Articles : Direct Marketing Llamas and Alpacas

Direct Marketing Llamas and Alpacas
An Action Plan For Producers

Paula Schafer
Agricultural Economic Development Program
Cornell Cooperative Extension of Washington and Saratoga County
pjb11@cornell.edu
518-885-8995 or 518-746-2560

The Producer
A llama and alpaca producer must be knowledgeable and be able to communicate to the customer. A producer needs to have a clear understanding of the animal, the farming practices used by the farm, and must have a pleasant, friendly, and likeable personality. Customers will purchase from people they like.

The Farm
Farms do not have to be fancy looking, but the farm must be clean and provide a safe environment for the customer and the animals. If you invite customers to your farm, offer convenient hours on set days. Evening and weekend hours will be necessary.

Selling the Products
Use a variety of outlets to sell the product. Sell the products direct from the farm, farmers' market, fiber events and shows, and fiber specialty stores. Selling products directly from the farm is convenient but also take advantage of selling at places off the farm. Going to the customer will help producers when the farm is not conveniently located for the customer and encourage returning customers to the producer. Using all or a combination of the outlets will provide a broader opportunity for the producer to sell a product.

A producer should publicize the farm and llama and alpaca products through word of mouth, newsletters, farm guides, the Internet, and open houses. Word of mouth is the most important form advertisement for a producer. Newsletters keep customers informed of available products and upcoming events at the farm. An order form included in the newsletter provide a convenient way for customers to place an order. A farm website can enable a farm to acquire long distant customers though the Internet. A farm open house invites the public in to see the farm, it educates them on farm practices, and introduces them to the llamas and alpacas and the products they produce. Selective advertisement may be purposeful.

Never under sell the fiber product. A fiber product should be sold at the equal price of name brand products or higher. Most consumers will pay more for an excellent product.

Raising healthy llama and alpacas will produce an excellent fiber product. Customers have become more animal welfare concerned. Discuss with the customer the living conditions, feeding program, and health program of your llama and alpacas. Education and honest communication with the customer about the way the llamas and alpacas are raised will be important to the customer.

Customer Input
A producer must always ask customers questions and listen to the recommendations on how to improve the product. Find out what they are looking for in order to keep them happy and be a returning customer. A satisfied customer will continue returning and they will also recommend your product to others.

Conclusion
By taking into consideration the recommendations suggested in this action plan,
llama and alpaca producers will be in a better position for developing, implementing, and maintaining a direct marketing program.

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