Paints Marketing
Expanding the market for racing-bred Paints hinges on two criteria: outstanding horses and association support.
By MILTON C. TOBY I
t’s one of the most famous lines in motion picture history: “If you build it, he will come.” This cryptic guidance from an otherworldly sports announcer in the film Field of Dreams prompts Ray Kinsella to ignore his critics and construct a baseball diamond in the middle of an Iowa cornfield. Ray builds the playing field as instructed and they come as prom- ised, first ghostly players from the 1919 Black Sox scandal, then droves of baseball fans, and, finally, his estranged father. Field of Dreams is a film about baseball, not Paint Horses, but there is a lesson hidden there for breeders and owners who want to tap into a growing international marketplace: selling an exceptional horse is one thing, but promoting the breed in a country where a market does not already exist is something else entirely. Successful marketing usually involves more than simply “building” a good horse and waiting for potential buyers to take notice. At a time when marketing gurus promote the aggressive use of every imaginable kind of social media,
Above: Paint Horses are in high demand around the world, and technology has made these markets more accessible than ever. Keys to their development are having a quality product and support to generate interest and opportunities for breeders and owners.
APHA FILE PHOTO
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