Online Catalogs Provide Options American
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Summary
Online Catalogs � Provide Options Hereford producers utilize HerfNet’s online catalog service to reach potential customers
by Leah Bond I n December 2006 the 500th HerfNet catalog was activated. HerfNet.com is an online marketing service for commercial and seedstock Hereford producers that has been available for almost six years
First-time HerfNet users, Jeff, Bonnie and Justin Reed, owners of Reed Stock Farm in Hampton, Minn., listed the 500th catalog for a private-treaty offering of 10 head. They chose to advertise on HerfNet because it is reasonably priced and gives them the opportunity to reach prospective customers they may not otherwise reach, Justin says
HerfNet was created by the American Hereford Association (AHA) in 2000 with the purpose of serving as an online marketing suite geared toward commercial Hereford producers wanting to advertise feeder calves, says Stacy Sanders, AHA records department director. Today HerfNet marketing options are also available to Jeff, Bonnie and Justin Reed, owners of Reed Stock Farm in Hampton, Minn., seedstock producers. The Web site has five listed the 500th HerfNet catalog for a private-treaty offering of 10 head
catalog-listing options — feeder calves, commercial females, seedstock sales, Online catalog pricing Private-treaty catalog Online sale catalog Initial listing for two months — $20 plus $75 setup fee, plus $2 per lot $5 per animal. electronic entry or $5 per lot Includes up to 10 lines (approximately 100 manual entry
words) of introductory comments, seller’s Discounted setup fees contact details, etc., and up to 50 words of sale for catalogs of 30 or more notes on each animal. Links will be provided lots — 30-60 lots receive $30 to pedigree and expected progeny difference discount; 60 lots or more (EPD) details for each animal, obtained directly receive $65 discount
from the Hereford database. Photos are an extra $3 per Photos and logos are an extra $3 per photo photo if provided in electronic if provided in electronic format or $10 per photo if format or $10 per photo if image scanning is required. scanning is required
Renewal of existing listing (unedited) is $10 per Note: For electronic entry rate month. Changes to existing listing are $5 per animal. to apply, all sale details — lot Any private-treaty catalogs of 25 or more lots are number, registration number, eligible for online sale catalog. sale notes and photos — must be provided in compatible For more information, visit HerfNet.com and click on the format via e-mail or CD. Visit HerfNet.com and click on the “List New Cattle” tab and then select “Seedstock Private “List New Cattle” tab and then select “Seedstock Sale Catalog” Treaty Catalog.” for more information and to download template files. HW98 HEREFORD WORLD / March 2007 www.hereford.org seedstock semen and seedstock private treaty. Creative Services catalogs online On average the number of HerfNet offers producers a profitable complement to potential customers a producer can reach by advertising on HerfNet is print forms of advertising
about 3,500, but it depends mostly “There are more and more people getting on the individual sale, Sanders comfortable with computers and using the says. Some sale catalogs can have Internet,” says Cleo Shaw, Shaw Cattle Co., up to 10,000 “hits” — the number Caldwell, Idaho. “A lot of people go to breed of times an individual Web site/ association Web sites to search for the data they catalog is viewed. Private-treaty want or need. HerfNet offers something for the catalogs usually have fewer hits than commercial cowman and the seedstock producer.” production sale catalogs because Catalogs produced by Hereford Publications they have fewer lots for sale. Inc.’s (HPI) Creative Services are posted on HerfNet Private-treaty catalogs are and available for traditionally listed on HerfNet for Creative Services two months, while most production prospective buyers customers have sale catalogs will be active for to view before the two online sale print catalogs arrive book options — about 90 days prior to the sale date the traditional and taken off of HerfNet the day in mailboxes, says “searchable” after the sale. Caryn Vaught, HPI version, left, and One advantage HerfNet production manager. a downloadable PDF (portable has is that it is an affordable Posting catalogs document alternative for both large and on HerfNet is a free format) below
small producers. Reed Stock Farm service for producers owns about 40 head of cattle — 35 who have their registered Herefords — and sells catalogs produced by approximately five to six bulls and 10 females each year through the Creative Services consignment sales, Justin says. team. Catalogs that “I felt HerfNet was a very are not produced by reasonably priced advertising Creative Services may also be option that has the ability to reach posted online for $100
potential customers all over North Creative Services customers America,” Justin says. “In just have two online sale book the short amount of time that it options — the traditional has been on the Web, the online “searchable” version and catalog has been good exposure downloadable PDF (portable for our farm and has generated document format). To view the more interest in our program.” Another advantage that PDF users need Adobe Acrobat HerfNet has compared to other Reader, which is a free program
forms of advertising is convenience. The online catalogs have Buyers can easily search for cattle many of the same features based on expected progeny as print catalogs and have difference (EPD) criteria, Sanders the option to conduct searches
says. This can be a tremendous Prospective buyers can enter selection criteria and in seconds have a list of time saver for buyers because they cattle that are best suited for their operation. Catalogs can be searched by don’t have to flip back and forth lot number, animal name, sire and expected progeny differences (EPD)
through print catalogs to find what HPI will process the catalog information and notify the producer via they’re looking for
e-mail when it has been posted online
“HerfNet is not meant to act as a replacement for traditional The online catalogs can include a link to the breeder’s Web site, so advertising such as print catalogs, prospective buyers can get more information about the farm or ranch
but merely works in addition The PDF version looks exactly like the “printed version” producers receive to them — in a supplementary in their mailboxes. With this option the entire catalog can be downloaded fashion,” Sanders says. “Cattle and printed for the buyer to read
cannot be purchased online, so A benefit of the PDF version is that when a producer gets a call a couple buyers must contact the seller in days before the sale and a prospective buyer wants a catalog the breeder order to purchase animals.” can direct the buyer to the online version. HW continued on page 100 ..
www.hereford.org March 2007 / HEREFORD WORLD 99 ...Online Catalogs Provide Options continued from page 99 The Reeds admit that being Feeder calf and commercial information about posting the able to view catalogs without female catalogs are listed free of catalog. Catalog templates can be having to call and request them charge; however, some fees are downloaded to aid in developing from the seller and also having required for seedstock producers the catalog
the ability to research pedigrees wanting to list catalogs; see After filling out the template, are what they like most about “Online catalog pricing.” producers can save and name HerfNet. To post a catalog on HerfNet the file by the member account “The ability to see pictures and producers can go to HerfNet.com and number that the catalog will be evaluate EPDs and performance click on the “List New Cattle” tab. billed. Then they e-mail it to pedigrees online without having Catalog options are: feeder cattle, [email protected]
to request a catalog and then wait commercial female, seedstock Producers only need to provide for it to come in the mail is a big sale, seedstock semen or seedstock registration numbers when advantage for the buyer,” Justin private treaty. submitting data for their catalogs
says. “And being able to research After selecting the type Pedigree and EPD information will cow families is very important of catalog, producers will be be pulled from the database. HW when investing in a herd bull, too.” provided with the costs and more Posting photos and logos Hereford breeders can add pictures and farm logos to online the owner. To post a picture of an animal that is not listed in catalogs as well as to any animal in the American Hereford a catalog, the cost is $5 if electronically submitted or $10 if Association (AHA) database. scanning is required
“We chose to put our ranch brand and select photos Once a photo is uploaded it will remain on the database online because it is just one more way to advertise and get indefinitely. Multiple photos can be uploaded; if an animal name recognition,” says Cleo Shaw, Shaw Cattle Co., Caldwell, has more than one photo in the database the most recent will Idaho. “When someone comes across one of our animals in a be displayed and the other photos can be viewed by clicking search, the ‘/S’ brand comes up with the pedigree.” on the “View Other Images” link
Producers can post both small and large animal pictures. Farm logos can be displayed for $50 a year. Farm logo Large photos can only be added if a small photo accompanies; advertisements are similar to Hereford World seedstock the small photo is used as a link to the large one. directory ads. The only difference is that because of size Small images should be saved as a “jpeg” file and named limitations, the logos can only contain basic graphic elements x.jpg, where the x represents the animal’s registration such as initials and brands. Contact information should not number. Large images should be named x_L.jpg where the be included in logos since full contact information for each “L” signifies that it is a large picture. Farm logos should be operation is already provided through owner and breeder saved as a “gif” file and named memb_x_logo.gif, where the x links of each animal
represents the producer’s member number. Please e-mail electronically submitted pictures and Electronically submitted photos for an online catalog are farm logos to [email protected]. See Table 1 for more $3 each or $10 to scan a hard copy of the picture. All hard information. HW copies that are submitted for scanning will be returned to Table 1: Online graphics Image Name File type Example Maximum dimensions (pixels) Member logo Memb_x_logo gif Memb_7017597_logo.gif 110 x 110 (x = member number) Small animal image x.jpg jpeg 19310583.jpg 220 x 160 (x = registration number) Large animal image x_L.jpg jpeg 19310583_L.jpg 750 x 575 (x = registration number) Note: Logos look best when made with transparent background. The maximum file dimensions must be adhered to. Some images will be impossible to fit in these dimensions (particularly if the photo is shot vertically, rather than horizontally), but every attempt will be made to allow the images to be used. However, no guarantees can be made regarding usage
100 HEREFORD WORLD / March 2007 www.hereford.org
Team. Catalogs that are not produced by Creative Services may also be posted online for $100. Creative Services customers have two online sale book options — the traditional “searchable” …
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