Creating Value in the Equine Market Through Targeted Positioning

One of the most common reasons why some people decide to become part of the equine market is because of their love and passion for horses. Although these are surely great stimulants, if you want to be successful in this endeavor, you’ll need more than that.

Bear in mind that this landscape has been thriving over the past several years, and has become very competitive in the meantime, which means that you’ll need to go above and beyond to attract buying customers and gain a competitive edge.

In order to do so, you'll need to resort to specific, effective strategies. To distinguish yourself from the competition, you should consider implementing target positioning to show prospective buyers why you’re a better choice than others, and that what you have to offer is a lot more relevant.

If you haven’t thought about this approach before, then pay close attention to this guide, because it’s going to show you just how beneficial it is.

Jobs Over Demographics

Most inexperienced entrepreneurs who are just getting started with their businesses tend to resort to the good old segmentation that involves age, location, and income. This strategy may work in some fields, but not in this one.

How come? Well, that's because everyone who's part of the equine world wants something different. For example, the breeder usually focuses on the foal's health and the products they can use to improve and maintain it.

In contrast, those who run equine schools usually prioritize things like safe and high-quality equipment and the amount of money they'll need to set aside for these purposes. Therefore, your goal should be to reframe your market around functional jobs, social jobs, and emotional jobs.

When you concentrate on jobs, instead of demographics, you are, in a way, gravitating toward value that actually matters.

Equine Marketing & Target Positioning

Every experienced marketer will tell you that these two are intertwined. According to the knowledgeable marketing guru, Alec Lawler, equine marketing is well-suited to target positioning because this landscape has clear customer groups, along with the strong needs that vary by breed, discipline, and use. When you turn to target positioning, you are perfectly clarifying who you're talking to, such as breeders, amateur or professional riders, trainers, wholesalers, etc.

Besides that, with this strategy, you will show these people what separates you from the rest and why they should choose your services or products over anyone else's. In other words, with target positioning, you will craft consistent, effective messaging that resonates with every single segment.

Map Your Value Chain And Figure Out Where To Anchor Trust 

In the equine world, lots of crucial decisions, especially those that are related to purchasing, are frequently mediated. For instance, horse owners will almost always consult their vets, trainers, nutritionists, barn managers, and many others whenever they need to buy a product that's going to benefit their animals.

Consequently, if your positioning overlooks these influencers, then you will basically waste all your money talking to the wrong people at the wrong time. That’s why you need to determine where you anchor trust.

• Will you focus on veterinarians? – If the answer is yes, then everything should revolve around clinical products, regenerative therapies, top-quality supplements, diagnostics, etc. Your message should concentrate on the positive outcomes, such as recurrence rates, healing progress, and other beneficial things.

• Are owners your target audience? – If so, then put stable equipment, apparel, insurance, grooming products, and other items first. In these instances, specs aren’t as relevant.

• Trainer-anchored – This refers to conditioning programs, performance track, behavioral solutions, etc.

Equestrians Are A Different “Breed”

People who are generally passionate about horses are not your average buyers; hence, you shouldn't treat them as one. They are generally very sophisticated, and more importantly, when they want to buy something, they first want to know if a particular product is really effective, before anything else.

You cannot sell them just about anything. Even if your product seemingly looks amazing, any claim, like "premium leather", "revolutionary app", will be nothing but noise to them unless you show them the evidence of a positive outcome.

You can do so by incorporating testimonials and reviews from trusted professionals, or by adding before-and-after pictures that will demonstrate just how effective something is. These are the things equestrians value and something that will undoubtedly attract their attention.

Channel Strategy That Mirrors How Horses Are Managed

It's safe to say that equine commerce is still face-to-face. The most promising positioning resides where these animals live, which includes shows, yards, clinics, feed stores, and other places. The point is that you should find the perfect balance between physical and digital channels. 

• At-show presence – This turns potential interest into something that’s concrete. Fit saddles on the spot, or you can offer nutrition-related consultations free of charge that could potentially help with certain health problems in horses, or simply support their overall well-being.

• Referral loops with farriers, trainers, and vets turn influencers into co-marketers.

• Specialist retail still stays a trusted gateway. Consider investing some money in workforce training, along with the in-store education fixtures.

Brand Voice Should Be And Feel Confident, Calm, Yet Competent

Just like most industries, this one also appreciates and prioritizes the tone that a particular brand showcases. If you want to establish trust among the existing and future customers and clients, then your brand voice must exude confidence, but still not be overly confident, and yet support everything it promotes with evidence.

Keep in mind that there’s a fine line between being confident and cocky, so be sure to be something in between. Prove to your target audience that your brand is worth their time and money, without diminishing other brands.

Possibly the best combination as far as this goes is to be professional, trustworthy, yet humane and humble. Avoid gimmicks or anything that may look too fake or promotional.

Creating value in the equine landscape isn't about being the loudest person. It's about being crystal clear about your objectives, anchoring trust where decisions are made, and being perceived as trustworthy and reliable in the eyes of anyone who's part of this market. If you do this the right way, your positioning will inevitably grab people's attention.

Here Are Some Other Articles We Think You Will Enjoy:

• Signs Your Horse Needs Joint Support and How Supplements Can Help
• What Equipment Do You Need For A Horse?
• Horse Stall Ventilation Techniques to Keep Your Barn Fresh and Cool