| Every business owner wants to attract customers to | | | | a poorly produced video. |
| his store. It is not any different if you have a horse | | | | A very useful piece of advertising is not really |
| related business. Whether you own a farm, boarding | | | | advertising. It is the use of press releases to your local |
| stable, train horses for the public, have a feed and tack | | | | newspaper and TV station about things happening at |
| store or any of the other business that depends on | | | | your business. I learned when I first got started and |
| the horse owning public. | | | | money was tight, that I could call the local newspaper |
| Some think that if you have a WEB site, that is all you | | | | and ask them if they would be interested in a story |
| have to do. They have the assumption that the public | | | | about what was going on in my barn. I only did this |
| will find you eventually and your business will prosper. | | | | when something was going on that was news worthy. |
| Most find out that it takes more time than you have to | | | | There is a difference between being news and just |
| make your business profitable. | | | | bragging. A World champion is news, selling a horse |
| Your advertising should include all available forms of | | | | for a zillion dollars is news, having a new foal is news if |
| the media. Print, TV spots, sponsorships of classes at | | | | it is a slow week or day. Talking about how many |
| horse shows, press releases, WEB sites, etc. | | | | horses you have or how you beat the competition at |
| Print media are magazines, newspapers, directories, | | | | a schooling show is just bragging. If you know the |
| posters, and flyers among other forms of printed | | | | difference and only call the news editor or director |
| matter. Your advertising budget should include this form | | | | when it is pertinent or people oriented, in time they will |
| of advertising as a priority. You can use print to | | | | call you to see if you have something going on that is |
| advertise your WEB site, upcoming events that you will | | | | news. |
| be participating in, what your horses and owners are | | | | WEB sites are just another tool of advertising. They |
| doing, open houses and other happenings at your | | | | should not be the only tool. Most of us are capable of |
| place of business. You can advertise your horse for | | | | building a web site using one of the software products |
| sale, special offerings of items or services, tack, and a | | | | available and our ISP's web server. Take time to |
| multitude of other things that are horse related. | | | | analyze what your site is to look like and what content |
| Most magazines have special rates for 3-6-12 month | | | | you want it to have. In a time, where imitation is |
| advertising. It does not have to be the same size each | | | | rampant, make yours look original. If you use the free |
| month. In fact, some magazines will let you carry a | | | | sites, you may as well use your time doing something |
| business card ad as part of your contract and give | | | | more useful. There are millions of them that do not |
| you the reduced rate. Always ask the sales | | | | receive many hits if any. |
| representative what is the best rate they have | | | | If you do not feel that you can produce a suitable site, |
| available and what it consists of. How many photos, | | | | contract with a reputable person who has sites that |
| type of print, special promotions, (stallion issue, foal | | | | are running. Look at the sites, ask the owners if they |
| issue, etc.), that may be of help to you in advertising | | | | are satisfied with their site and ask for references. |
| your business. | | | | There are many people advertising themselves as |
| If you use a logo or catch phrase to describe your | | | | WEB designers who have only produced one site, their |
| operation, use it consistently in every piece of | | | | own. Find out what search engines they use and how |
| advertising you do. This includes printed matter but | | | | to get your site on as many search engines as |
| your Internet site, TV ads, sponsorships, etc. Plan your | | | | possible at a reasonable cost. |
| advertising in advance. You should determine what | | | | Use of print media such as magazines who have an |
| your budget is for the year, what media you will use, | | | | Internet site can work in your favor. For a small fee, |
| and the size of each ad. | | | | they will post your ad on their site and post a link to |
| Showing or exhibiting your horses can be a form of | | | | your WEB site. So you not only get print coverage |
| advertising. Stallion auctions can be used as an | | | | and WEB coverage, you get potential customers to |
| advertising tool. Futurities can be useful in exhibiting | | | | your homepage. |
| your foals especially if you own the stallion and the | | | | Open houses or clinics held by you at your farm, barn |
| foals are excellent representatives of your breeding | | | | or stable is another form of publicity that entices the |
| program. If you are a trainer, showing the results of | | | | potential client to your business. To have a successful |
| your training programs can be helpful in securing new | | | | open house or clinic, one must utilize all of your |
| customers and securing sponsorships from feed, tack | | | | advertising resources. Advertise your event well in |
| and trailer manufacturers. | | | | advance of the date it is to be held. Ads should |
| TV spots are available on your local cable provider at | | | | appear in print, press releases to the local newspapers, |
| a very reasonable cost. They show programs that are | | | | TV and your WEB site. If you have door prizes or |
| suitable to their area's viewing audience. In order to | | | | special offers put them in your ads. What you want to |
| recover some of the cost of doing so they sell spots | | | | happen is to entice people who have never seen your |
| to local advertisers. These spots are dispersed | | | | business to come and shop. You should have |
| throughout the program in place of the national | | | | someone, who is familiar with your operation, greet |
| advertising. You can pick the programs that you want | | | | them when they come in. If they have questions, |
| your ads to appear in and reach a larger audience that | | | | answer them honestly and as quickly as possible. Your |
| is interested in horses and the industry as a whole. The | | | | barn should be clean and in good shape. Broken |
| cable provider probably has their own production | | | | fences, dirty stalls and poorly lit arenas will diminish the |
| company to film your ad but if they don't, ask your | | | | impression that you are trying to present. |
| local TV station if they have someone who does it for | | | | Above all, be consistent with your advertising. It will pay |
| them. The money you pay for this service may seem | | | | off as you grow your horse business. Repetition |
| high but you own the ad and it is professionally done. | | | | makes an impression on prospective customers so |
| Home video does not work unless you are a very | | | | that the next time they want to buy, board, breed or |
| talented amateur. Hire a good announcer to do your | | | | have a horse trained, they will think of you. |
| voice over on your ad. Nothing turns people away like | | | | |