Promoting a Stud Before He Comes of Age

<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></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>   |   <B>Promoting a Stud Before He Comes of Age</B>   |   <A HREF="id64.htm" TARGET="_top" TITLE="Farm Ranch Displays">Farm & Ranch Displays</A></div> <div> </div> </td> </tr><tr> <td valign="top" width=210 BGCOLOR="#FFCC66" TEXT="#080000" background="132d2c00dkelyh.png"> <bR> </td> <td valign="top" height=390 width="100%" BGCOLOR="#FFFFFF" TEXT="#080000"> <div> <I><B>Promoting a Stud Before He Comes of Age</B></I></div> <bR> <div> <I>by Dan and Marilyn Milton</I></div> <bR> <bR> <div> INTRODUCTION </div> <bR> <div> In order for a stud to "Come of Age" he must first demonstrate that he can produce quality offspring after a sufficient number are on the ground.  He must also demonstrate his prepotency by consistently improving on females he has bred and he must become known and recognized by the industry. </div> <bR> <div> No matter how well the potential stud fulfills the first two criteria, he will never "Come of Age" without the third being fulfilled.  Once he has done his part we must do ours -- promote him, so others will recognize his greatness.  This will help enhance the sale of his offspring and/or the provision of outside breeding services when he does "Come of Age." </div> <bR> <div> RECOGNIZING A POTENTIAL STUD </div> <bR> <div> Paul Taylor in an article, "Managing Young Stud Prospects" provided some insights into recognizing a potential stud and then caring for him while he develops.  To quote Paul, "If the young male shows quality and has quality is his background, if he has all the traits you hope to add to your herd and none of the traits you need to eliminate, then he has cleared the first hurdle."  He further stated, "You must be objective, critical, realistic and honest in judging his quality and true potential.  Correctness of conformation, wool characteristics, disposition, bearing and presence are important, as is getting the feedback from other llama breeders."</div> <bR> <div> LEVEL OF PROMOTION MAY DEPEND ON ACQUISITION</div> <bR> <div> If a potential stud has been raised on your ranch or purchased off another ranch, he probably will have had limited promotion.  If purchased at auction, he may or may not have had some significant promotion on a national basis.  Any previous promotion will effect the level and direction of your promotional efforts, and will be helpful in launching your own campaign, even if the previous promotion was nothing more than the exposure in an auction catalog or that which he gets while at the sale and on the auction block. </div> <bR> <div> Your promotional approach will also depend on how much promotion the stud's sire and dam have had.  If it has been significant, you will be able to capitalize and build upon the previous efforts.  If not, then your concentration will have to be strictly on the merits of the potential stud. </div> <bR> <div> COMING OF AGE</div> <bR> <div> The time when a stud comes of age will vary from three to six years, depending upon when he begins to breed, how long it takes to breed enough females to show the quality of his production and to prove his prepotency, and the level of promotion he receives.  Following, we will take a look at the two stages of development that a young stud prospect goes through and what can be done to promote him during each of these stages. </div> <bR> <div> <IMG BORDER="0" SRC="Symb075c00b700f000000000.png" HEIGHT="16" WIDTH="24" ALIGN="bottom" HSPACE="0" VSPACE="0">Stage One - pre-breeding - from weanling until he is old enough to begin settling females. </div> <bR> <div> <IMG BORDER="0" SRC="Symb075c00b700f000000000.png" HEIGHT="16" WIDTH="24" ALIGN="bottom" HSPACE="0" VSPACE="0">Stage Two - pre-offspring - from breeding age until a sufficient number of offspring are on the ground to prove him out. </div> <bR> <div> PRE-BREEDING PROMOTION<FONT SIZE="4" COLOR="#000000" FACE="Arial" > </FONT></div> <bR> <div> In stage one, base your initial promotion on the following positive points of the potential stud and those of his sire and dam: </div> <bR> <div> <IMG BORDER="0" SRC="Symb075c00b700f000000000.png" HEIGHT="16" WIDTH="24" ALIGN="bottom" HSPACE="0" VSPACE="0">conformation</div> <div> <IMG BORDER="0" SRC="Symb075c00b700f000000000.png" HEIGHT="16" WIDTH="24" ALIGN="bottom" HSPACE="0" VSPACE="0">bone</div> <div> <IMG BORDER="0" SRC="Symb075c00b700f000000000.png" HEIGHT="16" WIDTH="24" ALIGN="bottom" HSPACE="0" VSPACE="0">presence</div> <div> <IMG BORDER="0" SRC="Symb075c00b700f000000000.png" HEIGHT="16" WIDTH="24" ALIGN="bottom" HSPACE="0" VSPACE="0">wool (length, placement, color, quality)</div> <div> <IMG BORDER="0" SRC="Symb075c00b700f000000000.png" HEIGHT="16" WIDTH="24" ALIGN="bottom" HSPACE="0" VSPACE="0">temperament</div> <bR> <div> Positive points should include the following values:  1) aesthetic, 2) genotype, and 3) economic.  If your stud measures up in these areas, emphasize the fact in your promotion. </div> <bR> <div> The key word to remember is exposure.  Promotion is best accomplished by putting him in front of as many people as possible.  Seeing is better than hearing and seeing in person is better than a photograph.  Do remember if you use a photograph, to use only one that shows the animal at his best.  Pictures are great in the absence of the real thing, but how well can you judge an animal's conformation unless you see him move or feel his bone; how can you evaluate his fiber quality or appreciate his disposition unless you are </div> <div> sharing his space.  To gain the initial exposure for the potential stud, the following events provide the opportunity to put him in front of a large amount of people: </div> <bR> <div> <I>Fai</I><I>rs and Para</I><I>des</I></div> <bR> <div> A great way to expose your stud to new people locally is at fairs and parades.  They present great opportunity for talking about your animal and answering questions about the industry in general. </div> <bR> <div> <I>Shows, Seminars, Conferences and Sales</I></div> <bR> <div> Many potential users of breeding services and buyers of offspring are found at these events.  Having a ranch display during these events, to show off the animal in person, accompanied by photo and statistical documentation of your animal's history, is beneficial. Participating in these events, particularly shows, during this stage of the stud's development, is even better. </div> <bR> <div> There is nothing that says a potential stud cannot be a performance animal.  On the contrary, it shows his soundness and versatility as well as temperament.  If you do participate, make sure he is well groomed and trained.  If you don't have the time to do it yourself, get him to a professional trainer. </div> <bR> <div> One of our herd sire's offspring, a potential backup stud to him, was trained by Paul and Betty Barkman at eight months of age.  At ten months, we began showing him in halter, performance, showmanship and costume classes to help promote his sire.  Being well trained, and small, even for his age, endeared him to the crowd.  Routinely competing against larger animals in performance classes did not prevent him from winning many awards.  The crowds began to call out his name at competitions and, when he received a third place in halter class at one event, the crowd disagreed audibly.  He was not only seen in person by hundreds of people, but his name appeared in every llama publication.  We felt this was the main factor for him accomplishing thirty outside breedings during his first breeding season. </div> <bR> <div> During pre-breeding promotion, there are levels of advertising that are beneficial, yet are not expensive.  It is cost effective to advertise in those local and national association's newsletters that allow advertising.  These associations also sponsor events where, if you cannot take the stud, you can setup displays of his personal photo histories.  You can also have your stud's name printed on buttons, shirts, hats, jackets and license plates.  You can have garments made from his wool. </div> <bR> <div> If your stud's sire and dam have been advertised nationally, continue to do this for the stud during this stage.  This level of advertising on the potential stud will benefit your current sales, outside breeding services and ranch reputation while building an awareness of the potential stud. </div> <bR> <div> PRE-OFFSPRING PROMOTION </div> <bR> <div> During the pre-breeding stage, promotion concentrated on the potential stud's attributes, positive points and values.  During this stage the concentration will be on promoting his breeding capabilities.</div> <bR> <div> It would be most convenient if you could prove out your stud at home -- no muss, no fuss.  However, even if you have a sufficient number of females, it is better to breed some outside females as well.  Just the fact that other ranches have chosen to use your stud demonstrates their faith in his abilities.  When breeding your own females, put your best foot forward or "your money where your mouth is" and breed to your best females as well as some of your more average females; beware of conveying hidden messages.  If your stud is not worthy to risk on your best females, why should anyone else take that risk. </div> <bR> <div> How do you convince others to give your stud a chance?  First, provide good reasons, as follows: </div> <bR> <div> <IMG BORDER="0" SRC="Symb075c00b700f000000000.png" HEIGHT="16" WIDTH="24" ALIGN="bottom" HSPACE="0" VSPACE="0">His sire is great and very well promoted.</div> <div> <IMG BORDER="0" SRC="Symb075c00b700f000000000.png" HEIGHT="16" WIDTH="24" ALIGN="bottom" HSPACE="0" VSPACE="0">His dam is our best female.</div> <div> <IMG BORDER="0" SRC="Symb075c00b700f000000000.png" HEIGHT="16" WIDTH="24" ALIGN="bottom" HSPACE="0" VSPACE="0">Phenotypically he is exactly what the market is asking for.</div> <div> <IMG BORDER="0" SRC="Symb075c00b700f000000000.png" HEIGHT="16" WIDTH="24" ALIGN="bottom" HSPACE="0" VSPACE="0">He has great breedable bloodlines.</div> <div> <IMG BORDER="0" SRC="Symb075c00b700f000000000.png" HEIGHT="16" WIDTH="24" ALIGN="bottom" HSPACE="0" VSPACE="0">There have been no genetic defects in either his sire's or his dam's lines. </div> <bR> <div> In other words, provide the positive traits that may be desirable to those who might use him. </div> <bR> <div> Second, provide strong incentives for others to use him, as follows: </div> <bR> <div> <IMG BORDER="0" SRC="Symb075c00b700f000000000.png" HEIGHT="16" WIDTH="24" ALIGN="bottom" HSPACE="0" VSPACE="0">Creative pricing or bonuses</div> <div> <IMG BORDER="0" SRC="Symb075c00b700f000000000.png" HEIGHT="16" WIDTH="24" ALIGN="bottom" HSPACE="0" VSPACE="0">Better guarantees</div> <div> <IMG BORDER="0" SRC="Symb075c00b700f000000000.png" HEIGHT="16" WIDTH="24" ALIGN="bottom" HSPACE="0" VSPACE="0">Better service</div> <div> <IMG BORDER="0" SRC="Symb075c00b700f000000000.png" HEIGHT="16" WIDTH="24" ALIGN="bottom" HSPACE="0" VSPACE="0">Trade breedings</div> <div> <IMG BORDER="0" SRC="Symb075c00b700f000000000.png" HEIGHT="16" WIDTH="24" ALIGN="bottom" HSPACE="0" VSPACE="0">Donated breedings</div> <div> <IMG BORDER="0" SRC="Symb075c00b700f000000000.png" HEIGHT="16" WIDTH="24" ALIGN="bottom" HSPACE="0" VSPACE="0">Free breedings</div> <bR> <div> We have personally found all of these incentives helpful in getting outside breedings for an unproven stud.  An additional benefit from using these incentives is that they also generate repeat business for the stud that can be followed up year after year. </div> <bR> <div> People who you convince to use your stud often convince others to do the same. </div> <bR> <div> If you want a true indication of what your stud can do, make sure he is bred to a wide variety of females from different bloodlines.  Keep records; require pictures of each female bred and pictures of the resulting offspring as they develop. </div> <bR> <div> Keep in mind it takes two years to see the first season's progeny of a potential stud.  Try to get as large a selection as possible that first year.  Otherwise it will take that much longer to prove him out. </div> <bR> <div> Take advantage of this time to keep accurate records of your stud's breeding habits and discover in which circumstances he is most effective (e.g., field breeding, hand breeding,  morning, evening).</div> <div>  </div> <div> Continue to expose your stud publicly at this time.  It is our personal opinion that showing a stud in halter class once he is standing at stud can be detrimental if he does not place as Grand Champion.</div> <bR> <div> As you are encouraged by the resulting offspring, if you have not already done so, increase the stud's exposure from local to national. </div> <bR> <div> What if he does not prove out, thus costing you significant time, money and wasted effort?  That is always a possibility.  It is a good idea to keep another "potential stud" waiting in the wings.  However, by carefully choosing the potential stud based on your experience and intuition, this possibility is minimized.  And, great will be the rewards of the groundwork laid early, if he does prove out. </div> <bR> <div> SUMMARY</div> <bR> <div> A stud "Comes of Age" when he produces quality offspring, is proven prepotent and becomes recognized by the industry.  Promotion is an important and necessary ingredient to achieve this status for the stud.  The two stages of his development require a different concentration of the promotional efforts.  During the pre-breeding stage, we concentrate on the potential stud's attributes.  During the pre-offspring stage, we concentrate of his breeding capabilities.  We promote form in stage one and function in stage two.  Promotion begins locally and, as successes are achieved, expands to a national level.  Advertising, which must be specifically directed to be cost effective, is an important media to use in gaining exposure for the stud.  For maximum exposure benefit, there is nothing better than to let people see his conformation, presence, disposition and fiber quality in person. </div> <bR> </td> </tr></table></body>