What do you think of when someone says marketing your product? Sales? Marketing a product or service entails much more. You have to create a demand for the product in order to sell that product. How do you do that?
Advertising is the first thing that comes to mind. Advertising is important in order to gain name recognition but just advertising will not create demand for your service or produce.
Have you ever driven down the highway and noticed a farm with white fences, mowed pastures, and large well-kept structures? Did you wonder who lived there and what they did? And later did you find out that it was a horse facility? Horse business owners seem to think if they are there, that the people will come. Why should they? They just think it is a nice place that they would like to buy if they had the money.
All the owner needed to do was to place a nice sign out front or facing the highway with who they are, what they specialize in, their phone number, their hours that they are open to the public, or if an appointment is necessary. If they are a breeder and stand their stallion to outside mares, say so.
Keep the sign looking nice. Nothing will drive away a potential customer quicker than a sign that looks like it has been left over from the previous owner. Updating the sign on a regular basis is recommended. Things change. Keep the public interested in your farm.
Local newspapers have a column devoted to local happenings such as who visited who, who won what game, etc. Most editors will be happy to tell the public about what is happening at your farm with your horses, riders, out of town visitors, who won what and where. You should be ready to tell them, who, what, where and how. Don’t exaggerate. Give the editor the facts, answer their questions truthfully and be patient. Most editors are not horse people.
Another media overlooked by horse owners is TV. Public relation people use it all the time to publicize their service or product. The news director is always looking for a human-interest story to fill in when there is a slow news day. Find out who the news director is and when you have news such as your client’s winning at a prestigious show, new foal, out of area guests, send them an e-mail with the information. Be sure to include your name and telephone number so if they are interested they can contact you.
Telephone listings in the yellow pages are another tool you should use. New horse people in your area who look for places to board, have their children given riding lessons, etc. most often use the phone book Your listing should have your name, farm name, and address as well as phone number. Your farm name should be listed in the white pages even if your farm phone and home phone are the same. If you have a display ad in the yellow pages, it should include your business hours and e-mail address along with other pertinent information.
A trainer should be showing at shows with horses he has trained. If that means you own the horse, so be it. Just be sure to tell everyone he is for sale. What you are doing is presenting your service to the public. Clients are always looking for up and coming trainers to present their horses. I have gained customers by just going to shows to train my own horses so I could sell them. Trainers make money on other people’s horses, not necessarily on his own.
If you are a breeder, you must get your product out in the public’s eye. The more horses you have out, the sooner you will start to reap the rewards of your program. In the beginning, you are going to sell them for not as much money as you will later. BUT, you still must sell your best at those sales where they will go to people who have the funds and expertise to develop them. If you can place your breeding results in many different disciplines i.e. cutting, reining, ranch, recreational, you stand a greater chance of having some excel and help sell the ones at home. Often, I see animals that are not fitted or blanketed that the owner wants the same price as the better-fitted and conditioned animal. Always promote your best prospects with proper fitting and conditioning at a reasonable price.
As you get more horses in the marketplace that do well, you will see your selling price increase while your costs to raise and market that horse should be relatively stable.
For print advertising to work efficiently, it must be consistent, that means on a regular basis. Advertising once or twice a year will not work. The consumer will have forgotten about you by the time he puts the magazine down or turned off the TV. It should have a theme throughout the different ads so that the potential buyer or client will recognize that it is you and your product. Use the same type for each ad, same color patterns, etc.
If you are unsure how to create a readable ad, you may want to consult with a PR person who does it on a daily business. When you create the advertisement, you can use it in different magazines and other print media because you own the ad. Here again you are being consistent and the public will start to recognize your ad and what it is promoting.
Even in this electronic age where we use the internet more frequently when we are buying and selling our service and products, a consistent theme is necessary to create recognition by the potential customer.
To build your business, use all the resources available in your area to help create demand for your service and products. Failing to do so may not prevent you from having a successful business but it will certainly extend the time to do so.
Mr. Bain has been a horseman all his life and a professional trainer since 1955. He is an owner and breeder and has been employed as a breeding and stable manager. His intent on writing these articles is to educate horse people on how to operate a successful horse business. You may contact him at MRBAIN@msn.com with your questions and comments. Also, look for his upcoming book, The Business of Horses--Creating A Successful Horse Business Article Source: http://EzineArticles.com/?expert=Ralph_Bain |
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