Fairfax
10-22-2009, 08:08 PM
Unless we change the way we market and sell, that famous line will be mute.
Even in times of old (William Shakespear) they knew how to promote, whether is was a war, a marriage or a play.
Within the Saddlebred, we have a major challenge ahead of us.
How do we attract NEW people with new ideas into this old foundation breed.
The Royalty of the Show Ring
Well, to start:
NO PROMOTION EQUALS NO BUYERS EQUALS NO SELLERS
But Tattersalls DOES promote. EVERYONE who is anyone in Saddlebreds KNOWS about this sale.
Those in attendance are those who are selling their horses and just hoping they can cover the cost of gas IF someone buys them.
Those in attendance are those who are buying a horse however they already own one or more and are looking for a cheap deal.
Those in attendance are those who just go to chat about the dismal economy and how tough it is to make any money in horses.
Tattersalls is a TWICE a year EVENT... again...Twice a year EVENT
No surprises...year in and year out.
And yet, there are at best, during a strong economy, maybe 5% NEW, first time owners, investors, or just curious george bodies.
Now, during the claw back from a recession, they will be lucky if the sellers stay to the end.
First... Every sale needs people. Lots of people. Lots of Motivated People and lots of Curious People.
There is no such thing as a bad spectator.
How was the sale promoted to those NOT in the industry? What type of media press releases have been sent out, not to the converted, in the local area, but to surrounding states and national news organizations.... CNN, FOX, PBS etc. With all the fears about pandemics, unemployment, house devaluations, these media giants are DESPERATE for exciting feel good news. Give it to them....video clips of the Green Mile, smiles, babies, mama's, proud dads, sons and daughters...AND of course THE AMERICAN SADDLEBRED.
Is there a breakfast, sponsored "at the facility" to be attended by members of the chamber of commerce, Rotary Club, Shriners etc with motivational speaker discussing how ownership of the horse can reunite a family, be an alternative to drugs and addictions, assist in weight loss and provide a positive growth experience for children.
These individuals may not purchase at THIS SALE but many, with an invitation they will attend the next.
Whose responsibility is this? Well, I would say the sale promoters, Tattersalls, the breed Registry Promotions and Marketing division and ALL OF US. We need a new and fresh strategy,
I am like everyone else. I sit and nod my head in agreement. Unless I can see some money in MY pocket, why should I worry about the next guy.
Every time I have a Saddlebred for sale, I am selling a brand name. Now that IS the responsibility of the breed registry to get that name into the minds of non horse owning enthusiasts.
AQHA does it so very well. At the Congress, they had specific tables for invited doers and shakers in the oil industry. They had invited several sport team owners, and their families. They had a coach, explain the breed, and what was happening in the show ring. They made it EASY to become involved.
At a using horse auction, held a few weeks back, it was hard to purchase an UNREGISTERED horse for less than 3500$ and the high price was an 8 year old cattle penning mare for $27,000. These are not amazing prices but they are at least strong prices....quarter horse type, paints, appy's, All entries had to be two and over and at least started under saddle. Buyers came from Idaho, Montana, Oregon, British Columbia, Alberta, North and South Dakota, Wyoming and Saskatchewan. How did they know about the sale... I do not think there was a truck stop, saddle shop or feed shop in any of those states and provinces that did not have a notice. A standing room only sale at a facility that handles around 400 individuals. They were packed to the rafters. They also had the national and local media there. They made it EASY to become involved.
I have some ideas, as do many, how our breed registry needs to work with ALL other breeds and start to promote to readers of non horse magazines. We need to learn how to get our horses into the minds of the people, through TV.
Just a teaser..... we need to learn how to match a child involved with the boys and girls club (or a similar group), match them to a rescue horse AND have the board and riding lesson bill paid for by a corporation (through their employee association)...and yes...there are many of them out there who still have a whack of money.
This winter, we can, as a group, complain about the weather, or we can use our creative abilities to set for a strategy and present it to those in a position within ASHA to make it happen.
The man who moves a mountain begins by carrying very small stones.
Leo Maxwell
Even in times of old (William Shakespear) they knew how to promote, whether is was a war, a marriage or a play.
Within the Saddlebred, we have a major challenge ahead of us.
How do we attract NEW people with new ideas into this old foundation breed.
The Royalty of the Show Ring
Well, to start:
NO PROMOTION EQUALS NO BUYERS EQUALS NO SELLERS
But Tattersalls DOES promote. EVERYONE who is anyone in Saddlebreds KNOWS about this sale.
Those in attendance are those who are selling their horses and just hoping they can cover the cost of gas IF someone buys them.
Those in attendance are those who are buying a horse however they already own one or more and are looking for a cheap deal.
Those in attendance are those who just go to chat about the dismal economy and how tough it is to make any money in horses.
Tattersalls is a TWICE a year EVENT... again...Twice a year EVENT
No surprises...year in and year out.
And yet, there are at best, during a strong economy, maybe 5% NEW, first time owners, investors, or just curious george bodies.
Now, during the claw back from a recession, they will be lucky if the sellers stay to the end.
First... Every sale needs people. Lots of people. Lots of Motivated People and lots of Curious People.
There is no such thing as a bad spectator.
How was the sale promoted to those NOT in the industry? What type of media press releases have been sent out, not to the converted, in the local area, but to surrounding states and national news organizations.... CNN, FOX, PBS etc. With all the fears about pandemics, unemployment, house devaluations, these media giants are DESPERATE for exciting feel good news. Give it to them....video clips of the Green Mile, smiles, babies, mama's, proud dads, sons and daughters...AND of course THE AMERICAN SADDLEBRED.
Is there a breakfast, sponsored "at the facility" to be attended by members of the chamber of commerce, Rotary Club, Shriners etc with motivational speaker discussing how ownership of the horse can reunite a family, be an alternative to drugs and addictions, assist in weight loss and provide a positive growth experience for children.
These individuals may not purchase at THIS SALE but many, with an invitation they will attend the next.
Whose responsibility is this? Well, I would say the sale promoters, Tattersalls, the breed Registry Promotions and Marketing division and ALL OF US. We need a new and fresh strategy,
I am like everyone else. I sit and nod my head in agreement. Unless I can see some money in MY pocket, why should I worry about the next guy.
Every time I have a Saddlebred for sale, I am selling a brand name. Now that IS the responsibility of the breed registry to get that name into the minds of non horse owning enthusiasts.
AQHA does it so very well. At the Congress, they had specific tables for invited doers and shakers in the oil industry. They had invited several sport team owners, and their families. They had a coach, explain the breed, and what was happening in the show ring. They made it EASY to become involved.
At a using horse auction, held a few weeks back, it was hard to purchase an UNREGISTERED horse for less than 3500$ and the high price was an 8 year old cattle penning mare for $27,000. These are not amazing prices but they are at least strong prices....quarter horse type, paints, appy's, All entries had to be two and over and at least started under saddle. Buyers came from Idaho, Montana, Oregon, British Columbia, Alberta, North and South Dakota, Wyoming and Saskatchewan. How did they know about the sale... I do not think there was a truck stop, saddle shop or feed shop in any of those states and provinces that did not have a notice. A standing room only sale at a facility that handles around 400 individuals. They were packed to the rafters. They also had the national and local media there. They made it EASY to become involved.
I have some ideas, as do many, how our breed registry needs to work with ALL other breeds and start to promote to readers of non horse magazines. We need to learn how to get our horses into the minds of the people, through TV.
Just a teaser..... we need to learn how to match a child involved with the boys and girls club (or a similar group), match them to a rescue horse AND have the board and riding lesson bill paid for by a corporation (through their employee association)...and yes...there are many of them out there who still have a whack of money.
This winter, we can, as a group, complain about the weather, or we can use our creative abilities to set for a strategy and present it to those in a position within ASHA to make it happen.
The man who moves a mountain begins by carrying very small stones.
Leo Maxwell