Farm & Ranch Displays

<body topmargin=0 leftmargin=0 marginheight=0 marginwidth=0> <table cellpadding=0 cellspacing=0 border=0><tr> <td valign="top" colspan=2 height=90 BGCOLOR="#006699" TEXT="#080000" bgproperties="fixed" background="133285a1erlcgo.png"> <div> <FONT SIZE="5" COLOR="#FFCC66" FACE="Arial" ><B>Highland Llamas</B></FONT><B>    </B><B> |     </B><A HREF="index.htm" TARGET="_top" TITLE="Highland Llamas"><B>home</B></A><B>          </B><A HREF="id48.htm" TARGET="_top" TITLE="Published Articles"><B>Published Articles</B></A><B>          </B><A HREF="id57.htm" TARGET="_top" TITLE="Marketing"><B>Marketing</B></A></div> <div> <A HREF="id61.htm" TARGET="_top" TITLE="Leveraging Your Marketing $ part one">Leveraging Your Marketing $ - part one</A>   |   <A HREF="id62.htm" TARGET="_top" TITLE="Leveraging Your Marketing $ part two">Leveraging Your Marketing $ - part two</A>   |   <A HREF="id80.htm" TARGET="_top" TITLE="Distributing Your Llamas">Distributing Your Llamas</A>   |   <A HREF="id59.htm" TARGET="_top" TITLE="Advertising Today">Advertising Today</A>   |   <A HREF="id63.htm" TARGET="_top" TITLE="Making Your Advertising $ Count">Making Your Advertising $ Count</A>   |   <A HREF="id81.htm" TARGET="_top" TITLE="Promoting a Stud Before He Comes of Age">Promoting a Stud Before He Comes of Age</A>   |   <B>Farm & Ranch Displays</B></div> <div> </div> </td> </tr><tr> <td valign="top" width=210 BGCOLOR="#FFCC66" TEXT="#080000" background="132d2c00dkelyh.png"> <div> <B>Creating an awareness of your farm or ranch at shows and sales.</B></div> <div> <B><IMG SRC="2dec17c0.jpg" border=0 width="193" height="124" ALIGN="BOTTOM" HSPACE="0" VSPACE="0"></B></div> <div> <B><IMG SRC="2e0c3820.jpg" border=0 width="195" height="130" ALIGN="BOTTOM" HSPACE="0" VSPACE="0"></B></div> </td> <td valign="top" height=390 width="100%" BGCOLOR="#FFFFFF" TEXT="#080000"> <div> <I><B>Farm & Ranch Displays</B></I></div> <div> <I>By Dan and Marilyn Milton</I></div> <bR> <div> Farm and ranch displays are an important method of advertising. They provide an excellent opportunity to create an image for your farm or ranch, your breeding program and your operational philosophy. To gain a common understanding, lets look at two specific definitions:</div> <bR> <div> <B>Image</B> - <I>the way in which a person or thing is popularly perceived or regarded</I>.</div> <bR> <div> <B>Image maker</B> - <I>one who uses skillful techniques in publicity and to create a favorable public view, as of a person or an institution.</I></div> <bR> <div> <B>Trends - then and now</B></div> <bR> <div> When we first started attending shows, conferences and sales, farm and ranch displays were really beginning to become a priority item, a major competition. It seemed everyone was trying to "top" his or her neighbor. Creativity awards were offered and sought after. There were Arabian tents, chandeliers, solid polished oak pens with brass fittings, gold lamé and neon signs. Themes were provided and we saw juke boxes, soda fountains, saloons and motor cycles. People started wearing costumes and putting on skits and dressing up their llamas. Someone actually constructed a house front with a porch, fencing and lights. Great fun! Great expense!</div> <bR> <div> We remember our attempt at going with the flow. It seemed like we built and painted and sawed for months. We packed and loaded and tied, then hauled for 36 hours. Then we untied and unloaded and unpacked. We spent 18 hours setting up. Was it standing for only 3 days? When it came down after 8 days of exhaustion, through blurry eyes we dismantled the display, packed most of it in the nearest dumpster and departed vowing to keep it simple in the future or stay home.</div> <bR> <div> Thank heavens for most of us those times are gone. We either got burned out or got smart. It could have had something to do with the Fire Marshal or perhaps changing market values. Farm and ranch displays today are taking on a whole new look and a whole new purpose. We're not sure what the purpose was before, but somehow the llamas, our reason for being there, were lost in the shuffle. Who could appreciate them in their tents and playpens, glitz and glitter? What message were we giving to the public? Is it any wonder llamas became thought of as the latest pets and playthings for the "wanabe" yuppie farmers or ranchers.</div> <bR> <div> Today, farmers and ranchers are trying to present a different impression <I>- an effect, a feeling or an image retained as a consequence of experience</I> (American Heritage definition)<I>.</I> Oscar Wilde, the Anglo-Irish playwright and author, stated, "It is only shallow people who do not judge by appearances. The true mystery of the world is the visible, not the invisible." The appearance of one's farm or ranch display provides the visual impression or image of one's farm/ranch or breeding program. The image we want to express, or the impact we want to make, must come through the farm/ranch display in simple and explicit terms. Otherwise, as the French photographer, Robert Doisneau stated, "Nowadays people's visual imagination is so much more sophisticated, so much more developed that now you can make an image which just slightly suggests something, they can make of it what they will." We do not want those who view our farm/ranch display to make of it what they will. We must be sure that the point, or purpose of our display, comes out in such a way that it is not left to interpretation.</div> <bR> <div> <B>Planning your display</B></div> <bR> <div> Planning a farm/ranch display is like planning anything else. The first step is deciding what you wish to accomplish; a "mission statement" of sorts. For example: </div> <bR> <div> Through our farm/ranch display we wish to convey:</div> <bR> <div> <IMG BORDER="0" SRC="Symb075c00b700f000000000.png" HEIGHT="16" WIDTH="24" ALIGN="bottom" HSPACE="0" VSPACE="0">an organized, efficient farm/ranch operation</div> <div> <IMG BORDER="0" SRC="Symb075c00b700f000000000.png" HEIGHT="16" WIDTH="24" ALIGN="bottom" HSPACE="0" VSPACE="0">an ethical operational philosophy a well rounded breeding program emphasizing diversified, usable bloodlines, correct conformation, gentle temperaments and fine fleece</div> <div> <IMG BORDER="0" SRC="Symb075c00b700f000000000.png" HEIGHT="16" WIDTH="24" ALIGN="bottom" HSPACE="0" VSPACE="0">a quality stud service to benefit ourselves and others</div> <div> <IMG BORDER="0" SRC="Symb075c00b700f000000000.png" HEIGHT="16" WIDTH="24" ALIGN="bottom" HSPACE="0" VSPACE="0">the production of quality offspring for sale</div> <div> <IMG BORDER="0" SRC="Symb075c00b700f000000000.png" HEIGHT="16" WIDTH="24" ALIGN="bottom" HSPACE="0" VSPACE="0">an offer to provide help and consultation</div> <div> <IMG BORDER="0" SRC="Symb075c00b700f000000000.png" HEIGHT="16" WIDTH="24" ALIGN="bottom" HSPACE="0" VSPACE="0">an image to encourage farm/ranch visits</div> <bR> <div> farm/ranch displays should provide educational information especially oriented to new people.</div> <bR> <div> <I><B>Helpful suggestions</B></I></div> <bR> <div> <U>Organization</U></div> <bR> <div> The appearance of your display, alone, can convey an aura of organization. Setting apart your display from others by the use of a backdrop is important to concentrate and limit visualization to your area alone. Curtain panels are easy to make, transport and install:</div> <bR> <div> <IMG BORDER="0" SRC="Symb075c00b700f000000000.png" HEIGHT="16" WIDTH="24" ALIGN="bottom" HSPACE="0" VSPACE="0">Fabric panels should be cut 8" longer than the desired length allowing for a 2" double hem at the bottom and a 3" pocket at the top for the rod -- in selecting rods, metal electrical conduit is good and will not sway in 10 foot lengths while PVC will sway (hint - cut the PVC into 5 foot lengths and attach two 5 foot lengths with a stiffening connector; this also makes the rods easier to transport).</div> <bR> <div> <IMG BORDER="0" SRC="Symb075c00b700f000000000.png" HEIGHT="16" WIDTH="24" ALIGN="bottom" HSPACE="0" VSPACE="0">The width of the fabric panels should be 1 ½ - 2 times the width of the area to allow for gathering.</div> <bR> <div> <IMG BORDER="0" SRC="Symb075c00b700f000000000.png" HEIGHT="16" WIDTH="24" ALIGN="bottom" HSPACE="0" VSPACE="0">Panels can be separate (width of fabric) or sewn together in one piece.</div> <bR> <div> When planning your backdrop, choose a solid color that compliments the natural colors of llamas and which coordinates with farm/ranch signs, displays, carpets, etc. Be sure that these curtain panels are clean and pressed with each use. To store; iron, fold vertically, hang on a hanger and cover with plastic.</div> <bR> <div> Display pens are also important in presenting an organized image. They should be uniform and in good condition. If transporting chips paint on metal or wood, bring a can of paint and brush to touch up. Galvanized gate panels are excellent. They can be easily fastened together and easily cleaned. They are light and can be used on the farm for displays, creep feeders, llama visitors and of course, gates.</div> <bR> <div> Different types of floor covering are available. Many sales, shows and conferences offer sod and/or sand. Both have benefits and drawbacks. Sod provides a natural soft cushion for the animals, absorbs moisture and provides limited entertainment for the llamas. It can however, get saturated and odorous if the stay is extended and white animals may display green knees. Sand is cool and does not stick to the llama's fiber. However, it is difficult to contain, hard to clean up and heavy to move. Indoor/outdoor carpet works well for animal areas and display areas, particularly if the flooring underneath is dirt. It is easy to sweep or rake. The moisture goes through into the dirt. Helpful hints when using carpet:</div> <bR> <div> <IMG BORDER="0" SRC="Symb075c00b700f000000000.png" HEIGHT="16" WIDTH="24" ALIGN="bottom" HSPACE="0" VSPACE="0">Use only turf-type carpet (felt types attract and hold hay and fiber).</div> <bR> <div> <IMG BORDER="0" SRC="Symb075c00b700f000000000.png" HEIGHT="16" WIDTH="24" ALIGN="bottom" HSPACE="0" VSPACE="0">Use latex backed carpet (jute or rubber backed carpet is hard to transport and it creases and curls permanently.</div> <bR> <div> <IMG BORDER="0" SRC="Symb075c00b700f000000000.png" HEIGHT="16" WIDTH="24" ALIGN="bottom" HSPACE="0" VSPACE="0">Use a dark color so as not to show stains (brown is practical).</div> <bR> <div> Carpet can be a one-time investment if cared for properly. When returning from a show, lay it out on a paved area, wash it with a pressure nozzle and let it dry in the sun to deodorize. Fold it neatly and store.</div> <bR> <div> When attending a show, walk the animals frequently to the established manure pile and, if possible, procure a night stall for them. This will help to preserve the floor covering in your pen or stall during the show or sale. Walking your animals also helps attract attention to them.</div> <bR> <div> All other items in your display such as chairs, tables, banners, display boards and pictures should present a balanced coordinated effect to blend with the carpet and drapes.</div> <bR> <div> Handouts and display boards are very important in conveying an organized farm/ranch and spending a lot of money is not necessary. Flyers, contracts and educational material can be printed on home computers and look very professional. Computer scanned photos and advertising are nice without going to the expense of a color separation process. Making up portfolios of your stud services and your sale animals can also be quite inexpensive if you are willing to invest the time.</div> <bR> <div> Hand lettering posters and pasting up pictures suggests haste and lack of perfection. Using vinyl lettering on reusable signboards that can be hung or displayed on an easel is preferable. When displaying pictures use photo mats around them and vinyl lettering to label.</div> <bR> <div> Handout materials and display boards should emphasize and provide detail on the image you are creating. Your farm/ranch display image should be consistent with any advertising or promotion campaign (use same slogans, pictures, words, etc.) such that people will instantly recognize that it is you.</div> <bR> <div> All these things give a message - I care enough about what I am doing to present it the best way I can so that you will care also.</div> <bR> <div> <U>Operational philosophy</U></div> <bR> <div> It is not enough to say, "this animal comes with our farm/ranch guarantee". Does this statement really say anything? Guarantees should be written, displayed, discussed and stood-by. One of the most important elements in a farm/ranch display is you! Be available to discuss your business philosophies and your guarantees. Be helpful and courteous and honest. Build a reputation of integrity. Exude enthusiasm for your operation.</div> <bR> <div> <U>Breeding program</U></div> <bR> <div> Keep notebooks and photo albums of your breeding herd and their production, their show and sale records. Be prepared to give references of other farm/ranchers who have purchased your animals and how they have enhanced each farm/ranch's breeding program.</div> <bR> <div> <U>Offspring</U></div> <bR> <div> Have pictures on display of the offspring your breeding program has produced and the offspring produced by other farm/ranches using your studs. Showing results and sale prices can be helpful.</div> <bR> <div> <U>Educational information and service</U></div> <bR> <div> Providing literature that is educational to your clients, especially the new owner, along with an offer of help and consultation instills confidence in your farm/ranch operation and demonstrates how they will be treated when doing business with you. Knowledge and experience willingly shared is a major selling point going hand in hand with organizational skills and ethical operational policies - important elements necessary to encourage people to visit your farm/ranch.</div> <bR> <div> <B>General guidelines</B></div> <bR> <div> Your farm/ranch display should be simple in its format, presentation and construction. Remember that the presentation of the animals is the focal point. Everything else should be designed to enhance them and your "mission statement".</div> <bR> <div> A display should be easy to transport by trailer, car, airplane or however you plan on transporting it. The display should be easy to setup and dismantle (you do not want to set it up just in time to take it down).</div> <bR> <div> Materials used in the display should be sturdy (they are going to be transported, setup and down, leaned against, sat on, pushed against, stepped on by a llama, etc.) and easy to clean (the display will get dirty and dusty during the 3 or 4 days it is setup at an auction, conference, or show). Be sure it is safe for animals and passersby.</div> <bR> <div> The display needs to be flexible to fit different size areas. Freestanding space is not always available. You may have to adapt to different sized pen or stalls. You may be inside a building or in a tent or inside an open covered arena. Wind may be a consideration. Signs that fit on pen or stall fronts and banners 6 feet wide and under are versatile and travel well.</div> <bR> <div> If possible have a separate area to store tack, tools, extra hay and cleanup utensils.</div> <bR> <div> <U>Feed and water</U></div> <bR> <div> Hanging feedbags is preferable to minimize the scattering of hay and should be in a color consistent with your display. The bags can be hung in a back corner of the pen or in the front corner of a stall to encourage neatness. Water buckets should be able to be hung, fastened down or have wide bases to prevent tipping over.</div> <bR> <div> <U>Weather</U></div> <bR> <div> As most conferences and sales occur in spring to early fall, be prepared for heat. Bring a high velocity fan and extension cord. Sand, sod and carpet can be wet down to keep an animal cool, but good air circulation is a must. Keep fans free of dust, wool and debris and cover cords with display carpet or sod or fasten down with duct tape for safety.</div> <bR> <div> <U>Etiquette</U></div> <bR> <div> Cleanliness is important for the image you wish to portray and it is also important to your neighbors. Remember to keep isles clean and clear of debris. Grooming should be done in designated areas. When blowers and brushes are used in your display area it not only makes a mess in your own display but all the neighboring displays as well. Regardless of where you groom, do not throw discarded wool on the ground to blow freely around display areas and the grounds. Do not bring wet animals back into display areas until they have quit dripping, especially in areas with cement floors.</div> <bR> <div> <B>Conclusion</B></div> <bR> <div> When designing a farm/ranch display, keep in mind what you hope to accomplish with this promotional effort. Remember the animals are the main focal point and should be enhanced rather than overshadowed by your presentation. Keep your display simple, sturdy and safe. Provide picture displays and handouts consistent with your other advertising and promotional campaigns.</div> <bR> <div> Be there in person to discuss your programs, philosophies and guarantees. Be enthusiastic, helpful, courteous and honest. Be positive about your operation and build a reputation of competence and integrity. Make doing business with your farm/ranch easy, appealing and desirable.</div> <bR> </td> </tr></table></body>