Marketing in the horse industry - Who decides? Decision makers and influencers in the horse industry

The horse industry is unique. There are very few industries that are as heavily influenced by referral and recommendations as the equine industry. In horse related purchases, great emotions are involved. When it comes to the fit or quality of equipment such as saddles, bits and performance athletic wear - or feed, hoof care and other health issues, the first person asked is the trusted contact. For riders and horse owners, the recommendation of Equine Professionals in their immediate circle of influence counts. This includes horse trainers, riding instructors, stable operators, hoof care specialists, physiotherapists, and veterinarians. However, until now, neither the professionals nor the companies have benefited from the industry's dependence on recommendations. Yet Equine Professionals are the pillars of the equine industry.

It is nearly impossible to easily hit a specific target audience. The exception is top-class sporting events where advertisers can attract an above-average household net income audience. Companies in the equestrian industry who want to reach specific target groups - for example, decision-makers and influencers or specific professional groups, especially within the recreational sector - have a greater challenge than in other industries. Yet decision-makers in particular are invaluable to advertisers. The (purchase) decision is made in the stable and in the arena.

"As a horse trainer, I spend a lot of time outside with the horses and am only at my desk and on the phone. This makes it difficult, in addition to the daily work, to establish contact with new business and cooperation partners. In the horse industry there are many customers who rely on the personal product or service recommendation of their trainer. I am asked every day what equipment, what feed I can recommend. I expect BARN NET to make it easier for me to communicate with communication with entrepreneurs from the horse industry" - Ricarda Bukowski, horse trainer NRW.

It is not easy for companies, brands and manufacturers to reach this target group with their brand message and offer. The attempt is often associated with disproportionate investment to returns. Especially for smaller companies, it can be a challenge to gain distribution partners and collaborations with trainers, hoof care professionals and experts in the field of equine health. Special conditions for equine professionals are also dependent on individual agreement. Why is that?

The industry lacks a central point of contact. Until now. An exciting pilot project at spoga horse promises completely new opportunities and new access into the market for equestrian companies, brands and manufacturers.