Off-Line Marketing
We harness old school tools and integrate new school
rules to offer you promotional efforts that work.
Hi, We're RanchForeman.
And we're old school.
RanchForeman was initially started because our family's horse business needed a way to manage the reams and reams of horse papers and documentation that is inherent to all horse businesses. This horse business has been around since the 1940's and is showing no signs of disappearing anytime soon. We're proud of our heritage.
However, we have no delusions regarding what happens to businesses that refuse change and/or have no ambition. Regarding anytime a person is horseback, a close family friend once said, "You're either trainin' 'em, or un-trainin' 'em. There's no in between."
We believe the same is true in business. Either your business is improving, or your business is digressing. There is no in between.
This is why we are compelled to pair more progressive methods with more classical media. It's important to take pride in your heritage. But the best way to appreciate that heritage is to make sure it doesn't disappear.
What's Off-Line Marketing?
The partnering of progressive methods with classical media is how we've come to define Off-Line Marketing.
Progressive methods include building contact lists, cross promotion, soliciting feedback, initiating conversation, philanthropic creativity and any other method that engages your target audience with an opportunity to interact with your business in a way that does not include an actual financial transaction.
Classical media are such things as trade publication ads, newspapers, business cards, brochures, post cards, caps, t-shirts and the list goes on and on.
Our goal is to develop creative strategies using this fun and effective combination in an effort to create buzz around your business image, name and product/service that results in increased revenue.
Service Details
Off-Line Marketing services are actually strategies. These strategies shape the design of Printed Business Materials for your Horse Business and can include almost anything depending upon your particular project. However, we've included a couple of the most popular below in order to give you an idea of whats possible.
- Direct Mail
Example: You're a trainer or breeder. Consign a horse to a sale that requires all consignments to compete. (Similar to the San Antonio Stock Show and Rodeo Ranch Gelding Stakes and Sale) Have a postcard printed. It should:- Invite your target audience to the event - include date/time/place.
- Feature at least two pictures of your entry.
- Include your Web Site address, Facebook page address, or at the very least, your email.
- Be either 8.5 X 5.5 in. or 4 X 6 in. printed on both sides.
Do not just send a card with horses on it trying to sell something. The fact that you are providing information about an event your target audience can attend is the most important piece of this Off-Line Marketing campaign. Your offering is secondary.
Have questions about this strategy, send them to info@ranchforeman.com. We'd love to tell you about the results achieved from this exact method. - Surveys
Example: You're a barn manager. Within your monthly invoice, include a survey. For best results, this should at the very least be a professionally designed survey and best-case scenario would be a survey that is professionally printed as well.
But, the main priority is content. A Yes/No Survey or Rank This Service From 1-10 Survey just says that you're willing to require work from them. Your survey has to convey to your clients that you're willing to put forth some hard work, too.
Which additional services would you like as a benefit of boarding at XYZ Stables and what would you be willing to spend on that service?
Yes? Service Willing to Pay ($) Twice-A-Day Stall Cleaning Vaccination Administration De-Wormer Administration Tack Maintenance Etc....
Which events would you be most likely to attend and what would you expect to pay to acquire said event at XYZ Stables?
These types of surveys let your clients know that you want to continually improve their experience while it informs them of services they may not have realized were available. They also imply that they are not free. ;) The second question implies added value to being a boarder at XYZ Stables and provides an additional method of marketing in the future - your event. Get creative and be sure to include your Web Site address, Facebook page address, or at the very least, your email. Email info@ranchforeman.com if you want to brainstorm, or if you just want to bounce your ideas off us. We'd love to help.Attend? Event Budget ($) Vet Day: For Routine ?'s or Check-Ups Horse Health Seminar Clinic-Please provide desired clinician and/or event
_______________________________________________ - Print Advertising
Possibly, the oldest method of advertising (other than simply having a sign at your place of business) is the purchase of an ad in the newspaper, trade journal, or other periodical. It can also be close to the least effective. How can your horse business get more bang for your buck?- Practice Continuity: Your Web site, brochures, AND ADS should all have the same recognizable look and feel.
- Keep It Simple: Just because you paid too much money for Photoshop does not mean you should put drop-shadows and bevels on everything in your ad. AND DO NOT ALTER HORSES IN YOUR ADS.
- Have A Definite Major Purpose: The fact that you placed an ad means that you're trying to sale something. Everyone intuitively knows that already. Use your ad to deliver a specific message. Announce that you're stallion reached a new progeny earnings milestone and then list a couple of his foals for sale. Announce that you're attending an event, or that you're new Web Site just launched. Have fun and don't take yourself too seriously.
- Press Release
The press release is the most under-rated and least used method of off-line marketing - Yet, it can be the most effective.
Showing up in a magazine, or even your local newspaper, substantiates both you and your horse business. Anyone can write a story and provide it with a list of facts to a targeted publication. The key is to provide a story
Example: Your horse placing in the Top Five is not a story. That fact that your ranch gelding placed in the Top Five and sold for a better price allowing your horse business to provide a scholarship for local youth is a story. We've coined this method as being Creative Philanthropy. It's effective, it benefits multiple parties and it will slowly improve the reputation of the horse business in general as more professionals adopt it's use. Email info@ranchforeman.com to see how we've implemented this method, or to bounce your own ideas off us. We'd be happy to contribute.
