Marketing You and your 4-H Steer or Swine Project

Indian River County 4-H

MARKETING YOU

and Your 4-H Steer or Swine Project

A Helper Guide for 4-H’ers and Their Families

Cathy Suggs

Lee County 4-H Youth Development Agent

Adam Cletzer

Indian River County 4-H Youth Development Agent

Written And

Prepared by:

Introduction



Whenyoucompleteyourmarketanimalprojectyouwillbecomeanentrepreneur.Anentrepreneuris

someonewhomakesmoneyontheirown.Thelifeskillsyouwilllearninthisprojectwillhelpyousomeday

beasmallbusinessowner,andhelpyoulearnbasiceconomicprinciplesthatwillguideyoutoachievethis

goal.Economicsinthiscasemeanssupplyanddemandandtheallocationofscarceresources.



ThisyeartheeconomyinIndianRiverCountyisinarecession,whichmeansthatbusinessispoorformany

businessesinourarea.Asaresult,therewillbefewerbuyersatthefairlivestockauctionandyouare

goingtohavealotofcompetition.Ifyouwanttobesuccessfulandgetthebestpriceforyouranimal,you

mustmarketyourselfandyouranimalthroughouttheyear.Youneedtofindabuyerbeforethefairwho

isinterestedinyouranimalandyou.Yousimplycannotshowupatthefairauctionandexpectbuyersto

wantyouranimal.Youhavespentalotoftimeandenergyraisingandcaringforyouranimal,nowyou

needtospendalotoftimefindingtherightpeopletobuyyouranimal.Youneedtomarketyourselfand

yourswineorsteer.Thebuyer’sletterisanexcellentwaytomarketorsellyouandyouranimal.



Buyer’sLetter



Abuyer’sletterisaletterthata4‐HmembersendsouttopotentialbuyersbeforetheCountyFairtotell

themalittleaboutthemselvesandtheiranimalandtoinvitethemtothefairandlivestockauction.This

guidewillhelpfirst‐time4‐Hyouthwriteasuccessfulbuyer’sletterandhopefullyhelptenured4‐Hsellers

improvetheirletters.



TheIndianRiverCounty4‐HLivestockShow&Salerequireseachyouthtowriteatleastthreelettersto

potentialbuyers.Itisyourresponsibilitytohelpgetnewandreturningbuyerstocometothelivestock

sales.Withoutnewandreturningbuyers,atimemaycomewhentherearemoreanimalsthanbuyers.

(Economics–supplyanddemand)Ifthishappens,animalswillbesoldatmarketprice.Thepricesmay

droptoapointwhereexhibitorsarelosingmoneybyraisingtheiranimals.Soitisyourjobtowritea

letterthatwillencouragepotentialbuyerstocometothefairauctionsotherewillbemorebuyersthan

animalsforsale.Itisalsoyourjobtosellyourselfinthelettersothebuyerwantstobuyyouranimal.



HowDoIFindaBuyer?



Beforeyoubeginwritingyourletters,itisimportanttohaveaplan.WhoshouldItargettoreceivemy

buyers’letters?HowmanyshouldIsendout?ThefairrequiresthatIsendoutthree,butisthat

enoughinthesetougheconomictimes?



SuggestionsforPossibleBuyers



 FamilyDoctor

 FamilyDentist

 EyeDoctor

 Orthodontist

SuggestionsforPossibleBuyers(Cont.)



 InsuranceAgent

 Banker

 GroceryStores–WinnDixie,Publix

 Restaurants

 HairStylists

 Mechanics

 Contractors

 Engineers

 Veterinarian

 FeedStore

 EquipmentDealers

 CarSalesDealers

 Relatives

 Neighbors

 Friends

 Parents’employers

 Youremployer(ifyouareoldenoughtohaveajob)



Yourgoalistogetasmanybuyersaspossibletothefairauctioninordertohavemorebuyersthan

sellers.Remember:ittakesatleasttwobidderstomakeanauction!Thiswillincreasethepriceyouwill

receiveforyouranimal.Youaregoingtohavetoworkharderthisyearthaninpastyearstogetthe

buyerstothefair.Therefore,youshouldsetagoalofsendingoutmorethantherequired3letters.

Youshouldsendoutatleast10‐25letters.



BeforeYouWriteYourLetterReadtheResearch



AresearchstudywasconductedattheTrinityCountyFairinTennesseeregardingthebuyers’

lettersthatweresentoutby5004‐Hyouthtoover2,000buyers.Beforewebeginwritingour

letters,wecanlearnalotfromthisresearchstudy.



 Contentoftheletter:80%wantedtoreadabouttheyouth’shistoryandtheraisingofthe

animal,whatyou’redoinginyour4‐Hclub,andotherpersonalitems.



 Pictures:80%wantedapictureoftheanimalandtheyouth



 Handwrittenortyped:60%saiditdoesnotmatteraslongasitispersonal



 FormLetters:60%didnotlikeformletters,theywantedapersonalletter.Aformletterisa

genericletteraddressedtoallpotentialbuyers,andnotapersonallettertoonebuyer



 Lengthoftheletter:40%saidatleastonepage,40%saiditdoesnotmatteraslongasitisnot

tooshort



 Doyourememberthebestletteryouhavereceived?

25%likedhumor,25%likedtheletteraddressedtothembynameandappreciatealetterthat

showsalotofworkwentintotheproject,25%likedlittlecartoonsoftheanimalwithahand

writtenletter,and25%likedafullpageletterthatfocusedontheexhibitorthatincludeda

picture.



TheBuyer’sLetter



1. Knowwhoyouarewritingto:Owner,business,usefirst&lastnames



2. Informationaboutyourself:Name,age,school,4‐HClub,yearsinyourproject;Whenbuyersgetto

thefairthisinformationhelpsthemmakeaconnectionwithyou.



3. Givetheminformationaboutyourproject:Breedofyouranimal,nameoftheanimal,targetfinal

weight,yourfeedingprogram,whatyouhopetoaccomplish,goals,etc.



4. Thefairdates:Letthebuyerknowthedatesandlocationofthefair,show,andauction.Invite

themtothefairtowatchyoushowyouranimal.Youcanalsoincludealivestockschedulewith

yourletter.



5. Tellthemhowtheycanparticipateasabuyer:Thisisimportantiftheyareafirsttimebuyer.

Providingpotentialbuyerswithallthenecessaryinformationthiswillmakeiteasierforthemto

participate.



6. Informthemwheretheycangetmoreinformation:Peopleoftenhavequestionsthatyouhavenot

answeredinyourbuyer’sletter.Thisprovidesawayforthemtocontactyoutogetanswersto

theirquestions.Includeaphonenumberande‐mailaddress.



7. Thankthemforpreviousparticipationiftheyareabuyerfromapreviousyear:

Ifyoudothis,itmaymotivatethebuyertocomebackandbidagain.Itletsthemknowyou

appreciatethemtakingthetimetocometothefair.



8. Personalizetheletter:Thisisgoodbecausemostbuyerslikelettersthataresignedbyareal

personandnotphotocopied.Theyalsoliketheirnameontheletternot“DearBuyer.”Themore

individualizedaletteris,themorelikelyapersonistoreadit.



9. Includeapictureofyouandyouranimal:Thishelpspeopleconnectwithyou.



10. Makeacopyofeachbuyerletterforyourprojectbookforyourrecords:



Example

SusanJames

3406PalmBeachBlvd.

FortMyers,FL33916

Sjames11@aol.com

(941)533‐7516

Sept.14,2010



Mr.JimPhillips

President,Marketing

PhillipsTractor

4206GulletCourt

Alva,Florida32561



DearMr.Phillips,



MynameisSusanJamesandthisismysecondyearintheBigClovers4‐HClub.Iam15andattend

RiverdaleHighSchoolandplantomajorinAgribusinessafterIgraduate.Myhobbiesincludesoccer,

reading,andsewing.



ThisyearIamraisingahogtoshowatthe2009LeeCountyandSouthwestFloridaFair.HernameisBacon

Bits.Thisismysecondyearraisingahog,butmyfirstyearintheFairbecausemyhogdidnotmakeweight

lastyear.IlearnedalotfromthatexperienceandIknowmoreaboutproperfeedingthisyearsoIplanto

beattheFairwithBaconBits.



BaconBitsandIwillbeattheFairfromFebruary25‐March5andIwouldliketoinviteyoutoseeheron

shownightandbidforherattheswineauction.ThedatesoftheshowareMonday,February28

th

at7

p.m.andtheswineauctionwillbeSaturdayafternoon,March5

from2‐4.



Ihaveenclosedapicture.Ifthereareanyquestionsyouhaveforme,youcancallmeore‐mailmeandI

willbehappytoansweryourquestions.Thankyouforyourtimeandattention.BaconBitsandIlook

forwardtoseeingyouatthefair.



Sincerely,



SusanJames



Example

BillyBob

51221BobLane

Ft.Myers,Florida34286

(941)343‐5121

[email protected]



Sept.14,2010



TopsSuperMarket

Mr.Ryan,Manager

120MainStreet

Ft.Myers,FL34286



DearMr.Ryan,



LastyearyoupurchasedmysteerfromtheLeeCountyFair.Thankyouagainforyourpurchase.Iusedthe

moneyIearnedfromlastyear’ssaletobuymymarketsteerthisyear.



IamgoingbacktotheLeeCountyFair–February28‐March9.Iwillbeshowingandsellingmysteer,Mr.

Beef.Ihavelearnedalotwiththis4‐Hproject.SomecriticallessonsIhavelearnedareresponsibilityand

timemanagement.ThisisimportantsinceIamtryingtobalanceschoolwork,schoolsports,andchurch

youthgroup.IwanttoinviteyoutotheFairagainthisyear.



Afteryoutakeinallthegreatfairfun,Ihopeyouattendthesteerlivestockauctionwhichwillbeheld

SaturdayMarch8

from2‐4p.m.IwillbeshowingMr.Beef,ThursdaynightMarch6

at7p.m.Ihave

enclosedalivestockscheduleshowingallthedatesandtimesoftheanimalshowsandauctions.Ifyou

haveanyquestions,pleasecallmeat343‐5121.



Thanksonceagainforyoursupportlastyear.Youhelpedmebeabletoparticipateinanother4‐Hyear

withaSteerprojectandsavemoneyformycollegeeducation.



Sincerely,



BillyBob



Do’sandDoNot’sof4‐HBuyer’sLetters

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Do’s DoNot’s

Writearoughdraftandgetyour

parent’stoproofread

Sendyourroughdraftwithoutyour

parentscheckingit

Getthename,positiontitle,and

properaddressofthecontact

Neversendaletter

“ToWhomItMayConcern”or

“DearBuyer”

Bepersonal,warm,andinviting Useacoldshortformletter

Usepropergreeting

DearMr.Jones

Neveraddressthepersonbyfirst

Name–DearBob

Checkyourspelling Forgettousespellcheck

Begracious

“Please”and“Thankyou”

Nevermakedemands

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UseSincerelytoclose DonotuseFondly,orRegards.

Keepitallbusiness

Signyourletterandincludecontact

information

Forgettosignyourletterand

includecontactinformation

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Follow‐Up

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Itisimportanttokeepyourbuyersinformedofyouandyourprojectanimal’sprogress.Whenthe

economyisslow,itisespeciallyimportanttokeepintouchwithyourbuyers.

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Suggestions:

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 ThanksgivingCard

 ChristmasCard

 BusinessCards

 CDofpictures‐

 Postcard–Picture

ofyouandyouranimal



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ThankYou

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Itisveryimportanttothankyourbuyerandotherpeoplewhohavehelpedyouwithyourproject

throughouttheyear.Itisespeciallyimportantforyourfutureyearsin4‐Hmarketprojecttothankyour

buyers.Youwillnormallyreceivealistofcontributorsinyourfinalsale

packetafterfairandwillneedto

sendthankyouletterstothem.

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Summary

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4‐Hlivestockprojectsaremorethanjustraising,feeding,showing,andsellingtheanimalforthemost

moneyyoucanget.Theprojectisaboutlearninglifeskills,oneofwhichisMARKETINGyourself.This

meanspresentingyourselfinthebestpossiblelight.TheamountofeffortandtimeYOUputintoitwill

makeallthedifference.

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Ifyouneedmorehelporhavequestions,pleasefeelfreetocontactthe4‐HOfficeat772‐770‐5030.

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