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Angus Productions Inc.

September 20, 2009
Andy Rest

Logan Ipsen

Association Perspective

The power of words

by Logan Ipsen

If a picture is worth a thousand words, then how much is the image of your cattle at their time of sale, whether it be through a sale ring, over a video, or a buyer out in your pastures?

What are the words being used to describe your cattle?

One definition of marketing is portraying your product and making the consumer/buyer say the words you want to hear without saying them yourself. We describe the cattle to our auction barn and video sale reps, hoping to drive demand through sale books, searches and phone calls. We all know what we want to say about our cattle, but is it always the truth? Is the product you are producing driving consumer demand for beef, which ultimately builds your reputation for top-quality beef? Essentially, are your cattle worth their weight in words?

Angus success story

Not many people disagree when we talk about the marketing of American Angus Association® programs and subsidiaries, most notably the Certified Angus Beef® (CAB®) brand. The entire nation has taken note of Angus. It is the most sought after and widely used value-added program available. As of June 2009, the U.S. Department of Agriculture (USDA) maintains that of 84 certified programs, 61 have "Angus" in their names.

In talking with many buyers, I recognized the repeated saying, "I know what they are, and I know what they'll do." When a buyer can hedge on consistency, they can expect results. Consistency in marketing pays.

In a review of the new McDonalds Angus Third Pound Burger, the blog by the famous food reviewer Dave Sacerdote titled "Dave's Cupboard" made the comment, "The Association has been almost too successful in their advertising campaign — it seems to have raised consumer awareness of all beef from Angus cattle, whether or not that beef is the Certified brand."

However, the people of the Association could not have been successful in marketing without a top-quality product. The Association's efforts to advance the breed relied on the persistent value of members' animals and their high-quality reputations for premium beef. Soon, words like "quality" and "premium" were associated with Angus products. The same words were being used at homes after families grilled Angus steaks bought from grocery stores, and at restaurant tables after a healthy meal. These same words are being used again as the recession-driven trade-down has allowed McDonalds to fully take advantage of economic times with higher-quality, better-tasting beef than what they had been promoting before. All people eating beef in the world have taken note of Angus beef.

Consistency and quality

I was recently contacted by the local Fox News channel from Sacramento, Calif., about doing a feature on Angus beef. They wanted to know what the difference was within the Angus programs and why the demand for this beef. In fact, the first question this reporter asked me was 'What is Angus beef?' He made the comment that a lot of consumers wanted to know where their beef is coming from and what has separated the products from each other. It turned out to be a great piece using Abbie Nelson of Five Star Land and Livestock and a local television chef. We distinguished the different Angus programs and defined the quality of Angus beef. We preached the quality in the people behind the brand. We pushed that beef is healthy in a balanced diet, and consumers can trust beef, so enjoy it more with Angus beef.

The reporter made the comment that every time he had "Angus," he was satisfied.

That is key to marketing. A satisfied customer is always a repeat customer, regardless of the industry.

During the month of July, I attended three of the nation's largest video sales. Two Superior Livestock Auction sales and one Western Video Market sale which, combined, sold nearly 725,000 head of cattle. In talking with many of those buyers, I recognized the repeated saying, "I know what they are, and I know what they'll do." When a buyer can hedge on consistency, they can expect results. Consistency in marketing pays.

The American Angus Association has always strived for consistency in its services, programs and marketing. For nearly 30 years, the Association has seen positive growth in all facets by consistently marketing a product to gain feeder, packer and consumer demand. Consistently providing services to its members through data input afforded at a cost-effective fee satisfied members, both old and especially new. By providing a built-in demand for members' cattle, we have ensured the future of Angus beef from a consumer demand standpoint, and through the years of collaborated efforts in all divisions of the Association, we have provided an image to the world that is worth its weight in words.

 

 

 

 

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