2/20/2008 V-C-1
USING THE INTERNET TO YOUR ADVANTAGE
The emergence of global trade, increases in foreign investment and cross-border transactions have put many
small businesses under pressure to find innovative ways to continue to market their products and services. This is
especially difficult given that they often operate on tight marketing budgets. Purebred seedstock operations are no
exception.
In the quest for cost efficient marketing alternatives, many seedstock operations continue to focus on
conventional print advertising tools such as newspaper, livestock publications and breed magazines, paying little
attention to the advantages that internet promotion can offer. This preoccupation with conventional marketing
strategies is often driven by a misconception that these promotional tools are cheaper and or/more effective than
internet promotion. Internet promotion, however, may prove to be the marketing tool that generates the highest return
on investment in many situations.
For most seedstock producers, marketing or promoting their genetics or services via the internet can be a
daunting task. However, with adequate preparation and planning seedstock programs can benefit significantly from
internet promotion. All promotion options should be evaluated in building a marketing plan, and the best alternatives
will not necessarily be the same for every seedstock enterprise.
THE ADVANTAGES
Internet Promotion is Real
The Internet has become the information superhighway for the buying public. Today, most people use the
internet the way we all used to use the yellow-pages of our phone books. But, with a few clicks we can beyond
merely finding a product or business to actually researching products, companies, and any other conceivable topic.
As fuel prices continue to rise, so will internet use. Commercial producers, purebred breeders, junior exhibitors all
turn to the internet for finding the information they want, when they want it. If they are looking for what you have to
offer, you want to make sure they can easily find you.
Internet use in marketing seedstock cattle has even advanced beyond mere promotion. Most breed associations
and many other cattle websites offer seedstock cattle through internet classified advertising. And, merchandising
seedstock directly over the internet through online auctions is becoming more popular every day.
Internet Promotion is Real-Time
Websites act as a virtual sales team that never sleeps, allowing potential customers to access your operation
around the clock from wherever they happen to be. Internet promotion gives a seedstock operation greater visibility at
a relatively low cost. Accessing and transmitting information has never been faster or less expensive. Email makes
communications with your customer instant and easy, whether the customer is across the county or across the
globe., Email newsletters, blogs, pop-up and banner ads, as well as numerous other online marketing tools can be
used to let customers know about new products or services in less time than it takes to drive a batch of printed
brochures to the post office – after you’ve spent weeks getting them developed and printed.
Internet Promotion is Timeless
Internet promotion also provides the advantage of being enduring. Whereas participation at a trade show or field
day loses much of its impact when the event is over, and a print advertisement loses its value as soon as the next
issue of the publication is released; internet promotion is often timeless. Except for information that is tied to a
particular sale or event, much of your basic website content can remain valid for years, only requiring an occasional
‘freshening’.
Internet Promotion is Measurable
One of the most significant advantages of internet promotion is that its impact can be measured more accurately
and more easily than many traditional advertising avenues. Online tools are available that provide real time statistics
on unique visitors, repeat visitors, and click through rates (CTR) on advertisements for evaluate the effectiveness of a
promotional campaign. This enables marketers to determine what works for their particular market and to make timely
changes in their marketing strategies.
THE DISADVANTAGES
As with any marketing approach, internet promotion is not without its risks and weaknesses.
Success is Not Automatic
With hundreds of seedstock businesses offering similar genetics and services, competing for ‘traffic’ can be a
challenge. You need potential customers to find you before they find someone else. Competing with more established
operations can be frustrating and even costly. New operations often have to employ additional promotional tactics to
drive traffic to their sites.
