Tag Archives: rant

A Word Of Advice

I will keep this short, sweet, concise…what have you. When you are marketing to an equestrian demographic, do your homework. I find that some people do not tune in to this concept, and as a result get lost in the many sphere of equestrianism.

Like with any great campaign, being able to be as specific as possible will be key to your success:

  1. If you are trying to hit the affluent polo-goers who wear Ralph Lauren causally and insist on premium products for themselves and their horses, be true to that. Trying to glue together a fragmented industry is probably not going to help you win the uphill battle you will inevitably need to climb to court the horsey market.

  2. Knowing the difference between a casual trail rider and an Arabian endurance rider will change the demographic. Knowing the difference between a western trail rider and a hunter pace trail rider is also key to understanding demographics.

  3. Knowing the difference between a trail rider, a hunter/jumper amateur, and a professional show jumper is colossal: If you are trying to reach out to ladies who rent horses on weekends for light trail riding, don’t throw up stories about new releases from Animo. It’s just common sense.

  4. If you are trying to reach racehorse fanatics who bet on races with whatever money they can find, realize that those are not the floppy-hatted race-goers who sip mint juleps and wave casually to their horses as they pass by.

  5. Realize that someone who will drop $40,000+ on an equitation/hunter horse will likely not have any interest in trail riding guides. Also realize that people who want and need trail riding guides probably don’t give a crap about updates in the combined driving sphere. Also realize that part of why Dover does not sell combined driving gear, is that it realizes its core demographic is hunter/jumper and dressage.

  6. And also realize that not every equestrian is an affluent iPhone user that is intently concerned on using apps for functionality: most YouTube equestrians post videos of them jumping things and messing around, most instagram shots are of pony-noses and equestrians goofing off, and most Facebook activity is in a younger demographic than people intently seeking trail guides.

And if any of this confused you, and you aren’t sure how any of these demographics are different, maybe don’t pursue the equestrian demographic.

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