This message is from: Doug Knutsen <[EMAIL PROTECTED]> Gail and Pamela,
You've got it exactly right. Back in the olden days when I was starting my own professional career, an advertising and promotion expert told me that if folks encountered a name, concept, service, breed, etc, three different times, they were most likely to use or buy the product. As with both of you, I encountered Fjords for several years in different settings before I made the leap, so to speak. Our stated purpose at Equitana '98 was to avoid promoting anyone's farm and to promote the breed in general. Those who wanted to advertise their farms forked over $200.00 for space in the "magazine rack" plus an additional several hundred [in my case] to create the flyers to put into the rack. I chose to spend the $ to do this, even though I had no stock actually for sale then, because I had an eye to the future. I wanted my name and horses out there for people to become familiar with them. We booth attendants were told that people had, in the past, used the booth to promote their own farms, and we were not to do that. We were to try to make sure that if anyone took a flyer, they took a copy of each one. Neither the pictures nor the video identified any horses or people. People were positively smitten with the breed after being exposed to Fjords in the flesh up to 5 times each day, in addition to the yearlings or mama with baby in the stall next to the booth. There was only one other stall in the entire show which had its door open much of the time for petting and inspecting up close and personal. [Under close supervision, of course] Commonly, folks said, "We love them, but there are no Fjords where we live." This was our cue to whip out the directory and show them that there were, in fact, some near them. We also directed many to the NFHR for more information. I think it's important to say that Equitana isn't about "sell, sell, sell," so much as it is about networking with and being accepted into the greater "horse community." And learning. People who love horses in general learning about Fjords. Many commented that they'd been seeking a horse who could [you name it] and they thought a Fjord might be perfect for the job. You can bet your boots that many Fjord sales will result, though maybe not immediately. I made it my personal objective to corral [so to speak] folks in western garb and point out that Fjords were competing in western events. And as to versatility, I told many that "You can buy your land and log it with your Fjord, then plow and farm it, then go for a sleigh or buggy ride, then ride English or Western, etc, etc." Since I'm on a roll here, I'll address the strong need for education, not just promotion. I absolutely agree that there is a glaring need for owner/handler education, and am heartened to see that is being addressed. We look forward to many clinics and Evaluations here in the west. Somehow we all must find a balance between education and promotion, to avoid a needless "either/or" struggle. I'm reassured that there seem to be many Fjord folks who have this kind of vision and are willing to contribute time and effort toward realizing it. Yup, me too. I'm also happy to write and send articles to various horse publications - in fact, am in the process of doing so. Love reading the Digest. Peg
