Get Ready, Get Set, Start Marketing! (Part 1)

You’re relatively new in the alpaca business. You’re still building a core herd, not to mention fences, paddocks, and a barn. You really don’t have any animals to sell. No need to do any marketing yet, right? WRONG!

One of the biggest mistakes I see alpaca breeders make is to hold off on the marketing aspects of their business until they have alpacas to sell. By then, most of those breeders are at least two years behind on a marketing program. Marketing sooner could have given them an industry presence and a unique niche that would ultimately make selling easier and more rewarding.

If marketing is uncomfortable or unfamiliar to you, think about it this way. Your marketing program should evolve and grow in much the same way your breeding program does. You begin by taking small steps to insure the best decisions, you invest in the best quality you can find, you see the rewards of your efforts, and you build on those results to get to where you want to be.

Exploring the answers to these three questions about alpacas marketing will help you rev up this part of your business.

Question #1: Why should I market now?

AOBA research has shown that a qualified alpaca buying prospect spends an average of two years from the time they begin investigating the industry until they actually purchase alpacas. When you finally do have production stock to sell, the prospects you want to attract are those who already know about you and are now ready to buy. To try to cram all the marketing it takes to gain recognition into just a few months can be overwhelming.

You need time. Time to develop a unique image of your farm or ranch, to determine which markets you intend to target, to develop a marketing action plan that you can realistically work, and to fund those marketing initiatives that will bring you the greatest returns. Now, while you are simultaneously building your herd and your business, is the time to begin.

Start Marketing Tip: When should you start marketing? At least two years before you’ll have an animal to sell.

Julie Wassom
“The Speaker Whose Message Means Business”
Marketing and Sales Speaker/Consultant/Author

“The thing always happens that you really believe in;
and the belief in a thing makes it happen.”

Frank Lloyd Wright

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