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How to Market your Show Horse

Begin with the basics to make your strategy work

Selling a horse is usually a logical decision, but it’s also an emotional one. Your horse is PERFECT, so it should be easy to sell, right? You’ve done your homework and made sure all your horse’s paperwork is organized and in one place. You’ve also prepared notes of your horse’s breeding, show record and potential. You’ve even priced him fairly. But your next step may be the most difficult: how do you promote your horse?

In this month’s guest blog, we welcome the expertise of Christopher J. Thompson with Saddle and Bridle – the oldest name in show horse magazines. Chris shares his years of experience and top tips for how to market your horse.

In the show horse world, it’s not always possible to keep every horse forever. If you want to advance as a rider, you need to challenge yourself with different mounts that teach you new skills. Interest in disciplines may evolve and simply aging out of divisions may dictate a change. Because of this, selling horses is a common part of our equine universe.

Of course, horse sales -- along with everything else in our world -- have changed during the COVID-19 pandemic. The first difference is that online transactions have seen a big upsurge. The second is that, for many sellers, these demanding times mean that it’s even more important to get a fair price for their horse, which translates to the increased significance of marketing.

Here are a few tips we’ve learned through the years that may help you market your show horse, even in today’s difficult landscape:

Make a budget and spend it carefully.
These days, sellers have a lot of options when advertising their horses, from weekly and monthly periodicals to email blasts, websites, social media, and even online auctions.

Social media, such as Facebook, is a free and very effective way to market your horse. A short post with relevant information along with a couple photos or, better yet, a short video, goes a long way. If you list your horse on a website, you can even include a link that directs readers to more in-depth information and additional images.

For those without a website of their own, it may be useful to check out an online auction service, even if you have no plans of entering your horse into the auction. Online auctions have risen in popularity during this time of social distancing and some offer advertising opportunities beyond the auction itself, namely: custom pages where sellers can include text, photos, video links and more.

However, even in today’s digital age, print ads haven’t lost their importance. First, it is important to remember that not everyone has social media or is comfortable using a computer. Second, as a bonus, running a print ad will provide you with a professional looking ad you can also share on social media! Not only do print ads have a longer life than social media, they’re a great way to make your budget work harder – and longer – for you.

Another interesting attribute of print medium is that readers ascribe a higher level of confidence and value to the products sold within its pages. Social media carries a discount aura with it, so depending on your price point or marketing goals, print may be a wise marketing tactic.

When choosing a publication for your advertisement, especially during show season, you may want to consider its distribution to horse shows. Will it only make it to one or two shows, or will it be featured at shows for an entire month? Though the 2020 show season has been shortened due to the pandemic, this is still worth considering – and may be more vital than ever.

Similarly, how many recipients will see your email blast? Plan ahead and choose carefully to make the most out of your budget.

Realize that photos matter.
If you are going to spend the money to advertise a horse, don’t waste money advertising bad photos – ones where your horse is trailing a hind leg at the trot, isn’t wearing its ears, or is gaping its mouth.

You want to highlight your horse’s best qualities, so choose photos from professional photographers whose job it is to capture your horse at its best. And, of course, pay for the photos rather than using screen shots of show ring proofs. If you’re not a trainer, enlist your trainer’s help in choosing the images. Or, if that’s not an option, industry publications may be able to help.

At Saddle & Bridle, we have been advertising Saddlebreds since 1927, and many customers leave the process of choosing photos in the hands of our capable staff. Though I can only speak for our magazine, I imagine other publications may do the same.

Whatever method you choose, just remember that the old saying “a picture is worth a thousand words” has never been more true than when it comes to advertising horses. The same goes for sale videos. If you don’t have a quality photo or video already, pay a professional to visit your farm and take one. It will be worth the investment.

Similarly, how many recipients will see your email blast? Plan ahead and choose carefully to make the most out of your budget.

Remember that repetition is key.
If you’ve committed to selling a horse, you probably want that horse off your feed, training, vet, and farrier bill as soon as possible. But, though it’s hard to be patient, don’t expect the horse to sell in an instant. When it comes to marketing – even the best marketing – repetition is key.

From a psychological perspective, the more a person views an ad, the more positive associations they are likely to have with the product being sold. It is no different with horses. Though it would be nice to run a single advertisement and be done, it may take multiple listings to find the right buyer.

Value honesty.
Finally, when marketing your horse, be honest! The horse’s experience, record, quirks and personality are all important for the potential buyer to know. Advertising your horse fairly is the right thing to do, and sellers who have a reputation for integrity not only win return customers, they also don’t find themselves the topic of a social media conversation.

Honest representation also helps a horse’s welfare. It ensures that marketed horses are matched to a suitable long-term home rather than being re-sold quickly because they were not what the buyer was looking for.

When it’s time to sell your horse, make sure you spend a few wise moments up front before executing your marketing strategy. It could save you from wasting both dollars and effort.

Good luck to you and your horse in finding the perfect new owner. Happy selling!

Christopher J. Thompson is the third generation publisher of Saddle & Bridle and began his career in 1984 when he graduated from The University of Virginia. He is the magazine’s advertising director and is very passionate about the American Saddlebred.

The views, information, or opinions expressed in this blog are solely those of Mr. Thompson and do not necessarily represent those of Equidae Insurance. For more information regarding marketing your horse, please email chris@saddleandbridle.com.

For more information about equine or farm insurance, or if you have a topic you’d like to see covered in our blog, please contact us directly at: Equidae Insurance, Inc. 608 Virginia Street East, Suite 302 Charleston, WV 25301 p. (304) 346-1198 f. (304) 345-3535

Stacey Halloran, Agent
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