3 years ago

The Ultimate Guide To Equestrian Marketing

Here at Rural Radar, we’re always talking about the importance of marketing your equestrian event, centre or company correctly. While these hints and tips are extremely helpful for many equestrian companies, we’d like to use this blog post to look at the bigger picture.

Before You Start

Kick-starting a equestrian marketing campaign is an exciting time, but first you need to make sure that you have something valuable to sell.

While a small amount of marketing in the build-up to your equestrian event, centre launch, new facility launching or team member joining may be worthwhile, remember that consumers have short memories and are likely to forget about your campaign before your event, service or product is truly ready if you begin your promotion too early. In addition, your equestrian company or centre must have a strong visual brand before you can begin marketing.

Have a logo designed, decide on the typefaces your company will use in all communications, and decide on the general theme or colour scheme that your company will use. Changing your visual identity or failing to establish one at all will weaken the appeal of your company or centre and make you look unprofessional.

Finally, ensure that you have established your exact marketing budget before starting to spend it. Setting a strict budget ensures that every marketing decision you make is a tough one, so you won’t start spending money unless you can be sure of the ROI you’ll receive.

You must also be aware of the ongoing cost of marketing, not just the amount that you spend each week on marketing, but also the time investment. Which employees will be responsible for social media accounts? Who will order the next print run of your brochures?

Offline Platforms

While digital marketing is all the rage these days, offline methods of marketing shouldn’t be ignored. Here are a few forms of offline marketing you might wish to consider as part of your equestrian marketing strategy:

  • Printed marketing materials. Business cards, brochures, posters, etc. These are great for spreading brand awareness, even in the long-term, but print costs can escalate rapidly.
  • Make your Equestrian Centre the go-to spot for locals. Start by luring locals and converting them to being your regular customers by offering discounts on entry fees and having weekly friendly competitions. Basically, just make your equestrian centre a fun place to be at.
  • Build relationships With local establishments. Having great working relationships or partnerships with other establishments in your area is always a must for businesses. It opens doors for recommendations and referrals, especially if you are willing to return the favor – it’s another form of low-cost advertising. Start this by approaching nearby establishments such as restaurants, spas and salons and gyms and exploring possible partnerships or deals with them. You can ask these establishments to have a stack of your brochure in their reception counters and vice versa.
  • Online Platforms

    Online marketing is an increasingly important element of equestrian marketing strategies. Of course, online marketing is a broad term. We’ll break it down into different platforms:

  • Website. Some equestrian companies or centres have their own websites. While this is an effective way to attract new customers, it must be updated regularly, which can be an expensive and time-consuming process.
  • Social media. Using Twitter, Facebook, Instagram and Pinterest to promote your equestrian business, service or event will immediately provide more of a connection with your clients and costs very little to maintain. However, it is vital to keep these channels regularly updated and you must have time designated to this task.
  • Rural Radar. Rural Radar is the Trip Advisor of the equestrian world. Sign up to Rural Radar to automatically prompt customers to review their trip to your centre. Rural Radar is great for improving your equestrian centre or companies reputation and for spreading your recommend-a-friend scheme via your clients’ Facebook friends.
  • Email marketing. Marketing emails are only effective when used sparingly. Mailchimp software allows you to send emails that are targeted to specific groups of customers. Ensure that the emails are filled with valuable content, or else they’ll just end up in the spam folder.

    Marketing your equestrian company doesn’t need to take a huge dent on your marketing budget – you just need to be strategic on how you do so and you’ll be on your way to receiving regular customers and visitors. Just take the tips we’ve shared above one step at a time.

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    Tom Parkes

    Posted by Tom P.

    Lincolnshire Wolds

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