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National Angus Conference
September 27, 2005
Regional Managers as an Asset for your
Program
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What do Regional Managers Do????
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Reality
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Regional Managers wear many hats.
They are the “Jack of All Trades –
Master of none”
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RM Job Description
• 50% American Angus Ass’n.
• 50% Angus Productions, Inc.
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Work with and become familiar with the programs of the
American Angus Association
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Help Develop and Sell the Services of API
• Angus Journal
• Angus Beef Bulletin
• Web Marketing
• Special Services
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Perception• Eat really good steaks every
night
• Drive big fancy cars
• Smoke big, expensive cigars
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Reality• Only one RM smokes cigars• We drive pickups or company
cars that we drive to 125,000 miles
• And………….
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How did we get here?
A Look Back in History
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1915First Fieldman hired by the American Aberdeen Angus
Breeders Association
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M.A. Judy
Had served as the President of the Association in 1909.
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1922
Association Finances in bad shape and let fieldmen go.
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1938
Hired first modern-day fieldmanBill Barton
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The late ’70’s and early ’80’s
• 1978 AAA purchased Angus Journal
• AJ had “office based” salesmen
• “Office based” salesmen short-lived
• Three fieldmen traveled entire country for Angus Journal
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June 1981 AAA Board of Directors approved the gradual combination of the Angus Journal Fieldmen positions
with that of the American Angus Fieldmen. By 1985 all territories
where being served by dual purpose fieldmen.
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So how do you utilize the
services of a Regional Manager?
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Regional Managers are like extension agents that deal
solely with the Angus breed.
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Helping New Breeders
• Define goals they want to accomplish
• Help avoiding pitfalls that others have experienced
• Identifying programs and sources of information unique to their region or situation
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Helping Established Breeders
• Source of information for refining or adding to existing breeding programs
• Help in expanding marketing programs
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Angus Productions, Inc.
• Angus Journal
• Angus Beef Bulletin
• Web Marketing
• Special Services
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Goal: Help breeders develop a
marketing program that may utilize one or all four divisions of
API.
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Angus Journal/Angus Beef Bulletin
• Develop ad campaign
• Design ad
• Work with other publications for placement
• Work with sales managers
• Official breed publication and source of highly useful information
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Web Marketing
• Design and Maintain Web sites
• E-List “blasts”
• Sale catalog placement on the Web
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API Special Services
• Catalogs
• Brochures
• Detailed and Targeted mailing lists
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Regional Managers provide a unbiased source of information
about Angus cattle and the supporting business’ who are
involved with Angus cattle.
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RMs can help breeders define their breeding programs and
then offer guidance how best to market their programs to the
target market.
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