What’s in a name? More than you think. If your alpaca farm name sounds like someone else’s, most likely it is someone else’s. If your name reminds consumers of another alpaca farm, your alpaca marketing is building their brand not yours. When choosing a farm name, make it different!
A good tagline doesn’t just tag along on the Brand’s ride. It helps to define and distinguish the Brand. A good tagline is short, unique and relevant to your customers. A good way to start to create one is to look to the segment of the alpaca market that you want to win---your target alpaca customer. What is important to them? Based on your findings, write your positioning statement. This will be the basis for your alpaca farm brand's tagline. For instance, if your target audience wants to break away from their current hectic life, speak to this desire. And add a bit of spice with some clever writing. What strikes you more-- “An Enriching Lifestyle” or “Get a New Fleece on Life”?
Taglines can have shorter life spans than visual identities because they’re more susceptible to marketplace and lifestyle changes. It is good practice to revisit your alpaca farm brand's tagline to ensure that it grows with your alpaca business and the times.
Alpaca Marketing Tip #4: Alpaca Marketing Strategy
What is marketing? And more precisely, what is alpaca marketing ? Well, it is not about selling alpacas or selling breedings. Selling focuses on what you want, marketing focuses on what your customers want. To market successfully, concentrate on developing ways to determine what your alpaca customers want. Develop a “Listening Alpaca Farm Brand” through all of your alpaca marketing. And to do that most effectively, you will need an effective alpaca website that can support its all important role as your alpaca marketing hub!
Alpaca Marketing Tip #5: Alpaca Marketing Strategy
As with most things, there is a trick to creating effective ads. A good guideline is the “2 second rule.” On average people will look at an ad for no more than 2 seconds before moving on to the next page. You need to hook them within those first seconds or you’ve lost your chance to get your message across. Relying on a jazzy headline is probably not going to do it. High impact visuals are the key. This is because the brain processes images faster than words. So make sure your imagery is striking, eye catching and easy to discern. Just think about how you browse Alpacas Magazine. You start from one side or the other, usually the front, and leaf through stopping only when something catches your eye. And ask yourself, how many ads do you really pause to read.
Successful Alpaca Farm Brand building uses multiple channels of experience--magazine ad, radio, web, email, telephone, billboards, banners, television, etc. You want to provide as many opportunities for the public to “meet” and experience your Alpaca Farm Brand. With the goal that, after each new and additional exposure to your Alpaca Farm Brand, they feel more comfortable and more familiar with you and your farm. This familiarity can lead to trust. And trust is what you need to build a relationship. And that is THE primary goal of all successful marketing, no matter what it is for...alpacas, herdsires, cars, food, etc.
Alpaca Marketing Tip #7: Alpaca Logo Design
Think of your alpaca logo as your ambassador or PR person. Often people meet your alpaca farm's logo well before they meet you. They make assumptions about you and your alpaca business based on their impressions of your farm logo. The quality of your logo can mean the difference between success or failure. It can be that simple! Is your alpaca logo saying what you want it to say?
Alpaca Marketing Tip #8: Alpaca Logo Design
It is important to understand the sequence of visual perception when developing a logo. Visual images are understood and remembered more readily than words. Words need to be decoded into meaning, where as shape recognition can be immediate. The more distinctive the shape the faster it will be identified and recognized. Therefore, designing logos that take a distinctive shape and design is imperative. Color is second in the sequence of perception. Color can trigger emotion and thereby creating and evoking brand association. Distinctive and consistent color use can be essential in building your alpaca farm brand. Third in the process of recognition is content. Meaning, what you say, like the name of the business, is important. But how it is displayed, through shape and color, can be the difference between success or failure in your quest to build brand awareness for your alpaca farm.
Alpaca Marketing Tip #9: Alpaca Website Design
“To look good is to be good--that’s the primary test when people assess a Web site’s credibility” said B.J. Fogg, Ph.D., who led the Stanford study. “People evaluate TV news and politicians in the same way: presentation matters more than substance. Why should we expect the Web to be different?” Looking professional builds consumer confidence. Looking like an amateur undermines confidence in all you do.
That said, people come to alpaca websites for one reason, to get information. If your information is not pertinent or valuable, looks alone will not keep them coming back. So look good, but back it up with good content.
Alpaca Marketing Tip#10: Alpaca Marketing Strategy
Today’s marketplace is going 24/7 and is changing at light speed. The days of yore, where single-weapon marketing arsenals were all you needed, have long since gone. Today you need to employ as many marketing weapons, or channels, as possible. And coordinate them all with an overriding strategy. It is not enough to rely on one alpaca farm ad, or one alpaca sales E-mail campaign, or just your alpaca website. The more successful method is one that coordinates and integrates all your efforts—one driving to and building on another. And one that will help you attain the holy Grail of marketing— more and better relationships with your alpaca clients.
These 10 tips just touch the surface of effective alpaca marketing. For more information or assistance in getting your alpaca farm's marketing on track, contact BreedWorks today. Call us at our office, 607 432 6860, or send us an email. BreedWorks develops alpaca marketing solutions that not only look great, they get results.
