As spring bull sale season begins, sale catalogs are on the minds of many breeders and commercial cattlemen. From a production standpoint it takes many hours and huge commitment to put together a quality sale catalog.
Brenda Black owns The Word’s Out, an agriculture communications company in Deepwater, Mo. She has been involved in design and graphics for 28 years and advises producers to start early and establish a timeline for the catalog’s production.
Black expects clients to start working on the sale catalog from four to six months prior to the sale date. Keeping in mind that it takes time to contact the designer, work on the photography, gather descriptions and data, and put the polishing touches on the layout. Ample time must also be allowed for customers to receive and study the catalog.
Black describes the catalog as a shopping tool for potential customers. The sooner you send out the catalog the more time the customer will have to examine it.
“The more time they have to evaluate, the more likely they will make a concerted effort to purchase that lot,” Black said. “They have the information and data. You are equipping the customer to make a good decision and they appreciate that.”
Jim and Linda Reed of Midwest Cattle Service in Green Ridge, Mo., have seen a lot of changes in the 35 plus years they have been designing sale catalogs. In the beginning Linda set type on a typewriter and now most of the work is done with computers.
Along with pictures, footnotes and pedigree information, Jim Reed points out that the client must decide how they want the cattle presented, by sire groups or age groups, etc.
Most of the Reed’s clients send in registration papers for the animals that are to be listed in the sale catalog with footnotes written out. Linda takes that information and places it into the catalog layout along with the pictures that are provided.
Quality photos that are a true representation of the cattle are very important.
Carson Horn, Director of Communications for the Arkansas Cattlemen’s Association, says producers must think about the staging for pictures. In the winter, that might entail planning around bad weather. The producer should consider scheduling as far back as possible to make sure the cattle are looking their best and stand out.
To keep the design process moving forward Black said all individuals involved need to keep up good communications. She describes the relationship between client and designer as a partnership.
As a designer, Horn believes it’s easiest if all the information is provided at one time. This helps the designer become more organized.
“If you are waiting on information or have multiple copies of updated information that can get confusing,” Horn said.
Providing a digital copy of the catalog can be great but don’t underestimate the value of printed material. “This day in age you are going to have a varied audience,” Black said.
It’s important to provide information in a user-friendly format said Black. The more traditional customers may prefer a printed and mailed catalog. But to appeal to the new and younger market a digital version can be of value.”
A sale day survey is a great way to determine how customers want to receive their information according to Black. Ask if customers want a printed copy of the sale catalog or digital? Or do customers visit your website for information?
“You need to know what your customers want,” Black said. “If you don’t hit the target, you could be throwing your money away.”
Set yourself apart
Jim Reed explained that one way to achieve notice is by sending out a consistent message year after year. He speaks of one client who has been with them for 22 years. Each year they use the same logo and color scheme for their catalogs and advertising.
“My feeling is that it gives the operation an identity,” Reed said.
Number one priority for Horn is a quality product. He said that usually sets the tone for the sale. He also likes to see a letter in the front of the catalog from the owner welcoming people to the sale.
“Seeing that they have an active role and want to see the sale do well. People like to know who they are doing business with,” Horn said. “That’s something really eye-catching.”
Doing things right and taking the time to create a quality catalog can be the beginning of a successful sale.
