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Savvy Equestrian - Horse Blog
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July 9, 2007 - 12:00 AM
A WORD ABOUT DOMAIN NAME REGISTRY
First of all, at the foundation of your website is your URL or domain name. If you're lucky you have a business name that is unique enough that you can actually register the domain name that you want as a .com. That's ideal, but today it's often impossible and I say, get as close as you can and don't drive yourself crazy with it. Go to www.whois.com to see if the name you've chosen is available. If your first choices aren't available get creative and find something else that will work. I always like to check to see what businesses are using the names I initial choose.
Once you've decided on the name, be sure to register it for several years, not just one. Search engines look at this and it will affect your ranking. There are many registry sites to choose from. I like bulkregister.com and godaddy.com. I've had a lot of trouble with networksolutions.
If you already have a URL registered for a year, you can extend your registration now. You don't have to wait.
LOOK AND FEEL
There are two sides to the strategy of a good website, the public side and the back end. Let's focus first on the public side and your visitors' experience. Look at your site. Look at your competitors' sites. How do you stand up to them? I'm not talking about bells and whistles, although they have their place. I'm talking about offering an environment and enough enticing information for your prospects to take action.
It's important to know that you don't have to spend a lot of money to have a neat, easy to navigate website that is effective and attracts a lot of qualified traffic. Keep in mind that cluttered, flashy, and noisy will turn some people away before they even see what you have to offer.
CONTENT IS KING
Honestly, one of the most valuable and least costly assets you can offer is information. Give your visitors as much as you can in a succinct manner. Easy to navigate fits in right here. The best content in the world will turn around and bite you if it's overhelmming or impossible to find.
If you have a horse for sale or a stallion at stud, give details on lineage, showing, offspring and siblings. Think of what you'd like to know if you were in the buyer’s seat. Your experience and reputation are important too, so be sure to include a page that introduces you and gives reasons why prospects should do business with you. Testimonials always help.
THE OTHER SIDE OF YOUR SITE
I don't want to leave side two completely out of this post, although I'm going to address it in detail next time. For now let's just recognize the invisible side of your site, the back end. It's the side that the seach engines are most interested in. It's the side that allows you to keep your content up to date. It's the side that brings clients and customers to your web step.
If you have questions about a particular site, post a comment or send an email to me at lasalle @ savvyequestrian.com.
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June 26, 2007 - 6:42 PM
Business success usually goes hand in hand with creating and maintaining good relationships with clients and associates.
Many of my blogs fall as much into the communication and relationship category as they do marketing. In the end they all point to the same result: success in the things that are important to you.
Recently I did some work for an organization that I offered pro bono. I believe in what the group it trying to achieve and was willing to put a few hours towards their promotion. What I found was that although I said it was no charge, I was expecting something in return. I was expecting a thank you. I was expecting a little acknowledgment. When it didn't come I felt bad about it. I didn't want to put it on them. I know that a gift given with strings attached is no gift, so I really had to let it go. What it did do for me, the benefit I ended up wringing out the situation, was the importance of appreciation. How it builds relationships. How it is often as valuable or more valuable than money.
I made it a point to make a list of all the work associates - clients, vendors, everyone I deal with, and think of the things I really appreciate about them. That made me feel better for some reason. It also must have set up a sort of sympathetic wave because I ended up hearing from a couple of colleagues how much they appreciate my work and our association.
I didn't get the positive feedback where I expected to find it, but I did receive it and it made everything better.
Will I continue giving to this organization? I'm not sure, probably. What I will do is make sure the value I receive is in knowing I'm helping forward the cause and not expect anything more in return. And maybe I'll be happily surprised by them someday. If that doesn't feel right, I should give it up, make a donation and be on my way.
So here’s the big tip. Be sure to take advantage of any opportunity you have to say thanks, to acknowledge a job well done. [This has to be genuine of course, otherwise it doesn’t work.] You’ll find you start looking for good things to say and that’s a happy contrast to our popular way of thinking.
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June 11, 2007 - 11:37 AM
If you're lucky you don't have the problem I ran into recently. One year into a new venture I found that I was having an identity crisis.
I won't say that this crisis occurred because of a lack of attention or effort but instead it was a lack of focus. I've run my own business for 15 years and I have basically done what I want and achieved the results I intended all along.
This time I was doing something a little different, not a business to business venture, but a dual audience of both the public and the business sector. I found that this split left me running in too many directions without enough resources to cover them all sufficiently, let alone exceptionally. I like exceptional, so you can imagine I was not happy with how things were going.
The main lesson for me is that mixed focus gives mixed results. I needed to hone my direction, create a solid plan that I could be excited about, or leave the playing field. Anything less than a clear vision and enthusiasm will be tedious at best and can't hope to be a financial success.
I'm still in the middle of clarifying the vision and I'll get back with you on the process. That will be another blog. Wish me luck!
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June 5, 2007 - 10:58 AM
Being an entrepreneur means that I often do things on my own. There's a sense of marching ahead without the benefit of feedback much of the time. What I'm learning is that if I pay attention there is always feedback available. I just need to stay alert to hearing it. That's the real trick, hearing it when it comes along, no matter where it's coming from. A willingness and openness to listen is imperative.
What I recommend is that we always have our eyes and ears open for improvements. Improvements to our processes, additions to our services, upgrades to the materials we're using. A simple change can make a world of difference. A new bit of technology, change to a policy or addition of a service can open up a new market segment and it can be an easy thing to do. I'm talking about the obvious that we haven't yet taken the time to notice.
One other method I use to signal to myself that I'm open for new ideas and new information is to physically stretch everyday. I do some stretching exercises and think "I'm open to new things, to stretch my point of view and to learn." It's smart and it's easy and you'll get the results you're looking for if you give it a try.
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May 29, 2007 - 9:27 AM
How would you rate your communication skills? How comfortable are you talking with people about your products and services? Are you good at returning calls or answering email? Do you like people? Do you do best in person? Answering these questions can be the beginning of a process that improves sales.
Your personality type and communication style should be taken into consideration when you plan your marketing strategy. Do you encourage phone or email contact? Do you prefer calls during business hours or are you up for calls at any time? Do you want your website to do most of the communicating for you?
You may realize you'd do better assigning some tasks to another member of your team if you can't keep up with it or you aren't very social. I have a client that just doesn't do email. He has messages printed out and either handed to him or faxed if he's on the road. Another has a barn manager that is always available and knows what's going on day-to-day. She has great people skills and is the first contact for any business dealings, either by phone or email.
I prefer email for short questions or ongoing communications. When starting a project, I find a phone call, to make that personal connection, works best. Face-to-face always adds depth to the amount of information both parties are able to gather, but it's not always possible. A lot of people I know use instant messaging on a daily basis as a business communication tool.
Take the time to ask these questions about yourself and your clients. Consider alternatives. You may find the answers make your life easier and improve your bottom line.
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May 17, 2007 - 1:32 PM
I'm in the middle of writing an article about corporate sponsorship for riders and events. I see the need for this type of financial support in every aspect of equestrian sport. I won't get into a lot of detail about it as an industry issue, which it is, and instead will talk with you about it at an individual level. That's where concept becomes reality anyway, so let's get to it.
As a consumer society we really know how to market. We're the best in the world and we take it seriously. Let's use a horse show as an example and see if we can attract some sponsorship funding.
Unless you have a sponsor that is out to support your show for the love of it you'll want to demonstrate that you know how to run a good event and can deliver eyeballs to their advertising. Knowing how to talk the talk will go a long way, and of course, you'll have to deliver on the other end. Plan to deliver a report after the event as the finishing touch. Depending on the specific circumstances this may be simple to elaborate in detail.
Ideally you'll have a sponsorship package prepared with levels of participation. Share your promotion campaign details, demographics, photos from previous or similar events and provide copies of any press you've received in the past. Put yourself in the shoes of your sponsor prospects and think of what will be appealing to them. What will build confidence in your event as a good choice for their support.
Once you prepare the sponsorship package you'll have it for the future. You can always add and update, but creating it the first time is so important you'll want to give yourself the time and resources to do it right. Get help if you need it. A sample of a successful package from this or another industry would be a big help.
Think of the best shows you've been to and emulate them to the best of your ability. Professionalism and a little class go a long way and don't cost that much so be sure to polish those two qualities off and trot them out in front.
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April 30, 2007 - 11:32 AM
Trade Fairs can bring you personal contact, valuable feedback and exposure you may not be able to acquire in any other way. It depends on your business of course, but often this is the only time you have a face-to-face opportunity to build a relationship with your customers. [Not to mention allowing you to see your competitors.]
A few things to consider:
* Be prepared. I know that sounds like a no-brainer, but you want to be sure you've done your homework. Find out what you'll need to make the most of the event and plan accordingly. If this is your first time at a venue it will be good to talk with another vendor who's been there before, and certainly quiz the event management rep. If someone has photos, all the better.
* Set up your booth before you go. Know exactly how everything will fit. Expect it will be tighter than you imgine.
* If you're printing handouts for the event give yourself plenty of time to do the job right. In most cases, you'll need a printing proof. I thought I had it covered in one instance and the job came back to me with such horrible resolution on the main photo that I literally ditched the entire batch. What a waste, but a valuable lesson.
* Be flexible. I don't know how many times I've gone to a show and think it's going to go one way and an unexpected opportunity comes up or I see that my great idea needs a little on- site adjustment. Be ready. That may mean a trip to Kinko's, Michael's or Office Max. I remember picking up an extra $10,000 in one weekend because I made a quick decision to head in another direction. I improvised with a TV tray for a new display stand and some magic markers for a sign. [Magic markers are for emergencies only; print out new signs if at all possible!]
* Read your customers. Stand outside the booth and look in and listen. See how things are going, what the reactions are, what the booth looks like from a crowded aisle way. If you can't get near the main display or see the critical Drawing Entry container, you need to fix it fast.
* Always, always collect email addresses when possible. A drawing is a good reason to ask for it. A valid email list is gold. I can't tell you how many people do not do this. Email is your fastest, easiest and least expensive way to stay in touch with your market.
* Have something special for your visitors. Stand in your prospects shoes and think about what will draw them into the booth. A few ideas that work, depending on the situation, include captivating video, a product drawing, photo give-away, celebrity autograph session, free water or food. A giveaway that is so blatantly a product promotion isn't going to be as enticing as one that is not. Again, put yourself in your prospects shoes and think of what you would actually carry home with you and look at or use.
* Be sure to be friendly and talk with people. You don't have to be selling every moment. You're sure to learn something and you will undoubtedly pick up a new idea or insight if that's what you're looking for. One outstanding idea or contact can make the entire event worthwhile. Enjoy. Hopefully you like what you're doing. It shows and attracts people to you.
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April 25, 2007 - 6:17 AM
Tomorrow I'll be headed off to Rolex to cover the event. I have my press pass and am looking forward to some great photographs. Andy Wyatt will be my junior photographer and journalist so you can look forward to seeing his work and hearing his take on everything too.
Master Equestrians, John Williams will be competing on Sloopy, so we'll be giving him special attention and make sure we catch him at the jumps.
We're all going to miss Ralph Hill at this one. He's competed in every Rolex since the start. Since we're thinking of Ralph, let's think of him well and back in the saddle very soon. All good wishes sent his way.
I notice I haven't written since World Cup Las Vegas, so I'll have to catch you up on that as well. I have an article in the works about the Trade Fair and I'll post on the event in general.
I'll get back with you next week - or sooner!
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April 14, 2007 - 10:20 AM
When you're promoting your product or service there are many basic things you can do. There are print ads, a website, postcards and fliers. You have to plan ahead to be sure you have everything taken care of by your target date. Sometimes the target is an event or publication deadline or your own personal deadline - 'This has to be done by June 1st! '
Ok, that's all pretty straight forward and there are tried and true processes for any of these campaign elements. But wait a minute, maybe you have a different idea. Maybe you have the urge to step outside the mold and create a different type of promotion presented in a unique way or at an unexpected time.
I certainly urge each of you to be creative and I also suggest you consider your audience when you're listening to your muse. Be sure your approach will be at the very least neutral and ideally exciting to your prospects. One way to measure if you're on target is to check out the leaders in your market and see what they offer in the realm of look and feel. I'm not suggesting you copy - on the contrary - but I do think the leaders have a lot to offer with their market research, longevity and possibly larger budget. While you're at it, check the leaders in other industries, you can pick up a lot from them as well.
Taking a little direction from the best is smart and when you couple it with your own ideas and enthusiasm you give yourself an edge. The word enthusiasm showed up here at the end of the message, but putting it out front when you're promoting yourself will easily double the effectiveness of your effort. Have fun and pump up your bottom line at the same time. Yes!
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April 9, 2007 - 2:12 PM
If you're like me I usually have too many things on my plate to accomplish in any reasonable time, if you laid things end to end. Ok, what to do today?
First be sure to prioritize based on due dates and items that others are involved in. Is an entire project being stalled because you haven't edited a piece of copy or forwarded an image, for example?
Have you not returned the call of a prospect? That could take 5 minutes, even if all you do is say, I can't give you the time you deserve at this moment, but I wanted you to know I haven't forgotten you.
If a little bit of time will give you more time, then spend that. And remember, when the time is right for a project, or an item on your list, you'll want to work on it. It will be easy. Sometimes the sense of holding back or procrastination is actually a clue that things aren't in place yet. Give it a stress free minute to come together.
Know that there's always enough time for what's important, and you'll find that there is.
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April 3, 2007 - 10:30 AM
One thing I've learned over the years is that the saying 'less is more' is often the truth and knowing what you want in general will get you there faster than trying to figure out every singe detail.
When it comes to your marketing program, decide what your short term and long term goals are. You may know exactly how to get them done, but perhaps a few details are missing. If you have an ad to place, that's pretty simple unless you're still looking for the right designer or deciding which publications are best for you. You can go about this in a couple of ways, one is easier than the other. I like easy.
Sometimes you just have to ask the question out loud. 'I need to find the best person or company to work with. Who would that be?' Ask around and keep your eyes and ears open and see what happens. You may be surprised to find that this rather Zen approach will yield excellent results without much effort. It's more an state of being aware than of doing anything that will get you where you want to go.
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March 17, 2007 - 5:37 PM
Maybe that's not an appropriate blog headline but it was the big deal of my day. As you may know I've been in Florida attending many WEF events over the past several weeks. Today was the big $300,000 euro CN Grand Prix and it was amazing. 50 Horses qualified, including house favorite, Judgement ISF and Beezie Madden.
The talk over the last several grand prix has been about the footing. I'm sure I mentioned it before and of course, it's only getting worse as the even goes on, winding down [or up] to this largest purse of the Festival.
Lots of horse were slipping and then dropping rails. the inconsistency was obvious even to me and I don't know much. In spite of that, 12 horses of the 50 went clear and there were 4 in the 3rd round jump-off.
For me this experience has been wonderful to get a deeper knowledge of the show jumping world. I met some wonderful people and I think I made great contacts for Savvy. That was always the underlying purpose of the trip and luckily, I've enjoyed myself along the way.
That's the marketing gem in this posting. Do your homework. Get to know your audience. Do something you like! The time you spend will come back to you as a benefit in one way or another. And definitely take the time to meet people and listen. Its amazing what you can learn in an overheard conversation!
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March 16, 2007 - 10:00 AM
Going to horse shows is fun for so many reasons. One is definitely the opportunity to see what's new in horse products and pick up a few items you may need. Often the top manufacturers are there with reps that can fit you for boots or clothing. They really know what they're doing. I stopped at the Der-Dau booth and was very impressed with their boots and the customer service. Now this is a top of the line product and you're going to pay a handsome price. But, custom, if properly fitted is the best choice and can last a lifetime.
Let's say you aren't in the market for custom right now though and you still need boots or something else that needs to fit just right. Of course you want the best your money can buy. Here's where that outstanding customer service comes in. At the Winter Equestrian Festival [WEF] another booth I stopped at was Kocher Tack. Josey Kocher talked with me about the importance of proper fit and that he feels it's his responsibility to be sure the customer buys the right product for her body. Fashion is one thing but fit is another and if it doesn't fit, it's just not worth it at any price.
I asked Josey about boots and he said that there are a few brands that have a nice variety of sizes that are able to be a great fit for many people without the expense of custom. And, you take them home right away, instead of waiting for weeks. I saw him working with a customer and although a boot fit great in the foot, it was too loose in the ankle. Ok, let's try another size, I know we can do better. At that same time, someone that he'd fitted a few days before showed up to tell him how great the boot was working out and that after only 2 days it was breaking in nicely - a very happy customer.
Apparently the same goes for helmets as it's important to get a helmet that fits the shape of your head. Again, there are some outstanding brands that realize there are many different types of heads out there and they go to the trouble of manufacturing a range, not just the egg shape that is most common. Charles Owens was the company that Kocher mentioned saying 'They try new things, they come to the shows and they care about equestrians.'
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March 9, 2007 - 9:40 PM
I just returned from the Polo Grounds, site of the Winter Equestrian Festival, hosted by Stadium Jumping Inc. The Nations Cup [first in a series of 6 internationally] was held with 6 countries competing.
Canada came in 1st Place for the third time in 5 years at this location. Ireland was second and the USA third. Argentina, Great Britain and Belgium also competed. It was a rather small showing and I wondered if the HV1 scare earlier this year was at least part of the reason there weren't more international competitors.
The Irish supports were exceptionally enthusiastic as were the Canadians. There were many spectators from South of the Border including the grooms and stable hands. Quite the festive crowd. Some said not as big as last year, but it was pretty packed.
It will be interesting to see the official reports in the next day or two. The footing is looking pretty ragged in the Grand Prix arena after weeks of competition, and I wonder what effect that had.
McLain Ward was the only US rider that had two clean rounds. His form was flawless, as usual.
Look for the official report on this site in the immediate future.
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February 25, 2007 - 9:05 AM
I watched the Syracuse Invitational Animal Planet Cup - which took place in November 2006 - on TV last night with some friends. We were excited to see the great horse and rider teams that made it through the previous days of qualification to make the final 7.
It was an amazing competition with a speed round, a 4-bar elimination round and the Grand Prix. That 4-bar took it out of a couple of the younger horses and I was awestruck at the power those that made it through 4 rounds have to use to get through and over the last 6'4" fence. Then there's the Grand Prix! Riders were able to choose a different horse for each round so they could bring out the best in each of the 3 types of competition.
I did my bit to promote the program by sending out emails to my lists and posting announcements on a couple of websites that get good daily traffic. I hope the numbers were good and Animal Planet continues to support equine sports in the future. If you missed it, want to watch again, or want to pass on the dates to your friends, the next airing is March 2nd at 2pm.
For further details on the program, visit the Animal Planet and Discovery Channel.
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Insider Tip
When the ground gets hard and dry this summer, try packing your horse's hoofs with hoof packing 2 - 3 times per week. The hoof packing will make their hoofs more pliable and will help draw out any soreness.
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