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Offline TCF

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Re: Should sale catalogs still be mailed out?
« Reply #30 on: May 20, 2012, 11:35:00 PM »
Sale catalogues and Sire directories will never phase out. They are a critical part of establishing the brand of your program. They are a heck of a lot of work, cussing, re picturing, proof reading, designing and so on but they work. Lots have begun to run small ads in their books helping to cut costs or enable them to print in color. Having the book on the internet on the other hand is a must, especially in flip book form. This increases marketing substantially and is viewable anytime and anywhere. It is also a great enticement for those looking to find advertisers for increased exposure.
We are fairly up to tech around here and look a lot on the internet but when i get a hard copy, make my notes and take it to the sale with me that is a darn good piece of backup.
I have an absolute passion for the livestock industry, a fire in my belly and the drive to become better than yesterday. Breeding Herefords Since 1889
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Offline Mitch

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Re: Should sale catalogs still be mailed out?
« Reply #31 on: May 21, 2012, 03:58:49 PM »
Thanks for all the input.  Everyone is like me they want the full color catalog in hand.The Internet catalog is a must, but I think the mailing list have to be reviewed each year with some names eliminated   Here is an example looking forward to next years sale.  Just had a sale and 200 people came with 50 of them buyers. Of the 50 buyers     15 bought last year, 15 bought in the last 3 years and 15 were new.   So who do we send catalogs to next year.   15 of current years buyers   15x3=45  people who bought in the last 3 years.  15 new buyers plus 150 who came to sale and didn't buy, some of them could be in the prior years buyer list.    Know that adds up to only 225 people. We print 3500 catalog.   Well know I think we concentrate on people say with in a 150 mile radius.   Also people could request a hard copy from a Web site.
How farther out do you go.  I know people say if we don't think enough of them to send them a catalog they won't come and buy.  Some won't come anyway.   
At the Expo sale last year had 5 people call me who had received a catalog.   Not one of them has had Cattle in the last 4 years or more either retired or sold out.
I know it is a hard decision but I think one of the biggest expense on putting on a sale is mailing and printing more catalogs then necessary.   The big question how many are necessary.
Thanks again for the input.   I am sure we will continue to send out more then is necessary.

Offline Okotoks

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Re: Should sale catalogs still be mailed out?
« Reply #32 on: May 22, 2012, 09:16:53 AM »
Thanks for all the input.  Everyone is like me they want the full color catalog in hand.The Internet catalog is a must, but I think the mailing list have to be reviewed each year with some names eliminated   Here is an example looking forward to next years sale.  Just had a sale and 200 people came with 50 of them buyers. Of the 50 buyers     15 bought last year, 15 bought in the last 3 years and 15 were new.   So who do we send catalogs to next year.   15 of current years buyers   15x3=45  people who bought in the last 3 years.  15 new buyers plus 150 who came to sale and didn't buy, some of them could be in the prior years buyer list.    Know that adds up to only 225 people. We print 3500 catalog.   Well know I think we concentrate on people say with in a 150 mile radius.   Also people could request a hard copy from a Web site.
How farther out do you go.  I know people say if we don't think enough of them to send them a catalog they won't come and buy.  Some won't come anyway.   
At the Expo sale last year had 5 people call me who had received a catalog.   Not one of them has had Cattle in the last 4 years or more either retired or sold out.
I know it is a hard decision but I think one of the biggest expense on putting on a sale is mailing and printing more catalogs then necessary.   The big question how many are necessary.
Thanks again for the input.   I am sure we will continue to send out more then is necessary.
Trying to guess who the new buyers will be is a challenge. I would actually include extra information in the catalogue about your program as a catalogue is excellent advertising for your herd even though some people may not buy at this years sale, they could well buy privately in the future or go to a future sale. Advertising is cumulative and a catalogue is several pages of advertising compared to an ad in a magazine that might get missed.

 

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