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Offline knabe

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marketing
« on: November 09, 2007, 11:43:50 AM »
i have built a small cluster of customers for meat from my PB maines. trying to think of a hook.  i live in hollister ca, not the same as hollister clothing, that's down south, and the same founder of the town i'm in, confusing, but oh well.  area was know for hay, used to transport by the trainload in days gone by. high school is the balers.  anyway, since it's just a hobby and basically loses about 5-10% head, i've basically sold it as a loss leader.  not trying to be organic, but don't feed antibiotics, hormones, stimulants etc, as the people who want this will pay more.  hot carcass organic hogs get $6.00/lb out here, chickens almost as outrageous.  feed free choice hay, grain twice a day and free access to pasture.

one hook my brother came up with is to name it hollisteers and come up with a logo.  his wife is a maid whose name is mary and he came up with the name maid mary.  just wondering as i'll be feeding heifers too next year if the name is confusing, or that it doesn't matter since the people i'm selling to don't even know what a heifer or steer is.  tyring to go to the next step and offer pricing somewhat in between the supo expensive grassfed beef, and ranchers reserve at safeway.  steers/heifers have at least 4/6 tenderness genes, and 2-4/8 of the marbling and quality grade markers.

don't really want to blur the line as the organic purists would call it between organic and non-organic for lack of a better term.   some of you are direct marketers.  any ideas?
"The generation that told us to question authority, has now become the Authority we cannot question!"

Offline SRU

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Re: marketing
« Reply #1 on: November 09, 2007, 12:00:10 PM »
"Unforgettably Fresh" San Benito County Natural Beef
IF HYPOCRACY WERE AN ENERGY SOURCE, WE COULD DRILL IN CONGRESS.
When you come to the edge of all the light you know, and are about to step into the darkness of the unknown, faith is knowing one of two things will happen: there will be something solid to stand on, or you will be taught how to fly.

Offline CAB

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Re: marketing
« Reply #2 on: November 09, 2007, 12:49:09 PM »
  Knabe, PM me. I have been marketing cattle/hogs/chickens,& lamb to large & smaller degrees the past decade.

Offline cattlejunky

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Re: marketing
« Reply #3 on: November 09, 2007, 01:15:39 PM »
We call ours FARM FRESH BEEF.  Our plugs are hand fed, less fat, and tenderness.  We are not organic, but we are horomone free.  We sell ours by the pound live weight.  We also have ours processed at a facility that has a state inspector onsite.  That is also a big plus.    How about " Hollisteers Farm Fresh Beef".  I like the steer in the name.

Offline CAB

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Re: marketing
« Reply #4 on: November 09, 2007, 01:26:02 PM »
Cattlejunky, I like that one.

Offline shortyisqueen

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Re: marketing
« Reply #5 on: November 09, 2007, 07:19:27 PM »
Names are always the hardest and most important part of a brand. Before I start creating a brand, its always good to consider your target market. You know the people you sell to now...what are they like? What age are they? How much do they spend on food? Do they buy organic or do they buy the cheapest stuff they can find at the grocery store? What other products and brands (of all kinds, not just food) do they purchase now and how are these products marketed? And finally, what about the market you haven't captured yet? As well as selling to your current customers, who can you see converting to your product once you get the word out there. Most of the time, what the product actually is isn't as important as the image the marketers project - You've got a very high quality product, but depending on the target market, you will be able to decide whether it would be best marketed as something that's high-end (where quality would be your angle) or economically priced or hormone-free. Find the most important angle to your customers and go at your name from there - and make it memorable! Something like "Farm fresh" works if you're going for wholesome, but how does it make you different  from everyone else selling farm fresh beef. The best brands in the world have been short, easily spelled and easily remembered - which helps later in your branding as it gets people to your website simply because they remember the name. Think iPod, McDonalds, Shell oil. Note that their logos are also some of the simplest in the business.

Hope this helps!!

 

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