If you want to attract free advertising you need an "angle", not just a pedigree

It's the story associated with a horse rather than just a simple regurgitation of pedigree/performance that attracts the eye of the media. Look at the following example:

Nuclear Freeze (Danzig/Razyana) has an indifferent race record but a to-die-for pedigree that shows him as the full brother to champion sire Danehill. That's interesting - but it's not enough. The stallion also has the hurdle of standing at a respected but less commercial stud in NSW, Australia, which means they have to work much harder at attracting regular media attention to ensure the stallion stays at the forefront of broodmare owners minds.

On 12 August 2004 2 separate reports about the stallion's progeny appeared in the online media - the first in Breeding & Racing's Daily News Update (http://www.breedingracing.com) and the second in Racenet's news stories (http://www.racenet.com.au).

Jo Adams' RaceNet article reads as follows:

"Nuclear explodes in first at Wyong. The Kim Moore-trained Ten To Countdown has just broken the class record (set in 1998) at Wyong today, stopping the clock at 58.40 seconds for 1000m. The youngster by Danehill's boom full brother, Nuclear Freeze, scorched the 1000m recording 35.92 seconds for the last 600m. The three-year-old bay colt now has a win, a second and a third from his only three starts to date.

Nuclear Freeze stands at Dr Jack and Sue Woolridge's boutique Bowral-based Inverness Stud and stud manager Ross Bone was thrilled with the win. Nuclear Freeze just keeps going from strength to strength and we keep hearing good reports about the breed from trainers and today was just another great example of Danehill's legacy living on, said Inverness Stud manager, Ross Bone.

Other recent winners for Nuclear Freeze include Tea Biscuit, Freeze Dancer, Cool World, Nufire, Prettify, Miami Ice, My General and the Lee Freedman-trained Samurai. Samurai is hot news for Nuclear Freeze as owners were under siege from Hong Kong buyers and have just sold the dual Melbourne city winner for $A200,000. Samurai only had five Australian starts for two wins, two placings and $71,700 and with all the excitement Inverness Stud owners and breeders Dr Jack and Sue Woolridge have decided to retain and race his yearling full brother. "

The author uses a number of 'angles' in her piece -

First: that a track record was broken (that had stood for 6 years).

Second: notice that the trainer's name is mentioned. There aren't too many female trainers on the scene and Kim (http://www.kimmoore.com.au/) has attracted her share of media attention for more than her training ability given her looks and the rumour that she has been linked with famous Australian cricketer Mark Waugh. The latter is entirely irrelevant to the fact that Nuclear won ... but eminently relevant in terms of associating the horse with a public personality. It adds some 'sizzle' to the story, if you like.

Third: the pedigree connection can now come in - there's nothing quite as good as being able to name-drop the fact the fact that Danehill is your full brother.

Fourth: the link to the stud (and the necessary marketing push) can then be made.

Fifth: Additional winners are mentioned to show that the stallion has produced a number of good horses from his first crop (ie. consistent sire not a 'one-off')

Sixth: the international angle is included. Hong Kong is a country well known as a purchaser of better quality colts/geldings. The fact that Samurai is trained by one of Australia's leading trainers - Lee Freedman - adds further weight to the perceived quality of the horse.

Note that the stallion's service fee - in fact nothing even REMOTELY connected to his 2004 book - is mentioned in the story. This is the sort of media coverage a farm should cherish as it doesn't read like a sales pitch.

The Breeding & Racing news story reads as follows:

"Samurai Sold To Race In HK Bowral-based Inverness Stud stallion & Danehill full brother Nuclear Freeze (Danzig-Razyana, by His Majesty) has followed a stream of recent winners (Tea Biscuit over 1200m at Doomben in Brisbane & Freeze Dancer in NSW, as well as Cool World, Nufire, Prettify, Miami Ice, My General & the Lee Freedman-trained Samurai) with the news Samurai's owners were under siege from Hong Kong buyers & have just sold the dual Melbourne city winner for $200,000, reported racenet.com.au. Samurai notched 2 wins & 2 placings in his only 5 starts & Inverness Stud owner-breeders Dr Jack & Sue Woolridge have decided to retain & race his yearling full brother."

The ultimate effect of both pieces is free advertising for both the stallion and the stud that stands him - particularly useful when you consider that the stud does not have a website.

So, if you want to get the media's attention ensure your story includes some interesting angles other than just the fact that you are standing a stallion with x pedigree or y race performance.

Note: Additional details on Nuclear Freeze can be found at the following URL - http://www.stallions.com.au/list/nuclear_freeze.asp

Another example

Here's another example also borrowed from today's Breeding & Racing News Alert:

Independent Stallions Completes Move To Euroa Independent Stallions has completed its move to Ruffy Road at Old Longwood near Euroa in Victoria, taking up residence at the magnificently appointed property established by Vinery.

[IS stands the ] Gr1 winner Beckett (Fairy King-Groom Order). Beckett grabbed international headlines at the UK Tattersalls Houghton Sale in September 1999 when (consigned by Roy & Belinda Strudwick's Ballygallon Stud, having purchased his mare 3 years before for just 82,000 guineas) the colt entered the ring with an 80,000 guineas reserve; however following a tumultuous bidding duel, Coolmore boss John Magnier finally outlasted Sheikh Mohammed & paid an extraordinary 1.7 million guineas (making Beckett the most expensive yearling of 1999). The fact that, at the time, Beckett was out of an unraced mare (who had only produced a maiden winner) speaks volumes about his conformation & physical presence. Beckett will stand this season for $11,000."

There are a number of "interest angles" with this story: the move (which in itself is not that interesting so the link is made to Vinery to make it more so); and the colt's conformation/presence which again would be of minimal interest to the reader (as most stallion owners boast in their promotional materials that their stallion has exceptional presence and confirmation). This story succeeds because it is told via the story of a yearling sale and price/buyer interest [and what better interest than to become the focus of a Coolmore/Godolphin bidding dual]. It's the EVIDENCE linked with the story that makes this piece work. Again, great advertising for the farm.

From Australian Bloodhorse Review (24/12/03)

Breeders asked to fund marketing campaign

AUSTRALIAN broodmare and stallion owners will be asked to fund a national and international marketing program to promote the thoroughbred industry following the recently announced merger of Thoroughbred Breeders Australia and Aushorse.

Under the proposal, funds will be directed to the state breeders’ associations and the national marketing arm, Aushorse, to give support to all breeders in Australia. Sales companies will work with state bodies and Aushorse to promote the success of the Australian thoroughbred. I

t is proposed that funding will come by a series of levies which have been designed to have as little financial impact as possible on the contributors. The proposal is that mare owners will contribute $25 per mare annually, there will be a $100 levy on local stallions and a levy of between $1000 and $5000 (depending on fee) on shuttle stallions. There will be a 0.25% levy on sales of yearlings, mares and weanlings sold at major auctions and also on breeze-up sales. There will be a five year moratorium on all rates of contribution.

It is anticipated that more than 60% of the funds raised ($1.6m to $2m annually) will come from the commercial breeders and studs, but it has been agreed the funds will be divided equally between the TBA and the state associations on the one hand and the marketing arm, Aushorse, on the other.

The funding should allow the Australian breeding industry to put itself in a position to rival other international organisations, allowing for national and international marketing, as well as professional management. The proposed marketing plan is based on the successful models which exist in New Zealand, Ireland and the UK in which the breeders, stud books and auction companies contribute to an organised national marketing campaign, and to the administration of the industry, and to equine research. The need for a unified marketing image has been highlighted with the ongoing success of the Australian horses in South East Asia, particularly the lucrative Hong Kong market. However, the Australian product is coming under increasing pressure with the strong marketing of horses from Europe, the United States and New Zealand in the rapidly expanding markets of China and Korea.

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.

In Australia

http://www.athloneassociates.com/ Athlone & Associates Ltd (a business development/communications company that has a large number of clients from the thoroughbred industry [Australia, Hong Kong and Japan])

http://www.sirecam.com.au/ SireCam

In New Zealand

http://www.nztm.co.nz/ New Zealand Thoroughbred Marketing

In Britain

http://www.britishhorseracing.com/owning_breeding/breeding/default.asp British Bloodstock Marketing Group

In Ireland

http://www.itm.ie/ Irish Thoroughbred Marketing

In the US

http://www.tmsvideo.com/ Thoroughbred Marketing Solutions

Thoroughbred marketing is not a subject has endless textbooks devoted to it. Given the global nature of the Industry I suspect that will change in future years.

Recent articles I have published on the topic can be found at http://www.athloneassociates.com/thormktg.htm

My focus has been on marketing as it relates to the Australian thoroughbred breeding industry - (cf to jockeys, trainers, race tracks, the Industry generally).

Here's a novel marketing approach - taking the stallions to the urban masses rather than vice versa.

From Inside Racing Online (27 July 2004, Edition 152) - editorial by Bradley Thomas:

Stallions On Show at Flemington

In an increasingly hectic world, finding a spare hour yet alone day can be a grind.Understanding these constraints, Collingrove Stud marketing manager Jenny McAlpine took action. Last week McAlpine trekked five of Collingrove Stud's stallions to Lindsay Park boxes at Flemington to market the roster. It enabled busy breeders to inspect the stallions in the flesh."We understand that people are so busy and just don't have the time to go visit a stud for the day," McAlpine said."This allows people to not leave their businesses for too long. They can quickly pop down for an hour and see the stallions."McAlpine added a flood of interested people had visited the Lindsay Park boxes at Flemington to check out the five travellers - Fraar (USA), Court of Jewels (NZ), Dash for Cash (right), Perugino (USA) and Jeune (GB) (above).Veteran Rory's Jester and the promising Bianconi (USA) stayed at Collingrove Stud in Nagambie, near Seymour, while new stallion Hold That Tiger (USA) won't be out of quarantine until 10 August.

"Interest has been high and it has been a good marketing exercise," McAlpine said.The concept evolved after McAlpine, who can rattle of the statistics of any of the stallions instantly, explained to Collingrove Stud director David Hayes the difficulties of getting clients to the stud.Briefly in Australia during the Hong Kong racing break, Hayes eyed the vacant boxes at Flemington and suggested the town visit.The stallions venture back to Nagambie on Thursday.


COLLINGROVE headed another initiative this year regarding the timing of their local region's stallion parades. As reported in Stallions Daily Bulletin 28 August 2004:

"Stallion parades will be held in the Nagambie-Euroa area of north-eastern Victorian on Sunday.The first of these parades will be conducted at Collingrove Stud, at Nagambie, from 11 a.m.This will be followed by a parade of stallions at Blue Gum Farm, at Euroa, at 1 p.m. and at the nearby Independent Stallions, Victoria, from 2 p.m.

“Rather than have people driving up and down the highway from Melbourne for the parades we decided to hold them in conjunction on the one day,” says Collingrove’s Jenny McAlpine.“There is an open invitation for everyone to attend these three parades.“They have been scheduled to allow people to visit all three studs, for the parades, if they wish.”

A feature at Collingrove - in addition to the stallion parade – will be the drawing of the Emirates Prize, which is open to all breeders who have signed contracts to send mares to the stud’s stallions this year.The winner will receive two business class airline tickets to any Emirates European destination."