Customer Profile
Demographics:
Priefert is a family owned and started business where the first gliding-action, fully opening headgate was invented. From there the business has expanded into one of the largest ranch, farm, and rodeo equipment manufacturers.
- Age: 35+ for customers. Both men and women.
- Income Level: 50k+, Priefert offers luxury items and basic needs for their customers. There is a big gap between these two categories.
- Marital Status: There isn’t any specific marital status.
- Household Size: There is no specific size, ranges from all different sizes of families.
- Location: Primarily in the United States, but there are customers internationally. They live mainly in rural areas on ranches.
- Education/Occupation: Any education level is likely, all the way from high school to getting their masters. There are many different avenues of these customers for their occupations. Some may graduate high school and start working on the family ranch, and others may become a big promoters of the agriculture industry while rodeoing and owning their own ranch.
- Interests: Overall, the western/agriculture lifestyle. They may be full time rodeo cowboys, full time ranchers, hobby ranchers, and more. They are interested problem solving, animals, taking care of the land, and providing for their family. On a less serious note interests may include hunting and fishing. Living this lifestyle doesn’t always give them a ton of free time, this depends on their size of operation and their help.
Psychographics
- Values: Their values include family, sustainability, hard work, reliability, trust, and tradition. With this, they want their equipment to be durable, functional, and low stress on their animals that will last throughout the years in and out of the arena.
- Lifestyle: They spend everyday working on their ranch which includes multiple different tasks. If they are also in the rodeo industry they are riding horses, practicing, bucking stock, and more.
- Personality: They appreciate all the small moments in life and aren’t afraid to get their hands dirty. They are risk takers as in this industry you have to be at times.
- Challenges/Pain Points: Potential challenges they are trying to solve could be equipment durability and easy, as they may not have the best set up for their livestock. They want equipment when working cattle or practicing to be durable enough to work the toughest stock and keeping their cattle at easy to keep their stress levels low. They overall are trying to improve their working process and safety of their livestock.
- Online Behavior: This depends on the age of the customer, but the media types most used would be Facebook and Instagram.
- Customer Journey: “Many customers discover us online, on the cowboy channel, or at an event or show we sponsor/attend. One of the first touch points is our website, where they can view our wide variety of products and learn more about the specs and features of each. They can locate their local dealer or choose to start a Priefert Direct transaction (we quote the product, take a deposit, and ship to their local dealer – this process includes free consulting and design from our staff on things like cattle systems, arenas, etc). Their next touch point is usually the dealer where they go to purchase and/or pick up their product. For some, they may choose to call our 800# and speak to a customer service representative before connecting with a dealer – this crew can answer product questions and facilitate the connection to the dealer.” ~ Courtney Dyer
Goals and Objectives
Short and Long Term Goals: “Our cattle customers are in the business of raising beef cattle to supply the food chain – they want to safely contain their animals, feed them, water them, and vaccinate (short term) – ultimately resulting in quality beef that they sell for a profit (long term). They need equipment that lasts and is efficient for many seasons.
Our equine customers want to safely contain, feed, water, their equine partners and many want to practice their chosen discipline of equine sport. Long term – they want safe, happy, healthy horses to enjoy their hobby and/or to win at their chosen event.” ~ Courtney Dyer
How Your Product/Service Helps:
“We provide a quality product that is built by ranchers, for ranchers – we consider the safety and efficiency of our products as they relate to both the animal and operator/handler. This applies in cattle and horses. We build the equipment to safely contain and handle animals, including panels, gates, chutes/stocks, feeders, and waterers. For the equine competitor, we do arenas, roping chutes, etc. so they can practice like they compete in their chosen discipline.” – Courtney Dyer
Objections and Concerns
Potential Barriers: Potential barriers can include price and location. “Price is a barrier – we are the best value, but that doesn’t always mean cheapest. Location can be a barrier as our dealer network is more dense in some areas and less in others.” ~ Courtney Dyer
Influence Factors
Influencers: There are a few factors that can influence their decisions. The customer may need new equipment for their ranch or arena, they see endorses of Priefert (rodeo athletes), or they see our equipment used at big events.
Media Consumption: They use multiple different types of media: TV, social media platforms, podcasts, blogs, magazines, newspapers, etc. This depends on the age.
Quotes and Real Life Examples
“I will be the first to admit how much time my Priefert Panel Walker has saved me in the practice pen. As a team roper, you are taught that you only ride your horse in the left lead… To be successful, your horse has to be balanced. You have to warm your horse up in both the right lead and the left lead. With the Priefert Panel Walker, I have a program my horses go through to have them exercised for the same amount of time so I know they’re warmed up properly. Then when I get on my horse, I just have to mess with him for a minute, get him backed off the bridle, and we’re ready to go to work. It is a wonderful tool… I promise you will love the Priefert Panel Walker.” ~ Speed Williams
Customer Persona
Jr McGee is the owner of McGee Red Angus where his family’s ranch was passed down to him. Jr and his wife have two children who work on the ranch and high school rodeo. They all enjoy their lifestyle they get to live and are striving to make improvements when needed.
- Name: Jr McGee
- Age: 45
- Occupation: Owns and operates the family ranch.
- Goals: Always working hard and finding the best possible advancements for his ranch, animals, and family. Being able to have the most reliable equipment as possible and making the cattle feel at easy when working them are important to him to keep the stress low on the cattle, this goes for in and out of the arena. He also wants his children to have all the tools to be successful on the ranch, practicing, and competing.
- Challenges: There are multiple different challenges Jr has faced over the years: weather, sick animals, short on labor, market fluctuation, equipment breaking, and more. All of these challenges are out of Jr’s control when they happen. He has to be able to adapt quickly to the situation and sometimes make quick decisions.
- Personality: Jr is an outgoing, hard working man who isn’t afraid to take a challenge head on.
Sources:
https://horsewalkers.priefert.com/testimonials
Courtney Dyer. Personal Communication. September 15, 2024.