A Marketing Plan in Action
Something new has been going on at the breeding farm of one
of my clients. Lately, her phone is ringing and her email
box is pinging like never before. Since I sent out the last
issue of The Edge, she has sold two horses and has good
inquiries for several more. Why?
She took the initiative to make a new plan. She got busy working on the business, instead of just in the business.
- She started with a new web site to effectively and
comprehensibly convey information about her farm and her
- She showed some of her horses and did very well. A good
show record adds value to those horses (and their foals,
parents, and siblings) and builds credibility for her
breeding operation. Her name and her horses' names
being announced and published with their results, help
to build top of the mind awareness of her. People took
- She had good photographs taken and shot good video to
use on her website, in her ads, and to provide to
- She did a little strategic print advertising in
publications that reach her target market.
- She took some time to do good Internet marketing,
posting classifieds and on relevant industry forums.
- She prepared her horses for sale by having them at an
appropriate level of training for their ages, hiring
outside trainers as needed.
- She responded to email and telephone inquiries promptly
and professionally, and carried that image into each
contact with her customers.
The horse market is alive and well. Determine what your
market wants, and show how you can provide it. Make a plan
and put it to work for you!
Do you have a marketing trick or tip you would like to
share with other readers? If so, send an email to
firstname.lastname@example.org. Thanks for your input!
Copyright 2005. This article first appeared in The Equine Business Edge, Equinnovation's complimentary newsletter (click to subscribe).
Contents may not be
reproduced in any form without permission.
For information on republishing this article,
please email Ingrid@equinnovation.com or call Ingrid at