The following article is pasted from today's AAP Racing and Sports Breeding section http://www.aapracingandsports.com.au/breeding/. Author is Chris Scholtz. [emphasis added]

"Plans For Bloodstock Code Of Practice

Wednesday, 29 September 2004: The Australian bloodstock industry will come under close scrutiny from the Australian Racing Board with a view to establishing a code of practice for auction companies and bloodstock agents.

The ARB has appointed a panel to engage in consultation with the major auction houses, the Bloodstock Agents Association, owners, breeders and trainers on industry standards for bloodstock transactions. The move follows a similar review in the UK that was instigated by newspaper investigations into malpractice by agents and trainers. The UK review resulted in the Jockey Club publishing a "Bloodstock Code of Practice: which applies to all sales of bloodstock conducted privately and at public auctions. The sale of stallion shares and nominations are also covered by the UK code. The brief given to the Australian Racing Board panel is to examine the merits of adopting a similar code in Australia, as well as investigating other means of promoting confidence in Australian bloodstock sales.

Racing NSW CEO Peter V'Landys has been appointed chairman of the review panel. He has invited interested parties to make submissions and suggestions on the approach that should be taken by Australian authorities. Submissions will be taken until October 20."

This is LONG overdue.

I first commented on this issue on 23 July on one of the Australian forums. The US were leading the way (UK not far behind them) and it struck me as bizarre that no-one on Australia was willing to admit that there was a problem.

"http://www.allianceforindustryreform.com

Satish Sanan has made a powerful stand in the US and many of the issues he has raised apply equally to the Australian sales environment.

It's possible that a number of existing practices in the sales process - from (amongst other things) yearling preparation techniques, to lack of disclosure of the name of the underbidder in the sales ring, to 'hazy' buy-backs by vendors (or those working for them) looking to inflate stallion fees - potentially opens the system to abuse by a select few.

All that's needed is one high profile owner in Australia who has the ear of the media and who is equally committed to reform and we could at least start the process of analysing the current system and seeing what (if anything) needs to change.

I suspect that the long term future of the industry - and the public's perception of it - depends on it. "

I followed this up on the 25 July with the following article from the Bloodhorse:

" Ethics For Sale by Ray Paulick (editor-in-chief BLOODHORSE magazine) http://www.bloodhorse.com/ Date Posted: 7/14/2004 9:43:46 PMLast Updated: 7/16/2004 1:58:41 PM
Ray Paulick Editor-in-Chief

Kentucky's two Thoroughbred auction companies, Fasig-Tipton and Keeneland, were not happy when the subject of ethics in the bloodstock market was broached here in an April 3, 2004, editorial ("Buyer Beware," page 1953).

Officials from the two companies requested to meet with me and Stacy Bearse, who as president and publisher of Blood-Horse Publications does not play an active role in the editorial positions of this magazine. The meeting, at the request of the sale companies, was "off the record," so I will not repeat anything that was said.

But take my word for it, they were not happy with the mere mention of fraud in the marketplace. Nor with my suggestion that sale companies were "looking the other way" on the occasions when an unsuspecting buyer has been cheated through undisclosed payments from consignor to buyer agent or some other form of unethical behavior.

Full disclosure: the comment that sale companies were looking the other way wasn't mine; it came to me from someone on one of their boards of directors.

Let's hope Fasig-Tipton and Keeneland are more open to change now that a group of people who have spent hundreds of millions of dollars at their sales (and not some editor who hasn't spent a nickel) are driving home the same point: that it is long overdue for the bloodstock industry to establish and enforce a code of ethics designed to eliminate fraud.

What I said in the editorial was that it's "about time someone stood up on behalf of the industry's biggest investors, the owners." The commentary apparently fell on deaf ears with industry organizations such as the Thoroughbred Owners and Breeders Association (owner of The Blood-Horse) and the National Thoroughbred Racing Association.

But one of numerous calls of support I received regarding the column (to counter the negative comments of some consignors, bloodstock agents, and sale companies) came from Satish Sanan, a relatively new Florida-based owner who said he was one of those people caught on the wrong end of a few bloodstock "deals." A letter to the editor from Sanan calling for reforms was published in a subsequent issue (April 17, page 2182), and he in turn was contacted by many people telling him their own tales of woe and supporting his position.

That got the ball rolling, and Sanan has worked tirelessly since then to gather the critical mass that will be needed to convince an industry whose longtime motto was "buyer beware" to join the 21st century's emphasis on transparency and disclosure. The open letter to the industry, dubbed the "Alliance for Industry Reform," written by Sanan after speaking with many owners, breeders, consignors, agents, and sale company officials, is published as a paid advertisement on page 3811.

Obviously, Sanan and a small support team were not able to contact everyone who has ever bought or sold a horse, so the signatures of support on that letter only represent a small sample of people who believe the time for bloodstock market reform is now. Sanan also has convinced the aforementioned TOBA to consider taking a lead role in this area.

I suspect the sale companies are bothered by the timing of the Alliance for Industry Reform's letter, coming as it does at the beginning of the yearling sale season. But this should be looked upon by them and their consignors as good news, especially for the long term.

A code of ethics with enforcement will help curtail whatever amount of fraud is currently taking place (and it is not suggested here that it is widespread). That will instill greater confidence in the marketplace, keeping owners in the game longer and making it a more attractive and less intimidating industry in which potential new owners may participate.

The final point is something on which we can all agree. "

Further information on the UK Bloodstock Code of Practice can be found at http://www.britishhorseracing.com/owning_breeding/breeding/britishsales/3.2.5.asp . The Code can be downloaded at the same page.

Dan Liebman from The Bloodhorse has also written a very thought-provoking column (looking at US practices) - the article can be sourced at http://opinions.bloodhorse.com/viewstory.asp?id=24091

You all own innumerable baseball caps from a range of stud farms ( as an aside - if you manage a property you really should ensure you perform a quick uniform check of your staff on any open days you are hosting to ensure they are wearing YOUR cap and not one from a competitor . We came across this last month and found it highly amusing given it was only during lunch that ["the shall remain nameless"] manager's wife [looking suitably horrified] couldn't help but comment on it after seeing 3 of her staff line up at the BBQ!)

So, marketing consultants/managers/assistants ... what 'freebies' can we expect at next year's yearling sales apart from the baseball caps and company brochures?

Here are a few ideas (I've relied on a UK site but I will make an effort to find a few Australian equivalents for you as well) http://www.emcadgifts.co.uk/corporate-gifts.htm

It's amazing what you can get with a company logo on it these days isnt it? I'm not entirely sure about the 'condom' idea though! (And here you were thinking marketing was boring .... !)

It must be the week for press releases that make me sit back and think "surely someone thought to read this before it was released?????"

This example was posted in the Press Releases section of www.stallions.com.au on the 23 September.

"ORDYNSKI TO STAND AT IVORY LODGE

Introducing Ordynski, a most exciting stallion prospect to stand in the 2004 season. Late in arriving to the stallion barn, he will not disappoint. With bloodlines and conformation to match, the son of Stravansky he will offer breeders the opportunity to access one of the best families in the studbook. The handsome chestnut son of Imposera, herself the dual group 1 winning daughter of Imposing will stand in Queensland at Ivory Lodge, Clifton, for walk ups only. There are numerous broodmare farms around Ivory Lodge to cater for broodmares to adjist, for the opportunity to patronage this exciting young stallion."

I'm somewhat surprised that Stallions ran with it. Their editorial standards are usually a lot more rigorous.

http://www.racingnsw.com.au/newsitem.asp?parm=2504

Promoting future foal populations.

An interesting initiative from NSW Racing. Details of mares, owners etc are listed on the site. The page could do with a pedigree link/photo to make it easier for interested parties to consider the merits of the mare (by type and progeny record). Nevertheless, a novel and commendable step.

On 22 September Stallions Daily Bulletin (www.stallions.com.au) reported that Keeneland's more than substantial gains during the past 2 weeks will have a global impact on thoroughbred prices.

The article states "undoubtedly [Keeneland has] become the bellwether sale for the health of the international thoroughbred business."

Reporting on the sale of the US$8 million Storm Cat colt the article goes on to say: "This was also the fourth highest Keeneland sale of all time, indicating the buoyancy of the market. The sale could not be construed as anything other than a good omen for the next round of yearling sales in Australia and New Zealand, with quality stock sure to make healthy prices.The interesting question is whether the strong market will 'replace' the loss of Danehill, although there will still be a reduced number of that great sire's last overseas conceived yearlings on offer in 2005."

Speaking of promoting those Danehill yearlings, the beautifully presented "79th National Yearling Sales Series 2005: Karaka" preview is already on my desk - 5 months out from the sales. 24 of the 80 full colour pages are devoted to Danehill and 20 of his progeny whose appearance at the Premier Sale will be much anticipated by buyers (and vendor) alike.

The draft offered by Peter and Philip Vela of Pencarrow Stud were all bought in utero directly from Coolmore in Ireland. The Vela's could never imagined that Danehill would be put down a few months later and the mares who had meanwhile been relocated to New Zealand would foal some of the most sought after bloodstock in the world in 2005. As the NZ Preview states, the draft is "the largest final Southern Hemisphere crop of one of the greatest stallions the world has ever seen".

The marketing spend on this sale will be astonishing - mark my words.

Source: http://www.drf.com/news/article/59386.html "One Day Sale Attracts Breeders" reads the headline. It's an interesting news item as it shows the issues some vendors have with shipping horses they want to sell from Northern California to Del Mar or Barrets and how a company has then built a business idea around that. Similar things have been done in Australia - think the QBBS sale or the Capricorn Yearling Sale. Whether these concepts work longer term considering the strength of the major auction players is, of course, a question that only time will provide the answer to.

A quick look at the way various international auction houses promote their catalogues online. Check out GOFFS as a starter (http://www.goffs.com ).

Goffs' pedigree are in standard format. You'll note that you can click on the pdf version of the pedigree by clicking on the lot number. What really intrigued me with these catalogues were the photos as a number of them are not 'standard' side-on confomation shots many other auction houses adopt.

Here's another example from Europe - Tattersalls (http://www.tattersalls.com). Lot numbers are also hyper text linked to the full pedigree but when you open the pedigrees they are (heaven sent!!) in Adobe Acrobat format and you can edit/cut/paste/zoom in/print - fantastic if you are doing catalogue research for a client and want to include notes for your own purposes (as an aside - remain aware of relevant copyright laws if you are passing on these printed pages to clients).

Darley have been doing it lately and an astute seller at this year's January yearling sales also did it via a 2003 Christmas card.

It's postcard marketing.

The benefits are many:

• It's relatively inexpensive to design and print postcards;
• It's a much cheaper form of advertising than traditional 1/4 page ads in magazines or using a direct mail-shot that relies on standard letter paper/envelopes;
• Postage can often be cheaper; and
• It's effective. People are more likely to notice a beautiful picture lying amongst a pile of promotional material on their desk (which usually gets swept into the bin) and the inevitable window-faced envelopes. If the picture is REALLY good then there's also the chance that they will either pass it to a friend (therefore doing the marketing for you) or keep it to refer to later.

DIY Tips

You'll need a great photograph. You can use one that you may have taken yourself or commission a photographer to do it for you (be aware of copyright/licensing isues when doing the latter) . If you're looking for online sources of material you can't go past http://creative.gettyimages.com/source/home/home.aspx

Next you need to think about what promotional message you will write on the back of the card. Don't forget to include your company name and logo plus all relevant contact details.

Next you'll need to find yourself a good printer. They can help you with design layouts, paper thickness/quality and scanning/printing.

Once your postcards are ready you may choose to use a direct mailing company to do the mailout for you or insert your postcards into a magazine/newspaper (if you have a very large customer database). Alternatively you may have sufficient staff and time to complete it on your own - whatever is easiest/most cost effective for you. Don't forget to take a stack of extra cards with you to the sales, races etc. They're good to hand out!

Idea: why not send the occasional "nice to meet you" company postcard to a prospective client or a "hi, we haven't seen you for awhile, what's happening?' postcard to a client who has been a bit quiet of late? If the photo is sufficiently striking it may end up on their fridge which is a rather nice place for your company to be in terms of reminding someone of your existence at the subliminal level at multiple times during the course of a day!

Session 5, Magic Millions Yearling Sale, 12 January 2004, Lot-798
Bay colt by King of Kings ex Raise the Bar (by Puissance (GB)) Foaled: 23 September 2002

Price: $41,000 Buyer: NOEL FULLER Location: QLD

Want to learn more about using postcards in your marketing?

The following sites have some good general information. Please note that all sites are US-specific but each contains helpful tips and a good outline of the relevant marketing theory.

http://www.postcardmarketingsecrets.com/

http://www.modernpostcard.com/solutions_services/postcard_marketing/

http://www.marketingwithpostcards.com/ http://www.verticalresponse.com/

http://www.businessknowhow.com/marketing/postcard1.htm

The term 'Positively Outrageous Service' ("POS") comes from T Scott Gross' book called Outrageous! Unforgettable Service ... Guilt-Free Selling (AMACOM, 1998 USA). The book is yet another marketing book for the shelf but it raises the fundamental question: Why is customer service so important?

I have two recipients for this month's POS Award.

AAP

The AAP sales representative who should NOT remain nameless is Scott Gooley. I was one of the victims of a technical issue suffered by the Inglis server a number of months ago whilst trying to access my pedigree subscription. Not a problem. Scott was on the email letting me know straightaway and when I responded with an "oh NNNNOOOO!!!!!!!" comment he (amazingly) offered to assist with a research project I was working on, he was just as fast letting me know when the server was fixed (he had even checked it twice beforehand to ensure it was working) and to give me that "positively outrageous service" feeling also told me that he had given me some extra subscription time to compensate for any inconvenience I had suffered.

Sky Channel

The second is Brett Gorman, the International Operations Manager for Sky Channel. I'm currently based in Hong Kong and, whilst I appreciate the audio feed I get courtesy of 2KY over the Internet, I miss the live action of watching the horses go round in full colour. Brett may not have been able to provide me with the news I wanted ie. that I could receive a cable link in HK and it not cost me a mortgage on a house but obviously sensing my expatriate dismay at being "a long way from home" he said that if I ever wanted to receive a replay of a particular race just to let him know and he’d arrange it for me.

It's called 'going the extra mile' for a customer.

Race horse syndication.

It's big business. Given the number of the syndicators competing for business - who is out there and (more importantly) how do they differentiate themselves?

For the purposes of this case study I have focused on Team Miracle. Lord Lodge, Shelley Hancox, Aquanita, Star Thoroughbreds and Slade Bloodstock will be discussed in separate studies.

Syndication for the masses

Team Miracle is based on the theory that anyone can be involved in horse ownership. The company does this by creating such a large shareholder base that costs are kept to a minimum. They charge a one-off fee (unlike most syndicates which have monthly fees in addition to the purchase price of the share) and generally design syndicates that involve more than one horse. These large-scale syndications have a lot more to do with people feeling part of something, being able to say they own "part of a racehorse", and having a vested interest in watching the races than on tangible dividends (although the (very faint) possibility of that is always an added incentive one presumes).

The concept for 'Team Miracle' came from Malcolm Johnston, a famous Australian jockey who was branded whilst still in the saddle as the 'punters' pal'/ 'Miracle Mal'.

The company's objective is to extend the opportunity of racehorse ownership to people from all walks of life without outlaying the considerable expense involved in purchasing a horse and then meeting the substantial ongoing costs (transportation, breaking in, training [and related racing] fees, agistment, feed, veterinary care, farrier etc etc).

Malcolm Johnston trains the horses out of his Miracle Lodge complex at Hawkesbury, NSW, Australia. Malcolm is a director of Team Miracle, along with businessman/solicitor/racing enthusiast, Mark Duffin, and veteran sports journalist, Greg Martin.

Syndicate structure

The first syndication was named Team Miracle No 1. The syndicate consists of 1000 shares, each of which was sold for $650. Many of those shares are split between two or more people.
(For example, 28 members of the Batlow Hotel Punters Club share in Team Miracle No 1 Share 0032. Each of those 28 BHPC members is regarded as a full member of the syndicate.)

4 horses make up the Team Miracle 1 syndicate and the individual share price of $650 covers the full cost for three seasons after which the horses will be sold and dividends issued from the proceeds of the sale and any accumulated prizemoney.

Team Miracle No 2 consists of 100 shares in one filly. Each of the shares cost $1582 – again this is the only outlay shareholders make during the life of the syndication, which is three seasons. Again, dividends will be issued from the sale of the horse and any accumulated prizemoney.


Marketing differentiators

Target audience

The target audience for this syndication business is a group who would not normally be able to afford to own and race horses individually or as a small group. Of interest the company is also targeting the corporate sector with Corporate Packages for just $1999 (entitling a company a share in Team Miracle No 1, Team Miracle No 4 share and a framed and autographed The King and I print signed by Miracle Mal Johnston ... no doubt for the office wall).

The name of the game at Team Miracle is ‘fun' ... "Enjoying the thrill of racing a thoroughbred and mixing with like-minded people". Thus, As well as racing their horses, Team Miracle members participate in a number of functions such as trips to bush race meetings, harbour cruises, golf days and Team Miracle ‘soirees'. It's all about creating a sense of community.

Pricing

In each of the syndications, shareholders are given the opportunity to join by way of a part payment scheme - a $250 deposit and regular installments.

The deposit/time payment plan is a rather novel approach. "The whole idea of the concept is not to preclude anyone from becoming a member just because he or she couldn't come up with the entire share amount," Mal says on the Site.

Communication

With this number of owners the syndicate designers had to be careful how they managed the communication aspect with clients. As a result the website provides almost daily updates via the "Miracle Murmers" column.

Branding

Branding takes place via a well designed Website (http://www.teammiracle.com.au/default.asp) and a focus on merchandising. This syndicate is positioned to appeal to those people who wish to be part of a specialist community. Identification with the community is enhanced via the use of merchandising - in addition to polo shirts, the company offers, for example, sterling silver rings in the shape of the Team Miracle logo to signify "your affiliation with Team Miracle" and photographs.

The company uses language such as "join the team" and "affiliation" to encourage people to feel that sense of community.

Having spent some time yesterday congratulating a certain auction house on their excellent use of press releases - they then go and issue this one ...

The Release was distributed by email this afternoon (I haven't yet checked the portals to see if they're running with it - I assume most will) but the writing is far from satisfactory and detracts from the usual standard of professionalism one expects from MM.

The Release opens with an appalling headline and degenerates from there in terms of its use of:

• colloquial expressions
• unimaginative use of adjectives
• poor sentence construction; and
• poor spelling.

I have highlighted (in bold) a few 'standout' errors ... but feel free to select your own!

MAGIC MILLIONS - LOTTERIA SPANKS THE BOYS IN SPRING STAKES

Media Release Thursday, 16 September, 2004 For immediate release

LOTTERIA (Redoute's Choice-Rose Reward by Sir Tristram)
Sold for $280,000 at 2003 Magic Millions Yearling Sale, Gold Coast
Vendor: Baramul Stud / Buyer: Adrian Nicholl
1st Hahn Premium Spring Stakes (G3) at Newcastle

Exciting filly Lotteria upstaged the boys and extended her unbeaten run to three when she scored an amazing win in today's $150,700 Hahn Premium Spring Stakes (1600m) at Newcastle. While the winning margin in the Group Three race may have only been three parts of a length - the way in which she won the race was staggering.

After leading the field through the 300 metre mark on the rails, the daughter of Redoute's Choice veered towards the outside of the track on two occasions before being straightened by Glen Boss. Despite losing many lengths due to her greenness, the filly still proved too classy - as she pulled clear of Wenceslas Square and Dane Shadow to win impressively.The well bred filly, a Magic Millions graduate from the 2003 Gold Coast Yearling Sale, was sent out a strong each way chance by punters in today's race after two impressive wins from as many starts.

The Gai Waterhouse trained youngster made the best possible start to her career when she scored an impressive debut win at Kembla Grange on August 21. Ten days late she backed up to win at Canterbury - when she romped home to win by two and three quarter lengths.

Lotteria was purchased at the 2003 Magic Millions Yearling Sale on the Gold Coast by renowned international bloodstock agent Adrian Nicholl. She cost $260,000. Already she was won a tidy $116,350 - not bad considering she's only had three lifetime starts!

Lotteria is from the former talented Sir Tristram racemare Rose Reward. A winner of three races, Rose Reward is best remembered for her third in the Group One Thousand Guineas at Caulfield when she chased home classy fillies Arborea and Kapchat. Rose Reward was also third in a listed Tattersalls Club Cup in Sydney, while she was fourth in both the Group One Canterbury Guineas and Group Two Wakeful Stakes.

Interestingly, Lotteria is an entry for the $502,000 Group One Vinery Stud Thousand Guineas - which will be run at Caulfield on October 13."

Speaking of marketing ... "A LITTLE BIT OF HISTORY IN THE MAKING" states the conservative headline on the Lane's End website.

( From www.lanesend.com) "September 15, 2004 - Lane's End made history yesterday during the second day of the Keeneland September Sale, selling the highest priced yearling ever at that sale. Hip 426, a Lane's End homebred by STORM CAT out of WELCOME SURPRISE sold for an even $8 million to Japanese trainer Hideyuki Mori who was acting on behalf of an unnamed client. This is the first foal for graded winner WELCOME SURPRISE a daughter of the great broodmare WEEKEND SURPRISE who produced the top stallions A.P. INDY and SUMMER SQUALL.

At the end of yesterday's session, Lane's End was the leading consignor for the first two days, selling 45 yearlings for $29,520,000.

Four Lane's End yearlings have sold for $1 million plus."

Magic Millions (MM) in Qld. If you want to study the 'marketing mix' you could do worse than dedicate some time to monitoring what this thoroughbred auction company do and how they do it.

One of their tools is their effective use of the PR machine, particularly in relation to their web marketing efforts. For those unfamiliar with using press releases in the Web medium, it is one of the most powerful and cost effective forms of advertising currently available. Why? Well, websites need loads of relevant and 'to-the'minute' content to produce "stickiness". In layman's terms what this means is that website managers are under constant pressure to produce timely and compelling stories to drive people back to their sites on a continual basis (as this ultimately attracts advertisers as well as business therefore additional profit opportunities). They are therefore (particularly if they don't have full time writers on staff) heavily reliant on content (via press releases) from their advertisers/potential advertisers to fulfill this need. If a company produces good targeted content that will appeal to the website audience then the web team are happy, they are more likely to read future press releases from you- and your company has a higher than average chance of getting itself some free publicity (occasionally you will have to pay for media placements but if you're writing the content, the headline is catchy and your copy is well edited then it's usually not a lot - if anything).

Anyway, back to MM.

For the marketing students what we're looking for in the following is a strategy whereby MM:

1. Chooses the right website to release its content to. This will be decided by:

• the type of information on the site
• the traffic volume [proven by the number of 'hits'/page views on the site per day etc]
• the relevance of the information on the site to their clients
• the number of clients (existing and potential) who access the site [this will normally be proven by surveys]
• whether the site content is free or subscription-based
• how often the site content is updated
• Existing advertisers

2. They will then need to target their press release to maximise the appeal to readers who are MM clients (existing and potential) to maximise future revenue streams for the company

3. To achieve this a good press release will need to incorporate the following:

• Differentiators. We see it in the first line re domination of the two-year old races and the fact that this morning's results were achieved even WITHOUT a sale in the State in which the trials were held (a nice statistical 'dig' at the competition)
• Return on investment for buyers. This is a matter of some interest to the people who buy horses given the costs of buying them and then training them - so, ditto re 2 year old results.
• Return on investment for vendors. If horses sell well and go on to perform on the track and owners/trainers [the buyers] associate these two factors with MM having the "best horses" then the argument follows that more vendors will want to use MM to sell their horses (as more potential buyers will be attracted to the sales working on a demand/supply analysis) rather than the competition.
• We want to see some name dropping to ensure people associate MM with the big industry players. We see this in both the pedigrees of the horses and also the trainers that are discussed.
• Legitimacy. Let's face it - we're talking about a trial not a Group 1 race. Thus the author leans on the fact that the trial is a city one (Randwick) to add legitimacy to his argument.
• Branding opportunities. Make no mistake - this is a strong ad for MM under the guise of an article. Note that the press release cleverly DOESN'T mention the fact that MM has a major sale coming up in the next few weeks (October Breeze Up Sale) to ensure the audience aren't seeing it as a sales pitch. The branding is, however, successful - the MM name is out there and people have seen it attached to a few success stories (albeit trial heats which, whilst certainly a guide to future performance, are not in any way definitive).
  
  It's a good example of how to "use" the PR machine (and shows that writing a good press release is no simple matter)
  
  The PR release I've analysed was written by Mark Smith and appears on RaceNet (15/9/04) (www.racenet.com.au) under the title Millions Juveniles Dominate Sydney Trials. Full text as follows:
  
  "If today's Sydney juvenile trial results are any indication, the recent domination by Magic Millions graduates in the country's leading two-year-old races looks set to continue during the new racing season.
  
  REDOUTE'S CHOICE had two impressive trial winners. Eight of the nine two-year-old heats were won by graduates of Magic Millions - a staggering fact considering Australia's best performing thoroughbred sales company doesn't conduct a yearling sale in Sydney.
  
  Randwick's Kensington (inner) track was the scene of today's heats .
  
  The first heat (won by the Bob Thomsen-trained Media[Gilded Time (USA) - Valourina]) was the first major juvenile trials held in Sydney for the newest crop of two-year-olds the only one of the day's nine divisions not to fall to a Magic Millions graduate - although the performance of the third placegetter Pegasus Queen (Fusaichi Pegasus-Imperatrice - $200,000, Gold Coast) was full of merit.
  
  Things really got into swing by the second heat when the Graeme Rogerson prepared Al Samer (Redoute's Choice-My Lady's Key - $290,000, Gold Coast) cruised to a three length win - and half a second quicker than the first heat. A short time later the beautifully bred Dahleah (Flying Spur-Soda Watch - $200,000, Gold Coast) won the third heat of the day for the Garry Frazer and Grant Buckley combination. She is a half sister to the former flying filly Camena. Catbird and Danbird's full brother Longhorn (Danehill-Fitting - $800,000, Gold Coast) showed he's inherited plenty of class from his regal family when he scored the easiest win of the day - by nearly four lengths in smart time. The blue blooded son of Danehill is trained by John Hawkes. Power of Destiny - another Gold Coast graduate by Danehill - was a nice third.
  
  Well bred filly Flying Dansino (Fusaichi Pegasus-Dansino - $300,000, Gold Coast) cruised to a three length win in the next heat for Larry Cassidy and Graeme Rogerson. She ran 50.3 seconds for the 850 metres. The sixth heat of the session was captured by Gai Waterhouse's Banished (Snippets-Black List - $180,000, Gold Coast) in good style. A member of Snippets' final crop, he was an easy two and a half length victor.
  
  Lucky Jockey (Desert Prince-Sculpture's Blue - $70,000, Gold Coast) gave David Payne and Scott Pollard a heat victory when the promising filly proved too naturally speedy for Arisma and Dama de Lago (Encosta de Lago-Lady Inti - $60,000, Adelaide). Heat eight provided the closest finish for the session when Gold Coast graduates Bradbury's Luck (Redoute's Choice-Skating - $225,000, Gold Coast) and Stratum (Redoute's Choice-Bourgeois - $320,000 Gold Coast) galloped side by side for much of the 850 metres with the former holding a narrow head break at the finish. The time of 49.41 seconds was the fastest of the day.
  
  The last of nine heats saw John O'Shea's filly Mimidae (Catbird-Sufuf - $120,000, Gold Coast) prove a length too good for her rivals. The Stratheden Stud bred and sold filly stopped the clock at 49.97 seconds - the fastest of the heats for fillies."
  
  
  
  
  

Differentiators are the key in the highly competitive stallion business. This was put to good effect in the following media release which focuses on a unique sire line in Victoria:

Source is InsideRacingOnline (Racing Victoria Ltd's Online Magazine) 14/9/04 http://www.racingvictoria.net.au/publictn/IRO/140904/iroc.htm

Crafty Stallion Ready to Fire
"STRONG stallion Crafty C.T. (USA) is the first Australian representative of great US sire Crafty Prospector (USA).

Managing owner Colin Bellchambers has opted to stand Crafty C.T. (USA) at Wyndholm Park in Ballarat, where his 2004 fee is $6,600.

"He is a very tall horse at 16.3 hands. He is a very rangy and strong horse, with superb muscle definition," Bellchambers said."His strength is evident when you watch his race videos."

Crafty C.T. (USA) was officially rated second highweight older male sprinter in the world in 2002.

A sprinter/miler, Crafty C.T. (USA) won the San Rafael Stakes-G2 (1600m) and finished second in the San Anita Derby-G1 (1800m) behind former USA Horse of the Year Point Given. He was also a close third in the 2002 Breeders Cup Sprint-G1.

"He ran in the best company during his whole career," Bellchambers said."He won or placed in nine stakes races, including six at Group 1 level."If he won just one of those six Group 1 races, he'd be a very different proposition. He placed in six and should have won two."

A versatile racehorse, Crafty C.T. (USA) won from 1200m to 2000m.

"His race record suggests he'll throw sprinter/milers, but Kim McKellar (Wyndholm Park manager) reckons he'll throw horses that can get a bit of ground as well," Bellchambers said.

"He is eligible to start serving but to be fair his numbers haven't been huge yet."But I've talked to a few studs and it seems everyone is holding back on their bookings, all hanging out for the best deals."I'm confident he'll serve a book of 80 to 90 mares."

If you remain true to the belief that your yearlings will market themselves at the sales complex without any additional efforts on your part (other than prepping them) then you're doing yourself (and your clients) a grave disservice. Yes, blue blood and A1 conformation will speak for themselves (and if a stallion has a few crops of racing age then you also have performance stats to mull over at your leisure) but in terms of creating the all important "buzz" about a new sire, to ensure the best quality book possible, and to ensure the best prices for his progeny (all of which requires that everyone is talking about the sire/his foals/weanlings/yearlings prior to - and during - the sale) then a lot more is needed. Well known writer, Grant Morgan from Australia's AAP Racing & Sports (www.aapracingandsports.com.au) says in an article of 10 September that "Now more than ever, marketing is playing a huge part in the success or failure of a sire."

He's absolutely right.

I'll be posting further details about creating and managing the hype in coming weeks.

The following names struck an immediate appeal. All 3 horses race in the Northern Hemisphere. All 3 have intelligent owners!

I Thee Wed
ch g 4 Affirmed – With This Ring by Green Dancer

False Promises
b g 4 Jules – Stormy Divorce by Storm Bird

Medicinal
gr c 3 Linamix (FR) – Pharmacist by Machiavellian (USA)

Magic Millions in Qld, Australia, have used video streaming for its premier sales for the past few years (with varying degrees of success until this year when the coverage was spot-on). You can also watch the Keeneland sale 'live' - see www.keeneland.com and click on the link on the RHS of the screen

And another one ... (also courtesy of JRB in Australia - http://www.turfangels.com/gallery/view_album.php?set_albumName=septsale&page=1)

If you're looking for some updated photos from Keeneland and the studs' websites aren't providing what you're looking for you may wish to look at the following (link forwarded by JRB from Australia) http://www.finalturngallery.com/album549?page=1

Here's something novel from one of the world's leading thoroughbred studs - a website offering its own audio files branded as "Claiborne Radio". Note though - no sales previews on the site.  

Three Chimneys catalogue pages regularly updated 

"The Idea is Excellence" and the mission statement flows through every element of Three Chimneys - including their website (www.threechimneys.com). I was a little disappointed not to see photographs of their yearlings this year but their sales draft have up-to-the-minute pedigree updates and hourly sales results. 

Happy Valley's first night of the new racing season, Wednesday 8 September 2003, HONG KONG 

The new racing season starts today and the Hong Kong Jockey Club, as usual, have been focussed on getting the public's attention.

Former Hong Kong champion race horse FAIRY KING PRAWN (who is living out his retirement at a local riding school as a much pampered star) made a guest appearance in downtown Causeway Bay and the photos tell the story re the popularity of that move (and guess what? No media headlines re 'risks to public by patting horse' or 'insurance dilemmas: HKJC in spotlight')

http://www.hkjc.com/english/special/2004_season_opening/so04_gallery.asp?album=3

Yes, the gambling situation in HK is unique re the amount of money invested and many would say that is what drives the popularity of racing over here - but at the end of the day, like every other country, the public love these horses (Silent Witness' legion of fans a case in point) - and the HKJC ensure they capitalise on that. And to good effect.

Most recently we saw it in the US with Smarty Jones and in Australia with Lohnro. The Australian race clubs now just need to feed it more effectively into their marketing campaigns - then stand back and reap the benefits.