It's alternatively called 'promotion', 'advertising', 'SPIN', 'hype' ... or just plain expensive. Whatever way you choose to look at it, competition in today's environment has proven that marketing forms an essential part of the thoroughbred selling equation. As Head of Marketing for Magic Millions, Annie McDonald, states, "Marketing in conjunction with sound financial management, the best bloodstock services and selection processes forms one of the four central structures for achieving increased sales and returns for a company".

Earlier this year I invited comment from the Head of Marketing at each of the auction houses. Inglis declined to comment but both Magic Millions and New Zealand Bloodstock responded. Their comments serve as a very useful exercise to all in the industry re the importance of marketing in raising a company's public profile.

Annie McDonald is Marketing and Media Manager at Magic Millions, a position held for the past three years. Annie has worked in the thoroughbred industry for the last 14 years, and apart from having had an association with horses all her life, she gained formal qualifications via a Bachelor's Degree in Marketing and Public Relations (majoring in Journalism) as well as a Diploma in Horse Business Management (from Marcus Oldham College)

QSTN: "In your opinion, how has the marketing role changed over the past ten years in terms of promoting thoroughbred sales (generally) and your premier sale (more specifically)?"

ANNIE: "There have been so many changes in the past 10 years - the main factor being we now have the advantages of technology to assist us in our complete marketing function - from efficient and fast production of pedigrees and catalogues for sales, through to cost effective international travel and being able to communicate with our clients in different languages all over the world. The "tools of the trade" we have available to us now enable greater market saturation, directly, comprehensively, and efficiently.

QSTN: "How significant do you believe the marketing role is in influencing the final sales outcome?"

ANNIE: "The marketing role is a broad ranging and essential element, which in conjunction with sound financial management, the best bloodstock services and selection processes, assists in driving sales and achieving returns for the company."

QSTN: How much effort is expended attracting overseas buyers versus local buyers?

ANNIE: "The target markets change with every sale we conduct and is dependent on the product (pedigree and type of horse) we are selling. For our "flagship sale" (the January Yearling Sale), Magic Millions will invest significant resources in marketing to established and emerging international markets. We maintain a commitment also to market on a local level. The approximate breakdown for January yearling sale - international promotion 70% and local 30%."

QSTN: In your opinion what were two "stand out" marketing initiatives that Magic Millions used in 2004?

ANNIE: "Magic Millions was a major influence in the development of new taxation laws exempting overseas buyers from paying GST. This provided a great incentive for international buyers to purchase in Australia In addition, the lifting of quarantine restrictions in some key emerging markets, allowing private owners to import their own horses has assisted in generating sales."

QSTN: How important is the Internet in your marketing mix?

ANNIE: "As a communication tool it has become essential - it enables the fast and efficient transfer of information via website and email".