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(Preface: When a breeder markets his donkeys to the general public, he not only is promoting his own ranch but he is promoting the breed as well. With that in mind, I was asked by NMDA several years ago to write an article on marketing miniature donkeys. Since it’s founding, NMDA’s focus has always been the promotion and welfare of miniature donkeys. This is a reprint (with additions) of that article which appeared in the Winter, 1998 ASSET. ~Carolyn Christian)
by Carolyn Christian, Quarter Moon Ranch, Franklin, TX
(Printed in the BRAYER and the ASSET Magazines)
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Marketing is the act of selling. The art of marketing goes beyond the selling process by developing marketing skills which translate into increased sales and a successful breeding program. My comments are directed toward those breeders who want to not simply sell their donkeys, but market their animals, themselves, and their ranch in a professional manner. In 1986, I was hired as Sr. Development Director by Homart Development Co. (the developing arm of Sears) to head up the development, marketing, acquisition and disposition of commercial properties in Houston, Texas. Timing couldn’t have been worse to land my “dream job”. I found myself in the middle of a national recession, a downturn in the oil and gas industry, and a similar downturn in commercial real estate. I moved into my office which was located in one of my projects, The Phoenix Tower, a spectacular 660,000 square foot, 34 story office building complete with sky lobby, terraces, and penthouse. |
There was only one problem, IT WAS TOTALLY EMPTY! My job was to fill it up. Now fast forward to 1989 and you will see a different picture, one of an almost fully occupied building, made so with the help of many talented people, a lot of hard work, and A LOT OF GOOD MARKETING!
Before you ask what does all this have to do with miniature donkeys, let me answer. It makes no difference whether you are selling office space, vacations in Cancun, ice cream cones, Thigh Masters or little donkeys - MARKETING IS MARKETING and the principles are always the same. The following are ideas which might help in your own marketing program.
1. Know the Characteristics of Good Marketing
2. Know Your Product and Your Target Market
3. Believe in What You Are Selling
4. Work Your Market Aggressively
6. Have a Clearly Defined Direction to Your Breeding Program
8. Be Aware of the Principle of Supply and Demand
1. KNOW THE CHARACTERISTICS OF GOOD MARKETING
There are two types of marketing: good and bad! We’ve all seen and been turned off by bad sales techniques, the kind that makes you want to tell the guy or gal dispensing it that you didn’t fall off the turnip truck yesterday. Bad marketing is characterized by lies, half truths, pushy selling, indifference, misrepresentations, inadequate information, lack of knowledge about the product (in this case miniature donkeys), lack of creativity, lack of experience, and certainly lack of sincerity. Rest assured that if you own these characteristics, you might be successful for the short run, but not for the long haul. Good marketing is earning the respect of your clients by honesty, sincerity, caring more about meeting their needs rather than making the sale, sharing information necessary for them to make informed decisions, and believing in and knowing about the thing you are selling. MARKETING IS MORE A REFLECTION ON WHO YOU ARE THAN WHAT YOU ARE SELLING! People buy from people they trust. Keep that in mind as you market your donkeys.
2.
KNOW YOUR PRODUCT AND YOUR TARGET MARKET
We raise miniature donkeys. I love them! I REALLY love them! The things that endear them to me are their gentleness, their ability to make me relax, their manageability, the way they effect children and adults, their comedic ways that make me stop what I’m doing to watch them play, those precious foals, the fact that they don’t require much acreage, and on and on. Knowing this helps me discover my target market. In other words, find out who would like your animals for the same reasons you do- retired persons, people who own small ranches, people who breed other equine, baby boomers caught up in the stress of career, women who want a business of their own, etc.
The next step is to find them, where they live, what they read, where they work, play, and congregate, then direct all your marketing efforts to them. Beware of focusing only on the breeder market. That market is destined to become saturated at some point in time. It is inevitable. We breeders must realize that the bread and butter of our future sales is in the pet market. Successful breeders include in their marketing program, the person who simply wants a little donkey in the backyard when the grandchildren come to visit. That means gelding our jacks of which at least 90% of anyone’s herd is NOT herd sire quality anyway (whether or not we want to admit it), and selling these wonderful little boys to loving homes. That also means exposing them to the public by taking them to fairs, schools, nursing homes, television stations in your area, parades, etc. This takes time and effort, but the payoff is increased sales.
Also, watch closely where you spend your advertising dollars. I was recently asked to advertise in a livestock publication. It sounded great at first. Current advertisers were horse, donkey and mule breeders, and even some of my competitors. I was interested until I discovered that this publication was distributed free to local supermarkets in only one area of Houston. I DON’T LIVE IN HOUSTON! That publication reached a very narrow market of prospects in a small urban area where there was a strong likelihood that no one had either the interest or the facility for my donkeys. There are many equine and exotic animal publications in which you may advertise. Not all will give you the success you want because they won’t reach your target market. Carefully choose where you advertise then monitor the results by asking your prospects how they found you. The answer will tell you if your money is being spent wisely.
3. BELIEVE IN WHAT YOU ARE SELLING
Nothing is so telling as someone who doesn’t care one bit about the product he or she is selling. Very few people are able to mask a lack of interest in miniature donkeys even if they are gushing all over them. Let’s face it. Some breeders view them only as a source of extra income and truly do NOT have the welfare of the miniature donkey at heart. I believe that the miniature donkey is the greatest animal God put on this earth and I want everyone I know and with whom I come in contact to experience the joy of loving these critters. Those feelings show without my having to express them. Prospects want to see that you believe in the sermon you’re preaching, so don’t be afraid to share your enthusiasm.
4.
WORK YOUR MARKET AGGRESSIVELY
A successful marketing program will require you TO DO something or TO SPEND something, i.e. time, money, energy or probably all three. Know what you are and are not willing to do, and understand that your decisions come with consequences both positive and negative. No one is going to hunt you down to buy all of your animals if your only advertising is a listing in a trade publication, especially if you live in an area like Texas that has an abundance of miniature donkey breeders. Having raised miniature donkeys here in Texas for 10 years, I remember the time when an ad in the breeder’s listing of our miniature donkey publications was enough to sell every donkey you had for sale. Not anymore. When a market area becomes competitive, in order to sell the same number of donkeys and maintain prices, the marketing program of many breeders now includes web sites, display advertising in various print media both local and national, participation at miniature donkey shows (although that is primarily your breeder market), networking, and other creative sources of marketing.
For those of you who don’t have a web site, don’t want to show or don’t have the funds set aside for costly advertising, you shouldn’t be discouraged. With more effort spent than money spent, you too can sell your donkeys without the expenses for graphic designers, display ads, entry fees for donkey shows, gasoline and motel bills to go to those shows, web sites, etc. In fact, you may even NET more than the breeder who does incur those costs. You may have to reduce your asking price a bit in order to compete with those ranches whose names and donkeys are more visible to prospects. You may also have to focus more on activities that put your donkeys in the public eye, but it can be done. Every breeder seeks his own level of participation in the breeding of miniature donkeys.
We haul our donkeys all over the planet to various functions, and yes, as lovable as they are, sometimes we just don’t want to go. The mind is willing but the body isn’t! Participating in local activities, school functions, seasonal events and the like is critical in getting your name out. Local television and newspapers, benefits for various causes, grand openings, Christmas food and toy drives by radio and TV stations in your area, county fairs, they all provide an opportunity for people in your local market to see you, your ranch, and your animals. Remember, every family in your area has a network of people and relatives surrounding them where they live and work where the topic of miniature donkeys is likely to come should even one of them see you in a public setting. If you are unable to take advantage of these venues for either lack of interest, health reasons, work schedule, lack of transportation or whatever, then understand that other breeders who are doing these things are more likely to take a larger chunk of the purchasing market, especially in areas where competition may be heavy. Also, before you say no, try taking your donkeys to the local fair or a nursing home. You may find that you really like it, and that it’s something the family can do together. Don’t wait for the Chamber of Commerce to call you, you call them and make your ranch and your animals available. Share with others the joy of these little critters.
Don’t think that you can’t learn from your competition. Even the breeder who outsells you has something from which you may learn. Look critically at successful breeders and determine what they are doing, where they are advertising, how they sell, why do people think so highly of them and their donkeys, and DO THE SAME THING! But understand the definition of a successful breeder. It is NOT the one who sells the most donkeys. It is the one who strives to improve the breed by responsible breeding techniques, is ethical in his business practices, and has the welfare of the miniature donkey paramount. We can learn volumes from our competition and yes, there is such a thing as “friendly” competition. Some of my best clients are fellow breeders, and many of my prospects have been referred to me by fellow breeders. Their friendship through the years has enabled me to share ideas and strategies that have helped me tremendously in my own marketing program. Develop those relationships. There is much good left to do for miniature donkeys if we breeders put aside personal agendas and work together. Be a breeder who is committed to the welfare of the miniature donkey. Our donkeys will benefit and so will your breeding program...and your sales!
6.
HAVE A CLEARLY DEFINED DIRECTION TO YOUR BREEDING PROGRAM
Too many people have no idea as to the direction they have in mind for their breeding program. They simply raise miniature donkeys, hope to sell them, and that’s where it stops. I have news for you, lots of people are now raising miniature donkeys. So what is it about YOUR program and YOUR donkeys that sets you apart from the competition? Lest you think that an insignificant question, rest assured that your prospect doesn’t. He’s trying to answer that question while standing there looking down at your donkeys. He’s been to six other breeders and some of them have done an excellent job in identifying what type of miniature donkey they want to breed and sell. It’s evident in the general look of their herd.
One of the biggest compliments we hear from people who visit Quarter Moon Ranch is that our donkeys “all look alike” and are exceptionally friendly. There is a reason for that and it’s because our focus is on conformation and disposition first and color, size, pedigree, and body style next. It is working extremely well for us. It is further being proven in the show ring where many of our progeny are winning top honors.
To be focused in your breeding program causes you to make some very important decisions. As an example, you may choose to produce donkeys with outstanding pedigrees, or a certain color, or a specific body type, or a certain size. Remember, NO breeder is or ever will be successful in raising miniature donkeys that are exceptional in ALL areas. Therefore, you should concentrate your breeding program toward the animal you want to produce and market accordingly. As markets get more competitive, the breeder must carve out his niche in order for his ranch to stand out in some way from the competition.
Marketing ideas come from many sources. Be on the look out for things that catch your eye in businesses other than your own. Ideas can be found on the Internet, in the print media (newspapers, magazines, trade publications), on TV, at your club meetings, on billboards, in your mail, etc. Talk up your business to others. Let everyone know you raise miniature donkeys. Carry pictures of them in your wallet or purse to show the cashier at the grocery store. Hand out business cards EVERYWHERE. Someone to whom I gave a business card at a filling station kept my card for two years, then contacted us, visited the ranch and bought a donkey. Make apostles of your family and friends. Make sure your vet has a picture of you and your donkeys on his office bulletin board and plenty of cards in his desk. Do the same at your local feed store. Put a professionally crafted sign advertising your ranch in your yard or in some other strategic location. Put your ranch name and phone number on your horse trailer. Once you begin to think creatively of all the places in which your animals can be marketed, you will find that the list is endless, and wonder why you never thought of it before. It’s work, but being successful in any endeavor requires work and creativity.
8. BE AWARE OF THE PRINCIPLE OF SUPPLY AND DEMAND
We breeders regard this basic principle too casually, but it is the very principle that drives any market, be it donkeys or “widgets”. There is a natural phenomenon that occurs whereby supply and demand rarely stay level for very long. The smart breeder understands this principle and markets his “product” with this in mind. Simply stated, top prices for our animals are achieved when demand is high and supply is low. When the supply begins to overtake the demand, prices fall. Depending on what you are selling, this may take months or years. Successful breeders observe the trends and respond in several ways.
The ideal is to be breeding miniature donkeys in an area where there is high demand, but little supply. Unfortunately, that situation doesn’t exist for most of us. If you are in an area where there is little demand and little supply, your only problem is creating demand by using many of the ways previously mentioned. If you are in an area where there is little demand and a large supply (many breeders in your area), you must not only create the demand but also lessen the supply. How is that done? Breeders in those areas need to CONTROL THE SUPPLY UNTIL THE DEMAND CATCHES UP. That means STOP BREEDING EVERY JENNET YOU OWN EVERY YEAR, and GELD THOSE BOYS! It may sting for a little while, but better to hurt now than ruin your market for years to come. I hear breeders complain about how they aren’t selling their donkeys yet every jennet they own is bred and ready to give birth the next year, thereby adding to their own oversupply as well as the oversupply of all the breeders in the area.
There is a mistake that is sometimes made in situations of oversupply and heavy competition and that is to drastically cut your asking price. The fear is that you will never sell another animal again. This contributes to destroying a healthy market for you and others. As a consequence, once you are known for selling well below the market, it is very difficult to increase your selling price. We breeders are in more control of the market than we think. WE are the tail that wags the dog, not the buying public entirely, because WE produce the supply. If there is no supply of miniature donkeys (or little supply) the demand automatically rises until the cycle begins again. If you find yourself in a highly competitive market with lots of breeders vying for the purchaser’s dollar, hold to your prices, don’t breed all your jennets, exert more effort in marketing, and WAIT IT OUT- things WILL turn around.
Also, GELD THOSE BOYS! Every jack that is not of herd sire quality that you permit to leave your ranch ungelded will add additional animals to the market or worse, becomes a candidate for the auction house when the owner realizes that a jack is more difficult to handle than he knew. It’s too easy to sell weanling jacks and “get rid” of them out of fear you will have a ranch full of yearling jacks, but we must be better caretakers of the breed. Know that many purchasers will not follow through on their promise to geld. If you must sell a weanling jack prior to gelding, do your very best to find the purchaser who you think will honor that commitment to geld. In this case, offering a gelding incentive is worthy of consideration. Space permitting, let them grow to gelding age then pay the price in time and money to have them gelded yourself. In doing so, you have created a successful niche for yourself by being the ranch where you can purchase wonderful geldings for pets or to drive, pack, or show.
I try to earn the respect of the people who purchase our donkeys. They know that I want this purchase to be as beneficial for them as it is for me. I try to get to know them so I can best meet their needs. If I don’t think I have what they’re looking for, I tell them so. I educate new purchasers regarding our ideas of conformation, good animal husbandry, and all the things that make owning a miniature donkey fun, profitable, and good for the donkey. I’ve refused a sale because I wasn’t convinced that this animal would be cared for in the manner in which I, as a responsible steward, demand. Prospects see that kind of commitment and respect it.
We breeders should set a standard of ethics for ourselves, not just because it sells donkeys but because it’s the RIGHT thing to do. Be honest and let your word mean something. If you offer a guarantee, honor it. I receive lots of calls from people venting their frustration over breeders who offer guarantees, but getting them to honor the guarantee when a problem arises is another situation. We sell our purchasers short when we think that they are so stupid that they can’t understand a logical and reasonable explanation as to why we will or will not agree to a request. Integrity is in short supply these days. It has a place of importance at Quarter Moon Ranch. Be sure it can be found at your ranch too.
(For more information, Carolyn can be reached at 409-279-6306 or carolyn@quartermoonranch.com.)
Many thanks to Carolyn for sharing
her wonderful article!! ~jar
1996-2007 by Jeanine A. Rachau.