Marketing and Private Treaty Sales
To reach your private treaty buyer prospects it is wise to employ a wide variety
of media in your marketing and sales efforts. In the United States, the most popular media, as measured by
the amount of ad spending, are television, newspapers, direct mail, radio, Yellow Pages, magazines, the Internet,
outdoor advertising, and a variety of other media, including transit ads, novelties, and point-of-purchase
displays. These rankings are measured annually by an advertising trade magazine, and seldom vary, although
Internet advertising continues to grow significantly. In the first half of 2005, ad spending on the Internet
increased 26 percent, far greater than the 4.5 percent growth for the entire advertising market.
Direct mail is relatively inexpensive per
contact and is the third largest advertising medium, attracting about 20 percent of all U.S. advertising dollars so
it behooves you to develop and maintain an all inclusive mailing list of your buyer prospects. Direct mail
advertising, as the name implies, is advertising that is sent directly to people by mail, usually through the
postal system. Increasingly, however, electronic mail is being used as a direct mail device. Direct mail can
be as simple as a single letter or as involved as a catalog or an elaborate e-mail known mail that offers
graphics and links to more information.
From the breeder's point of view, the key to a successful direct mail program is the
mailing list. The mailing list contains the names and addresses of people who share certain common characteristics
that suggest they will be likely to buy from you. Because you are speaking directly to those who are most likely to
buy from you, it may be that you find direct mail to be the most effective of all advertising for
generating immediate results.