MERCHANDISING THE BLOOD HORSE
By Ed Heinemann Exec. Secretary Washington Horse Breeders Association, Inc Seattle, Washington
A. Hstaemaan Is Executive Secretary sad General Manager of the m Hone Breeden Association, Inc. He la considered the dean of tee offlcen in the national state Thoroughbred Associations or A Ban with a varied background In the agriculture field, Mr. has worked In many capacities in the Ught horse field Indudi of the Washington State Universities Advisory Board in Am- ^ Co-Founder and staff member of the WSU’ s Stud Managers * « imi • recognised senior judge in numerous horse shows. He Ufiatf to comment on " Merchandising the Blood Horse”
1. Successful and continued merchandising any product is highly dependent on the quality that commodity. This axiom is doubly true in horse business. The breeder or seller must the type and quality of horses that others and present them in such condition, health as to be extremely desirable. True, a can be found for the lesser lights, but it is a market and cannot produce a repeat demand can be sold, but it is tough.
2. We must, therefore, reiterate, your horsesrffrust be attractive( not necessarily in a beauty sense), but well formed, healthy, well-conditioned, mannered, sound, and adapted to the purposes desired to create buyer demand. Freedom from parasites, properly groomed, manes pulled( if the breed standards and customs command), feet trimmed, shod if necessary are MUSTS.'
3. Neat, well-appointed and functional facilities are indicative of good management and a successful venture. " Success " or at least a good semblance thereof tends to give confidence on the buyer ' s part and to encourage imitation.
4. Let the world know what you have to sell. True, one wouldn ' t necessarily utilize the general press as unit costs would be prohibitive to all but the largest operator. Use breed publications, news
stories, pictures( good ones), trade publications, shows, racing stables, etc. Human interest photos involving animals and youngsters have long been an area of great acceptance by most editors. Keep the foregoing media informed of particular accomplishments of the produce of your farm— show winnings, race performances. The arrival of new foals, acquisition of outstanding breeding stock, etc. Most editors are hungry for news material of special interest. Just supply the material. They won ' t use it all, but they will print a substantial porion of it. Take time out to visit with them. They aren ' t always completely conversant with the horse field.
5. Advertising should be factual, free of gimmicks. Advertising copy should be in good taste. Don ' t OVERLOAD your selling message. Field days and clinics at your farm are effective. Don ' t overlook youth days( 4-H and FFA). THEY are your customers of the future. have found field days and tours of a farm, the Race Track back jstretch, and an at the races where we invite the top and civic leaders of a particular city to be effective. We kept the groups to a of forty men. We hired a bus, kept the group together and had a splendid day. Most of these men had never been on a breeding farm or race track. The results of this initial plan in the summer of 1964 so stimulated the interest of these men that a number of them attended our yearling sale in October and purchased their first horses.
7. Attendance at and participation in breeders association meetings, acceptance of speaking engagements at service clubs, appearance on T. V. or radio shows, many of which are in search of colorful ' and different vocational pursuits, are all good means of subtle merchandising. Many farm T. V. show editors will gladly film foaling time at the farm for later showing. In other words, keep the farm name before the public of your immediate area.
8. Subscription to breed periodicals and maintenance of a small library in your particular breed field keeps you abreast of industry advances.
9. A continuing advertising program with factual up-to-date information is more effective than spot splurges... Remember Coca Cola... they kept advertising even during the war when the stuff was hard to get... creating buyer desire. DON ' T let ads get stereotyped or run-of-the-mill.
10. Supplement magazine advertising with direct mailing circulars, supplemented further with direct personal or semi-personal letters to selected possible clients.
11. Follow up interest in the horses you sold. DON ' T write a customer off after a sale is made even though you felt you didn ' t get full value, HE MAY BE BACK, no doubt will be if he is pleased with his purchase.
12. BE A BOOSTER for the industry. Don ' t knock your neighbor or his horses. If you can ' t say something good about them, don ' t say anything.
13. Support— yes, LEAD— the parade in support of research programs with your talents and resources.
14- VOICE of the Tennessee Walking Horse