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