Farm406

Providing detailed information and building relationships are key to marketing heifers, according to cale marketer Karoline Rose of KRose Company. "Female buyers are different than bull buyers," says Rose. "ey are more relationship-based and ask tons of questions. Female purchases are more emotional, so the marketing approach needs to be more feminine and detailed." A third-generation beef producer, Rose, joined her family feeder cale business while pursuing a degree in animal science at Montana State University. It was then, that she noticed a need for beer marketing strategies for production females. "Oen, selling females is second thought," Rose says. "Yet, one bad purchase of beef females can be more detrimental to an operation than a bull because the females will oen be in the operation longer." In 2015, Rose founded KRose Company and collected a team of agri-women, located throughout the midwestern and western states. "I like to say we hire the best ones no maer where they live; we don't have an office building," says Rose, who works from her home office in Toston, Mont. "We are experts in our own area and changing the game in agriculture marketing." KRose Company uses social media, technology, videography and email in its marketing strategies, which help KRose and her team connect with potential buyers. "Our audience is the second or third generation, who communicate with us through social media, then dad or someone will call when it is time to close the deal," says Rose. "Ninety percent of our clients have a second generation at home, they just haven't done the transition yet." Details and numbers are very important when marketing beef females. Karoline Rose sits in the grass with her cows on her Toston, Mont., ranch. Rose raises registered Angus and commercial cows and specializes in marketing beef females. Photo Courtesy of KRose Company A Hereford calf looks onward while Karoline visits with a client in Salt River, Ariz. 21 farm406

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