The Smoothest Ride ... Tips, Articles, and Stories For The Paso Fino Horse Enthusiast

By Lynn Gallup ©

• Have you researched your target customer base?
  
• Can you meet those customers needs with your product?
  
• Who is your competition for those customers' business?
  
• Have you developed a service-oriented business dedicated to meeting your target customer's needs?
  
  The way to your business success is to go the extra-mile to give your customers high quality, competitive priced products and services. You will have to spend money to make money through a targeted marketing and advertising plan. You want to attract new, and more importantly keep your current customers returning to you for more business. So what can a business owner do for effective, cost-efficient, and simple marketing ideas?

• Why do they buy from you?
  
• How do they use your product or service?
  
• What do they like and dislike about doing business with you?
  
• How do they compare you with like businesses? Be prepared to make any changes needed in identified problem areas.

Re-examine your target customer regularly.
Narrow your marketing niche as necessary to be able to serve that customer better. Tailor your product or service marketing plan also to attract new prospects in that niche.

Have free sample or gift available.
Most everyone likes a free sample or token gift. A token of their visit or doing business with you is welcome to take home. Advertising specialty items with your business name and contact info should be available.

Offer special incentives with a limited time offer.
Coupons or special offers for a product or service discount can generate attention to what your business product or service is about. Be sure though it is a genuine discount from what the normal cost is so their is a realized savings to the customer. Everyone likes a deal.

Build awareness of your business through sweepstakes, donations, and raffle drawings.
These provide excitement for the chance to win your product or service at a minimal investment on the customer's part. Also, it creates a desire for your product or service even if the person is not the winner. The non-winning person may follow-up with doing actual business anyway. Generate the publicity about the actual winner afterwards.

Promote your business with identity signage.
Have your business name, slogan for product or service, and contact info easily seen or available...on your vehicles, banners at horse shows, stall decorations, handout promotional literature.

If your business is seasonal, extend special offers. For a longer term vision, consider a second complimentary product or service line. Marketing is a year round job and requires constant attention to detail to satisfy your customers' needs. Consistency and constancy of your marketing program is important to develop and maintain your customer base. Be creative with your ideas to stand out from your competition!

Lynn Gallup was introduced to the Paso Fino breed in 1975, while owning a Half-Arabian at the time. She began actively showing them in the Atlantic and Piedmont regional Paso Fino shows in the mid-70’s. Today, she owns Gracewood Farm Paso Finos in New Hill, North Carolina, where she continues to train her own horses she breeds as an amateur-owner. The “Training Tips” are learned from hands on experience and attending numerous clinics over the years involved with horses. Lynn’s website “The Smoothest Ride” went online in 1997, and offers helpful and informative tips, articles, and stories for the Paso Fino horse enthusiast. URL: www.pasofinoequestrian.com.