Career Advice

Learning from a 4-H Market Pig Auction

17 Aug , 2010  

You can learn a lot about marketing at a 4-H market pig auction.

Last week I went to the Northwest Michigan Fair, a charming, old-time county fair, complete with the corn dogs, snow cones and “The World’s Biggest Alligator.”  My kids and I had a grand time inspecting farm animals and studying the newest Massey Ferguson tractors.  We also sat in on the 4-H market pig auction.

In the 4-H market pig program, kids purchase piglets, care for them for six months or so and then sell them off at the local county fair.  The Northwest Michigan Fair featured 4-H auctions for hogs, steer, lambs, ducks, chickens and rabbits.

The prices in the auction we watched last week were remarkable.  The hogs started at $2.10 per pound, with most selling for $2.80 or $2.90.  A few of the animals sold for well over $3.00 per pound.

Anyone who follows the price of hogs knows that $2.80 per pound is an amazing price; live hogs usually sell for less than $0.60 per pound.

It is all the more remarkable because the 4-H pigs aren’t actually better than other pigs, at least not notably so.  There is no promise of exceptional quality.

So what is going on?

The key point is simple: it isn’t about the hogs.  It also isn’t really about the kids.  The 4-H auction is all about relationships; buying a pig or a steer at the 4-H auction is a way for a local business to support the community and cement personal connections.  So local businesses show up and support friends and customers; last week I watched as Arbor Oil bought a hog, followed by Red Ginger Restaurant, Springfield Roofing and Northline Oilfield Services. 

It makes perfect sense.  When you buy a market pig you build a relationship and create loyalty.  It is tough to push back on the price of a new roof when the roofer just supported your kid at the local pig auction.  You don’t call Geico looking for a better deal when your local insurance agent bought your family’s pig.

Back when I was in 4-H, I sold lambs at the Erie County Fair.  I wasn’t a particularly good marketer at the time; I didn’t tell many people I was selling a lamb.  If I had a kid selling an animal in a 4-H auction today, I would spread the word; I would tell my insurance agent, accountant, electrician, plumber, car dealer, roofer and pediatrician.  They wouldn’t all show up but I’m certain a few of them would.  And if they bid and bought the animal I would be loyal for a very long time.

Here is a good piece of advice: if you ever hear that your customer’s kid is selling a hog at the local fair, go buy it.


3 Responses

  1. jnemery says:

    Well, you are right about the relationships, but you are wrong about the hogs not being better. A 4-H hog is hand-raised, the feed carefully calibrated for premium weight gain, and exercised to build lean muscle rather than fat. If you think there is no difference, you need to build a relationship and buy a 4-H hog.

  2. RosieCat1225 says:

    Hello everyone and exactly what it says in this article is to spread the word so that is what I’m doing.So come to the Southeastern Youth Fair in Ocala,Florida.I am going to be showing and auctioning out my pig on February 23 for showing and February 24 for auctioning my pig out.More information will be on http://www.SoutheasternYouthFair.com

  3. leaking roofs…

    […]Learning from a 4-H Market Pig Auction « Building Strong Brands[…]…

Leave a Reply

Archives

Conversation Across the Site

  • emitahill { Great analysis. I hadn't pinpointed the corporate enemy as clearly as you have here. But it follows over her earlier role in the Clinton administration... } – Elizabeth Warren's Savvy Marketing Strategy
  • Kathy Kraas { Let's hope the differentiation catches fire. Fingers crossed, fingers crossed. She still has much to do to penetrate very specific voting blocks. Hopefully she reads... } – Elizabeth Warren's Savvy Marketing Strategy
  • emitahill { Hilarious and accurate lesson, Tim. I already watched and loved Colbert's take on it. But DT heeds no lessons and observes no facts that contradict... } – Learning from Trump’s Weather Map Fiasco
  • jnemery { Well, you are right about the relationships, but you are wrong about the hogs not being better. A 4-H hog is hand-raised, the feed carefully... } – Learning from a 4-H Market Pig Auction
  • Anne { As soon as I found out Clorox bought Burt's Bees I knew they were going to start polluting the products! Come on...it's Clorox. Why would... } – Clorox Stumbles with Burt's Bees
  • emitahill { That's a devastating story and just as many smaller dairy farms are shutting down. Read Madeleine's story about Leelanau Cheese on FB. It will be... } – Fair Oaks Deals With a Brand Crisis
  • Read more Comments »

Collaborate with Tim

Tim helps companies around the world build great brands. To schedule a program or event click here. To learn more about Tim’s books, click here.