Equine sales

Top of the Mind Awareness in Equine Marketing: Familiarity Breeds Sales

One of the large challenges you face as an equine marketer is achieving what marketing professionals call "top of the mind awareness" of your horses and business.

What is Top of the Mind Awareness?

Top of the Mind Awareness, or "TOMA," is being the first supplier a prospective customer thinks of when they think about the horses, equine products, or horse-related services that you offer. Increasing your level of TOMA in your prospects' minds impacts your current sales of horses and services as well as your future sales.

Here are some examples of TOMA at work:

Example 1: You have TOMA of products with which you are familiar.

If someone asks you about farriers, the image or name that pops into your mind is probably that of your own farrier. You are most familiar with your own farrier, so he is on "top of your mind." Your awareness may be so strong that when you hear the general word "farrier," you picture your own farrier's face!

Most people maintain their own status quo--when they find their service providers to be satisfactory, they are in a comfortable position than selecting another and venturing into the unknown. You are a current customer of your farrier and, as long as you are otherwise satisfied, that familiarity helps to keep you a current customer.

Example 2: You have TOMA for products that you have never used!

Think about a type of product that you haven't tried. For example, the first time you think you might try feeding a joint health supplement, do any names come to mind? Cosequin, Corta-Flx, or another brand?

Even though you don't have first-hand familiarity with the product, you probably can think of one or more specific brands. The reason those brands come to the top of your mind is that effective marketing has put them there! You have seen an ad for the brand, or the product package, or heard its name in conjunction with the product's purpose. Odds are, you have been exposed to information about the product in several ways and many times. Your mind has associated that brand with the idea of "joint supplement," and stored it away in your memory.

How to Build Your Horse Business by Building TOMA:

Familiarity builds positive associations. In one psychological study, each subject was shown a random squiggly line. When the person was later presented with a set of squiggly line patterns and asked which they liked the best, most chose the line that they had seen before.

It works for squiggly lines, for products, and for business and brand names: The more familiarity, the more likely that something is preferred.

Think of ways to create TOMA with your prospective customers, put those strategies into practice, and become your prospects' instinctive first choice!

Copyright 2005 by I.M. Andrews/Equinnovation Equine Marketing/http://www.Equinnovation.com. For more articles, information, and tips on horse business topics and equine marketing, subscribe to the Equine Business Edge, the free newsletter for horse-related business owners and the equine industry, at http://www.equinnovation.com/newsletter.

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Horse sales

Horses For Sale Are Obtainable at Any Price

A huge increase in horses for sale has resulted due to the current economic downturn. High-priced show horses are selling for a fraction of what their original value. Many owners are giving their horses away to shelters because they are no longer able to afford them.

Horses in every breed, and trained for any riding style, can easily be found. Price levels vary widely as well. Individuals must still be very cautious when purchasing this type of animal. It is an investment of sorts. Numerous issues should be considered during the decision process. In addition, many different sales sources are available to assist the buyer in finding the right horse.

The buyer should decide specifically how he intends to use the horse. For example, will he be ridden for leisure on sport? Will he be used in show jumping competition? These are just two examples, but clearly knowing how the animal will be used also helps one to focus the search. A horse cannot perform a large amount of diverse tasks. By being more specific on how a horse is to be used, the buyer can successfully find the best horse for their purposes.

A wonderful way to begin a comprehensive search is to look at internet websites specializing in selling horses. Most of these websites are visited by buyers and sellers across the world. These resources provide access to horses used for a variety of activities. Information can be sorted by specific breed, as well as by location. The potential buyer can organize prospects by price, breed or riding discipline. Even if the animal is ultimately purchased from someone who has not advertised on the internet, these sites still provide valuable information from which the buyer can start his or her search.

More traditional search methods also exist. Auctions usually sell horses at bargain prices, and are held on a regular basis. Horses should be purchased at auction only by those with extensive horse knowledge. Breeders and trainers are also very good resources. Breeders usually sell the animals that they have bred and raised. Trainers may or may not be in the business of selling horses, but have a lot of connections to sellers in the horse world. Breed associations usually list horses for sale in the classified sections of their newsletters or magazines.

Regardless of the method of locating a prospect, it is very important to ride or at least visit the horse multiple times. This provides a better understanding of the horse's temperament and level of training. Get a second opinion. Bring a trusted friend, colleague or trainer to see the horse. If possible, have this individual ride the horse as well. Trainers usually charge a small commission if a horse is purchased. The cost is well worth it to ensure that a suitable mount is identified.

A pre-purchase veterinary exam is recommended. This should include a complete stress test to rule out lameness. Some people like to have x-rays taken, but the efficacy of performing such a procedure is somewhat questionable. Certain individuals feel that x-rays are necessary to determine if there are any developing leg abnormalities. Others feel x-rays may falsely reveal issues that really are not problems.

A pre-purchase veterinary exam is recommended. This should include a complete stress test to rule out lameness. Some people like to have x-rays taken, but the efficacy of performing such a procedure is somewhat questionable. Certain individuals feel that x-rays are necessary to determine if there are any developing leg abnormalities. Others feel x-rays may falsely reveal issues that really are not problems.

Many horses for sale are available in every breed, riding discipline and price bracket. Check out our great guide on horse sales.

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Horses

Horses, the galloping pride of mankind! These lovely mammals have come to serve and love us well, and if you are new to horses, learning all about horse health should be a top priority.

Horses are delicate creatures, despite their size; they require a lot of care and knowhow - that's why not just anybody can own one. There are several tips to keeping your horse healthy and beautiful, and preparing him for a nice showing:

1. Sustenance:

Be sure to provide your horse with constant supplies of food. Commercially purchased or natural, horses need to eat in order to stay healthy. Be sure to also provide lots of water to keep them hydrated and keep their manes glowing beautifully for your showing.

2. Exercise:

If you sat around all day in your "home" what would happen to you? That's right; horses can get fat and lose muscle if not worked out enough. They require a lot of outdoor activity and work. Don't leave hm around the barn all day, get him outside, run, play and ride.

3. Attention:

Horses are incredibly intelligent, loving creatures. Just as much as you enjoy attention, horses love it too. If you give him that little bit of extra attention, it will go a long way in helping you and your horse achieve a great relationship and increase showing stamina.

4. Joint supplements:

Be sure to provide a horse with joint supplements and healthy meals to stimulate growth and endurance. Horses that work hard, such as show horses, older and highly active animals truly need to have some extra care given to their joints. A prime example of a joint supplement would be, Cosequin ASU, a product sold commercially via many sites and stores.

5. Grooming:

A horse's thick mane and fine hairs need to be kept in touch. Buying a brush and giving a daily grooming session can work wonders, simply brush away your horse's gnarls and twists. Be careful not to pull too hard and pull out the hairs though! Also, keep in mind that he loves this - it feels like a massage. Spending time with your horse grooming, talking and playing gives him the attention and care he needs.

Now that your horse is beautiful and prepared, bring him out for a daily run and show him off. Following these tips will lead you to success in your horse-owning career. Be sure to consult other owners about optimum horse health, and veterinarians specializing in equine care to get further advice. Owning a horse can be a lot of work, but you don't have to do it all alone!

We love pets! Probioticsmart.com knows your pet deserves the very best care possible, and we're here to help. Visit our blog for more tips and stories about pets as well as information on health promoting pet supplements. See you there!

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