Targeting your Australian Lowline marketing effort

Sales resulted from display at Rockhampton Heritage Village
on Australia Day

Some thoughts from Michelle Molloy

Several thousand people pass through the gates of Rockhampton Heritage Village on Australia Day. We decided to use the opportunity to conduct a display of Timitch Hill Lowline cattle and to promote the breed to the general public. Australian cattle for Australia Day.

Up early, we loaded a selection of our cattle, including a bull, cow and calf, and some youngsters along with some portable panels and headed off to the markets. The committee had allocated us an area next to a shed, and using this and the truck and panels, we had an enclosure to display the cattle. No sooner had this construction been completed than we were inundated with people checking out the livestock.

More than ably assisted by Jeanette Hodgon from Tonjankay Lowline Stud, Alton Downs, we spoke almost non stop to interested members of the public for almost six hours. The cattle got lots of pats and handfuls of hay from all the kids, even those in prams, and took it all in their stride. All our promotional material disappeared rapidly and it was gratifying to see the interest created in the breed.

We spoke to everyone from old blokes who had worked for AA Cattle Company through to young families with small acreages, and learnt lots from all of them. Without exception they were impressed with the Lowlines as good quality beef cattle with great temperaments. A good day was had by all and we arrived home tired but happy (even the cows)thinking the day had been a great success, judged by the number of visitors and the large number of Lowline Journals we didn't have to take home.

Then came the bonanza, a number of sales and some new ALCA members. It certainly proved the value of targeting your marketing activities.