| The horse breeding industry has always been highly | | | | those that specifically target equine sales, services and |
| competitive, but in today's world with its tough | | | | related products. By using magazines or printed |
| economic climate, e-communication, technology and | | | | publications you reach an established target and your |
| international accessibility it is even more so. It is evident | | | | advertisement is archived for future use or referral by |
| that breeders need to be not only astute and the best | | | | the customer. Magazines are also the most useful for |
| they can be at what they do, but also be skilled in | | | | long term or ongoing advertising especially for Studs |
| successfully marketing themselves to potential buyers. | | | | who want to keep their public profile constant and |
| Over the past two decades the number of horse | | | | renewed. The second method and one gaining in |
| buyers has grown moderately, however the customer | | | | popularity is e-advertising on the internet. This is an |
| base is not huge. Thus you need to be on top of all | | | | instant form using websites and e-nnouncements. |
| aspects and facets of promoting and marketing your | | | | Websites include breeders Stud sites and a broad |
| Stud. Firstly let's look at the definition of these terms | | | | range of others such as breed organizations and more |
| and what they mean, for there is a difference. | | | | generic ones that list horses or pets for sale. This type |
| Generally, promotion is communicating with the public in | | | | of advertising is an 'instant coffee' approach and can |
| an attempt to influence them towards buying your | | | | be effective for a fast one-time impact as is the case |
| products [horses] and/or services. It is a broader term | | | | with e-nnouncements or it can be a leisurely browse |
| and includes all the ways available to make that | | | | by clicking your computer mouse and using a search |
| product and/or service known to and ultimately | | | | engine. No matter what format you decide upon, be |
| purchased by target customers and clients. Marketing | | | | sure that all your contact information is included. |
| identifies the particular wants/needs of your target | | | | Regardless of the method you choose it is imperative |
| customers and clients then aims to provide better | | | | that you provide adequate and pertinent information on |
| satisfaction for them than the competitors. This | | | | the horse or horses you want to sell or promote. This |
| involves doing market research on the customer | | | | should include such information as the horse's |
| group, analyzing their needs or wants, and then making | | | | registered name and registration data, parentage and |
| strategic decisions about pricing, promotion and | | | | bloodlines, show and/or breeding records and price. |
| advertising distribution. Here are a few basic questions | | | | You lose many potential clients by not including a price. |
| you need to be able to answer: | | | | Putting POA serves no purpose whatsoever other |
| What am I selling? In this case it is your Arabian or | | | | than indicating that the price you are asking may be |
| Arabian-bred horses, the product of your breeding | | | | potentially too high or you just can't make up your |
| program. Or perhaps it is a service or items related to | | | | mind. A major priority is a good photograph or |
| the Arabian horse industry that are specific to you or | | | | photographs of what it is you are selling or promoting. |
| to your Stud. | | | | The majority of buyers are visually stimulated. If you |
| Why am I selling? Because I have good, viable horses | | | | can't take excellent photos and that means layouts |
| [product or service] suitable to fulfill a purpose or need. | | | | and backgrounds as well as the main subject, then |
| Because I have produced too many and need to | | | | engage the use of a professional. I have seen lots of |
| reduce numbers. Because I want to change the | | | | photos of good horses taken in locations with |
| bloodlines I am using or the direction of my breeding | | | | distracting backgrounds that detracted from the prime |
| program. Because I am not happy with what I have | | | | subject. There are many good photographers out |
| produced or I just want to get out of the industry. | | | | there who are available at reasonable rates. |
| Who do I want to sell to? Other breeders as I believe I | | | | Remember that old adage when using photographs - |
| have bloodlines and individuals to enhance and | | | | one good picture is worth a thousand words! |
| contribute to their programs or maintain the Breed | | | | With all the breeds of light horses available in the |
| Standard of Excellence. To people who are looking for | | | | Pleasure Horse Industry and market, there are many |
| show horses in the halter and saddle ring. To riders | | | | valid reasons why Arabian horses are popular with |
| who are looking to purchase horses for specialty | | | | those who are looking to buy. Arabian horses have |
| disciplines, endurance, pony club or just all around | | | | qualities and attributes which appeal to the esthetics of |
| companions. To newcomers interested in the breed or | | | | horse ownership more than most of the other breeds. |
| first time horse owners introducing them to the | | | | And they are suited to a wide variety of purposes. |
| enjoyment and pleasure in owning an Arabian. | | | | With their unique beauty they can be the envy of |
| Where do I want to sell? Is it locally, regionally, | | | | other owners in the stable or they can be a star in the |
| nationally, internationally or all of these. Do I have | | | | show ring. With their centuries of close human contact |
| access to a database of potential buyers through my | | | | they develop close bonds with their owners and |
| association or participation in a breed registry, | | | | caretakers making them ideal companions. With their |
| organization, shows or clubs in these locations? Do I | | | | keen minds and athletic prowess they can create an |
| require the services of an experienced agent to assist | | | | appreciation for riding be it on the trail, in endurance, on |
| me, especially on the international level? | | | | the racetrack, in the western arena or varied levels of |
| When do I want to do this? Establish a time frame - | | | | dressage. It is up to you to make sure you encourage |
| immediate, periodical or ongoing on a regular basis, plus | | | | your potential customer in their awareness of these |
| the budget to do so. | | | | things. When it comes to horses for sale your |
| How much am I selling each horse for? I have | | | | Arabians should be priced at a level comparable to |
| determined a fair and equitable price for each individual | | | | other breeds in today's competitive market. You, your |
| based upon its particular qualities, talents, abilities and | | | | breeding Stud and your sale horses should be |
| suitability to meet the need or desire of the potential | | | | presented in the best possible manner you can provide |
| customer. Am I able to do this or should I enlist the aid | | | | and that doesn't mean flash - a neat, clean and tidy |
| of a specialist consultant to make a realistic market | | | | manner, with horses in good condition, is imperative. Be |
| evaluation? | | | | forthright, honest and candid in your comments and |
| Once you have a firm answer to each of these | | | | don't over sell. Give the client some quiet one on one |
| questions you can look at taking the next steps. | | | | time with the horse so that they can formulate their |
| Advertising is probably the best and most viable way | | | | connection and make their own assessment. Once |
| of making initial contact with potential buyers, | | | | having made the sale, be sure to do some follow-up |
| competitors and breed enthusiasts. It is an easy, quick | | | | after the deal has closed and the horse has left. Even |
| and convenient method. There are two modes of | | | | a simple enquiry to see the horse arrived safely at its |
| advertising mainly used in today's market. The first | | | | destination and has settled in is always appreciated |
| most frequent and proven method used is print | | | | and lets the client know you care. |
| advertising. This includes equine magazines, newspaper | | | | These are some quick tips to be considered. Do your |
| classifieds, horse-oriented newsletters, distributional | | | | homework, choose wisely and the rest is up to you. |
| flyers and brochures. With magazines there are those | | | | Good luck. |
| that are breed specific, equine general purpose and | | | | |