Fifteen classes. 18 classes.  Twenty-three classes. 

As I reflect on the 2012 ASPC Congress and begin getting coverage for that great even together, I can’t help but be absolutely taken aback by those numbers.  They have nothing to do with Congress, but I wish they did.

What are those class numbers? They reflect the number of classes in some of the SESSIONS at the 2012 World’s Championship show for Hackneys and Saddlebreds this week in Louisville, KY. As I enjoy the live-streaming from Louisville, I find myself a little sad about Congress in comparison.

The 2012 Congress was a great show.  Participation was completely on par with last year.  Total class entries were up.  Many felt like the venue in Tulsa - where Congress landed for the first time - was a suitable national-caliber site while those who had issues with the Pavilion at least found it workable.   Lots of great ponies were winners.  Although youth participation was down, there were many great activities for the youngsters attending the show.  There were new offerings like the Royalty Resale Shop.  Overall, the 2012 Congress was a wonderful event.

Still ... I can’t quite get over the stumbling blocks that - for me - make the Congress feel a lot more like a weekend show than any type of national-level competition.  The main issue?  That schedule is absolutely ridiculous.   Thanks to the schedule, my daughter - who served as Congress Princess - was in the ring handing out awards at approximately 4 a.m. one night ... and despite being the last gal standing that night, was still the first awards presenter to get back in the ring to resume duties the next morning. 


Thanks to that schedule, trophies weren’t always even unpacked for sessions, let alone organized for the royalty to hand out.  As a result, sometimes the royalty caught the heat for that ... although that work isn’t even their responsibility.

Thanks to that schedule, I couldn't do the day-to-day coverage of Congress for the Society Pony website that I wanted. 

Thanks to that schedule, folks got pretty tired and cranky.

Again, it’s about numbers. Louisville has 245 classes scheduled over the course of seven days.  Shetland Congress crammed 414 classes into five days.

It’s already been a hot, dry summer for so many in this country.  Rain would be welcome in many locations.  What’s a great way to encourage rain?  Well, in addition to doing a rain dance or leaving your car windows rolled down, just hold the largest outdoor society horse show going.

This week, the Red Mile track in Lexington, KY, plays host to the 76th Lexington Jr. League Charity Horse Show.  Seventy-six years ... outdoors.  I wonder how many exhibitors and spectators lament the lack of air conditioned ring?  Spectators were out in force ring-side Monday night as the show got underway - even without air conditioning ... and despite the entrance fee required to attend.   The Jr League, one leg of the Saddlebred world’s triple crown of shows, is a big deal and a bigger tradition.  No one seemed to mind paying to sit in the heat ... outside ... to watch a horse show.

July is Lexington’s hottest month. High temperatures average 86 degrees, which means it can often be much, much warmer.  Temps as the show kicked off were in the low 80s.  Although spectators were in summer garb, judges, the show photographer and the ring steward were all in jackets.  Exhibitors were all turned out as well.   I wonder if the concept of relaxed dress code exists in these parts of the horse show world?  I bet it doesn’t.

A cool down is expected a little later in the week.  Of course, that weather change means one thing ... the chance of precipitation increases!  Rain at the Jr. League show will be possible yet again.  Rain ... at an outdoor show ... just yet another factor participants deal with in order to show at such a prestigious event.   

I also wonder what folks are saying about the stalling.  Debate about Jr. League stalling has occurred among some for years.  Held at a race track, the Jr. League offers some of its stalling is in shed row barns.  Of course, for many years there was stalling at Tattersall’s barn, but with the closing of that institution, stalling there .... in floored barns ... is now gone.  Even this stalling matter is addressed in a letter from the show chair in the premium book.  Temporary stalling is being used for 2012 so it will be interesting to hear and see how this turns out.  Old-timers will probably just roll with the punches and deal with the stalling they are dealt.  After all, many of these folks did the old shed-row barns in Louisville for years before the convention center around Freedom Hall expanded.  From past online discussions about the Jr. League show, the stalling is more often a concern for first timers or newer exhibitors .... just like stalling often is at other association’s shows, too.

When it’s difficult for associations to make sizable commitments to promotion, individual members need to step up to the plate.  Fortunately, that is just what some are doing.  There are dedicated forums & websites as well as new affordable outlets like Society Pony Online that can help spread the word about programs, shows, farms, etc.  More individuals are paying attention to marketing.  More farms are starting to have a presence on social media outlets and more are making sure they have good websites.  Let’s face it … whether current association leadership engage with social media and online resources … these ARE the future.  Those who don’t jump in now may well be left behind.

Last fall, one group of society pony enthusiasts talked about establishing independent foundations or marketing boards.  Perhaps we need to revisit that.

It’s possible for smaller sub-groups in an association to pursue their own targeted promotion.  The American Show Pony Registry’s breed committee has its own website  in addition to the official breed and program information they have on their parent association’s website.  ASPR enthusiasts coordinate sponsorships, show awards and even their own group advertising from donations or their small breed committee budget. 

However, you can’t just talk the talk when it comes to any area of promotion or marketing. You have to actually walk the walk.  That means doing what you say.  Simply stating  breed promotion professionals aren’t needed to find corporate sponsors because some other volunteer could easily get 50 or 60 sponsors means absolutely nothing if the person making that claim never follows through or produces.

Thank goodness, some folks are doing more than just giving lip service to what they could accomplish for promotion and support.

Here are some tips for associations regarding attention they can give or efforts they can make to the area of Breed Promotion.  Some of these suggestions can cost very little money, making promotion possible for those organizations that might currently be cash strapped.

-Establish actual working breed promo or marketing committees.  Make sure at least some of the members on those committees bring some marketing or promotions experience to the table

-Learn about and recognize what the various components of marketing are such as the difference between advertising and public relations.

-Recognize that there is a difference between member relations and external marketing.  Supporting existing programs and giving back to the members are NOT breed promotion. These efforts, while needed, are a form of important marketing better categorized as member relations.

-Member-focused promotions are important.  In tough economic times do not just go to the members for money and business. Try to find ways to incentivize members that don’t actually cost the association money. For example, the American Shetland Pony Club recently established a sale on one of its registration options.  More recently, the ASPC’s Board of Directors approved a special related to 2012 memberships that will give each first member who has renewed to date for 2012 or who joins/renews for 2012 before July 1 a $20 credit in their account to use toward other registry business.

-Develop a well-crafted and consistent message.

-If you are multi-breed association, come to grips with the fact you may need multiple targeted messages. Each message may have a different audience.  The all-for-one type of promotion is only truly good for overall branding.  Special promotional plans for each division can be drafted to actually foster business and, therefore, revenue, in a way that association branding cannot.

-In tough economic times, associations may feel they need to decrease or discontinue paid advertising.  In that case, they should choose to focus limited promotion budgets on public relations – ie, doing things that can result in free positive coverage.  Send out news releases. Invite media to large events.  Encourage members and shows to engage in grassroots promotion.

No one involved with exciting Hackneys, American Shetlands or Show Ponies doubts the worth of their product.  We’ve got a great thing going.  Why, then, aren’t the associations and the shows thriving as strongly as they could be?  As we’ve noted, the poor economy has had a major impact.  Lack of sustained marketing has certainly made the problem worse.

Society Ponies aren’t receiving the due they probably ought to receive.  Memberships and business are down.  And, unfortunately, the associations aren’t in the position to market as they should … whether because of limited budget, limited commitment or a combination of the two.

Rather than sitting back to passively wait for others to promote the ponies I think deserve a bigger spotlight, I decided to do something about it.  My first effort was simply establishing Society Pony Online and the American Society Pony ezine. I believe all of the society pony divisions need a place to co-mingle and cross promote.  I also think many small farms and local shows need an economical place to share their news because not everyone can afford the high-dollar ad options in the major industry publications. 

I also think that sites such as Society Pony allow folks to begin to reach out to other society pony segments. After all, take a look at the declining business of the AHHS.  This is a group that has been promoting mostly among themselves for years.  Sharing news of their programs – whether its about their wonderful foundation or their extremely successful Limited Breeders’ Stakes – with folks who like stylish equine but who are completely unfamiliar with the Hackney world (yes, there are people who don’t know much about Hackney activities) might be a great place to start trying to rebuild that membership.  The group does fairly well reaching out to the large horse society show world.  Society Pony is now helping reach more like-minded folks who simply enjoy ponies.

Marketing 101 means starting with basic actions such as branding… creating an image … establishing name recognition… instilling and then ramping up a need or desire for the product.  When considering breed promotion, it’s inaccurate to label marketing efforts a failure simply if any one member is experiencing difficulty in selling a pony.  That’s especially true for anyone who has no website, rarely advertises, has no Facebook page, rarely sponsors a class or basically fails to engage in any type of marketing activity directly his- or herself. 

Individual sales are not what association-level breed promotion is about.  However, if an association does quality and accurate promotion, then the market improves and members may have an easier time selling their individual stock, provided they engage in a little promotion themselves.

Association breed promotion should be about branding, creating a correct impression of the product and building desire for that product – in this case, super cool ponies, especially if they are obtainable and then have plenty of options for shows or activities. 

Beyond branding, associations should promote their individual programs and activities: all of the things that help make the association and its breeds attractive, especially those programs that are unique.  For example, the American Shetland Pony Club has good programs rewarding geldings, amateurs and youth, and some are available both nationally and on an extremely local level.   The AHHS Foundation has rewards for amateurs and sponsors other great activities or programs as well while the AHHS itself has one of the best breeders sweepstakes in the industry.  The American Show Pony Registry offers excellent opportunities for smaller sized Hackney ponies to get registered and then compete at a number of shows across the country.

Any of these features or activities could be a selling point that helps attract new members and their important disposable income.  However, the message and information about these have to reach both members and some potential new players as well.  

Here’s a simple premise about the promotion of ANY product:

Breed registries won’t survive long-term if there is not consistent work to do!  Without attracting new members, retaining old members and encouraging business from all members, then an association or its breed certainly can’t be described as thriving … even if a few people are doing a lot of winning or some are selling some high-dollar ponies.  

How viable is a registry for the long haul if a significant percentage of registrations come from just a couple of breeders?  How long will a Futurity be attractively rewarding if many breeders aren’t nominating and sustaining good numbers of prospects?  Remember it is sheer numbers that help keep payouts in programs like a Futurity attractive.   If winning at most shows is dominated by a few, then wouldn’t some sort of program or incentive for those who don’t do much winning be helpful?  Registries, their programs and their affiliated shows ALL rely on numbers. Therefore, even the guy who doesn’t place at the top every time or who doesn’t have an expensive pony to sell ought to feel good about his pony pursuits and have a reason to be involved.  Registries and breeds that are versatile, well promoted and offer some type of perceived benefit can capture a larger share of the equine business.   Solid, stable business can help an organization and its breeds thrive.

The need to thrive is why breed associations have purposes that speak boldly of promotion and improvement.   The very first task outlined in the ASPC’s purpose is “to improve and promote the breeding of Shetland Ponies.”    ASPC’s purpose also says the association must “assist in improving and marketing [the] stock.”

Promoting and marketing can be difficult to do if you have virtually no promotions budget, and worse, no forward-looking marketing plans at all.  Difficult .... but not impossible.  However, when budgets are extremely limited, then it helps to have some marketing vision and a willingness to step outside the box.

In his Fall/Winter newsletter column, the AHHS president called on Hackney enthusiasts to donate, sponsor, renew memberships and conduct registration work so that the association has enough revenue simply to operate.

He also encouraged Hackney farms and folks to do their promotion on the AHHS website.  However, this leader notes that he himself isn’t 21st century compatible in how he both needs and handles his information.  ASPC’s president has also proven to be only minimally engaged in today’s electronic media.

Those positions aren’t wrong. However, they WILL soon be less and less common.  Social media is out there.  Less expensive online advertising is available.   There are more media outlets than ever seeking stories and articles on equine breeds and endeavors, even if the growing number of those outlets is electronic.  That’s the future… whether current leadership is online or not.

There is also a whole market of folks who love to drive and who think ponies are stylish but who have never picked up a copy of The Bluegrass Horseman, The National Horseman, the Saddle Horse Report or any other established industry publications.

If you want to get your message to new folks and draw them to your product and your association, you can’t do it going only to sources that are failing to reach those exact folks.  You had better be broad thinking in assessing how to best reach your new targets in addition to your traditional audience.

The scope of the society pony world just isn’t as large as it used to be.   As I previously blogged, in order to turn this situation around, I think everyone involved needs to become active in solving this problem. You shouldn’t be content if you happen to have business yourself.  If you truly care and you want to insure you continue to have business well in to the future, then it’s in your best interest to help the breeds and the organizations grow.

When you look at the society pony business, you’ll see that the strategy we’ve been pursing - selling to ourselves or only limited portions of the equine world … telling ourselves that our ponies have great exposure simply by being at shows with other breeds … failing to expand our promotion … neglecting to target specifically ripe audiences ... and focusing too much on one end of the buying spectrum -  has not worked out all that well.  Otherwise, business and memberships would not be down.

ALL aspects of the society pony world ought to be encouraged – from the high end to the low end, from the professional to the amateur, from the large breeder to the small one, from the show side to the breeding side to all the non-show-based activities.  That means EVERYONE. And, it doesn’t mean you wait for the registry to sell your pony for you.

Times are tough for Shetland and Hackney enthusiasts, or, at least things are sometimes a little tough for their organizations. 

One breed association has seen its membership drop by anywhere from 300 to 1000 members EACH of the last three years.  The current newsletter of the other association notes this group has experienced a decline in both registration work and memberships. In fact, that association recently sent a mailing to encourage membership renewal and registration work simply to bring in much-needed revenue.

Hard to believe, isn’t it?  Here we have some of the most dynamic show animals in existence.  Yet, our breeds are under appreciated and under promoted.  As a result, our associations are suffering.  There just isn’t as much business as there used to be.  More importantly, there isn’t as much business as their COULD be.

Today, the economy is certainly a limiting factor for horse business.  For those enthusiasts who aren’t financially set – and let’s face it, that’s a large number of folks who could be involved and going to shows – playing the horse show game is hard to do. Shows are expensive. Advertising and promotion can be equally so.  Many options exist for our leisure-time enjoyment.  All of those options compete for what is often limited disposable income.

Yes. I am THAT Roberts girl. Well, I guess I’m no longer a girl anywhere but in my own mind.  Still, that’s how I see myself, and I know it’s how many of you will remember me.  I am that girl who grew up at pony shows … shows with capacity crowds on stake night … shows where classes for different breeds co-mingled but no one worried about who was bringing the most money to the table … shows with real sessions … shows where the only reason you were in the arena at midnight was because you were working a pony …

Shetland enthusiasts have been proud of their Congress champions since 1947.  Those of us who are both pony enthusiasts and history buffs enjoy looking back through the list of winners from time to time. Anyone with a pony on that historical list takes pride in having achieved that milestone.

Unfortunately, time marches on, and its passage is accompanied by changes, many necessary and wonderful.