People from the Racing World: Advice Appreciated

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Irish gal

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I'm hoping to launch a new service for race horse owners, I'm doing it on a tight budget and want to know how I can reach them through an advert directing people on to my website. I assumed the Racing Post would be the way to go but flicking through it today, it was all big half page ads for bookies - and no section with smaller, more modest ones. So my question to the racing industry people here is: what are the papers/websites/forums used by owners and insiders. Thanks so much for reading this and giving it thought.
 
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I'm not in the horsey world at all (well baring the odd trip to take photos); but a few thoughts you might find helpful.

1) Without details of hte nature of the product you're after it might limit what options people suggest. Even if its only a rough idea of what you're presenting it might help reveal a key spot where you could market such a service.

2) Sometimes when someone has a good idea, but doesn't know how to network with the users it can mean that whilst the idea has been well thought out; its not been properly researched. As such what might seem like a solid idea on paper proves to be less than ideal in reality (or already has strong competition or even superior offerings).
Note net research is often not enough - you have to talk to multiple people to get proper feedback as lots of things happen in the world that are just not reported online or are under-represented (searching online is also a risk because whilst you can find lots sometimes you have to know the right term or even part of the answer before you can get the right search terms to find it).

3) Remember that advertising is hard today - if your service is non-commercial you might have more luck; otherwise most forums/websites will want some kind of compensation. This could just mean a link-back or could mean financial.

4) Remember to always contact site admin before advertising anything on any forum. Otherwise ad posts (or ads in signatures or profile descriptions or any other place people try to hide them in) will just result in you being kicked out fast and likely getting black-listed. Even if you don't have money to pay for ad-space/rights talk to the admin - some will be very accepting; others will not but talk to them first.

Note its typicaly best to talk to admin rather than mods unless a specific mod is designated as "ad mod" in the open; since advertising agreements tends to be an admin level thing on most sites rather than mod.
 
Thanks for the advice Overead, as it's a completely new service I don't want to get into specifics as I don't want anyone else running with my idea - at least not before I do! But to narrow it down my market is racehorse owners and I particularly want to reach those preparing to register a horse to race. Thanks for the pointers there about approaching forums that's good to know. I'd really like to know about the best place to advertise in the traditional sense, like is the Racing Post at the weekend the most widely read edition, so perhaps an add in that, and it would be cheaper than for seven days.
 
I'm not in the racing world myself, but how about....

-seeking permission/ paying for links on the Facebook pages of breeders/ race horse owners groups/wetherbys?
- some form of targeted marketing from racehorse supplies websites tagged to those who browse/ buy racing related products like racing saddles/ goggles etc (not technical enough to know how to do this, but I know it exists!)
-email shot to equine clinics/ physios who work in racing.
-advertising in print in brochures handed out on race days (admittedly these owners would already have their horses registered, but often they'll have others)

I am a business owner (non-equestrian) and have never paid a lot for advertising or advertising agencies.... So the fact your budget is modest need not be limiting, just use it wisely- good luck :-)
 
A lot of the time it's the trainer takes care of the racing reg paperwork so not sure if that affects your product. Advertising in racecards and on the racing post / Irish racing websites would prob be better than the print option
 
amage said:
A lot of the time it's the trainer takes care of the racing reg paperwork so not sure if that affects your product. Advertising in racecards and on the racing post / Irish racing websites would prob be better than the print option
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I also would say to target the race cards or maybe the trainers directly as often they print newsletters for the owners and staff. We used to do the Hammond Herald!! Was great for our owners and staff.
 
Thanks Melody Grey, wench, amage and Colouredwelsh - all sound information. Interesting Melody about the targeted advertising so that's something to look into. Amage and Coloured Welsh, I'd never thought of racecards, so that's one to investigate...totally non the online route but worth a go. I'm used to the Irish ones so perhaps yours have more adverts so I will look into that. I know the trainers take care of paperwork but owners take care of naming the horse and my service pertains to that so I think it's really the owners i need, but of course they take advice from their trainer.
 
Well, this is not really about entering the horse in a race but about naming the horses. I am not sure if you understand the current process, really to give you credibility you need to know these things.
The best names are often related to parents eg out of Gunner by Ammunition gives the name Bullet. Or some owners have names related to their business, a steelmaker: Rolling Mill, Sheet, Strip ..........
The names of UK horse are registered by Weatherby, https://www.weatherbys.co.uk/ who may not accept all names, I think owners are asked to suggest three names at a time, and I believe some owners will have registered names even before they have found a horse.
A TB horse may be not be entered in a race until a name has been registered, they normally keep that name throughout their racing career. Weatherby will issue the passport.
 
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Thanks Bonkers2, yeah I'm well aware of how people create names etc...the British Horseracing Authority registers them for Wetherbys...Interesting Colouredwelsh that you think racecards are the way to go...sounds like you worked in the industry?
 
Irish gal said:
Thanks for the advice Overead, as it's a completely new service I don't want to get into specifics as I don't want anyone else running with my idea - at least not before I do! But to narrow it down my market is racehorse owners and I particularly want to reach those preparing to register a horse to race. Thanks for the pointers there about approaching forums that's good to know. I'd really like to know about the best place to advertise in the traditional sense, like is the Racing Post at the weekend the most widely read edition, so perhaps an add in that, and it would be cheaper than for seven days.
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Catalogues for auctions? No idea if they actually run ads in there though!
 
If the service isn't going to be in direct competition with trainers or auctioneers, why not speak to a few of them and see what ideas they have?

Intrigued as to what it is......

Pacemaker is well read by serious racing folk.
 
Irish gal said:
Thanks Bonkers2, yeah I'm well aware of how people create names etc...the British Horseracing Authority registers them for Wetherbys...Interesting Colouredwelsh that you think racecards are the way to go...sounds like you worked in the industry?
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Yes I worked on the flat & over fences then in USA as a work rider, we also stood the 2 TB stallions Lord Bud & Lucky Moon.

I agree the sales catalogues may be a great place as people are buying un named horses there all the time. Why not give Terry Court a call from Brightwells. They hold several of the bloodstock sales over here, also what about agents who are buying horses for clients all the time. All worth a whirl.
 
Thank you Pigeon, Turnbuckle and Colouredwelsh, they are some great ideas that you've supplied. I particularly like the idea of race cards and sales catalogues - getting the exact people I'm looking for without the hefty costs of newspaper adverts as I presume that sort of promotion would be much cheaper. And talking to agents, auctioneers and trainers - another great way to get the word out. Thanks so much to all for your insight and supportive comments.
 
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