Coyote Ridge Ranch and the biggest show in its backyard

Each year, the National Western Stock Show in Denver is the biggest of its kind, and Hereford Breeders from around the country gather together to compete, compare and buy.

We instituted a multi-media push, launched months in advance, that included a series of media relations placements, promotion of sales events, social media prompts, calendar ads and an advance copy of the annual Bull Catalog, delivered in time for all the visitors.

LASALLE, CO – JANUARY 7: Jane Evans Cornelius, 78, and her family raise Hereford cattle at Coyote Ridge Ranch in LaSalle, Colorado. January 7, 2020. (Photo by Hyoung Chang/The Denver Post)

Together, these series of tactics accumulated into a strategy that drove sales and further established Coyote Ridge Ranch Herefords as a national and international leader.

Through an ambitious series of events, marketing tactics and outreach activities, we aimed to make this NWSS the best ever for an industry leader. One important element was coverage in the Denver Post, the InterMountain West’s leading newspaper.

https://www.denverpost.com/2020/01/12/national-western-stock-show-weld-county-herefords/

Followed closely by limited print but extensive digital distribution of the CRR 2020 Bull Catalog.

Getting the Bull Catalog ready, even before the final photos were available, gave CRR a unique opportunity to get copies to ready cattle buyers, and because it is posted online, easily updated and re-distributed just after the National Western Stock Show. See it at: https://www.coyoteridgeherefords.com/bull-catalog#

prominent link at: https://www.CoyoteRidgeRanchHerefords.com

The idea is to connect CRR to buyers, so besides promoting our own Bull Catalog, Private Treaty Sale, we also actively promoted two major sales tied to National Western. The two Facebook events ran on a staggered basis for nearly two months in advance of events, and in heavy rotation the week of.

To give people around the country a SNEAK PEAK of the cattle we were bringing to Denver, we produced and shared via Facebook and our website a series of videos. We even created a heated debate over background music. On facebook, the videos collectively got more than 3,000 views.

See them all at: https://www.coyoteridgeherefords.com/news

And, of course it helps if you deliver on show day! Both Coyote Ridge Ranch and Mayo Ridge Ranch posted big wins in the Bull Show, and our Facebook notifications received more than 6,000 views and nearly 4,000 likes to our series of posts. Amazing…

You also want to give folks a reason to visit. Here’s a social call to bring people over to Pen 1435.

And we also bought a page in the National Junior Hereford Annual Catalog, got the cover of Hereford World for one of our best cows, and kept a steady beat on social media — posting daily for the two weeks heading into the big event.