Llama Life II - Archives: ALSA's Marketing Role

ALSA's Proper Role In the Marketing Toolbox

by Paige McGrath
Llama Life II, Issue 49, Spring 1999 all rights reserved

My dad always told me (and still does) "Tools are designed for a specific function. Use the right tool for the right job." And he is right. I think of that every time I use a wrench as a hammer only because it's handy when I'd have to go hunt for a hammer. The wrench might work, but the hammer would be so much better.

Well, that's what Bob Riley is trying to do with ALSA. He is looking for a tool to hammer home his National Marketing campaign and he's grabbed a hold of ALSA. Why? Because it's convenient and could function as a marketing agent, but it's not the right tool.

First of all, for ALSA to act as the National Marketer, would distort the very purpose for which ALSA was created. The ALSA Bylaws read as follows:

1. (a) The purpose of ALSA is to promote llama and alpaca shows throughout North America and the world.
This is accomplished by:

Enhancing the visibility of llamas and alpacas.
Showing the versatility of llamas and alpacas.
Establishing guidelines for llama and alpaca shows.
Educating, approving, and regulating show judges.
Awarding recognition of champion llamas and alpacas in a regional, national, and international show system and recording points for llamas.
Educating the lama community in soundness and conformation; competitive show skills; and in show management.

Said organization is a organized exclusively for charitable religious, educational, and scientific purposes, including, for such purposes the making of distributions to organizations that qualify as exempt organizations under section 501(c)(5) of the Internal Revenue Code, or corresponding section of any future federal tax code.

No part of the net earnings of the organization shall inure to the benefit of, or be distributable to its members, trustees, officers, or empowered persons, except that the organization shall be authorized and empowered to pay reasonable compensation for services rendered and to make the purpose clause hereof. No substantial part of the activities of the organization shall be the carrying on of propaganda, or otherwise attempting to influence legislation, and the organization shall not participate in, or intervene in (including the publishing or distribution of statements) any political campaign on behalf of any candidate for public office. Notwithstanding any other provision of this document, the organization shall not carry on any other activities not permitted to be carried on (a) by an organization exempt from federal income tax under section 501(c)(3) of the Internal Revenue Code, corresponding section of any future federal tax code, or (b) by an organization, contributions to which are deductible under section 170(c)(2) of the Internal Revenue Code, or corresponding section of any future federal tax code.
(b) ALSA Mission Statement.
We will provide direction and support in the lama community for promoting alpacas and llamas through shows by:

Establishing guidelines and show criteria;
Providing consistent, equitable judging;
Education show personnel, exhibitors, and the public.
We will instruct owners and breeders on soundness and conformation in lamas.

According to the ALSA Bylaws, Article 1 - Purpose, ALSA was formed to "enhance visibility" and "show versatility" and "educate" judges and members, "establish guidelines" for shows, "award recognition of champions". There's no mention of "nationally marketing" llamas and alpacas for its members.

Violation of Bylaws

The method of gaining approval was not valid.

A survey was sent out asking the ALSA membership what they thought of a National Marketing campaign. The Riley's, and subsequently ALSA, were quick to herald the "resounding yes! We want a marketing plan!" What was not so widely promoted was the fact that less than half of one percent of the membership responded. Can such a speck represent the masses? Regardless, the push went on.

ALSA's 'adoption' of this marketing proposal has essentially changed its bylaws based on a "straw poll." Last I checked, to institute a bylaw change requires an official vote with a quorum of the membership (in this case 10%) responding.

The marketing scheme is an improper use of ALSA funds.

So, if ALSA is the wrong tool to use for a "national marketing" plan, why was Riley's proposal met with some approval? Simply because many breeders in the lama community are desperate for a marketing plan no matter who initiates it.

Convenience

Why is ALSA convenient? Besides the fact that it's managed from inside his own house, Bob Riley claims that "showing is an excellent way to market llamas."

Showing - and doing well - is an excellent way to promote or market your animals. Using championships won or titles earned can help sell your llamas. But, advertising and promoting champions helps sell llamas to other breeders. And the lama community has plenty of breeders.

It is the show itself that is an excellent tool to promote llamas to the general public. Promoting shows helps sell llamas to potential owners. It is the expansion of the owner base that the industry needs. In order for the lama industry to become stable and healthy, there must be a higher percentage of owners (end users) than there are breeders.

Every year you see more and more llama enthusiasts showing their "pets." They have no intention of breeding, at least not on a large scale. They have no desire to sell their llamas. At some point, perhaps at a show, they encountered a llama and were hooked. And, they show because it's fun. These are the people that will keep the industry strong. And these are members of ALSA - the "recreational exhibitors" that have no use for a "national marketing" plan.

Fundamental Problems with the Plan

1. Members must contribute additional funds to be included.
2. Not all members of ALSA are breeders.
3. A high percentage of ALSA members are small breeders.
4. The prices set are still prohibitive to most members of ALSA.
5. ALSA time, energy and money will be going towards the marketing assistance of only a small percentage of ALSA members.

Bob Riley has a marketing plan he's trying to sell. It could be a good one. Or, it may fail as others have failed before this. But what he should be doing with his plan is either working with an organization that is designed to "market" llamas for the entire industry, or form a cooperative of breeders who wish to participate. Find the proper tool.

So, what should ALSA be doing?

ALSA should be "enhancing the visibility" and "showing the versatility" of llamas and alpacas by promoting its shows . Just as it's outlined in ALSA's bylaws.

Putting some time and energy into sending out news releases to the newspapers, radio stations and other media in every town a show is sanctioned would not only be cheap by comparison, but it would also increase public awareness far more effectively, thereby increasing the number of spectators and promoting a recreational "end use" for llamas and alpacas, AND it would benefit ALL members of ALSA. If you get people to the shows, the llamas will sell themselves.

Rockefeller had oil to sell. How did he sell it? He marketed a product that used the oil. People bought a few lamps... but they bought a ton of oil to keep them fueled. There's no doubt in my mind, he used a hammer to drive in a nail.