Vence is an innovative land management technology that provides cattle ranchers with the precision, flexibility and control they need to unlock greater productivity in their land and livestock.
Ranching is a time-honored profession, built on generations of knowledge, resilience, and respect for the land. Many ranchers rely on proven methods that have sustained their operations for decades, prioritizing stewardship of their land alongside the well-being of their animals and their business.
While newer ranchers may have an appetite for new tools and technology, experienced ranchers need innovation that complements their expertise and enhances efficiency without compromising what they know works best for their operation. Vence is designed to align with these values, offering intuitive and accessible technology that supports the core principles of good ranching.
To connect with ranchers, we needed to speak with authority and a deep understanding of their challenges. That’s why this documentary-style testimonial, featuring a seasoned rancher and Vence customer, is so impactful.
By hearing firsthand how Vence has transformed operations, improved efficiency, and supported ranching priorities, potential customers can hear the real-world value through the voice of someone they trust.
Challenges
The newness of the technology: Vence has only been around for 5-6 years and virtual fencing for cattle is a relatively new technology. Finding effective ways to communicate the benefits of a new technology to a business steeped in tradition takes a special angle.
Finding a trusted voice with the time to devote to this project: Ranchers' schedules are busy; they run massive, complex operations, where there’s no such thing as a day off. Finding a well spoken, successful Vence-using rancher who could make time to host a crew for a full day, was the first logistical obstacle.
No control over the weather: Fall in Myakka City, Florida, where we filmed, brings unpredictable weather. As a New York based agency and part Florida based crew, logistics were complex - we needed to act quickly on a reliable spell of weather.
Plan of action
In partnership with the Vence team, we selected Jim as our trusted voice. He’s been in the business his entire life, is deeply invested in his land and community and was the perfect authentic, trustworthy spokesperson to help spread the benefits of virtual fencing to ranchers across the United States. Having secured Jim as our credible Vence champion, and lined up the crew, we quickly got to work organizing the trip to Myakka City.
Execution
We needed to get the entire video shot in the space of a day. That meant a lot of organization ahead of time, ensuring shoot slots worked around Jim’s daily operations, there were other staff around to create b-roll, and that Jim was comfortable with the key messages we needed to land ahead of time. These messages, critically, had to link the technology to the deep responsibility he feels for his land and cattle, and highlight the productivity gains Vence provides, against the backdrop of operational and financial priorities for ranchers.
Protect natural resources, habitats and wildlife: Ranchers can set up exclusions around critical areas, control ground cover to reduce fire risks and erosions, and maintain wildlife corridors. The removal of physical fencing promotes natural migration in indigenous wildlife, complying with conservation efforts and public lands guidelines.
Improve feed utilization and stocking densities: Cattle can graze rotationally to help protect soil fertility and maximize the availability and quality of feed. Ranchers can respond to seasonal patterns and adverse conditions to keep cattle on the best grazing, reduce wastage and give pastures recovery time.
Manage livestock with precision efficiency and find lost livestock quickly: Ranchers can stay in control even on hard-to-access terrain. GPS mapping technology helps pinpoint each animal, track grazing patterns and schedule movements easily.
Reduce the costs of physical fencing: Time and money spent installing and maintaining physical fencing is reduced. Vence contains cattle and allows, responsive, cost-effective pasture management.
Ultimately, we found a trusted voice in Jim that we knew our audience would respect and value. And were able to help him state categorically how Vence can support his peers across so many different goals.
Vence has posted the testimonial to their website and have begun using it within their sales pitches and at trade shows. It provides a concise, compelling view into how using Vence can help improve rancher’s ability to manage their land, animals, and ultimately their bottom line.
This has been an absolutely key piece of content for reaching and building awareness with ranchers in the first place. Steering away from product benefits and features, and leaning into the complexity of running a cattle ranch, has given the Vence team an invaluable resource to support more direct sales messages.
