Introduction

In the competitive world of the show pig industry, having both high-quality livestock and effective marketing strategies is key to long-term success. While it might seem straightforward, the combination of good pigs and solid marketing is essential for growth in this field.

There are so many uncertainties in the show pig business. From years of experience and working with customers, we know putting your brand out there for the first time to an online audience can be daunting. The fear of failure often holds us back from taking that crucial first step.

Roach Livestock found an excellent go-to-market solution with Showpig.com. With help from Macy Kincaid, Client Success Manager at Showpig.com, RL learned how to showcase their livestock effectively. This case study explores how Roach Livestock's partnership with Showpig.com led to impressive success through targeted exposure and innovative marketing strategies.

Background

Located in Palo Pinto, Texas, Roach Livestock operates a herd of 20 show pig sows, primarily crossbreds alongside a few Duroc sows. With a market primarily in Texas and Oklahoma, it was crucial for them to create exposure of their show pigs to a broader audience. Consigning in The Debut gave them just that opportunity without any upfront cost and enabled them to gain invaluable insights into the marketing tools provided by Showpig.com — essential for brand and business development. 

Challenges

Lack of Visibility: Roach Livestock faced difficulties in reaching potential customers in their target market due to the limited visibility and awareness of their business. Due to their unfamiliarity with effective marketing and lack of digital presence, it was difficult to gain brand awareness.

Reluctance to Initiate: Roach Livestock was not fully aware of the options available to them through Showpig.com and wanted to try out the platform before committing to a full sale. The nerves of hosting a sale with the uncertainty of any results can be relatable among breeders and sellers. RL was looking for  an outlet to test out the waters. 

Thinking Strategy 

Upon discovering the marketing tools and tactics offered by Showpig.com, Roach Livestock participated in The Debut in the Fall of 2022. Showpig created the Debut for new breeders or consignors who have never sold online or any breeder looking to re-introduce themselves and to the Showpig.com buying community. 

Participating in The Debut includes:

• Interview with Showpig Team to create a Breeder Feature Story and video clips to be used to advertise breeder and the auction.

• Breeder story promoted on Showpig.com for the 60,000+ website visitors a week.

• Individual breeder post on Showpig social media channels.

• Auction advertised on the auction calendar and with a homepage banner.

• Auction included in the daily auction e-blast and text.

• Featured lot for each consignor highlighted in a special The Debut e-blast on day of the auction.

The Debut served as an invaluable opportunity for RL to acquaint themselves with the platform and online auction dynamics. Additionally, it provided them with exposure to a vast audience, perfectly aligning with their target market. By bypassing the expense and commitment of hosting their own sale initially, RL achieved remarkable success through The Debut, ultimately leading to the booking of their inaugural solo sale with Showpig.com. 

One of the key strategies employed — once onboarding with Showpig.com — which significantly contributed to their success and increased their exposure, was the utilization of email blasts as well as the introduction of Facebook. 

Email blasts enable you to quickly connect with a highly engaged audience outside of your regular customer base as you prepare for your online sale — effectively delivering your primary offering or highlighting your key products before the sale begins. With the help of Showpig.com, Roach Livestock successfully leveraged this powerful marketing tool and strategically advanced their brands exposure.

Showpig.com’s email blast services reach an impressive audience of over 27,000 dedicated email subscribers interested in swine-related topics. With a consistent open rate of approximately 30% or more, these subscribers represent a highly engaged audience. As a result, Roach Livestock was able to effectively showcase their offerings to a large and enthusiastic audience. 

Results

The implementation of Showpig.com marketing tactics delivered remarkable outcomes for Roach Livestock. 

Conclusion

The success story of Roach Livestock illustrates just how effective strategic marketing tactics facilitated by Showpig.com are. Through utilizing the expansive reach of our email blasts, as well as the increased use of their personal facebook page, RL not only amplified its visibility but also cemented its status as a competitor in the industry. 

Shane Roach says, “Showpig.com has been a vital marketing tool for our business and a powerful resource for gaining exposure within the industry.”