SmartPak Equine and Rocky Shoes & Boots Emerge in Latest Marketing Initiative Results
Equestrian News Release
Denver CO– The years 2010 to 2020 aren’t that far off, and the equine industry is looking at a high probability of lean times arriving during those years. Between the crunch of land use issues, the aging of the largest generation we’ve ever seen – the Boomers – and the lack of young rider starts virtually across the board, the horse industry needs to brace for a contraction in our base. Unless, of course, we do what the Pork, Milk, Beef, Cotton, Cheese, RVs and, just recently, Boating, industries have done: band together to create new customers.
An increasing number of companies are seeing the need to do just that in the horse industry. In the past month, two new faces have stepped up with generous contributions, along with an additional pledge from one of our biggest supporters.
First up was SmartPak Equine, who farsightedly (in the face of a significant investment in their new canine division) delivered a $5000 check toward the creation of the new Horselife (working title) website to welcome newbies to our lifestyle. The check was received prior to leaving for the WETA Leadership Forum, held this month in Austin, Texas, and it set an essential tone for the meeting to come.
During the Leadership Forum, Rocky Shoes & Boots, makers of Durango and other cowboy boot brands and accessories, pledged up to $30,000 to participate in three co-op PR campaigns, and to support the creation of the Horselife website. Rocky Mountain Clothing Company, makers of Cinch, Cruel Girl, and other western-style jeans, spoke up with another $10,000 pledge to aid the Horselife website, making their total contribution to WETA’s marketing initative over the last two years well over $50,000.
Just as important as the monetary contributions were the quantity and quality of strategic thinking offered during the Leadership Forum. Designed to be a meeting place away from trade shows where top management can foster their own growth and interaction with other companies, the Leadership Forum offered the Marketing Initiative the benefit of a great many of our corporate leaders in one place.
The most notable strategic offering came from two primarily English-style companies, Kerrits and JPC International. Both Kerri Kent, from Kerrits, and Nina DePetris, from JPC Equestrian, Inc., asked their fellow WETA board members to consider a somewhat revised direction for the initiative. Previously, the Marketing Initiative was seen along two tracks: an equine track (neither western nor English) to encourage newbies to start interacting with horses on some level, and a western-specific fashion track encourage the adoption of authentic western-style fashion by the general public. Ms. Kent and Ms. DePetris argued successfully that fashion is becoming more blended, with English/Western crossover, and it should be publicized the same way. The suggestion was debated and approved, pending the result of further strategic meetings.
It was also announced at the Leadership Forum that the Horselife website will include some highly valuable promotional opportunities. Although final pricing has not been determined, contributions will be counted as prepayments for these advertising opportunities, and the early contributions additionally as “legacy monies” (e.g. given additional considerations not offered to latecomers).
For more information on the Marketing Initiative, please contact Holly Davis, WETA consultant, at 303-513-7343 or email holly@horseflycreative.com.
About the Western-English Trade Association
The Western-English Trade Association unites our industry for growth, bringing together not just manufacturers, retailers and sales reps, but also breed and sport associations, publications, trade shows, advertising agencies, and other companies working in the equine industry. Benefits include shipping discounts and other trade-association advantages, plus extraordinary networking and co-operative business opportunities. The annual Leadership Forum is the association’s much-anticipated annual retreat; next year it will be held in Scottsdale, Arizona. For more information or to join WETA, please visit http://www.wetaonline.com or call 303-295-2001.
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