOVATION
IGNACIO IPHARRAGUERRE

In the dynamic landscape of 2023, BioZyme’s Research & Innovation battalion experienced a pivotal year defined by strategic initiatives and groundbreaking accomplishments. Noteworthy was the company’s significant investment in state-of-the-art fermentation and drying technologies, laying a robust foundation for advancements in biotechnology.

This dedication also manifested in the expansion of our research portfolio, exemplifying our commitment to staying at the forefront of scientific innovation. Our team successfully devised and implemented a strategic innovation system finely attuned to both business development objectives and the evolving needs of our diverse customer base.

A highlight of the year was the team’s instrumental role in fortifying the AO-Biotics® brand, achieved through the strategic launch of a specialized postbiotic tailored for laying hens. This targeted product not only bolstered our market presence but also showcased our dedication to addressing specific challenges within the poultry industry.

Moreover, BioZyme actively contributed to advancing scientific knowledge in the field of postbiotics, with research findings garnering recognition from esteemed peers, including the International Scientific Association for Probiotics and Prebiotics (ISAPP). These accolades underscore our commitment to scientific excellence and further solidify our standing as industry leaders.

Importantly, the team continued to deepen its understanding of the impact of Amaferm, BioZyme’s flagship additive, demonstrating an unwavering commitment to excellence in animal nutrition. Efforts to expand our additive portfolio reflect a forward-thinking approach, aimed at addressing major challenges in animal nutrition and health. This comprehensive approach to innovation, coupled with a steadfast dedication to scientific inquiry, positions BioZyme as a trailblazer in the field, ensuring sustained growth and impact in the years to come.

Top Growth Products in 2023

It’s hard to know where you should go, without reviewing where you’ve been. We thought it would be fun to review some of our top selling products for 2023 year-to-date, compared to the same time last year.

These products are fast growing, and by keeping them stocked on your shelves and in your warehouse, you might just see a difference in your sales.

Backyard Boost® Defense – 8 oz

This was by far the top growth product, experiencing nearly a 151% growth, year over year. This liquid supplement for poultry designed to support digestion and a healthy immune response is also a high-margin product. It can be marketed during chick days and beyond as it provides nutrients needed in times of stress and promotes water intake and hydration. Several dealers actually use it to turn their water green during chick days and have signage that encourages customers to “Ask me about the Green Water.”

Gain Smart® Wheat – 50 lb bag

This somewhat seasonal and regional product charted a 92% growth in sales. A free-choice vitamin and mineral supplement for stocker cattle designed to maximize efficient gain on wheat or small grain pasture. Gain Smart Wheat provides nutritional support for a healthy immune system. It contains Amaferm, organic copper, iodine and zinc for maximum bioavailability and hoof health.

Vitalize® Blazin – 32 oz

This liquid product for horses is designed to support normal recovery from heat stress and exertion. This quick response product grew in sales 66%. It promotes cellular hydration and water retention. In addition to Amaferm, it includes antioxidants to reduce damaging free radicals caused by exertion and heat.

Sure Champ® Joint Juice – 64 oz bottle

Posting a 68% sales growth, is this multi-specie liquid product for livestock designed to support joint health utilizing patented technology. Joint Juice supports sustainable soundness and mobility while it lubricates joints. It contains MHB3®, a patented high molecular weight hyaluronic acid.

VitaFerm Conserve® CTC 3G – 50 lb bag

This VitaFerm product also charted a 67% growth. It’s a vitamin and mineral supplement for beef cattle with CTC designed to support herd health and performance while conserving cost. It features a complete, but economical vitamin and mineral package and contains CTC for control of anaplasmosis.

DuraFerm Goat Concept•Aid® – 50 lb bag

In the small ruminant line, this product grew by 39%. This free-choice vitamin and mineral supplement for goats is designed to support reproductive success. It supports embryo production and conception using organic trace minerals, while high levels of vitamin E assist in reproductive tract repair.

Vita Charge® Clench Gel – 30 mL

This rapid-response product grew in sales by 22%. Clench is a gel for all livestock designed to support normal digestive function during occasional diarrhea/scours. It contains MOS to help normalize gut microflora and support the immune system and electrolytes to support rehydration. It also has Amaferm, to enhance digestibility. Like all Vita Charge and Sure Champ products, it can be used on show livestock without testing and doesn’t interfere with antibiotics.

As you can see with a range in growth across product lines from 22% to 151%, the BioZyme family of brands truly does offer something for every customer. We recommend stocking some of these high-margin, more popular products to make sure that your sales continue to grow into 2024 and beyond.

Marketing materials or signage are now available in the SAMM Center (Signage, Apparel, Marketing Materials) in the Online Dealer Center. These branded materials, in one location, make your marketing even easier than ever.

Letters from Lisa

What Did 2023 Mean to Me? 

As we enter a new year, I always like to reflect on the past. 2023 was a year of recovery in many ways. To be honest, for me, 2022 went by without any real intention, but more so I was merely trying to make it from one day to the next. Grief is a funny thing; it sneaks up on you and doesn’t really care what you need or where you are trying to go. 

I was quite happy and relieved when I made it to 2023, hoping things would at least start moving week to week, not only day to day. And as He always does, God delivered. BioZyme has taken advantage of this time and accomplished many items that will have a significant impact on our very bright future. They include: 

  1. Tripling our fermentation and downstream capacity and ensuring that capacity allows for the most complex and impactful fermentation possible. This will ensure we can continue using fermentation and the knowledge we receive from it to develop passionate solutions for undeniable impact. 
  1. Restructuring the company governance to have a dynamic, experienced board of directors that represents all the opportunities and challenges BioZyme faces – industry, science, use of funds and historical perspective. 
  1. Expanding the manufacturing and sales teams so we have the mental and physical recourses to not be reactive but proactive and working to be amazingly predictive. 
  1. Getting our market channels better defined so we can help animals through all of our abilities, including nutrition, health, additive technologies and manufacturing expertise.  This has resulted in two new divisions: animal health and toll manufacturing (pelleting, minerals, fermentation/DSP, liquids and gels) both of which have a very bright future. 
  1. Expanding our operation to have an equine-safe line. This separate line allows us to manufacture in a 100% safe environment from a horse’s perspective. This also allowed all our manufacturing, outside of the tubs, to be in-house. This accomplished goal is one we have had for a few years. 
  1. Always looking ahead with intention, to ensure we don’t miss a chance to grow as humans in providing care that comes full circle in all that we do. 

In 2024, we’ll set our sights up high,  

With dreams as vast as the endless sky.  

The future opportunities, we can’t deny,  

A world of success will be nigh. 

In every heart, a burning desire, 

To reach higher, to aspire.  

In this year, we won’t tire,  

For hard work is what we require. 

We’ll innovate, create and explore,  

To open new pathways and unlock the door.  

Challenges faced, we’ll conquer and more, 

The future’s success, we’ll surely implore. 

With diligence, hard work, and funation,  

We’ll build a cool but thankful foundation.  

In 2024, a global celebration,  

Of progress, growth and realization. 

In our strategies, willingness to change and graphic arts,  

We’ll make our mark, playing our parts.  

While innovation will set us apart,  

Always working toward a brighter future and a fresh start. 

So let us march into this year, with hope and purpose, without fear.  

In 2024, success will be clear. 

How Dealers Can Work with ASMs to Plan their Growth

“The nature of life is to grow,” said Maharishi Mahesh Yogi. This famous quote suggests that growth is an inherent characteristic of life itself.

Long-time BioZyme® Area Sales Manager (ASM) Chris Kyle offers some advice when it comes to setting a growth goal for the approaching year. Kyle, who works with dealers in Arkansas, Louisiana and east Texas said he encourages his dealers to start thinking about the budgeting and planning process for the next year at the beginning of Quarter 4 the year prior.

“I usually start putting that reminder out there by the first of October. Then around the end of October or first of November, I like to sit down with my dealers to talk through how they see their sales going for the next year,” he said.

Be Strategic to Grow

Kyle offers advice to dealers as they think through and establish their sales goals for the next year.

First, they look at the current year’s sales. Now, it is time to set the bar a little higher and forecast growth. Kyle said individual dealers’ goals will vary and should align with their action plan and what level of BioZyme dealer they strive to become.

Sales growth can come in a variety of different forms. Revenue can be created by introducing new BioZyme products or brands, obtaining new customers within the same markets serviced in the past or selling more products to existing customers.

The BioZyme family of brands offers ample opportunities to introduce new products into a dealership. In addition, BioZyme’s new product development team works diligently to add new products to its lineup each year, ensuring you always have new opportunities for growth.

These products can be sold to new customers or even existing customers. With the recent Vita Charge® Cattle Drench campaign, several dealers increased sales by offering this product to existing VitaFerm® or Gain Smart® customers.

Finally, consider new business opportunities that you might have. Did you have a new producer move to your sales area? Will you have a producer meeting and invite prospective customers? Kyle’s experience shows that both these help his dealers increase sales, especially in the spring and fall.

Want to grow in 2024? Ask your ASM to schedule a time to help plan your action.

Making The Most of Chick Days: Chicken Products, Sales Strategies and The Value of Planning Ahead

As any seasoned dealer can tell you, Chick Days is more than a routine—it’s a boom or bust moment for any vendor in the world of chicken products. As a dealer or feed store owner, you’re not just witnessing a surge in demand; you’re at the forefront of a thriving market. That means there’s genuine opportunity there that you might not initially realize. 

Chick Days isn’t just a blip on the calendar; it’s an opportunity for those well-versed in the nuances of poultry commerce and products. In this blog, the BioZyme team is diving into the intricate dance of supply, demand and consumer behavior during this pivotal period. Let’s be frank: as dealers, you are the experts in what your consumers want. You know your community better than we do. That’s why we aim to provide insights that resonate with the seasoned dealer. Our goal is to offer strategies to fine-tune your approach and extract the maximum value from Chick Days. 

And if you’re new to Chick Days and are looking to get an insight into how to best set up your operation for success, we’ve got you covered. This guide is not only intended to be practical but a tool for everyone. Let’s navigate this season together, leveraging your industry acumen to make Chick Days not just profitable but a standout chapter in your business story. 

What’s So Special About Chick Days? 

Chick Days are a period marked by increased interest in chicken products—typically involving the sale of live chicks to enthusiasts and farmers. 

But it’s more than just about buying chicks. This tradition, rooted in the agricultural calendar, serves as a bridge between winter and spring. It signals not only a practical approach to poultry farming but also a cultural celebration of renewal and growth. It’s more than a fun seasonal event—it’s an annual agricultural milestone. It’s also a dynamic sales period. 

Seasonal trends vary based on factors like geographical location and evolving consumer preferences. Understanding these fluctuations is essential. Are backyard enthusiasts looking for specific breeds? Is there an uptick in demand for organic feeds? By deciphering these nuances, businesses can tailor their offerings, aligning with the pulse of consumer behavior during Chick Days. 

Planning for Chick Days 

For the seasoned dealer or feed store owner, Chick Days necessitates a strategic approach. Anticipating the ebb and flow of demand, optimizing inventory and crafting targeted promotions are imperative for success during this critical season. Strategic planning ensures businesses don’t merely navigate Chick Days; they thrive. 

Check out our Starter Guide for Baby Chicks

Our Tips for Ensuring Successful Chick Days for Your Business 

Tip #1: Consider Your Customers 

Identifying your target customers during Chick Days is pivotal. Are they seasoned farmers, backyard hobbyists or first-time enthusiasts venturing into the world of chicken products? These customers are looking for different things from their dealers, and you can service all of them if you’re strategic. 

Customer Preferences for Chicken Products 

This may sound like a lot of work, especially if you’ve run Chick Days in the past, but where there’s products to sell, there’s more money to be made. With that in mind, it’s important to think about what different types of customers may be looking for. Experienced farmers may gravitate towards heritage breeds, valuing their resilience and self-sufficiency. Hobbyists or first-time buyers are likely to prioritize organic or high-end feeds, as they want to guarantee success and don’t know all the ins and outs of caring for chicks. 

It also doesn’t hurt to take some time to examine accessory trends. For instance—novel coop designs, automated feeding systems or eco-friendly bedding options. While not all of these will be right for all your customers, they can be a great source of additional profit. That being said, don’t make investments that don’t match your community’s needs. If your customer-base is exclusively long-standing chicken producers, you don’t need to go all-in on chicken products for first timers. 

It’s important to make these considerations to ensure you’re pre-empting demand. 

Tip #2: Create A Stellar Lineup of Chicken Products 

Beyond live birds, dealers can enhance their product lineup with a comprehensive array of essential supplies and accessories. This encompasses coops, nesting boxes, bedding and other coop management essentials. Creating an all-in-one shopping destination ensures customers have convenient access to all chicken products required for a successful poultry-raising experience. 

The Value of Nutritional Supplements and Feeds 

The nutritional well-being of poultry is a top priority for backyard enthusiasts and farmers alike. Dealers can elevate their offerings by including a range of nutritional supplements and feeds. This includes specialized feeds for different life stages, ensuring optimal growth and egg production. Nutritional supplements, such as those promoting digestive health and immune support, add a layer of care to the product lineup, providing customers with comprehensive solutions. 

BioZyme offers a variety of excellent supplement products through our Backyard Boost brand that you can steer customers toward! 

Backyard Boost Products Include… 

Backyard Boost® Defense 

A liquid supplement for poultry designed to support digestion and a healthy immune response. Backyard Boost Defense contains AO-Biotics® Amaferm®, a prebiotic research-proven to enhance digestibility and provides nutrients needed in times of stress. By adding this green liquid to their fresh water daily, you will promote water intake and hydration. 

Backyard Boost® Daily Essentials 

A pelleted protein supplement for poultry designed to maximize digestibility and egg production. Backyard Boost Daily Essentials also contains Amaferm. Additionally, it contains AO-Biotics® EQE, a postbiotic research proven to enhance egg quality and production. This supplement also provides nutrients needed for overall well-being. 

Backyard Boost® Busy Balls 

A prebiotic treat to help bounce boredom, we designed Backyard Bost Busy Balls to maximize engagement among backyard chickens and improve overall quality of life. Busy Balls also contain Amaferm, making them a powerful tool to supplement nutritional deficiencies and improve overall quality of life for a coop. 

Tip #3: Merchandising for Brick-&-Mortar Stores 

Now this is a subject that the BioZyme marketing team has A LOT to say about. Not just because we’re a big fan of our own work, but because it genuinely improves results for dealers at the checkout counter. And we believe that’s what you deserve. 

If you’re looking to make a killing on chicken products during Chick Days, effective merchandising is more than arranging shelves. It’s all about creating an immersive experience. A well-merchandised store isn’t just a place to buy supplies—it’s a hub engaged customers will want to spend money and acquire information. How do you make that happen? 

Eye-catching Displays and Signage 

Transform your store into a shopping destination with displays. Eye-catching arrangements draw customers in, highlighting the diverse array of chicken products you have available. They also make your store look better and more reputable across the board. You can even be strategic about how you place signage, subtly guiding your customers through the available offerings you carry. 

Create Themed Sections for Ease-of-Access 

In particular, many dealers have success organizing their store with themed sections that mirror the journey of raising chickens. This not only simplifies the shopping experience for customers, it makes it easier for you to keep track of what you’re selling the most of. 

Educate Customers About Products In-Store 

Knowledge is key—empower your customers with information about each product. Engage them through interactive displays and informative signage. We also encourage staying up to date on product details so you can have informed conversations with them! An educated customer is a confident customer, more likely to make purchases that ensure the success of both their flock and your business. 

Check out this blog for additional retail merchandising tips

Tip #5: Think Digitally 

We’re more than willing to recognize that this tip is easier said than done for a small operation. Especially if your customer base is older and less likely to use the internet to keep current on deals, seasonal events and purchasing information. But learning to take advantage of e-commerce platforms or social media to announce available chicken products during Chick Days can be a real boon to your business. 

You can consider running special deals on certain chicken products or allow customers to reserve purchases ahead-of-time online. You could even create social posts highlighting your store to potential users looking to partake in Chick Days. Being easier to find and engage with online will almost always help your sales numbers. 

Advice from an Expert… 

To provide you all with a little more usable information, we consulted with Content and Digital Strategy Manager John Sprong, our resident web marketing expert. 

“If you’re a small dealer servicing a smaller community, it’s important to recognize your ability to reach new people online is going to be modest. It might not be worth the man hours necessary to execute a small campaign for your business. But if there’s a real chance you can reach a larger, untapped audience, make sure your investment is meaningful. Link back to your business’ website, run a countdown ‘til the start of Chick Days, send reminder emails. You might even consider creating a special promotion for the event, and reposting your store’s address to help new folks find you.” 

“I recognize this isn’t going to be practical advice for everyone, but if you have a website, you want to create as many opportunities for your customers to engage with you digitally as possible. This can be through exclusive online deals, eblasts to loyal customers, or Facebook posts that you send out prior to the start of Chick Days. You want to highlight your chicken products, and why consumers should turn to YOU.” 

As Sprong stated rather succinctly, “what matters is planning ahead and following through on that strategy.”   

Tip #6: Encourage Customer Engagement 

As most dealers already know, engaged customers are the heartbeat of a successful business. That’s why great dealers don’t only focus on transactions. They create passionate consumers. This may sound a little hokey, we know, but it’s worth thinking of your business as a community in-and-of itself. This can transform chicken product sales during Chick Days into sustainable, year-round revenue. But how do you do that? 

Build a Community Around Chick Days 

Transforming Chick Days from a transactional event to a community celebration is an investment in the longevity of your business. We have found that small dealers thrive by fostering connections, creating spaces where enthusiasts can share experiences, tips, and the joy of raising chickens. So, what does that look like? 

Involve Your Customers 

Empower your customers to share their Chick Days journey. This can be powerful online, or even in the store. Everything from posting testimonials, leaving business reviews or sharing photos, videos and posts about their journey raising chickens. If you care about their experience, they’ll come back to keep buying from you. It can also do wonders to help encourage other people online to pay you a visit and spend money with you. There’s no better advertising than an enthusiastic customer! 

Think About a Customer Loyalty Program 

Loyalty is a two-way street. Implementing a customer loyalty program not only rewards purchases but also acknowledges engagement. From exclusive Chick Days previews to special discounts, valuable incentives can be a key driver in new business. Who wouldn’t want to be a dedicated customer with a dealer that values them? 

Tip #7: Encourage Feedback 

If you’re a small operation looking to make the most of this Chick Days and improve in the years to come, there’s no better compass than your customers. This holds true for larger dealers and feed stores, too. Nobody knows whether your customers are getting what they want better than your customers. 

That’s why if Chick Days come to a close, and you’re wanting to take stock of what worked and what didn’t, turn to your customers. It’s possible their feedback doesn’t give you much direction. Lots of folks might not be comfortable sharing their unfiltered opinion. But there’s real value in asking for honest feedback. 

Maybe you didn’t have the chicken products they were looking for, or the layout of your store could use a little bit of fine-tuning. All of that is useful information. But also, it lets your customers know that you care about their experience. More than that, it showcases that you want to serve them better in the future. So, even if you get nothing but glowing reviews, checking in with the people you serve can be a great way to ensure you get repeat customers next Chick Days. 

BioZyme Can Help Make the Most of Chick Days 

If you’ve read this blog and are feeling overwhelmed about prepping for Chick Days, don’t worry. BioZyme is here to help. Most standardized retail merchandising supplies can be requested through the Online Dealer Center or through your Area Sales Manager. There are exceptions. 

To request Backyard Boost display boxes, email Sam Albers at salbers@biozymeinc.com, with your dealership name, the type needed (Backyard Bird or Songbird) and quantity needed. These will be delivered to you by your ASM, preassembled. 

Have an idea for something you’d like to see? Submit a Marketing Request or watch the Dealer Facebook page and VISION newsletter for more merchandising material in the future or to ask for help. 

Planning is Vital to Tracking Today’s Livestock Show Schedule 

It’s the most wonderful time of the year. . .yes, people are gearing up for the holidays. But in the show livestock world, they are also preparing for livestock shows.  

Yes, jackpots are now basically year-round, and the winter majors are happening soon. The livestock show schedule is a crazy, never-ending loop. So, how do breeders and exhibitors prepare? It all comes down to planning. 

Regional Livestock Show Schedules 

Livestock show schedules happen on a somewhat regional basis. In many parts of the U.S., including the Midwest, plains states and coasts, county and state fairs happen in the summer through the fall. This allows young people to take advantage of the summer months, when they are not in school, to work with their animals and attend weeklong county fairs and junior nationals. 

However, in Texas, the leading state for livestock shows based on number of animals shown, the well-known “Texas Majors” happen in the winter through spring. The Southwestern Livestock Exposition, commonly known as Fort Worth kicks off this string of multi-species major livestock competitions in January. 

Other southern states like Georgia, for example, start showing new projects just like they do in Texas in November and December. These first-time projects are getting their start now and will wrap up in late spring. 

Check out our list of shows at the end of this blog HERE.

Impact on Breeders 

Regionalized livestock show schedules allow for some breeders to have year-round marketing outlets. For instance, those who raise show pigs can breed for and farrow summer pigs for those in the south who need pigs that will finish in the winter and spring. Since sows have a shorter gestation length than a cow, they can have on average 2.57 litters per year. Thus, realistically a sow will have two litters of pigs, which means show pig breeders will have the opportunity to market to two different sets of clientele.  

Of course, cattle breeders don’t have that luxury; but cow-calf producers either fall or spring calve, and there are always options available for exhibitors. 

Livestock Show Schedules Run on Exhibitor Ages 

For most breed associations and youth programs like 4-H and FFA, there are age minimums and maximums for the participant. Depending on the organization and the location, most of the ages are by January 1. However, some of them are set by the actual show date or another date, like September 1. Always be sure to read and know the particular show guidelines set forth by the show or organization.  

You don’t want to get to a show and realize that your son or daughter is not the correct age to show, after you have invested the expense and time into a show project. Read and reread the rules carefully and keep them with you in case you have any questions or concerns. 

How Can Dealers Help Exhibitors Power Champions? 

It is important for dealers to help their customers power champions by keeping a full line of Sure Champ® products stocked during your particular show season. If you live in an area where shows happen year-round, you want to keep the staples like Liquid Boost®, Sure Champ® Joint Juice, Sure Champ® Cattle and the gel products on hand.  

If you have shows in primarily the summer months or live in a warmer, southern climate be sure to have Sure Champ® Extreme with ClariFly® stocked, as that multi-specie product is a crowd favorite in the heat when flies become a challenge. 

Take Advantage of Tools For Success 

Need help promoting these Sure Champ products? We have got you covered there too! Visit the SAMM Center to request all your marketing materials and literature. 

Do you use Promoboxx? Promoboxx is free to our dealers, and we have social media posts already created for these products. Use these to your advantage! If you don’t have Promoboxx, sign up today. It simplifies your social marketing and offers you posts across all of the BioZyme family of brands. You can find more information about Promoboxx under the Marketing Tab in the Online Dealer Center

Tracking livestock show schedules in your area can be a challenge. However, with proper planning you can help your customers power their champions by providing the products they need from Sure Champ. You can also provide a list of upcoming shows. Nearly every show has a social media site, so follow or like the show on Facebook or Instagram so you can keep up with deadlines and dates, and perhaps post those dates on your own social media as a service to your customers. Although many states have a show of some kind on every weekend, we have provided a list of national shows for you to have handy for you to track.  

Featured BioZyme Team – Cogent Solutions Group

Cogent Solutions Group was founded in 2005 in Lexington, Kentucky, with its early focus on the equine industry. From the very onset, Cogent has developed products with proven efficacy. The company’s focus is unique in that during the product development process, it emphasizes focus on addressing the underlying issues of challenges that humans and animal face – rather than just relieving symptoms. Ultimately, its corporate goal is to improve the quality of life of its customers and their animals by upholding the “care that comes full circle” model. BioZyme acquired Cogent in the summer of 2018. Both companies are founded upon proprietary fermentation-based ingredients. Both uphold the highest quality standards, aiming for safe, accurate products ALWAYS. And both believe in only putting forth products and ingredients that are backed by research that do what they say they will do.

At Cogent, a large percentage of its business is dedicated to contract manufacturing relationships. Cogent’s expertise lies in its ability to take an idea, formulate it, test it, scale it up and adapt its production to suit the needs of its vendor.

Currently, Cogent focuses primarily on manufacturing liquids of varying viscosities from the consistency of water up to a thick gel. They are able to adapt to filling multiple container types and sizes, based upon the vendors’ needs and wishes. In the summer of 2018, Cogent worked to transition all existing BioZyme paste products to water-based gel formulas. That conversion improved:

  • Product consistency across different environments (extreme temperature doesn’t affect the consistency of gels like it does paste)
  • Ease of administration (no more getting stuck in the tubes)
  • Homogeneity & dosing accuracy of the full spectrum of ingredients
  • Product texture (animals seem to prefer the smoothness of the gel over the paste)

Cogent Solutions Group manufactures a unique high-molecular weight hyaluronic acid formula calledMHB3®Hyaluronan. MHB3 is a high molecular weight hyaluronic acid patented & proven for the support of GI tissue integrity, joint, and bone health. It has eight U.S. patents for joint health support (osteoarthritis, bone spurs & more).

Several BioZyme products are powered by MHB3, including:

  • Vitalize®Alimend®
  • Vitalize® Hyaluronex®
  • Sure Champ®Joint Juice
  • Vitalize®Trixsyn®Canine & Trixsyn®Canine Performance
  • Vitalize®Trixsyn®Feline

Cogent also sells and manufactures products for humans, including HyaGlo®, a skincare line, andBaxyl®, supplements for joints and digestive health. To learn more about these products, visit baxyl.com and hyaglo.com

Do you want to carry Baxyl or HyaGlo in your dealership? To get signed up as a wholesaler call (816)238-3326 or visitcogentsolutionsgroup.com/bz-dealer