maRkETING THE PasO fINO - Paso Fino Horse Association
Transcription
maRkETING THE PasO fINO - Paso Fino Horse Association
in a Niche Marketplace: Part I By Debra Pound As an avid equestrian for over 35 years and a global sales and marketing professional for over 20 years, I would like to share both my personal and professional perspectives about the marketing process to help promote the Paso Fino. In today’s highly competitive equine industry, an effective marketing plan is critical for the successful promotion and growth of our breed and our equine businesses. In a series of upcoming marketing articles, I will share information, tips and tools to help unveil the mysteries of marketing that I feel hinders the effective marketing and branding of the Paso Fino in today’s marketplace. The marketing process can be achieved by both professionals and enthusiasts that share a common passion for the Paso Fino horse. I am confident that as a Paso Fino community, we can execute winning marketing strategies through collaboration, support and action in 2012. The Paso Fino horse is a unique and desired equine partner for the many reasons we have a deep passion for our horses. People are fascinated with the uniquely gaited and versatile Paso Fino horse. Heads turn at every event and inquisitive spectators want to learn about our horses. Do you remember that first time you rode a Paso Fino horse and that adrenaline rush? To grow more successfully as a gaited breed, we need to spark that adrenaline rush into our marketing efforts to attract prospective new clients. The Paso Fino horse has an exhilarating presence on the trails, in the show ring, at exhibitions and has become one of the fastest growing breeds in the American marketplace and is quickly gaining presence in new international markets. The equine marketplace is dynamic. As a Paso Fino community, we need to change our thinking and marketing actions for the Paso Fino to become more than a niche breed in this dynamic equine marketplace. Why does it seem that are we keeping our Paso Fino horses a secret? I have found there are many marketing opportunities available locally, regionally, nationally and internationally to promote the Paso Fino horses but I see minimal participation. The national Paso Fino Horse Association, regional breed and non-breed associations, USEF, 4 H Clubs and State Horse Councils all offer cost effective marketing opportunities and support however most people don’t take advantage of the available programs. I have conducted marketing research among many avid equestrians within our breed and across all breeds and riding disciplines to learn about current marketing trends, opportunities and challenges. The marketing process is a comprehensive package of integrated activities to reach marketing and business goals. I will break down each of the components of the marketing process for a better understanding. In 2005, The American Horse Council conducted a study of the economic impact of the horse industry in the United States. The study contained very interesting data. Did you know over 4.6 million Americans own 9.2 million horses? The horse industry contributed over $102 billion annually in total economic impact. Horse breeding contributed over $12 billion total economic impact. Nearly 4 million horses are used for recreation and approximately 3 million are involved in showing. The Paso Fino represented only 1 % of the USEF membership in 2005. Statistics clearly demonstrate a viable equine marketplace for significant growth opportunities and promotion of Paso Fino horses beyond the current niche market of the gaited horse. As a Paso Fino community, it is time to step out of the comfort zone and to challenge status quo to make a difference in 2012. In this competitive equine industry, effective marketing can increase revenue, improve profitability and create sustainability in a dynamic marketplace. Economists are optimistic about the equine industry and performance indicators are validating the improving conditions throughout many breed organizations. Don’t use a volatile economy as an excuse to avoid participation in marketing activities. An economic recovery and the availability of disposable income again can be a critical period to market our horses beyond a niche marketplace with motivated new prospects. Whether you operate a small family farm or a premier equine facility, the goal remains the same – to manage and grow the business profitably through acquiring new clients and retaining existing clients for your products and services. The marketing plan will act as roadmap to successfully achieve your business objectives by persuading prospective clients to become new clients. Don’t forget to focus on client retention when pursuing new business opportunities. Client retention is more cost effective and profitable and should not be overlooked. Investigate new 28• PASO FINO HORSE WORLD • february 2012 What is the first step? Every business needs a business plan before tackling a marketing plan. Do you have a written business plan? If not, this should be your first priority. The business plan is the foundation of your business. There are many free resources and business plan templates available online. Next, understanding the marketing process will help your business stay on track and help you spend your marketing dollars with the best return on your investment. Make the commitment and the time to develop a written marketing plan. It is important to define your business and the purpose of your business. This is a great opportunity to conduct a constructive self-assessment of your Remember, the goal of a marketing plan is to grow your business profitably by acquiring new clients and maintaining your existing clients. A common mistake I’ve seen is that a business does not actually know who constitutes a client. With over 9.2 million Americans owning horses, an equine business can maintain focus on profitability and sustainability by identifying the desired demographics of existing and prospective clients. You need to understand what clients want and their expectations and align with your business objectives. Not every prospective client may be a good match for your business. The demographics of a client can include specific geographic locations, socio-economic indicators, gender, age, skill level, discipline preference and other elements that define your target audience. The target audience will include existing clients and prospective clients. The marketing plan will include marketing strategies directed to the target audience to provide the highest return on your marketing investments. If you offer a diverse scope of products and services, a marketing concept known as market segmentation can break your target audience into segments. You can then develop specific market objectives for each segment. Market segmentation can be a valuable tool for full service equine operations enabling marketing focus and objectives for each segment. Marketing strategies may differ from each segment and can include different marketing activities, budgets and objectives. Photo by Cheri Prill, courtesy of Fantasy Paso Finos Marketing the Paso Fino opportunities with your current client base. Discuss the personal and business objectives of your current client base. You could be missing opportunities because you assume you know your client’s objectives. Provide a platform to discuss the client’s short and long term goals to identify an action plan and potentially overlooked opportunities to help a client be more successful. Investing in your current clients as you pursue prospective clients maintains client loyalty and creates professional sustainability in the industry. business by identifying strengths, weaknesses, competition and opportunities. Consult with trusted individuals to help you if needed for professional and personal support. I encourage you to engage your employees to gain further insight and to potentially identify new opportunities. The business analysis should provide valuable information useful to define your products and services. To conclude this business assessment, you should be able to define the purpose of your business. Through this exercise, some business owners reveal the genuine purpose of their business. This approach can empower a business to embrace the marketing process with new energy for success. Next, define your marketing objectives. These objectives should clearly define the intent of the marketing plan including target growth and profitability and other applicable key performance targets. In my professional career, I learned SMART methodology to establish objectives. I now use SMART methodology on a daily basis for both my personal and professional objectives. Establishing objectives the SMART way can be a useful tool as you navigate through the marketing process. SMART marketing objectives should be specific, measurable, achievable, realistic and time bound. SMART methodology enables me to create focus, effective use of my resources and establishes credibility of my personal and professional objectives. Debra Pound is a North American Procurement Manager for a Global Chemical Company with an extensive background in global sales and marketing. Her professional career provides unique experiences in a global marketplace. She combines her passion for marketing and her horses to promote the Paso Fino breed. Her equestrian passion started with Hunter/Jumpers until she discovered her passion for the Paso Fino horses. She enjoys showing her horses on a regional and national level with Startown Stables. She is a member of Piedmont Paso Fino Horse Association and a member of the show management team for Asheville ALIVE 2012 – The Piedmont Classic Show. Debra lives in Charlotte, NC with her husband and three children – all actively involved in the breed. In closing, I hope that you have found the basic information about the marketing process helpful and thought provoking. Marketing is essential to the profitability and sustainability of the Paso Fino breed. Through traditional and innovative marketing activities, I am confident if you take my challenge to execute a new marketing plan in 2012, you will reach new goals. Despite sounding cliché, our breed needs “to think outside the box” and be more open-minded in creating and supporting marketing activities that will provide the best return on your marketing investment as individuals and as part of the Paso Fino community. You’re Invited... Besilu Collection, breeder of Champions, is now offering our 2012 sales list of fine quality Paso Fino horses of all disciplines available for your consideration. Visit us on the web at www.besilu.com for more information and complete sales list. Look for more marketing tips and tools in upcoming issues. I welcome your comments. Email me at [email protected]. When you buy a Besilu horse, it’s not just about the ribbons! Cheri Prill Photo Design & Photos by Cheri Prill Own your very own Besilu Collection horse and have a chance to compete and win money in the Best of Besilu Classes! Besilu Collection besilu.com 352-591-2100 866-423-7458 Marketing the Paso Fino in a Niche Marketplace: Part II e h t Be r e t e ark M y v Sav By Debra Pound With many New Year’s Resolutions come and gone by now, I’m hoping the resolution to create a new marketing plan is right on track. Changes in economic, social and technological conditions require evolving market strategies for 2012. How does one survive in a complex and turbulent marketplace? Start with creating a written marketing plan. Set well defined marketing goals. The marketing plan can grow your business profitably by acquiring new clients and maintaining your existing clients by communicating information about your brand to the marketplace. The Paso Fino community is recognizing the importance of being flexible and adapting to the evolving marketing demands in a dynamic equine marketplace. Now it’s time to become a savvy marketer! But where does one start? I will share marketing trends that you can incorporate into a marketing plan that will help you flourish in today’s competitive marketplace. A successful marketing plan should be a balance of traditional, social and mobile marketing enabling you to reach your target audience by creating an effective marketing mix. Traditional marketing opportunities continue to bring value and return on your marketing investment. Traditional media is eroding with new advances in technology driving advancements in social media and mobile marketing. Traditional marketing still does have its place in a marketing plan as it effectively reaches specific target markets. Traditional media platforms include advertising in breed magazines, equine publications, TV and radio, and will continue to play an important role in a marketing plan. Creating a marketing mix to include traditional marketing with social media and mobile marketing will maximize the return on your marketing investments. Think about your own consumer behaviors. Over 70% of consumers GOOGLE a brand before making a purchase. A Paso enthusiast may find a brand via traditional media in Paso Fino Horse World magazine, listed in a show program, or on a farm vehicle just driving down the interstate. Next, that person Googles on their iPad and finds your website, your Facebook page, your Twitter following, your blogs about training and services, and a press release about a local Paso Fino event. Where and what will one find in all the traditional, social media and mobile marketing arenas about your brand? First impressions are lasting impressions. Does your marketing image intrigue, persuade and entice audiences? Is your marketing image professional and current? Does your marketing image reflect you and your brand? Or do you just look like everyone else out there? Be sure to review all your marketing material including print, visual, verbal and online. This includes brochures, business cards, websites, apparel, farm booth displays, vehicle identification, voice mail messages and everything that identifies you and your brand. What message does your brand convey? There are many resources available online to help you create or update your marketing image and content. Hiring a Public Relations Agency, a marketing team, and a social media expert can help you in branding your message. You can solicit feedback from employees, clients, friends and family about your image and brand. You want your brand to stand out in this crowded and competitive marketplace persuading new clients and creating loyalty with existing clients. Developing strategic marketing plans will not guarantee success. I find a business can be caught up in the bells and whistles of fancy marketing trends and forget a critical element - excellent Customer Service. With a marketing mix of traditional, social media and mobile marketing, the marketplace is now open 24/7 and is a global marketplace. Providing excellent customer service is critical to success. The marketing shift is towards creating value in the marketplace. Value creates loyalty. A savvy marketer is genuine and passionate about their brand. A savvy marketer is an excellent listener and communicator. The marketing mix intensifies the choices a consumer has, and the marketer must incorporate excellent customer service into the mission statement of the business to be successful. The savvy marketer will integrate cutting edge technology into a marketing plan. Social media can be an intimidating platform for managing marketing strategies and can be mastered with a little patience. I have two teenagers and a seven year old that make me feel like I was born in the stone-age because of my inept skills to manage my Facebook, Twitter, YouTube and other social media platforms. Social media is changing at the speed of light. Get on board and have fun! The evolving social media marketplace requires evolving marketing strategies that will include Twitter, Facebook, YouTube, blogs and new venues created daily. A couple of years ago, we were comfortable with having an email and maybe a MySpace. Today, there are over 800 million active Facebook users – 50% log in every day. Social media is not a fad nor only for the younger generation. Users represent all demographics. Users represent your target market. The savvy marketer will not ignore the power and importance of social media in a marketing plan. 17 • PASO FINO HORSE WORLD • March / April 2012 Social media gets your message out on the internet therefore creating a global marketplace that is open 24/7 and operates in real-time to create endless opportunities for you and our breed community. The savvy marketer does not passively integrate cutting technology into the marketing plan. One must engage in social media. An inactive Facebook page or a Twitter not maintained will not entice and intrigue new prospects. The savvy marketer creates a buzz to attract followers on a frequent basis by providing giveaways on Facebook and expert advice on blogs or Twitter. The savvy marketer doesn’t just “show up” in social media. They embrace and engage social media as an important venue to create brand loyalty and trust. Imagine where Apple would be today if its marketing plan didn’t incorporate social media? Imagine where you could be if you incorporate social media? The savvy marketer has vision. speed of light and now it’s mobile. Evolving marketing strategies need to include Mobile Marketing. It’s not just the kids that know how to use mobile devices. Mobile devices are everywhere and everyone owns iPhones, iPads, Droids, and tomorrow will own even more sophisticated mobile devices. The savvy marketer will integrate mobile marketing into the marketing mix. All demographics are using social media and mobile marketing. Your target market is using mobile devices and is persuaded, enticed and intrigued with mobile marketing. Mobile marketing is on the move. Are you? Consumers will be challenged with sorting through all the information available in traditional, social media and mobile marketing. The savvy marketer will navigate through all the marketing opportunities available to create the best marketing mix. Don’t forget the personal touch. Customer interaction plays a significant role in delivering the best value in a competitive marketplace. People remember 10% of what they hear, 20% of what they read and 80% of what they see and do. The best value is created through a personal experience with the Paso Fino horse. Riding the Paso Fino is our best marketing tool! Social media is changing at the It’s ! e m i t Show What can you do today to incorporate a marketing mix into your marketing plan to become a savvy marketer? It’s easy! Many opportunities currently exist through the marketing strategies of available resources. The Paso Fino Horse World magazine is an excellent example of providing traditional print marketing and offering the savvy marketer opportunities to incorporate social media and mobile marketing. The magazine offers a marketing mix including E-newsletters, banner advertising, editorial submissions and Facebook to incorporate into your marketing plans. Take advantage of available marketing opportunities. There is something for every budget. an excellent return on their marketing investments. As a member of the show management team of Asheville ALIVE 2012, hosting the 30th Anniversary of the Piedmont Classic Show, we have a comprehensive marketing plan that incorporates traditional, social media and mobile marketing. Our marketing team works with Mayor Bellamy, the Chamber of Commerce, the Chamber of Tourism, the Sports Commissioner, local media and businesses to create value for the supporters of Asheville ALIVE beyond traditional event marketing. Live Webcasts by Galopando TV markets Asheville ALIVE and its sponsors to a global marketplace. Spectators, exhibitors, sponsors and vendors can connect on www.ashevillealive.com, Facebook and Twitter. The marketing of Asheville ALIVE goes beyond the show arena and invites a global audience to provide its supporters with the ultimate marketing mix. The savvy marketer values the opportunities available through events like Asheville ALIVE bringing supporters Debra Pound is a North American Procurement Manager for a Global Chemical Company with an extensive background in global sales and marketing. Her professional career provides unique experiences in a global marketplace. She combines her passion for marketing and her horses to promote the Paso Fino breed. Her equestrian passion started with Hunter/Jumpers until she discovered her passion for the Paso Fino horses. She enjoys showing her horses on a regional and national level with Startown Stables. She is a member of Piedmont Paso Fino Horse Association and a member of the show management team for Asheville ALIVE 2012 – The Piedmont Classic Show. Debra lives in Charlotte, NC with her husband and three children – all actively involved in the breed. I encourage each of you to take action to further promote the Paso Fino horse by integrating traditional, social media and mobile marketing into your marketing plans. I challenge you to incorporate at least three actions this month to improve your current marketing plan. For example, visit your website with a friend or employee and constructively critique the brand, the message, the content and take action for improvement. Sponsor a Paso Fino event. Create a Facebook page. You can be a savvy marketer in 2012! Horsemanship for Amateurs Clinic and Pro Training Challenge The Master Flex Saddle March 24-25, 2012 Lone Hickory Arena Yadkinville, NC A new event in our breed! Watch as Clay Cox, Helen Frost, and Rick Shaffer compete in the training challenge, working 3 untrained Paso Fino geldings using round pen techniques, with an obstacle challenge as a finale on Sunday afternoon. Many other sessions will be offered for hands-on experience. Whether you show or trail ride, you will get plenty of knowledge from this clinic. Cary Hardiman, Javier Suarez, and many other pros will teach you how to be successful with your horses. r mfort fo erfect co rmance p e th e o id rses perf s to prov a saddle aximizes the ho y Paso Finos d u K t a s “I find th nd rider and m of Fanta SADDLES AND TACK FOR SHOWING OR TRAIL RIDING. ea Rosario both hors w ring.” Dadier o Variety of styles: English, Trail-riding, Western, & Endurance h s e th in Come visit us at www.kudastore.com Call 407-301-2889 or email: [email protected] WE mAKE A FULL LINE OF: SADDLES, SADDLE PADS, BRIDLES, BITS, HATS, CHAPS & more 18 • PASO FINO HORSE WORLD • March / April 2012 Silent auction, food drive, and a portion of the proceeds will benefit the Greater Things Outreach Center in Welcome, NC, a food bank benefiting the local community. Open to all breeds. Cost $50 per adult, $25 per youth (18 and under), $75 per horse including stall & bedding For more information or to purchase tickets, contact Milda Minter 336-764-4785 or [email protected] or visit our facebook page “Horsemanship for Amateurs” 19 • PASO FINO HORSE WORLD • March / April 2012 Cheri Prill Photo promotion. In today’s mixed media global marketplace, traditional advertising can be complimented with little expense throughout social media like Facebook and Twitter. Many traditional media programs recognize the importance of offering advertisers a venue into social media and through mobile networking by managing a mixed media platform. Paso Fino Horse World Magazine provides traditional marketing opportunities and provides savvy marketers the opportunity to advertise on website banners and in the E-Newsletters. Have you thought of taking advantage of mixed media marketing in non-breed and non-equine arenas? Consider the demographics of your target audience. Equine enthusiasts enjoy affluent and upwardly mobile lifestyles and the opportunity to engage in any equine discipline requires disposable income of these demographics. Advertising once and giving up is like giving up on that young horse when you don’t get the desired results after a few training sessions. Marketing is a process. Marketing the Paso Fino Thinking Beyond The Barns part iii By Debra Pound As I’ve written, marketing is more than teaching basic concepts about advertising and promotion. My marketing series is meant to inspire and to engage our Paso Fino horse community in a highly competitive marketplace during challenging economic conditions. A balance of mixed marketing activities including traditional, social and mobile marketing will empower each of us to reach new equine marketplaces and new enthusiasts where our Paso Fino horses will achieve great successes. In the questions I received, one common theme is, “Where do I begin?” I find this best sums up my response: “Desire is the key to motivation, but it’s the determination and commitment to an unrelenting pursuit of your goal - a commitment to excellence - that will enable you to attain the success you seek.” --Mario Andretti I am encouraged by the inquisitive questions and comments, and I recognize that tackling the marketing process is not familiar territory for many. The desire to understand marketing is the motivation to “think beyond the barns” to explore new marketing activities. Motivation leads to attaining new marketing success. Visualize yourself achieving success through executing successful marketing activities. Once you have a vision of what you want to achieve through a well-defined business plan, the marketing plan will be your map to achieve your objectives. For example, a promising foal demonstrates the temperament to become a great trail horse or a winning show horse. Having vision enables you to see the target you set out to achieve. Throughout the process of developing the young horse to its fullest potential, you set goals and a time frame to achieve these goals. You maintain focus by reaching the goals you have envisioned. You start each training phase with the ultimate goal always in mind. Marketing is a similar process of envisioning the end result and establishing a focused plan to achieve those goals. You would not simply envision a promising horse being successful on the trails or in the show ring without training. Marketing is a similar journey. “Word of mouth is the only advertising I need” – Positive feedback and personal recommendations are valuable confirmations, but they significantly limit your marketplace. Can you really only rely on personal recommendations? Many will ask, “Why do I need a website?” If you rely strictly on “word of mouth” referrals, you limit yourself to only a local marketplace, but the equine marketplace is global! At a minimum, a website should offer basic information about your business, mission, values, and most importantly, how to contact you. As discussed in previous articles, 70% of potential consumers will GOOGLE before further engaging in business. It’s an inexpensive and low maintenance 30 • PASO FINO HORSE WORLD • May 2012 “I don’t have time for internet marketing” – To remain competitive in a dynamic equine marketplace, a presence on the internet is an essential part of your marketing plan. It does take your time and resources to market on the internet, but executing effective marketing activities on the web will achieve a return on your investment. Social media should become a critical component of your marketing plan. Post relevant postings on Facebook and Twitter. Engage your followers and offer responses to comments and questions. Emphasize your mission and values to align with those of your target audience. Be genuine! Don’t tell people what you think they want to hear. Live what you love. Be committed. Be honest. Your credibility is your best selling point through word of mouth referrals and will be throughout the global marketplace via social media and mobile marketing as well. Add the events you will be attending or that you directly support. Invite your followers as your guests. Engage and be personal. Utilize You Tube to feature highlights of your farms, horses, training expertise, services, products and topics that support your mission and values. Don’t forget to include all media channels on your emails, website, advertisements, blogs, social and mobile media venues. Make it easy for your target audience and potential clients to find you! Being “Social” is KEY in social media marketing. Consumers today desire value in the relationships. “I advertise therefore I market” – Marketing involves many tools you will utilize to communicate your products and services ! e m i t w o h S It’s ddles over “I prefer Kuda sa cause it is other brands be me and for the comfortable for e and design of horse. The shap allows for best the saddle also performance of movement and show ring.” the horse in the Ruben Ibarra th d Paso Finos wi ite Un of , JN de an Jord and Champion 2011 Mundial Gr Stallion no Fi c si Clas Marketing means different things to different people. Many misconceptions and myths are based upon personal experiences, assumptions and beliefs that hinder marketing success. I’d like to dispel some common marketing myths and perceptions. “Advertising does not work for me – I tried it once and got nothing!” – Marketing is a comprehensive process. Advertising is only one component. Marketing is more than simple option to have presence in the global marketplace. The Master Flex Saddle SADDLES AND TACK FOR SHOWING OR TRAIL RIDING. Variety of styles: English, Trail-riding, Western, & Endurance Come visit us at www.kudastore.com Call 407-301-2889 or email: [email protected] WE mAKE A FULL LINE OF: SADDLES, SADDLE PADS, BRIDLES, BITS, HATS, CHAPS & more 31 • PASO FINO HORSE WORLD • May 2012 Extravaganza 2012 SRPFHA April 28-29, 2012 Two CompleTe ShowS Saturday Conferring - one Decision - Double pointed. Sunday Separate Decisions – Double pointed. Southeastern livestock pavilion 2232 Ne Jacksonville Rd., ocala, Fl 34470 For more information visit: Judges: Saturday: April 28, 2012 Hon. Dr. Rolando Colon-Nebot (PR) Hon. Mr. Angel Uzategui Sunday April 29, 2012 Hon. Magda I Reid Hon. German Higueras Show Chair: Carmen Micheletti (352) 528-2678 John Ocasio (239) 810-1779 Steward: (PFHA/USEF) Llynn E Gallup Announcer: Liz Cosme Show Secretary: kathey Krzeszewski (813) 685-5347 Safety Coordinator: Miguel DePierri Veterinarian: Hiran Pomales (on call) (352) 207-3412 Veterinary Hospital: Peterson & Smith 4747 SW, 60th Avenue, Ocala Fl 34474 www.srpfha.org Entries: Pre-entry: April 21, 2012 Class: $70.00/per class Championship: $35.00/ per championship Non-compete horses: $50.00 Post-entry: April 21, 2012 Class: $100.00/per class Championship: $35.00/ per championship Non-compete horses: $50.00 Fees: Office Fee: $10.00/horse USEF Drugs/Medications Fee: $16.00 ($8 D/M + $8 USEF) Shevings: $8.50 Box Seats: $300.00 Food Vendors: 20% sales (need to provide register tape) or $300.00/day Retail Vendors: $200.00 Tack Vendors: $300.00 Banners: $100.00 FOR POSITION ONLY Photo & design by Cheri Prill Stalls Pre-entry: April 21, 2012 Permanent: $85.00 Portable: $175.00 Post Entry: April 21, 2012 Permanent: $100.00 Portable: $175.00 Tack Stalls Pre-entry: April 21, 2012 Permanent: $85.00 Portable: $175.00 Post Entry: April 21, 2012 Permanent: $100.00 Portable: $175.00 Stalls Reservations: February 21, 2012 Fax Stall Reservations and Entries @ (866) 839-1457 Arena: 120’ x 180’, footing clay and sand (60/40); Stalls 10’ x 10’ with door. LIVE STOCK PAVILION DOES NOT PERMIT GLASS BOTTLES. NO SE PERMITEN BOTELLAS DE VIDRIO EL LAS FACILIDADES. NO HORSE TO BE RIDDEN INSIDE BARN. NO SE PERMITE MONTAR EN LOS PASILLOS. VIOLATORS WILL BE ASKED TO LEAVE AND MAY BE SACTION BY THE PFHA. LOS VIOLADORES SE LE PEDIRA QUE DEJEN LAS FACILIDADES Y PODRAN SER SANCIONADOS POR LA PFHA. Statements: Classes might be combined and/or eliminated. “EVERY CLASS OFFERED HEREIN WHICH IS COVERED BY THE RULES AND SPECIFICATIONS OF THE CURRENT USEF RULE BOOK WILL BE CONDUCTED AND JUDGED IN ACCORDANCE THEREWITH.”Minors who do not have a valid driver’s license which allows them to operate a motorized vehicle in the state in which they reside will not be permitted to operate a motorized vehicle of any kind, including, but not limited to, golf carts, motorcycles, scooters, or farm utility vehicles, on the competition grounds of licensed competitions. Minors who have a valid temporary license may operate the above described motorized vehicles as long as they are accompanied by an adult with a valid driver’s license. The parent(s), legal guardian(s), or individual who signs the entry blank as a parent or guardian of a minor operating a motorize vehicle in violation of this rule are solely responsible for any damages, claims, losses or actions resulting from that operation. Violation of this rule will be cause for sanctions against the parent(s). guardians(s) and/or trainer(s) who are responsible for the child committing the offense. Penalties may include exclusion of the child, parent(s), guardian(s), and/or trainer(s) from the competition grounds for the remainder of the competition and charges being filed against any of the above individuals in accordance with Chapter 6. Wheelchairs and other mobility assistance devices for individuals with disabilities are exempt from this rule. USEF Membership Statement: Life, senior active and junior active members shall be eligible to participate in all classes at Regular Competitions, Eventing Competitions at the Preliminary Level or above and Combined Driving Competitions at the Advanced Level, Dressage, Reining and Vaulting Competitions and Endurance Rides. A nonmember may participate as a handler, rider, driver, owner, lessee, agent, coach or trainer at Regular Competitions, Eventing Competitions, Dressage Competitions, Reining Competitions and Combined Driving Competitions upon payment of a $30 nonmember registration fee. Participants in the following classes are exempted from the Requirements of this rule: 1) leadline; 2) exhibitions; 3) games and races; 4) classes for 4-H members; 5) walk trot and academy classes (academy classes are classes limited to horses used regularly in a lesson program); 6) USDF introductory level tests, pas de deux and quadrille classes; 7) NRHA Endorsed Reining Competitions. 8) Opportunity classes, 9) citizens of other nations who have proof, in English, of current membership in good standing of their own National Federation, 10) USEA beginner novice division; and 11) assistant handlers in Dressage Sport Horse Breeding classes. to the marketplace. Advertising is just one tool that will help you deliver your message to your target audience. You have many more resources or tools available to help you navigate the marketing process. We have examined many available tools. Conduct a little marketing research to understand the tools used by your peers (and competitors). “Think outside the barn” and conduct marketing research to identify new tools that are used in non-equine businesses that maybe suitable for your equine business. Gain that competitive advantage by identifying fresh marketing resources. The Paso Fino community excels at product management. Many of our trainers incorporate generations of professional expertise. Our breeding farms value the importance of breeding the best qualities of our breed to provide the best horses to a global marketplace. Our amateur owners are committed to excel in diverse disciplines including showing, competitive endurance trials, recreational trail rides, parades and other events. The youth is the future of our breed representing the next generations of trainers, breeders, amateur owners and recreational riders. Marketing is more than great product management. Marketing needs to create value, communication and delivery of intended value to the marketplace. The key to marketing success is taking great product management and delivering to the target market. “It’s too expensive to market” – Every business owner already conducts marketing activities every day and may not even know it! If you’ve established a business, you have an idea of the range of products and services you want to offer to customers. You have conducted research to identify your target audience. You know who your competition is in your market. You have already established a foundation of a marketing plan for your business with spending very little time and effort as you tapped into your expertise and knowledge base. Now it’s time to add “thinking outside your barn.” Marketing is finding the right use of the tools and resources available in traditional, social media and mobile networking that will increase traffic of potential clients and help you to retain existing clients while making your business more profitable. It is like working with a horse or raising a child, you must have patience and understanding. You need to be open-minded to assess what is working and what is not working and be confident to make changes. Your commitment to excellence will enable you to attain success. I “practice what I preach” and have lots of room for improvement myself! Marketing is a dynamic process that changes, adapts and is flexible. As a part of the marketing team for Asheville ALIVE 2010 & 2011, we assessed our marketing strategies to develop new strategies for 2012. We kept the good and revamped the strategies that didn’t provide anticipated results. We are aligned stronger with the Asheville community to make the 30th Anniversary of The Piedmont Classic show a memorable experience for exhibitors, spectators, vendors and sponsors “beyond our barns.” As we “think outside the barns,” we are pleased to announce Nashville’s Templeton Thompson “On The Horizon Tour” featuring a Live Concert performance at the annual “Black Tie & Boots Extravaganza” on Friday, June 22, 2012. Her love for horses along with her passion for music has made Templeton a favorite at major horse expos as well as National and International horse events. In fact, her mare, Jane, is now a Breyer horse model. If you asked her, Templeton would tell you she feels like that’s her “Grammy” in the horse world. Whether singing from the saddle or on-stage with her band, singer/songwriter Templeton Thompson draws from a deep well of influences that combine with her Texas roots to give her style of country music a distinctive, soulful edge. With several CDs to her credit, i remember you, i still feel, girls & horses and her most recently released life on planet cowgirl cd & her first of many digital albums, that’s just me, Templeton maintains a busy touring and promotional schedule. Templeton is excited to participate at our signature “Black Tie & Boots Extravaganza” featuring the exhibition of our World Class Paso Fino Stallions. This exhilarating entertainment event is open to the public and tickets will go on sale soon through the Asheville ALIVE 2012 website (www.ashevillealive.com) and www.templetonthompson. com. As a part of “On the Horizon Tour,” our Paso Fino horses will be promoted to new potential target audiences! Why “Be Seen” at Asheville ALIVE 2012? Showing Paso Fino horses is a high profile sport full of fast-paced action that makes it not only exciting, but highly entertaining and engaging. The sport reaches an affluent, upwardly-mobile market segment that is passionately loyal to products and services that support their personal and equestrian interests. By taking advantage of participating as a sponsor or vendor, you will seize a competitive opportunity for effective marketing and sales. Come be associated with the best the sport has to offer. This includes the prestige, affluence, experience and rich tradition that make Paso Fino horse shows unique and captivating. Paso Fino horse events are where the world’s top riders, owners and horse experts, as well as spectators gather for world-class competition and entertainment in the heart of Asheville. We invite you to become a marketing partner at Asheville ALIVE 2012 – The 30th Anniversary of the Piedmont Paso Fino Horse Show offering traditional, social and mobile marketing opportunities to best meet your marketing objectives. Visit: www.ashevillealive.com 31 • PASO FINO HORSE WORLD • May 2012