If you thought promoting yet another 'grass and fencing' agistment property was difficult spare a thought for those who have to coax a new generation of owners to purchase race horses. These creative wizards are all too often stuck with the job of how creative one can be with a list of all too familiar adjectives encompassing "excitement, adrenalin, investment, and future champion".

The Thoroughbred Breeders and Owners Association in America recognized that simple adjectives and an emotionless marketing strategy would simply not appeal to its target market. It therefore decided to rely on a corporate personality to “sell” the ownership experience this year. Their choice was none other than the managing director of one of the world’s largest investment bank, securities and investment management firms - Goldman Sachs’ Steven Duncker . In doing so they immediately revealed who they were targeting – professionals with surplus cash to spare.

Duncker’s words -“I got my start betting on horses, but owning them takes it to a much higher level. I can’t think of one high in the business world that compares to the high of winning a horse race”- instantly appeals to those in higher management who collectively thirst for what he has achieved - fame, money, and success.

It’s also about creating perception. If one of the most highly paid managing director’s supports thoroughbred investment … then so should others in a similar situation.

The campaign teaches a lot about identification with a target market and, again, effective use of emotion. The message you use to different social groups may not be the same but the lesson certainly is - whether you are addressing captains of industry or a group of cash-strapped horse lovers who want to get involved in a 20 share syndicate. You just have to know which audience you want to encourage … and what will appeal to them.

Remember – detailing attributes of your product/service don’t work in advertising. Emotions do. As one of the world’s leading marketing experts, Jack Trout says: “Capturing minds is one thing; capturing hearts is another. But remember; it is emotion that sells. Ignore the Law of the Heart at your peril.” [1]

Do Buy

The half brother to Darley's new first season sire E Dubai was barely out of the auctioneer's sight at the 2003 Fasig-Tipton sale before Darley had the ad in the next issue of Bloodhorse. For those who missed it – the tag line was simply “Do buy … $2.7 million for his half brother. $15,000 for a live foal.” I confess that the photo they used in the ad of E Dubai’s brother did make me query the commentary in a later Bloodhorse article that the yearling colt was “head and shoulders above E Dubai” but ultimately – who cares? These guys are fast off the mark and clever with their campaigns. Whilst some marketing gurus caution against the use of “being smart” – personally I think this company has it down to a fine art. They’re not just good. They’re very, very good.

[1] The 22 Immutable Laws of Marketing in Asia, Al Reis, Jack Trout & Paul Temporal, Harper Business, 2002.