Marketing, Consignment Sale Strategies and Bull Selection: Prime Topics at Longhorn Breeders Seminar - TLBAA Board Meetings Announced - Dixie Classic Phone Number Correction - 2008 NTLBA Spring Show Judges Announced! - Drought Conditions Update
Marketing, Consignment Sale Strategies and Bull Selection: Prime Topics at Longhorn Breeders Seminar
“From the time we are in the crib, we are in sales,” Trails Editor Brenda Cantrell said to over 80 Longhorn breeders. “We are screaming and crying to get someone to notice.”
 |
Trails Editor Brenda Cantrell gave a presentation about marketing Longhorn cattle using the many tools the TLBAA has to offer. |
Cantrell, shared her 25-plus years of marketing and publishing experience, with the seminar attendees at the recent Longhorn Breeders Seminar, hosted by Paul and Mari-Kathryn Braswell, Forestburg, TX, in West, TX, on February 9, 2008. The main concept of her presentation regarded the need for a well-designed and strategy-filled marketing plan.
“From the time we are in the crib, we are in sales,” Trails Editor Brenda Cantrell said. “We are screaming and crying to get someone to notice.”
She asked everyone to describe his or her breeding program in one sentence. From that Cantrell then described how they should implement that sentence into the overall direction of their marketing plan.
According to Cantrell, knowing the market for your product is understanding where the market is. She said that breeders should ask themselves, “How am I going to react to the market when it is going down and coming up.” Key to planning for the up’s and down’s of the Longhorn market is having a good strategy instilled in a marketing plan. “All of these things take discipline,” Cantrell said. “Discipline to have a plan and work your plan.”
Cantrell explained that the TLBAA has many tools to help the breeders reach their target market, including:
- The Texas Longhorn Trails Magazine – “The Official Publication of the TLBAA”
- Consignment Sales
- Networking Opportunities
- E-Trails/Web site
Cantrell highlighted that the Trails is distributed at events across the country every month and is a high-quality publication dedicated to the TLBAA membership. The Trails graphics department is staffed with experienced professionals who, at times, can work miracles with breeder’s advertisements. She offered a few tips to help breeders develop print advertising that will help them break out from the crowd:
- Keep it simple – a great photo with minimal text helps an ad stand out
- Use color creatively
- Create a headline that grabs
Consignment sales were another important portion of Cantrell’s presentation. She said that the sale is a place for breeders to network with other breeders and prospective clients. Preparing to attend any event is important. “Before you go to an event, I would encourage you to think about what you want to accomplish there.” Cantrell suggested actively introducing yourself to new members or getting to know other breeders and more importantly what they like in cattle.
“All of these things take discipline,” Cantrell said. “Discipline to have a plan and work your plan.”
Throughout her presentation, Cantrell offered insights and several examples on photography, copy writing and design for ads, brands and the overall image of what they want the market to know about their product.
The TLBAA offers many opportunities to network through shows, sales, seminars, Affiliates and various meetings throughout the year. “By becoming involved in any of these areas the breeder is able to penetrate the market with their unique message,” Cantrell said.
After concluding her presentation, Cantrell answered questions from the audience and then TLBAA Board Member and Chairman of the TLBAA Breed Advisory Board Dr. Bob Kropp, Perry, OK, began his portion of the seminar.
 |
TLBAA Board Member Dr. Bob Kropp, Perry, OK, addressed the audience concerning the subjects of body conformation and consignment sale strategy. |
“Consignment sales are designed to offer breeders a marketing outlet for their product,” Dr. Kropp said. “However, most breeders approach consignment sales in the wrong manner. Instead of selling their culls, breeders must offer a good product to entice potential customers to look at their program as a source of quality livestock. Every breeder must determine whether they want to be a “Collector” and not sell anything or be a “Business Person” and market their animals to other Texas Longhorn breeders”
“It becomes really important to expose your product to the market place as soon as you possibly can,” Dr. Kropp said. “Consignment sales should be viewed as promotion and advertising for your business – Texas Longhorn cattle.”
“The hardest lesson to learn in the seedstock industry is that your opinion in terms of type and kind of animal that is considered “best” doesn’t really matter,” Dr. Kropp said.
He also noted that consigning high quality animals will impress potential customers in attendance and will often entice them to contact you for private treaty purchases. However, if a breeder only consigns their culls, then potential customers will not be impressed with your offering and are not willing to contact you for future purchases.”
Dr. Kropp agreed with Cantrell that a breeder has to have a strong plan and strategy for consignment sales in the Longhorn industry. The number one reason why most people falter at consignment sales is that they don’t plan.
 |
James Turner, Conroe, TX; Seminar Sponsors Theo and Gail Kocian, Hallettsville, TX. |
“In order to represent your breeding program in a positive light, your goal should be to consign cattle that would be in the upper 25 percent of the offering in previous sales,” Dr. Kropp said. “All sales have a history. Be knowledgeable of the previous sale averages and consign animals that should bring more than the average in previous sales. When people leave the sale, your goal is for people to comment in a favorable manner about the quality of your consignment.”
 |
Michelle Enriquez and Danny Alba, Manor, TX. |
As for what a breeder should consign, Dr. Kropp said, “The hardest lesson to learn in the seedstock industry is that your opinion in terms of type and kind of animal that is considered “best” doesn’t really matter. A breeder must produce a product that the customer wants, needs and desires. The customer determines what “best” is. You’re not going to convince a potential customer to purchase something that they don’t want, especially in the short term.”
“It becomes really important to expose your product to the market place as soon as you possibly can,” Dr. Kropp said.
He also emphasized, “It is your job to market your animals. The association is not responsible for marketing the animals for every member of the association. The association can provide the market outlet (consignment sale), but it is the responsibility of each individual breeder to merchandise their animals.”
“The hardest thing for you to do at your home is to price your product,” Dr. Kropp said. “The easiest way to learn how to price your product is to consign an animal to a consignment sale and let the buying public determine a fair market value for your product.”
After a lunch of chicken salad and ham sandwiches, the seminar reconvened to discuss body conformation and fertility in the breed and afterwards moved outside for live cattle demonstrations.
 |
A birds eye view from the catwalk during the live animal evaluation at the Longhorn Breeder Seminar. |
“Often you can get some cattle discounted, such as broken horns, but it doesn’t hurt their breeding value,” Dr. Kropp said.
During the cattle viewing Dr. Kropp pointed out distinct characteristics of the Longhorn that affected breeding programs and the market values of the animals. He pointed out to the attendees to pay close attention to teat development, hook-pin bone development, horn length, coloration and conformation. Dr. Kropp highlighted that the aesthetic value of the animal will at times determine the quality.
Dr. Kropp then told a story about a cow he purchased for another person that broke a horn in transit. When the owner refused to accept it with a broken horn, Dr. Kropp paid for the animal with his own money and took it to his ranch. “One Horn”, as Dr. Kropp called the heifer, in turn raised him numerous quality animals.
Seminar sponsor Gail Kocian, Hatlettsville, TX, said, “I’m glad he’s bringing up a lot of points about the overall cow, not just the horns.”
While the attendees viewed the cattle Dr. Kropp said that a breeder should be able to find their herd’s base characteristics from this demonstration. He suggested that horn measurements and weights be computed to find the prime cattle among the calf crop, thus enabling a breeder to determine where his herd is and where his herd could grow. At this point Dr. Kropp recommended that breeders implement a very strict and mathematically based culling process.
Dr. Kropp then recommended that breeders pay close attention to the bulls they are using on their cattle. “Herd bull use and selection is 100 percent of your herd improvement.”
 |
TLBAA Board Member Dr. Bob Kropp, Perry, OK; Seminar Hosts Mari-Kathryn and Paul Braswell, Forestburg, TX. |
When choosing a herd bull, Dr. Kropp said, “The mother of that bull has to be tremendous. At El Coyote Ranch, there are only a select group of females that are eligible to have bull calves that are retained as potential herd sires. The primary objective of a herd bull is transit maternal influence to his daughters that might be herd replacement females. A herd bull must have a superior mother and grandmother.”
“Herd bull use and selection is 100 percent of your herd improvement,” Dr. Kropp said.
“If you have a cow that’s not worthy of being the mother of your herd bull, then don’t keep a son as a herd sire,” said Dr. Kropp
As for bull rotation in a Longhorn herd, Dr. Kropp said, “I think of a bull, typically, as a four-year property. About 30 days before you put a bull on females, get his semen tested to make sure he is not shooting blanks, that his semen is viable. If I’m going to use a bull next fall, I’m going to test his semen going in and coming out [of the breeding season].”
In the future Dr. Kropp said that he hoped sire selection would become as popular as it is important. “I’d hope one day we could have a herd bull prospect sale, featuring outstanding young bull calves with superior pedigrees, outstanding horn development, great color and excellent conformation. Breeders could come to the sale and evaluate numerous bull calves that might be of value to their breeding program. However, today, this is not possible. Most breeders are not in the market to purchase bull power for their program and the bull is the most important animal on the ranch.”
"If I’m going to use a bull next fall, I’m going to test his semen going in and coming out [of the breeding season],” Dr. Kropp said.
As the audience absorbed the information provided by Dr. Kropp and Brenda Cantrell. Seminar sponsor and TLBAA member Gail Kocian, Hatlettsville, TX, said, “I’m glad he’s bringing up a lot of points about the overall cow, not just the horns.”
Dr. Kropp said about the purpose of the seminar, “What we try to do is get you to a point where you can make knowledgeable decisions.”
An extended version of this aritcle will be published in the April Trails. Look for information about the next Longhorn Breeder Seminar in an upcoming issue of the E-Trails. See photos from the seminar in the E-Trails Web Gallery.
TLBAA Board Meetings Announced
June 6, 2008 – Fort Worth, TX, venue to be determined
October 16, 2008 – Fort Worth, TX, venue to be determined
January 15-16, 2009 – Fort Worth, TX, venue to be determined
Dixie Classic Phone Number Correction:
On the back cover of the February Trails, Maurice Ladnier’s area code in his phone number for the Dixie Classic Sale was printed incorrectly. It should read (601) 762-5194.
2008 NTLBA Spring Show Judges Announced!
March 7-9, 2008, Glen Rose, TX
Please call Trigg Moore at 254-396-5592 or TriggM@Triple-T-Longhorns.com for more information.
2008 NTLBA Spring Show Judges:
Dr. Bob Kropp – Youth
John T. Baker – Open and Non-Haltered
Below is a list of activities planned:
Show Calf Clinic
Youth Judging
Friday March 7 – Move in
Saturday March 8 – Haltered/Non-Haltered
Sunday March 9 – Youth Show
PROGRAM DEADLINE IS MARCH 1, 2008
MAKE PLANS TO ATTEND!
Return to Top
Drought Conditions Update
Click here for information about the seasonal drought conditions and updated national drought information directly from The National Oceanic and Atmospheric Administration (NOAA). Here is an additional weekly drought monitor from NOAA.
Weekly Hay Report from the Texas Department of Agriculture
Click here for information about the seasonal drought conditions and updated national drought information directly from The National Oceanic and Atmospheric Administration (NOAA). Here is an additional weekly drought monitor from NOAA.
Weekly Hay Report from the Texas Department of Agriculture
Compared to last week: Prices remain mostly steady this week, with more movement and trade activity noted. Producers are still trying to clean out barns to make way for new crop. Although, that may be more difficult for some who still have a lot of hay out in their fields, especially those in the Central and Southern areas. Reports have been made of increased pressure on selling the lower quality hay. Producers are beginning to apply herbicides and fertilizers and renovating pastures. Comments have been made that fertilizers have again increased in cost this year. Most areas remain in a dry spell and are experiencing windy conditions, and more burn bans and fire warnings have been put into effect. Some are expecting moisture this weekend, and it will be a relief to receive some. Supplemental feeding continues. Soil moisture is rated as very short to adequate, with most reporting short. Rangeland and pasture conditions are very poor to adequate with most at fair.
The State of Texas Department of Agriculture has the Hay and Grazing Hotline set up for buyers and sellers. The number is 1-877-429-1998. The Web site for TDA is www.agr.state.tx.us. For a hay report from a state other than Texas, click here.
