The increasing popularity of the internet and access to frozen semen worldwide means it’s more important now than ever to present your stallion professionally to the best of your ability.  

It’s all about making your stallion stand out, by finding your stallion’s niche, and then promoting it.

Highlight your stallion’s strengths in all advertising. There could be 1000 performance horse stallions at stud, so what makes your stallion different and worthy of remaining entire? Consider the following:

• Breeding (a well-performed dam or sire, how many other stallions are out there by the sire?)
• Temperament and good looks
• Colour (dilute stallions stand out to breeders of colour)
• Height (for pony dressage and breeding ponies, height is important)
• Competition results (is your stallion an outstanding performer in his field?)
• Progeny (breeders want to know a stallion will breed on, so outstanding progeny is important)

Start early

It’s easy to fall into the trap of only advertising at the start of the breeding season, but realistically, many mare owners have a good idea of which stallion to use six months to a year beforehand. That’s why it’s important to advertise early and regularly all year round, especially if your stallion regularly competes. 

Plan ahead

Work out a 12-month marketing plan for the year ahead to suit your budget, and then you can ensure you use an even spread of different types of advertising. 

It’s important to not rely on one form of advertising. Not everyone spends hours on the internet, so using an even spread of print media and online will ensure you cover as many potential breeders as possible.

When breeders enquire about your stallion, make sure to ask them how they found you. This will help you evaluate for the following year what advertising worked, and where to advertise again.

Quality mares + quality foals

Your job as a stallion owner is to entice quality mare owners to breed to your stallion. Quality mares mean the better chance of quality foals. You can also promote that these special mares have visited your stallion. 

There is no better promotion than quality successful progeny.

Stallion fertility

Make sure a veterinarian performs a thorough evaluation of your stallion prior to the start of the breeding season. Fertility problems could be detrimental to his reputation. 

Most importantly, if you are standing a stallion for his first season, ensure you get his semen tested and sperm counts done before you advertise him. If offering frozen or chilled semen, make sure mortality tests are done. Making these tests available to mare owners will give them confidence in the semen they are purchasing. 

Don’t devalue your stallion

Be strategic about how you price your stallion and stick to it. If you regularly offer service fee specials, then people will wait for special offers rather than purchasing the service fee at full price. 

Be realistic about his price; offer an introductory fee if the stallion is young or unproven, and then increase it the following year accordingly. 

Discounts can be a way to attract mare owners. Consider discounts for well-performed mares, or discounts for multiple services. These discounts promote the purchases of more service fees and don’t devalue the purchase of the service itself.

Change up your advertising

Usually in design we like to create a consistent theme; an identity/brand for the business. However, this is different to using the same advertisement repeatedly. People get used to seeing the same advert and tend to scan over it; it creates disinterest. 

Try to freshen up your advertising each year by using new photos. Include new progeny photos. Have his offspring done something outstanding?  This can help create new interest in your stallion. Use a different headline, especially if he has recently won a major competition.

Remember if you are advertising your stallion in a magazine or website directory, he is being advertised directly against a lot of other stallions, so you need to make sure you have a clear point of difference to make him stand out. 

Invest in professionals

Your stallion is your business, it’s a representation of your stud. Investing in professional services now, including photography, could save you money in the long run. Professionals use specific tools to make advertising stand out. Using professional design and marketing shows you value your stallion and you want to invest time and money to promote him.

Stallion magazine advertising

Pick a magazine that has a good, independently audited readership and will reach the right type of horse owners. Most magazines have seasonal stallion features with good advertising rates.

A professional designer will use creative techniques to make your stallion and your advert stand out. Too often you see adverts with hard to read text, poor quality pixelated photos that doesn’t do the stallion any justice. 

Advertise frequently

If you only put one advert out, it can be easily forgotten. If your budget allows for it, try to advertise as frequently as you can, so your stallion is always in the forefront of breeders’ minds.

If you have a set budget, you might use smaller adverts frequently and then when there is a stallion feature, a larger advert for more impact. 

What to put in your ads

Keep the text short and focused on your stallion’s best attributes. You want to discuss key points that can be further expanded on your website. Think about what mare owners want, and try to answer their needs in your advertising.

Make sure you include:

• Full registered name

• All registrations

• Sire and dam (only include further generations if it’s an important selling point)

• Height and age

• Colour (if it’s hard to distinguish from photos)

• Any outstanding performances

• Quality progeny/performances

• Where the stallion is located or standing at stud

• Is he available by fresh, chilled, frozen or on farm

• Stud fee/relevant conditions

• Link to your website for further information 

Stallion photography

The photos you use in your stallion’s promotion material are critical. This is the number-one selling point for your stallion and it’s imperative you use quality photos that show your stallion’s BEST attributes. If using photos of the stallion competing, ensure it shows the stallion at its best, for example, a flashy extended trot, or jumping a large jump with a beautiful bascule. 

It’s a good idea to include conformation photo of your stallion if you can, or have this available on your website.  This should be a professional quality photo, with your stallion standing straight (not under himself) looking alert, ears forward, neck relaxed and coming out of the shoulder cleanly. The horse should look like he is in good health with a clean shiny coat.

Think about stallion photography ahead, so you don’t leave it until the last minute. You don’t want to show your stallion with a thick fluffy coat! 

Your website

Websites are still and will remain one of the most powerful promotional tools for your stallion. Your marketing should direct people to your website for further information. This leaves your advertisement free to share only the important points. Similarly, social media should only be used to direct breeders to your website, as information can easily be lost. 

Your website should include:

• Additional photos of your stallion including conformation photos
• Video footage
• Additional performance results
• Full pedigree and more information on parentage
• Progeny/progeny results

Use your advertising to direct people to your website for more information. 

To keep people coming back to your website, update it with your stallion’s results, details of new foals, new photos and videos. Then use social media and mailing lists to direct people to view the new changes on your website. Google values websites which are regularly updated, so it also helps with search engines.

Remember your website can be seen worldwide, so don’t publish anything less than perfection.

Video

It’s important to have high quality video available of your stallion, espcially for potential breeders from the other side of the country who can’t see your stallion in person. The same considerations apply with videos as they do with photos.: only show the very best footage. Edit out scenes where he is not performing at his best.  Have a professional create a video presentation for your horse that can include a collage of your best photos and footage into a promotional presentation. You can then add this to your website and promote it via your advertising.

The social media trap

Social media’s popularity is derived from its easy way to share information to many people, mostly for free, and mostly informally. It is a valuable tool to use as part of your stallion promotion.

But don’t be lulled into posting poor quality happy snaps or talking negatively about your stallion, even on your own personal account. 

A common trap is to rely on social media only for promotion. But this way, you are promoting to a limited audience. In many instances, a lot of the country still has poor access to internet, especially on rural areas.

Think outside the square

We all know the traditional methods of advertising such as in relevant magazines, websites and on social media, but you could be missing other opportunities to promote your stallion you didn’t even consider.

What about a social meet and greet? Is your stallion competing at an event? Why not organise a social meet and greet at his stall? People can interact with the stallion, see him presented outside the stable, you can hand out flyers, have drinks available and be there to answer any questions mare owners might have.  Make sure you collect people’s emails so you can make a list, to send material out to them later.

Event sponsorship

Consider sponsoring events related to your stallion’s breed or the disciplines he competes in. You could offer a free service and potentially get a great-performed mare to your stallion. Ask the show committee if you can put up your stallion’s banner in the arena or put flyers in the competitor’s information packs.  Putting your stallions’ advert in relevant show programmes can also be cost-effective promotion.

Banners and promotional clothing

If you compete regularly, you could display a large stallion banner at your truck or at the stables/yards, promoting your stallion. This is even better if he, or any progeny, is there competing.

You could also make fliers available at the competitions you are attending.

When it comes to clothing, we are often quick to put our stud/farm names on our clothing, but how about promoting your stallion instead? Put his name on caps, give them to mare owners to wear, or to fans of the stallion. It’s a great way to get noticed at a show.

In summary

Now you have a lot of ideas to consider. Get started now by getting pen to paper, working out your budget and considerings the best way to market your stallion using a wide selection of promotional tools.

It’s easy to say no-one visits your website or that magazine advertising doesn’t work if you haven’t used them to their full advantage.

About the Author 

Despina Mitrakas, of Show Pony Graphics, is a dedicated award-winning Multimedia Designer who has a bachelor’s degree in Multimedia Systems Majoring in Applications studied at Monash University in Melbourne, Australia.

She has extensive valuable knowledge of the horse industry and currently works with some of the largest brands, studs and horse associations in Australia. 

The post The ultimate guide to promoting your stallion in today’s market appeared first on NZ Horse & Pony.

A strong and powerful stallion who is expected to follow in the footsteps of his father, the legendary Darco. He is one of the last sons of Darco, one of the best competitors and sires of his time, ranked number one from 2007 to 2011 and now the number one dam sire.

ES Darco Obolensky descends from the 58/Hima III stam, which is responsible for many top level jumpers including Canturado II, La Supra, Caribik 7, Caliente II and Luisa D. He is closely related to the elite competition and breeding stallion Cornet’s Prinz.

He is performance tested and approved for the BWP studbook.

Service fee: $2000 + GST LFG
Available via fresh/chilled semen. WFFS Free.
www.eurosporthorses.co.nz/es-darco-obolensky

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Not only special in colour, but also in his pedigree. Euro Sport Dimero NN Z is the only coloured son of Diamant de Semilly, and carries 42% thoroughbred blood. His sire is world famous for his performance under saddle, and is currently ranked number two in the WNFSH World Show Jumping Sire Rankings. He was number one in 2015-16.

ES Dimero is from the direct dam line of CSI show jumpers Kriskras DV, Gucci DV and Heros DV as well as three-star eventer Eddy Wally and approved stallions Farco van Vriesput, Socrates and Obi Wan. His dam Calimera Z’s oldest son, Nutella Duo NN Z, was a finalist in the 2018 British 5YO Championship and at age 6 is competing at 1.30m.

Service fee $2000 + GST LFG

Available via fresh/chilled semen. WFFS Free.
www.eurosporthorses.co.nz/es-dimero

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Impeccable eventing bloodlines with three sires in the 2018 WBFSH Top 10 Eventing Sire Rankings. Contender is on both sire and dam lines, and is the sire of the No.1 ranked Contendro I on his dam line. His sire, Balou du Rouet features in the Top 10 of both WBFSH eventing and Show Jumping Sire Rankings.

In the 2018 season, he served 12 mares with 100% pregnancy. He is now under saddle, and showing an A+++ temperament, trainability, elasticity, presence and movement to die for.

Natural service: $1500 + GST
Booking fee $600 non-refundable (deducted from service fee once pregnancy is confirmed). We can provide a full service including veterinary and agistment.

Little Valley Farm (07) 823 8282, Natalie 027 220 2297 or  Paul 027 220 2286
www.littlevalleyfarm.co.nz

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Cornet’s Air is tall, dark and outstandingly handsome, with a veritable roll-call of legends in his pedigree.

He will be the first son of his fabulous father to stand in Australasia. Cornet Obolensky (Clinton x Heartbreaker) is currently number four in the world, represented by an ever-growing host of champion sons, daughters and grandchildren. Four of his offspring were at the 2018 World Equestrian Games, making him the third most represented jumping sire of the competition, and one of them (Clooney) took home individual silver.

Cornet’s Air was bred by Gerd Küst in Pinneberg and his dam line is extraordinary and worthy of  attention. Dark Air, who is a half-sister of the approved stallion Quiwi Dream (Quidam de Revel) through her dam, Panam Air (Contender – I Landadel x Ramiro Z). Dark Air’s sire, Diarado, was a winner of the Neumünster licensing in 2007, and her dam, Panam Air, is a really special mare, through her and her grandson Cornet’s Air, the blood of the mighty Ramiro Z, sire of Astek’s other foundation stallion, Ramirez (Ramiro Z x Roberto).

Cornet’s Air is free of the genetic red factor, meaning he can’t produce a chestnut foal.

Service fee:  $2,500 + gst includes booking fee & LFG
www.astek.co.nz/cornets-air.html

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Now registered as a pink-papered Rhineland stallion with the Hanoverian Society and an award-winning classified stallion with NZ Warmblood Association. Foals by SWE Dempsey can now be registered with both these bodies.

SWE Dempsey was Supreme Champion in-hand at his first ever showing and now back under saddle, showing all the wonderful attributes of his sire. His scope and trainability are obvious plus his keenness to jump and great technique makes him a multi-purpose sire.

Dempsey’s sire, Damsey, competing in Germany under Helen Langehanenberg was recently been named fourth on the FEI Dressage World Ranking list, and he is now the highest-ranked stallion in the world!

Dempsey is negative for WFFS, and cannot produce chestnut offspring.

Service fee: $2000 + gst AI only. LFG / Return service

www.astek.co.nz/swe-dempsey

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Xodó is a FEI Grand Prix Dressage Champion. Besides receiving the Sport Elite title by the Dutch KFPS, he has also been graded as Gold Elite, with a provisionally approved breeding permit by the Friesian Sporthorse Assoc. (USA).

Xodó has recently returned to Auckland after a very exciting season competing at Grand Prix dressage in Australia. He competed at the 2018 Australian National Dressage Champs at Boneo Park, where he achieved podium finishes in both the Grand Prix CDN and Grand Prix CDN Freestyle.  

Xodó’s progeny are excelling in dressage with scores in the 70%+, winning Championships and Young Dressage Horse titles.

Crystal Mountain is a boutique stud specialising in purpose-bred purebred Friesians and Friesian Sporthorses, combining top bloodlines that have proved themselves at Grand Prix dressage level.

Crystal Mountain’s breeding horses are DNA tested clear of hydrocephalus and dwarfism and do not carry the chestnut gene. Semen is available fresh, chilled or frozen with a live foal guarantee. 

Service fee: $1400
www.crystalmtstud.com or 021 755 592

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“This horse is very modern, uses its body in a good way, a lot of action and strength in the hind legs, great technique in the front legs, uses its back properly, beautiful and chic horse.”
– XAVIER LEREDDE International Grand Prix rider for France with horses including Jalisco B and Papillon Rouge, and legendary breeder of super stars Quidam de Revel and Papillon Rouge among many others.

Approved with the AES studbook. Euro Sport Kalaska comes from exceptional performance families on both sides of his pedigree. His sire is the Olympic and WEG competitor Kalaska de Semilly (Diamant de Semilly out of Normandy Night, 1.60m SJ and puissance winner at 2.25m), and his dam is the starry 7yr old mare Centa Quick PS, who was bred and is currently owned by Paul Schockemöhle. Centa Quick PS is already competing to 1.40m with clear rounds and style scores up to 9, and she is also the maternal sister of 6 CSI show jumpers! They are as follows:

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Sire: Balougran Z (Baloubet du Rouet)

Dam: Cressida Ego Z (Cathargo)

16.3hh rising 9yo, chestnut stallion

Bravado Ego Z has a tremendous amount of presence, scope, athleticism and attitude for his sport and is a supreme example of the modern type sought after in equestrian performance sports.

Bravado Ego Z has competed successfully in Australia and New Zealand with wins and placings in Young Horse classes at HOY, Sydney CDI and Oaks Sporthorse Classes. In the 2016/17 season he competed in seven-year-old classes and won the 2017 Horse of the Year 1.35m Championship.

His sire is Balougran Z, who scored multiple 10s for jumping and later competed with Rodrigo Pessoa. His grandsires are the internationally-renowned Baloubet du Rouet and Carthago Z. Baloubet du Rouet won three World Cup titles and two Olympic medals, while Carthago Z earned 9.5 for free jumping and 10 for jumping talents, then competed at numerous Nations Cups and the 1996 Atlanta Olympics.

Bravado Ego Z progeny are rising five-year-olds who are very much like their sire, and they’re not all chestnut.

Stud fee $2000 + gst LFG

Contact: Jasmine Sketchley   (09) 432 9544 or 021 261 9816

felixstowelodge@gmail.com

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