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JUMPSTARTING YOUR ALPACA BUSINESS
(It’s easier than you think!)
The Seminar description: This one day seminar is designed both for the established alpaca breeder who is looking to re-vamp or re-think their farm marketing programs/strategies and for the new breeder who is just starting to put together a marketing plan. This seminar focuses on the premise that succeeding in the alpaca business involves far more than buying the best animals that you can afford to buy. It takes a good marketing action plan and savvy marketing to succeed as a breeder, especially in a competitive market and the current economy. This seminar is designed by an alpaca breeder, for alpaca breeders, from the breeder perspective. The marketing principles that will be discussed can be applied to all facets of the business. The following are some of the topics covered in this seminar:
Making time for marketing and developing an effective Marketing Action Plan:
This is an all too common pit fall for many breeders. This section will cover the importance of making the time to review marketing needs, the “how to’s” of designing an effective marketing action plan, preparing a realistic marketing budget, how to get the “best bang for the buck” with a limited marketing budget, and the importance of follow-throughs.
Your Farm Image and Message: A strong farm image and a consistent message is the cornerstone of any marketing plan. We will examine the components of a farm image and a farm identity package. These components include logo, tag line, business card, and communication materials; what makes them effective and what doesn’t; re-design and how re-designing your communication pieces can become a marketing opportunity.
Communication Pieces That Work: There are many effective ways to communicate your message. How different communication pieces work. The benefit of layered marketing. Using your web-site as an effective communications vehicle, direct mail, e-mail blasts, print marketing. All the pro’s and con’s will be discussed. We will also cover the benefits of free press, writing press releases and how to generate free press locally.
The components of effective Web- Design: What do you want your web-site to do for you? How do you get your web-site to work for you?
The use of photography in your promotions: The benefits of photography. What makes a good photograph? Tips on how to photograph alpacas and how to enhance your advertising efforts with photography.
Effective ways to advertise: How to use a layered marketing approach in your advertising efforts - print, email blast, direct mail, free press. How to layer these components for a successful advertising campaign. How to time your communication pieces for optimal effect.
Show Booth Marketing: What makes a successful show booth. How to market at shows, essential marketing materials for shows, how to capture leads and how to follow up with leads generated from shows. We will discuss how shows are not just for ribbons and the marketing opportunities available at alpaca shows.
Marketing and the sale of alpacas and Herd Sire services. Ways to promote “for sale” alpacas. Recipe for a successful farm visit. Closing a sale. “Salesmanship begins when the customer says no”. How to turn negatives into positives. Marketing of your herd sires and breeding services. We will discuss how value added services in this economy might be more effective than slashing prices.
Farm store marketing: Things to consider. Using demographics and geographic information in your store marketing plan. How to use a cooperative marketing approach with other businesses in your community
Planning a successful farm event: In this section we will discuss the benefits of hosting a farm event and the marketing opportunities that a farm event will generate. We will discuss choosing your target market for the event, how to effectively advertise the event to your target market, the pros and cons of charging a registration fee, how much is reasonable, the cost of events, how to show off your alpacas during an event and effective follow-ups with event participants for generating sales.
Bio
In 1998, Lou and her husband Bob, both former Vice Presidents of Fortune 500 companies in New York City, took early retirement from their corporate careers for the slower pace of Vermont. In the year 2000, they started French Hollow Alpacas, currently home to 90 huacaya alpacas. With an extensive background in Marketing and Organizational Development and Training, Lou has successfully applied her corporate knowledge to the management and marketing of French Hollow Alpacas. Lou also developed French Hollow Alpacas Consulting Co. through which she provides consulting services to individual farm clients and groups as well as marketing seminars for farm events and AOBA events. Over the past year Lou has been a guest speaker at the Empire Alpaca Association (Empire Alpaca Extravaganza), VAOBA Alpaca Show and the PAOBA Breeders Showcase. Lou is also a member of the marketing committee for the Empire Alpaca Association. Lou has a BBA in Marketing, an MBA in Financial Management and an MA in Organizational Development and Training. Lou and Bob recently relocated their farm to Cambridge NY, (which provided yet another great marketing opportunity) and are happy to be New Yorkers again.
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