Plan now for fall marketing programs

Farm Forum

A collaborative partnership between Angus Productions Inc. (API) and DV Auction, combines two of the most recognized and dependable names in the livestock marketing world. Together, they have established the largest collection of online buyers in the industry.

As thoughts turn toward fall marketing, cattlemen are encouraged to consider including as part of their promotion plans.

“Now is definitely the time to thinking about your fall marketing efforts,” says Brett Spader, director of operations for DV Auction. “Whether it’s a full scale fall production sale you are planning, or you are looking to create added revenue or increase the exposure of your breeding program, offers a variety of services that can take your marketing to the next level.”

For sellers of Angus genetics, the opportunities are endless. By promoting an event through both API and DV Auction, their breeding program will be recognized by thousands of users all across the country. For buyers, is a one-stop-shop for high quality Angus genetics. They have an opportunity to buy cattle each day of the year through nearly 400 live auctions, online bid-offs and private treaty listings.

Cattlemen who host traditional auctions can take advantage of the online broadcast and bidding service, which allows viewers who cannot attend the sale in person to log-in and make purchases via a live video stream.

“Most auctions have about 150 to 200 buyers in the stands,” Spader says. “Our average for online viewers watching each sale is more than 500. This is a tremendous promotional tool for breeders, who are able to increase the number of people participating in their auctions greatly. Buyers also appreciate the customer service aspect of being about to shop digitally.”

The second marketing option is the online bid-off. This allows producers to list their cattle and genetics using an Ebay-style marketplace. Potential buyers can select lots through “buy it now” pricing, a timed auction close, or some even with a live auctioneer close. Each lot may be accompanied with photos, videos, footnotes, expected progeny differences (EPD) links and other descriptors.

“Online sales like this are popular because the cattle never leave the farm or ranch until they are purchased,” Spader says. “They don’t experience the stress of sale day, and it’s a cost-effective way for sellers to promote their programs to a vast Angus-targeted marketplace.”

A growing marketplace

As the interest in online marketing continues to grow, Spader believes the time to supplement marketing efforts with a digital tool like has never been better. DV Auction was the first company to broadcast livestock auctions over the Internet, and they have seen the acceptance and understanding of digital marketing grow substantially over the last 15 years.

Cattle operations of all types are seeing value in incorporating these types of marketing programs. Larger producers are finding that online bidding and broadcast of their production sales generates significant exposure, Spader says, and that directly impacts their sale gross and brand recognition reach.

Smaller cow herds are also realizing that they can also grow their brand using the online bid-off feature on, and that positioning their offering on the website helps create maximum value for their lots.

“Any size of producer enjoys the interactive nature, flexibility and quick turn-around time for positing bid-off, and also the potential for multiple ‘pay days’ throughout the year,” Spader says.

Adding to the marketing mix

Possibly the greatest benefit of using is the one-of-a-kind exposure for breeders within the website. Between coverage from API’s radio, television, print and digital extensions – and advertising to the 184,000 DV Auction account holders – it’s a promising opportunity to showcase genetics and breeding programs to an extensive group of people who are buying cattle nearly every day.

“ has quickly become a trusted service for Angus breeders to both sell and purchase quality genetics online,” says Eric Grant, API general manager. “It’s all about meeting your potential customers where they are, in a way that encourages them to interact with you and your farm or ranch.” gives producers a chance to couple a digital presence alongside well-established advertising and promotion plans within API. Today’s livestock marketers have a wealth of tools at their fingertips, including print advertising through the Angus Journal and Angus Beef Bulletin, The Angus Report television spots, API sale catalogs, flyers and much more.

When coordinating plans for fall marketing, cattlemen may contact their American Angus Association regional manager to learn more about

“The old adage ‘You can’t do the same thing over and over and expect different results’ holds true in this case,” Spader says. “And cattlemen and women are proving every day the importance of online marketing to both buyers and sellers.”