Tag Archives: branding

Monday Morning Quickie – Watch Out TV, Here Comes The Web!

A recent study indicated that the Web was catching up to television in terms of influencing face-to-face conversations. While most equine businesses can’t advertise on TV due to the sheer cost involved, the Internet is a completely different story. What could this mean to the future of the horse industry?

While past surveys by The Keller Fay Group still showed TV was king when it came to influencing conversations about specific brands, their newest survey (with Yahoo!) shows the Internet poised to overtake television, according to an article by Jack Neff at Advertising Age magazine’s Web site.

The Internet gained three percentage points over last year, so that it now influences or prompts 15% of brand-related conversations compared to television’s 16%; the numbers are based on a survey conducted in January, 2010. Print media stayed constant at about 10%.

I recommend reading Neff’s article, since he shares details about specific numbers on various factors affecting this trend, and how they’ve changed over the past few years.

What does all this mean for the horse industry? These are all factors we need to be aware of, and factor into our marketing:

  • Mobile devices are increasingly important, as are consumers aged 13 to 40
  • While the players may change and evolve, social media (e.g., Facebook, Twitter) is here to stay and has a powerful effect
  • Information needs to be available online 24/7, so that people can access, and share it with others, on their own schedule
  • Developing an online presence and a strong brand identity is more important today than it’s ever been in the equestrian world

The Internet puts into our hands a very powerful communication tool, one that levels the playing field in terms of the horse industry’s ability to communicate to current and potential horse owners and compete against other recreational industries. The question is, how will we use it?

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Filed under Equine Industry Marketing, New Media, Polls & Surveys, Uncategorized

‘The Experience Effect’ Was A Good Experience, For Me

Yesterday I hoofed it to downtown Chicago to attend a presentation by Jim Joseph, author of new book The Experience Effect. As promised in my post earlier this week, I wanted to report back on just how the experience was, and what I learned from it.

Thankfully, threatened showers held off, and it was one of those glorious, sunny, breezy, on-the-cusp-of-summer days that are what make it possible for Chicago dwellers to live through the frigid winters. The good vibe of the day carried through Joseph’s interactive presentation, and yes, I bought the book! I’ll let you know what I think about it in a future post.

Image courtesy Steve Lundin, BIGFrontier

There’s also a super little bonus – Steve Lundin of BIGFrontier (the event organizer), recorded the presentation; after the video is edited, it will be online and I’ll be sure to share a link here. We covered ground from Crest vs. Colgate preferences, where Hummers went wrong, and why Lady Gaga is a master marketer. If you don’t want to miss it, sign up for either RSS feed or email updates in the upper right corner.

In no particular order, here are some takeaway gems about marketing, branding, and building the customer experience:

  • According to Joseph, marketing is both a TEAM sport, and a SPECTATOR sport. No one markets in a vacuum, and these days the process of marketing is interactive in a way that involves others, including your customers.
  • We can learn a lot, and apply that knowledge to our own horse businesses, by studying our own consumer habits. What brands add value to our lives? What brands do we seek out and rely upon?
  • If a brand’s ‘experience’ is inconsistent with its marketing messages, it opens the door to criticism, or worse, loss of customers. It’s important to create a consistent experience across every single point of contact, or ‘touchpoint,’ that customers have with an equine business. (note – NOT an easy thing to do!)

Comments or questions? Feel free to submit ’em! In the meantime, have a safe and enjoyable Memorial Day weekend!

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Filed under Equine Industry Marketing, Uncategorized

New Book Advises Focus On Experience To Engage Your Customers

I’ve just discovered a book called The Experience Effect: Engage Your Customers with a Consistent and Memorable Brand Experience. Published earlier this month, it’s by a guy named Jim Joseph; I’ll be checking it out to see if it’s something worth recommending to my horse industry peeps (that’s you, if you’re reading this and you’re in the horse industry!).

One of the nice things about living in Chicago is that we often have access to top-notch speakers, conferences, and events; I’m happy to report that tomorrow might be one of those things, since Jim Joseph is giving a presentation at one of Steve Lundin’s BIGFrontier networking events. I have high hopes/expectations, since other BIGFrontier events I’ve been to have been well worth the time. I’ll do a post later this week with any gems I hear that are relevant to horse industry businesses.

If there’s something in particular you’d like to know, either about the speaker, topic, or book – feel free to submit a comment! In the meantime, have a safe and enjoyable Memorial Day weekend!

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Filed under Equine Industry Marketing, Uncategorized