Advertise and market like a millionaire with tips from some of the best in the performance-horse business.
By Megan Arszman
With so many options for marketing and advertising—social media, digital, print—it’s easy to get lost in a flurry of ideas and things to do for your business, whether you just hung out your shingle as an NRHA Professional or have been in it for years. You want to be everywhere: Facebook, Instagram, NRHA Reiner, arena signage, etc. You want everyone to know who you are. But are you guilty of having champagne, rather, single-barrel bourbon marketing dreams on a clearance sale 24-pack beer budget?
It’s easy to want to mimic the marketing plans of the most visible riders and programs, but it’s important to step back and take the time to create a brand, develop a plan for your business and continue to work hard in the saddle, so you can be successful in the marketing arena.
But how tough can it be? We spoke with Cam Essick, owner of Pacific Range design group and consultant to many NRHA Professionals, and Kelsey Price, marketing professional and wife of Kole Price. Here we’ll cover:
Part 3: Traditional Marketing Campaigns
Part 4: Treating Yourself Like a Prospect
Traditional Marketing Campaigns
Never underestimate the power of an eye-catching print campaign. While social media can be inexpensive or free, sometimes the sticker shock of a quality photographer and inspired graphic designer can scare away NRHA Professionals looking to be remembered.
“I think there’s so much good that’s in print advertising in the horse industry,” says Essick.
Both Price and Essick agree that the use of print ads allows for more sustainability for your image. Readers of trade publications are likely to look at that magazine more than once over the course of a month; first scanning through, then taking the time to read articles and marvel over unique ads. Having an ad celebrating a big win or sharing the anticipation of an upcoming event sticks with a potential client more than a quickly done Instagram post. And don’t ever forget about the first form of marketing: word of mouth. In the digital age, your image is only as good as your reputation, and if a client isn’t happy with your work, it could be more damaging than a missed lead change at the Futurity. Again, this is where Essick stresses the importance of horsemanship, integrity, and honesty for all professionals, whether they’ve earned five million dollars or $50,000.
