British Simmental Review 2018

SIMMENTAL REVIEW 2018
BREED PROMOTION
In order to remain at the leading edge of breed and sale
promotion, we have started using video to promote the
breed and individual sales. Using a powerful brand, we
can deliver a clear and bespoke message to commercial
customers near and far. These video productions are
timeless, and non-critical of other breeds and processes,
the most recent production being a big push on the
benefits of eating British red meat. We saw this as a means
of giving our commercial customers a boost by promoting
their produce. With regard to cost, these videos produce
a much better return in terms of pence per view. We shall
continue to advertise in the mainstream agricultural press,
but adverts will be less in number, smaller in size and more
targeted. This week’s press adverts are next week’s chip
papers.
These videos have predominantly been released on
social media – both Facebook and Twitter - and have been
linked to the Society website and Youtube channel (Simm
TV). Our target market of young commercial farmers are
increasingly using social media and the internet to learn
and source information about the industry. The social
media platform is free to view for anyone with internet
access, and a phone that doesn’t go clunk. Adverts in the
mainstream agricultural press tend to require dipping into
one’s pocket.
A special mention to both Catherines at MacGregor
photography for their ground breaking work in producing
and launching the videos three months ahead of the
original schedule. We are delighted to be industry leaders
in the use of this type of advertising, and whilst we are sure
other breeds will follow suit, everyone will remember who
was first.
www.britishsimmental.co.uk
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