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Topic: Trakehner Ads on Dressage Today! (Read 7837 times)
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Suzette B
Guest
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I thought that the funding from the stallion service auctions was supposed to be "earmarked" for advertising such as what we are describing.
Has anyone seen an accounting of how this money is being spent? 
Just curious.
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Gay
Novice
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Posts: 2
I love Trakehners!
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While I agree with Tim that it is positive reinforcement for the Trakehner to be advertised in non-Trak publications, it is simply not affordable to the "average Joe" Trak stallion owner. As a stallion owner, and a successful one, I used to be amazed at the owners with big bucks and a young new Trak stallion who would spend a jillion $$ on full color full page ads in non-Trak magazines. I even polled the owners who were amazed at the lack of response to spending so much money. Far from sentimental in reasoning, I spent what money I had on the stallion issue of the ATA magazine where I got a full page ad for only $300 and my market was looking foward to seeing this issue every year like clockwork. I assure you this decision had nothing too do with "breed loyalty" or "emotion". I suppose if money is not an issue then it's not wasted, but to me targeted marketing was a huge big deal and my best ad buck went directly to Trak mare owners without a doubt. In later yeaars AFTER I had established my stallion by other means and he not only proved himself but brought in revenue, I started branching out to non-Trak publications. This was a calculated decision, not a warm and fuzzy one. But I utilized all other types of ATA modalities to reach my audience. It was hard work made harder because of my lack of financial backing. In your case you came in with an already highly publicized commodity so it probably makes sense for you to start with all avenues of advertising. I would do that also. As a businessman you should also know that you have to go after your mare owners--they don't scour the newsletter nor the ATA web site nor do they give a whit about a listing in a directory. Even after my stallion became a well known factor in the industry and he was seen and known by all breeds and breeders, the majority of my mare owners were Trakehner owners (some Arab and TB). I found early on that there IS a matter of breed predjudice that I had to overcome. Therefore my best most direct source of smart advertising went to already loyal Trak mare owners. My question for you Tim regards a statement you made re breed loyalty, your intent on promoting the Trakehner and the struggling ATA--why did you not enter Windfall in the ATA auction which supports them financially?
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Canterup
Novice
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Posts: 12
I LOVE Trakehners!
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OK, here is some interesting info. I found this thread started on the COTH BB.
"Since I have a little too much time on my hands I went through the COTH stallion issue and tallied the breeds and warmblood lines. I may have missed a stallion here of there but for the most part in the stallion issue there were:
Hannovarians-66
Holsteiners-41
Olderburgs-36
Dutch Warmbloods-29
Crosses(most tbx)-28
Thoroughbreds-23
Trakehners-18
Welsh-15
Westphalians-12
Swedish Warmbloods-11
Selle Francais-10
Paint and Irish Draught-6
Quarter Horse and Irish Sport Horse-3
New Forest, Draft, Rheinlander, Arabian-2"
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Tannenwald Trakehner
ata
Old Hand
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Posts: 933
TANZBRISE by Windfall out of Tariana
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Wow, what a lot of ponies!
At the risk of seeming obtuse, what was the point you were making?
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Canterup
Novice
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Posts: 12
I LOVE Trakehners!
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I found the numbers interesting and thought I would share. I do not own a stallion, but if I did, I think I would definitely place an ad in the COTH Stallion issue. There are many, many people that get this magazine. I think a great way to advertise your stallion. Now, having said that, I have placed expensive ads in the COTH to sell horses. I have only sold one horse out of many I have advertised in that magazine. So, advertising is advertising. What are you going to to market your horse??? Whatever you feel is appropriate is my answer!!
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sherry
ata
FEI
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Posts: 223
I love Trakehners!
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That seems about right with the population
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Tannenwald Trakehner
ata
Old Hand
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Posts: 933
TANZBRISE by Windfall out of Tariana
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COTH is really an enigma, I think. On the one hand, the advertising rates are atrociously expensive especially for a publication that comes out every week. I have personally run classified ads in the magazine with not a lot of success, but I think that is to be expected. When a new issue comes every week, who has time to read all of them?
Yet advertising in COTH is de rigeur for stallion owners it seems, especially in the stallion issue. The stallion issue seems the "place to be seen"--if your guy is not in there, a lot of people wonder why not!
On the bright side, the stallion issue has a lot more staying power than other issues. People tend to hold on to those and even non-subscribers buy them separately. For that reason, biting the big display-ad-bullet in the stallion edition provides some measure of "top of the mind awareness." Readers refer to that volume all year, and so most ads will be seen multiple times.
Since the COTH Stallion edition is practically a breeding catalog, I think it is one of the higher priority places to spread the stallion advertising budget, as long as there is enough budget to spread!
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Equine Connection
ata
Gold Medallist
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Posts: 443
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We've been advertising in the COTH since 1995 in each and every stallion issue (and scraping the $$$ to do it just about every time). We promoted our stallion's sire via the COTH, as well as the ATA and other means, as we are doing with his son. I have polled prospective clients since 1995 and I can only say from the replies that the COTH is a "bible," of sorts for stallion advertising, and as previously pointed out, this is an issue mare owners hang on to from year to year. In fact, I've had mare owners call on a stallion ad from 1-2 years prior from the COTH stallion issue. We've found the same to be true with H&SH - BUT, COTH has provided more responses. And always, advertising in the ATA stallion issue can be a "win-win" situation - both for the ATA and the stallion owner as it's much, much less costly to run a nice, 4-color, full-page ad ($495 vs. $2,200+).
I think Ingrid put it very well w/regard to a stallion's presence in the COTH. Perception or reality (right, wrong or indifferent), it seems to work as the COTH Stallion Issue seems to have become a very influential research tool for many mare owners.
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Warm Regards,
Renee & Happy Hour
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Khataan
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Posts: 20
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How often does the ATA publish in COTH?
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Amanya
ata
Preliminary
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Posts: 96
Life is Choices
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As a mare owner (not breeder), let me give you some feedback on what I did when I searched for a stallion.
Having accidently discovered my mare, bought her, was told she was something called a Trakehner, I eventually had to learn to spell "Trakehner". Then I decided I wanted to breed her 'cause she was/is so awesome. (who me, biased?) So here is the process I followed:
- First question of course: breed to Trakehner or "other?"
Not being a professional breeder, looking at "other" was too much. Plus, I, by that time, was totally hooked on Trakehners.
- There were/are no Trakehners, stallions or not, in our local barns, and after offending several "other" stallion owners by not going to them, I started with the ATA website. It is a great place to get a good look at the stallions, and also to begin studying the past stallions, many of whom appear in the pedigrees.
- From there I went to specific farm and stallion websites and googled stallion names, which led to more info.
- Only after that did I request videos on several of the stallions. I also visited the stallions I could.
What part in my decision process did the ads play? Well, not a huge part, actually, except to reinforce in my mind things I was already aware of.
- Tie-breakers were probably the videos and getting a sense of who the stallion was from either watching the stallion in person, or from talking with the owner(s). Also, feeling that I could "do business" with the owner as well. (I have watched owners of "other stallions" that stand at the barns where I've ridden, deal with mare owners -- sometimes quite ugly situations arise between the humans, unfortunately.
And yes, the fact that stallion owners are truly invested in the stallion's career, told me a lot about how much they believed in their stallion. So the ads also contributed in that sense, proving that they were behind the stallion and serious about him.
- It took me a year to decide. And, with feedback from both Gay and Maren (thank you both, again -- you guys are great), I made my choice.
And now, I own my 2nd Trakehner, 6 mo. old Klassic Hour, and we're thrilled with him.
- Ads now are neat, because I can point out "daddy" to all the people who stop and ask. Nope, it's NOT an "other." So there!
New Motto:
Trakehners - the best kept secret of the horse world
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« Last Edit: January 09, 2003, 04:50:00 PM by Amanya »
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AMcGrady
ata
Old Hand
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Posts: 516
I LOVE Trakehners!
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Not to start up a thread that has long been quiet, I just wanted ti gova a perspective from a mare owner. I am not a professional breeder (I would like to be eventually), I have one mare and she is retired. I wanted to breed my next show horse out of her. It is a one shot deal for me right now so I wanted to make sure I did my homework. I did use the COTH, Practical Horseman and DT for research. I made a list of stallions from the Mags then turned to the web. I checked out ATA website, and any other resources I could find. I added a few stallions and deleted a few stallions when I researched the ATA. I wanted to hear judges comments, I wanted to see babies, I wanted good bloodlines, and a proven record. The mags were a beginning point for me, a place were I could get started. That having been said, not all of the stallions I had on my list had ads in mags. I then narrowed down my choices to 4 stallions. I then ordered videos and selected my stallion after veiwing videos and talking to stallion owners. I have to say, ad or no ad, I called a few stallin owners who could not be bothered returning my calls. That is very frustrating to mare owners and no matter how much I liked that stallion, I will not breed my future mares to that stallion. Good client relations is a must. I do not expect to be treated like anything less just because I am not a big breeder. The stallion owners I mentioned previously are doing the Trak. breed and injustice by not returning phone calls. I will get my baby out and into the show ring, that is why I bred. I did not breed for a backyard pet. If the offspring of your stallion are in the show ring, that is one of the best ways of advertising, the more the better, IMO. That is not to say that there should not be standards, we do need good representation of the breed, but if you are a stallion owner, be friendly and helpful because you never know who that mare owner knows and who they will recommend you to. The stallion I chose has a very helpful owner, she has been supportive of me and I have enjoyed my breeding experience. I will return for a re-breeding when the time comes. That is what is important, IMO.
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Amy McGrady
*Cute as a Bugsear (Bugs), 1986 TB mare ~ Isella x Annie Somebody
*Pippen (Frodo), 2003 Anglo Trakehner gelding ~ Paramoure x Cute as a Bugsear
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suzette b
Guest
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I think a big part of the "no-callback" problem is due to the fact that the ATA hasn't cleaned up the stallion list in many years. There are a LOT of listed stallions who are not standing at stud, and are not even interested in returning phone calls (I know, as I also have mares, and have had this happen to me too.). It is my understanding that the office is going to adress this problem, and has sent out questionaires to all stallion owners to see who can be moved to "inactive" status.
That would go a long way towards decreasing the problem.
The second part of the problem is when people leave voice messages on an answering machine that are not understandable. Personally, thia has happened to me several times. Yes, I try hard to figure out who it is, but sometimes I just have to give up. If you leave a voice mail, please say the phone number and name slowly and clearly, and give the phone number twice!
Just my observations....
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Equine Connection
ata
Gold Medallist
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Posts: 443
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As a mare and stallion owner, I can understand your frustration and totally agree that good customer relations/customer service are absolutely essential in the breeding business, and any type of business for that matter. There are a number of factors that can contribute to this problem, of which a couple have already been mentioned.
I only know from my personal practices as a stallion owner that 99% of the time, we return a call w/i one day, and most times, within hours if at all possible. However, there have been a couple of occasions where we've been unable to understand the message that has been left, and some people rattle off their phone # so, so fast, that it takes a few tries of listening to the message to get the entire number, and hope that it is correct. So far, so good.
Try not to be discouraged about the entire breed, as collectively, they are not to blame. More current published information on the ATA site will certainly be a big help. IMO, it should not matter if a mare owner is a large or small breeder; it's the quality of the mare(s) that one wants to breed that count, IMO.
Very best wishes from another Marylander! 
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Warm Regards,
Renee & Happy Hour
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AMcGrady
ata
Old Hand
Offline
Posts: 516
I LOVE Trakehners!
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The stallion owners who failed to call me back did not discourage me from breeding my mare to a Trakehner. I grew up at a dressage barn who specialised in Swedish Warmbloods and really encouraged everyone there to buy one. I like them, don't get me wrong but I chose, a long time ago, to brred to a Trakehner. The reason why had nothing to do with advertising and everything to do with experience and personal preference. I was alway told that Trakehners were the "hot" warmblood, they were like TBs. I happen to adore TBs, they have huge hearts. That statement did nothing but encourage me to find out more about the breed. I have delt with Swedish, Dutch, Han., West., Old., and Trakehners. I can honestly say that the Trakehners were the most fun and easiest to deal with. I am small, about 5'4" and 98lbs, I don't need to be spurring a huge heavy 17h Warmblood around the ring. To sum it up, the Trakehners sold themselves to me, not the owners. There are not many Trakehners around my barn. People here prefer the Han., or Dutch Warmbloods. What needs to happen is exposure. These Trakehners need to be out there in the public, letting people find out for themselves how wonderful they are. The stallion ads are helpful for exposure but great PR is even better. I know that the ATA is working on that and that is going to be the key. However, just as we are loyal to the Trakehners, the "other" breeds are also loyal to their breeds and are just as hard to sway! Sorry for the ramble! JMHO!
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Amy McGrady
*Cute as a Bugsear (Bugs), 1986 TB mare ~ Isella x Annie Somebody
*Pippen (Frodo), 2003 Anglo Trakehner gelding ~ Paramoure x Cute as a Bugsear
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