Advertising yourself

[CMGangelhoff]

After seeing the Free Lesson program being offered by UPHA and Equestrian Life I posted the webpage on a game I frequent with a large population of animal crazy kids.

Right away I got responses and since the program is just launching there aren't a ton of stables listed yet, so I mentioned that if people couldn't find a barn near them to contact me and I'd look.

Of course, my first inquiry was for Northern Texas, where I couldn't find anyone. I looked on ASHA's stable search,Show Horse's Directory, Saddle Horse Report's Directory, National Horsemans Directory...etc and only found a few in Houston.

I did a Google search and found a Texas Saddlebred site, but again, not fully listed.

I knew Patty Milligan was in Northern Texas before she passed, so I searched her name on here and found the list of people in Northern Texas from a inquiry on here.

My reason for telling this story - WHY was it so hard for me to find this information?? If I was in Northern Texas, and not have the resources I have, I would have given up and found another breed.

Why aren't trainers/farms taking advantage of ASHA's Stable Search? It is right there (well, it could be more obvious on their website for newcomers) and from what I can tell...free.
(edit- I did do a search again and got more results, I originally put in 'Texas' and the search engine is programmed to search for 'TX' - oops on my part)

Working for Show Horse Magazine, I can't get people to pay our small Directory fee listing. If you look at the Directory in any of the magazines TONS of barns are missing. Those listings show up on web searches and people go to our breed magazines websites for information. They aren't only for the judges to read.

Most farms/trainers don't have websites, and those that do - they are terribly out dated. When I gave some of these kids information, they all asked "What is their website? Do they have a Facebook? What is their email?" No one wanted a phone number.

Maybe this is just me because I work in Advertising, and have a background in Social Media - but people are missing HUGE HUGE free advantages. I have done so much free social media advertising for companies that drive in so much business, yet some horse people aren't willing to take part in it.

Perhaps I need to create my own business - where I do this all for people for a monthly fee. Maintain FB's, twitters, websites, Groupons...etc

[wilkinak]

Thanks Camille, I've wondered about this since I have often been in the situation where I've moved and need a lesson barn. I ended up venting once to a woman who turned out to an investigative reporter. Her reply "I'm an investigative reporter, I'd find the information somehow if I really wanted it!" Which sounded great until I got into my car, and thought about it. Why does it take an investigative reporter to find a saddlehorse barn?

There are numerous publications; some local, some regional,some national; that offer free or low cost (<$25/yr) directory listings. I am curious as to why these are not utilized. Is it the time involved, are you unaware of them, or maybe feel that multi-breed pubs are a waste of time? I really am curious why these aren't used.

So to tack on to the previous post, Barn Owners/Trainers why don't you take advantage of free advertising opportunities?

[FoxyFizz]

Thanks for bringing up this topic Camille. When I moved to Los Angeles (it was before the internet), it was so hard to find a saddlebred or morgan barn in my area. I think with the internet, it's gotten easier, but definitely more barns should be taking advantage of the ASHA's stable search and other options.

Back then, I found all kinds of hunter barns and western QH barns, but it took some searching to find a SS barn!

[asbridertb]

I have wondered this for DECADES! As a kid I worked for a Saddlebred barn that I found in the yellow pages. They were the ONLY ONES advertising. At that time in that area, you couldn't throw a rock without hitting a Saddlebred barn. (Nowadays you have to throw a few rocks, but there are still a lot around).

None of them are in the yellow pages. Many are in our own breed publications, but not all, and that is a useless way of reaching a non-horse-savvy public who doesn't know what a "breed" is anyways. All they know is "I wanna ride a horse."

The HJ, Dressage and Western barns have a HUGE advantage in this, that they advertise. They advertise in the yellow pages, in the local circular, in the county coupon clipper, at the grocery store...

We all complain about the shrinking of our breed and barns, yet none of the existing barns do anything to draw clientele except advertise within the breed. That's great for people who are already here - but does nothing to get NEW people in.

AUGH! It's so frustrating.

My fiancee and I are going to be buying a farm in a few years and I will be opening a training and lesson program, and you can bet your britches I will be found publicly, EASILY. (Must be my marketing background speaking here too, Camille!)

[RedHorse]

Where I live most barns, if not all of the "show" barns, do have websites. Most also have Facebook Pages. Their websites are fine, and a lot are actually pretty nice. My one complaint it that they don't market to new clients. They need to speak to people who know nothing about riding or horses. I mean really "Barney" it down people. Explain why riding is so good, and what a mare, stallion, and gelding is. Have a what our clients are saying about us page. Take quotes from clients about why they choose to ride and have horses, and what it's done to benefit them and/or their kids.

Someone else mentioned that people don't know saddlebreds. They just want to ride horses. You hit it out of park my friend! That is exactly it!! Yes, barns should be taking advantage of the stable listing on ASHA. With marketing like the new video released recently the ASHA stable listing will be even more necessary. However, I think even more so than the ASHA stable listing, our charter clubs need better websites. I know the one in my state I can't even join online. Really??? Come on people! I'm not looking to start a debate, but I would like to get ideas for marketing. I'm currently trying to come up with ideas for the barn I ride at.

When I take a step back and look at this objectively I see, in my opinion, a few key areas we need to work on. However, it can all be done at a grass roots level to get the ball rolling. If we have help from UPHA with this wonderful video it's even better!! They can work on the big picture, and we can meet in the middle.

With that being said.....back to the people just want to ride a horse and looking at everything objectively. Sorry for the ADD tonight ;) What is our target market? Is it elementary school girls, young teenage girls, moms looking for an outlet, and "me time?" Who are some of your barns best clients? How did they get started? What made them choose riding, and why saddlebreds? I've asked a few people lately if they were to want to ride, or put their kids in riding where would they look for information. Of course they said Google. I was expecting that one! I asked what they would Google search, and again as I expected: fill in the blank state horseback riding. I live in a suburb of a large city. They are a bunch of barns very close to me, we're talking within 15 minutes. People don't know them though. They are off the main roads, so they don't even realize they exist. This is where I see the charter club websites coming into play. The need to have a tag line eg Your blank state Saddlebred Community, and be a wealth of information for the beginner. They can be the ones to get our wonderful barns their blind date with a new rider. Yes, our charter club does have a stable directory, but if I Goolge my state and horseback riding I think I got to pg 14 before one saddlebred barn showed up. :( My charter club never showed up. Our charter clubs need to get their websites up to par at minimum, and also pull up in the top 5 on a state horseback riding search. If we need Google adds on our website to get a higher rating, do it! At the end of the day we need more traffic. For me it's not just websites, and Facebook (which are both a necessity) but, we need to just tell people about riding, and what a wonderful life sport it is!

I would also like to see our charter club help out the barns with marketing, and information packets. Why not have generic flyers in a editable PDF format? Barns can go to their website, and pop in their logo, and information. Bam! Done! couldn't be easier. Flyers could be given to local schools for kids to bring home. Also, the flyers could be available to people to take at horse shows at fairs. We could do some advertising in gated community association newsletters, or country club newsletters. This would generate traffic to the charter club, and people could choose a barn near them from there.

We are asking people to spend a bunch of money, and we need to explain everything to them, and make them feel comfortable. I was just explaining to another rider when I was on gate duty at a show what a Jr. horse was, and what novice was. I can also remember sitting in the stands with my mom when I was younger, and she asked me what the CH stood for in a horse's name. We were both showing, and had horses at that point!! This is where the information packets would help. When people show up for lessons barns could have a folder with information to give new clients. We don't want to overwhelm people with too much info, but we could have a series of folders with different flyers. One for your first lesson. It could have a barn flyer, a sheet explaining the parts of the horse, various tack, and just some generic stuff. Then another folder for "your going to your first show" what to pack, costs, etc. It could explain the difference between the classes. and academy vs. regular classes. The difference between rated and non-rated shows. Then yet another one for "Saddlebred resources" eg explain to people in a flow chart how USEF, ASHA, the registry, UPHA, charter clubs, all work together. It could also have lists for various saddlebred books, the museum, and magazines. Explain the benefits of joining charter clubs, and ASHA. Then the big finale folder....So, you're buying a horse. Put sheets in it for the vet, farrier, insurance company, tack company, blanket and saddle pad co. whatever else you want. A sheet summarizing the costs. I could go on and on. At the end of the day though, it would be great if our charter clubs had these available to our super busy trainers and barn owners. They would be a valuable resource to everyone, in addition to already being a blessing to those already addicted!

With sports now becoming increasingly expensive for families, riding isn't SO much more now days. We just need to market a little bit. I don't think we have a hard product to sell. The way I see it.....every little girl wants to ride a horse. We just to to figure out how to get them through the door! From there.....well...let's face it, a 12 year old girl can do the marketing to her parents on why she NEEDS a horse. I know I did! We can't come close to what she can do with puppy dog eyes, and stomping around the house. :chillpill:

To sum it up.....
Dating - taking lessons (charter clubs help get people in the door, and provide marketing materials)
Engaged - showing academy (barns need to take it upon themselves to do phase 2 of the marketing campaign and get people showing. eg a women's club where people from the barn get together once a month and do wine and dessert parties, food drives for charity, a barn horse show....who knows what! This is to build a sense of community with new riders, and people that own horses. Make people feel welcome, and part of the barn family. We need to own the fact that our barns are little intimidating to new people! We're like a M&M a little hard on the outside, but once you get through the shell we're wonderful!!!!! This part was not my idea, but someone else at my barn proposed it. I LUV it!!!
Married - buying a horse

Match.com did it, and so can we! ;)

PS - I'm not just saying i think this is what needs to be done. I'm more that willing to help and make these flyers and info packets. It's really easy with Microsoft Publisher, and I'm more than willing to help! Please give your input and ideas. I am completely open to people telling me I have no idea what I'm talking about as well! I have very thick skin!!

WOW! This was waaaay longer that I intended. SORRY!!!

[FoxyFizz]

I think the UPHA video is a great start. Where I think they could have improved it was to show people just riding our horses. Not for show, just for fun. To me, that was an area that should be most expanded upon.

Sure there are plenty of people that show their QHs, Paints, Appaloosas etc, but there are 10x more that never ever see the inside of the show ring. Why? Because they don't "need" a trainer to help them ride. They can tack up their horses and hit the trail all by themselves. This video does nothing to dispel the myth that the american saddlebred is anything but an arena horse.

The video is great, but it is definitely geared towards the show barn. People already have the notion that saddlebreds are too hot for a "regular joe" to have at home. We know better, but the average joe out there does not believe it.

We need regular people, riding our regular saddlebreds and not just the peacocks of the showring. That is what is lacking in our industry IMO.

[katie]

Maybe this is just me because I work in Advertising, and have a background in Social Media - but people are missing HUGE HUGE free advantages. I have done so much free social media advertising for companies that drive in so much business, yet some horse people aren't willing to take part in it.

You're so right!

I currently get paid to be a social media 'guru' for three local businesses. One, I've been working on since the beginning of the year: the business owner's sales have never been better, we have an active community on Facebook and I supply blog posts once a week (which get a ton of traffic, and they're vanilla, frou-frou fluff-type pieces). The other two, I started working two weeks ago and they're growing every. single. day.

Facebook, Twitter, a blog? FREE. Blogspot and Wordpress both make it easy to run a fully-functioning website with blogging capabilities - so simple that I've taught a 65 year old woman how to run it. A 65 year old woman with limited (as in, bought her computer a year ago) computer experience, to boot. Want YourStableName.com? Get it through Blogspot for $10/year (not sure what WP runs).

There's absolutely no reason why you can't have a website, an updated & active Facebook page, and answer emails promptly. If you can't do it yourself, find someone in your barn that can, or hire someone. There are barns popping up every day on Facebook and THEY will be the ones to get your business.

[Jrchloe]

This is very similar to the subject of my Saddle Seat issues paper. We brought up the idea of a educational Saddle Seat website that's not breed based like the USDF or the USHJA websites and then have a barn directory included among other things. While it would be a great advertising for barns it would think it might create more a community with other SS breeds and hopefully have saddle seat more known at least like it once was.

BTW what are charter clubs? Would that be the local UPHA chapters?

[janders]

Charter clubs are the state chapters of the ASHA. FL has not had one for many, many years.

[wilkinak]

There were a couple really good threads on COTH about what needs to be in a website; here's the one I could find.

http://www.chronofhorse.com/forum/showthread.php?t=298720&highlight=website

It would be great to hear from more of the sellers here, the consumers have said their piece!

[luvbugjoy]

I just wanted to let everyone know that there is a new england based publication called the Horsemens Yankee Pedlar. It has a saddlebred section where news and updates are free. We are also looking for anybody who would like to advertise with us. The magazine is subscription based but also has bonus distribution at many new england shows along with equine affaire. This is a great chance to get the word out up here in new england about saddlebreds, it doesnt have to be just saddleseat either, sport horse, trail, driving any discipline is gladly welcomed!!!!! If anyone has any questions let me know as im an account executive for the publication!