RED DEER – Bison producers have a great product and a great business but they have to tell the right story to capture consumer interest.
“How good is your story?” Bison Producers of Alberta marketing manager George Gonzo asked those at a recent regional meeting.
Every producer has at least one great story they can tell their customers, he said. If it’s interesting they’ll tell their friends and the story gets passed along.
Gonzo said word of mouth is one of the most cost effective ways to advertise. A good story that can be repeated easily is like free advertising, he added.
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“This is how you pass on your message.”
He said the mind hates boring and predictable messages and it’s no different with stories, which need to follow the SEED rule: simple, engaging, emotional and different.
“Surprise them. You know stories are engaging when they tell you they didn’t know that.”
By telling great stories, producers are teaching their customers what they want to say about their industry and are turning their customers into their best sales team.
“Facts tell, but stories sell.”
Gonzo told producers to start collecting e-mail addresses and not just from customers. They can also collect them from their mechanic, plumber and banker. All of them eat and they’re all interested in stories about the business.
“People want the information you want to share.”
Gonzo said producers need to tell customers that in the last six months bison prices at auction markets are better than they have been in the last six years and the future looks bright.
