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POV Videos don’t need to be lengthy productions. Studies have


shown the average person doesn’t have that long of an attention span anyhow. A one to two minute video should suffice that allows time to show the youngster in all three gaits. It’s even better if you can show all three gaits in both directions and some footage with the youngster moving straight towards the camera. Slow-motion video and excessive video effects are generally frowned upon. If you have a hard time holding the camera steady a tripod is a worthy investment. Youtube now also offers a free feature to steady shaky videos, which I’ve used myself with mostly satisfactory results. Investments in print advertising can also be money well spent.


 Terry Shrubb stands with a young horse bred at Page Brook Farms.


time to critically assess your breeding program and cut back on production. Time, money and energy may be better invested in the young horses you’ve already produced, rather than producing more foals which also may not sell. “Focus,” says Marion. “If your foals aren’t selling, focus on selling the young horses you already have before you produce more.” The money you’d spend on stud fees and insemination might pay to have a youngster started under saddle instead.


Good Advertising is Key You may have bred a spectacular foal, but if nobody knows about it, nobody is going to buy it. Every breeder interviewed agreed about the importance of good advertising and marketing. Some of these suggestions will sound obvious, but it’s surprising how often these basic principles are overlooked. Quality photos, a well-designed and up-to-date website and


internet-accessible video clips are essential. “First impressions are everything,” Marion emphasizes. “You can get a decent little camera for under $150 and take good pictures. It simply takes effort and priority. If you can’t get good pictures yourself, pay somebody. Otherwise you are wasting your money to advertise with bad pictures and no video.” You only get one chance to make a first impression. When it


comes to photos, pay attention to backgrounds and the facility and have your youngster neat, well-groomed and standing properly. Shoppers generally won’t be attracted to a shaggy, muddy youngster awkwardly posed in front of the manure pile! You’ll also need to keep your photos current. With youngsters that may mean you need to update your photos every six months, or at least annually. Prospective buyers typically are not willing to travel across the country to see a two-year-old based only on its cute newborn foal photos.


98 January/February 2013


Terry Schrubb is a loyal believer in the power of print advertising and feels it’s a great way to directly target your audience. Horse farms need to brand themselves like any other business so that people will recognize your farm’s name. The rule of thumb is that people need to see a name at least three times to remember it. Print advertising can guarantee the right people see your name and an effective ad can draw them in to your website to further investigate your breeding program. Online horse sales websites remain popular as well. All five


interviewed breeders agreed about the importance of an attractive website. “Nowadays you must have a website and you must do email,” says Marion, adding, “If I can do it, anybody can!” Siegi mentions that a website can be homemade and still be effective. “A website is fairly critical,” she emphasizes, “but what’s most important is that it is kept current. I do my own website so I’m able to keep it up to date.” A farm’s suffix (or prefix) can also be a subtle but lifelong form


of advertising when added to a foal’s registered name. After all, the horses are a farm’s best advertising! A farm’s suffix can make it easy to identify a horse’s breeder long after the horse has been sold. The suffix of a successful or well-respected farm can be an indicator of quality and a source of pride for a horse’s buyer. Seigi’s Stall Europa bred horses can be easily identified by their “S. E.” suffix, and my own River Oaks Farm bred horses can be easily identified by their “ROF” suffix.


Internet, Both Friend and Foe Utilization of the internet now involves more than just a website. Facebook and internet bulletin boards like The Chronicle of the Horse’s online forums has become a part of daily life. Viewed by some as a great source of networking and viewed by others as a necessary evil, they are nonetheless here to stay. Anissa reports that while she hasn’t had much luck with


serious inquiries from internet sales sites, she’s had great luck with Facebook. “Everything I’ve sold has been via an online contact, mostly from Facebook,” she reports. Marion agrees Facebook is a fantastic tool and says she sold one horse and also placed two older mares using Facebook. When business is slow and every sale matters, it can be worth devoting a few minutes here and there to maintaining a positive interactive


Courtesy Terry Shrubb


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