National Angus Conference

September 27, 2005

Regional Managers as an Asset for your

Program

What do Regional Managers Do????

Reality

Regional Managers wear many hats.

They are the “Jack of All Trades –

Master of none”

RM Job Description

• 50% American Angus Ass’n.

• 50% Angus Productions, Inc.

Work with and become familiar with the programs of the

American Angus Association

Help Develop and Sell the Services of API

• Angus Journal

• Angus Beef Bulletin

• Web Marketing

• Special Services

Perception• Eat really good steaks every

night

• Drive big fancy cars

• Smoke big, expensive cigars

Reality• Only one RM smokes cigars• We drive pickups or company

cars that we drive to 125,000 miles

• And………….

How did we get here?

A Look Back in History

1915First Fieldman hired by the American Aberdeen Angus

Breeders Association

M.A. Judy

Had served as the President of the Association in 1909.

1922

Association Finances in bad shape and let fieldmen go.

1938

Hired first modern-day fieldmanBill Barton

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

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.

So how do you utilize the

services of a Regional Manager?

Regional Managers are like extension agents that deal

solely with the Angus breed.

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

Helping Established Breeders

• Source of information for refining or adding to existing breeding programs

• Help in expanding marketing programs

Angus Productions, Inc.

• Angus Journal

• Angus Beef Bulletin

• Web Marketing

• Special Services

Goal: Help breeders develop a

marketing program that may utilize one or all four divisions of

API.

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

Web Marketing

• Design and Maintain Web sites

• E-List “blasts”

• Sale catalog placement on the Web

API Special Services

• Catalogs

• Brochures

• Detailed and Targeted mailing lists

Regional Managers provide a unbiased source of information

about Angus cattle and the supporting business’ who are

involved with Angus cattle.

RMs can help breeders define their breeding programs and

then offer guidance how best to market their programs to the

target market.