Fjordonomics 4: Marketing Takes Effort

An opinion series based on 25 years of personal experience in breeding, buying, and selling Fjord Horses.

Marketing is not  advertising.  The American Marketing Association makes this key distinction :  “Marketing is a business practice that involves identifying, predicting, and meeting customer needs. Advertising is a business practice where a company pays to place its messaging or branding in a particular location.”  There have been times when there wasn’t much marketing effort required for selling a Fjord; you just needed to advertise. A local ad or word of mouth could sell a horse.  That no longer is the case.

Fjord breeders need a marketing plan.  It does not have to be complicated, but it does require some thought and it will require periodic updating as the market changes.  You have to know who your customers are.  Most people are not your customers; Fjords are not a universal produce. Your customers are a specific set  of people who have the interest  and ability to purchase your product, whether it is a Fjord foal or a stallion breeding from you.  There are going be common demographic characteristics for your target market – age, gender, location, income, and interest come to mind.   It is not going to be exactly the same set of characteristics for every breeder.  If your target market is people who want Fjords in dressage performance, your target market is likely to be different than people who want Fjords for therapy  work or people who want unique companion horses. 

Even if you have imprecise data or are new to Fjords, envision who you want to sell to.  Think about what your target market wants.  What you want to do is to predict how you can meet that need.  You need to study your prospective buyers and cultivate an ability to understand them.

A Fjord breeder or seller has many resources:

·       Past sales – Repeat buyers are invaluable.  Every sale has the potential to be a future sale.  Staying connected with past buyers is important.  We send out Christmas cards to our buyers every year just to be in contact.  If an owner posts on FB about their Fjord, I post likes and positive comments.  I am thrilled they love their Fjord horse.

And don’t be shy in asking a buyer why they bought from you.  It is even more valuable although much harder to get feedback from buyers who did not buy from you.  While there are many things you might not be able to change such as price, location, or suitability, there is always something we can do better.  You need to understand your prospective buyers.

·       Referrals – I have made many sales by referral from other owners and breeders.  I routinely refer buyers to other breeders if I do not have a Fjord they are looking for.  I will help sellers market their horses.  I like to say that I want the buyer to own a Fjord, not necessarily own my Fjord.  Although every contact will not result in a sale, referrals are highly desirable because they are by definition part of the target market  for Fjords.

·       Other Fjord Owners and Breeders – The Fjord community actively buys and sells amongst itself.  As a breeder, I am also a buyer because I need new stock and new bloodlines for my program.  Besides, I like owning Fjords!  I am predisposed to buy Fjords and I do so with some regularity.  The easiest sale you can make is to another member of the Fjord community. 

·       Participation – Get involved with other people with horses, even non-Fjord horses!  This may be working with 4-H, being a member in horse sport organizations or a breed association or volunteering locally.   Get known as “the Fjord person.”  I remember meeting my first local Fjord owner, someone who has been a great friend and resource for the last 25 years, when I volunteered at a dressage show.   The show secretary knew I was getting a Fjord and told me that another Fjord would be showing there.

·       Give Away Advice – When I first started on my road to Fjord breeding, .  I sought advice from a variety of Fjord breeders.  I appreciate the generosity of those people and I seek to return the favor.  I will spend time talking with  people who contact me because they are interested in the breed or owners new to breeding.  People remember kindness and there may be a future sale.  If someone emails, phones you or comes up to talk, take the time to answer their questions in a meaningful way.

·       Online presence – There has to be a marketing strategy that includes online presence.  The reality is that more and more people are accessing information online.    You need to know if your target market responds to email.  You need to  know if your target market uses specific platforms like FB or Insta.  Marketing is all about “touches” and getting your name out.  It’s also not just about advertising your horses or services.   Talking about your horse, sharing photos, and being accessible is marketing.

Ever marketing plan needs a budget to operationalize it in advertising.  Some of the cost is “free” that participation, friendships with others, and advising in that it is your time.  However, decisions like what kind of media to use – having a web site costs money, print pieces like ads in magazines and newsletter cost money, online ads cost money, promotional pieces cost money.   Consider how you are going to promote your program.  Ask other breeders and sellers where the go and what they do.   Fjords are scarce enough that the demand is higher than the supply.   I do not consider other breeders and sellers as competitors, but as colleagues.

The entire breed needs a promotion strategy– Sadly, there is no national alignment on a centralized marketing effort for the breed.   Somehow, owners and breeders need to get a message out.  More on that topic in Fjordonomics #5:  YOU HAVE TO OWN A NORWEGIAN FJORD!