Building Relationships in the Horse Industry to help Grow your Equestrian Business
If you’ve felt frustrated because your marketing efforts aren’t leading to immediate results, don't worry—you're not alone. Building brand recognition and trust takes time. That’s where the Marketing Rule of 7 comes in—a powerful concept that can help you connect with potential customers and turn them into loyal patrons.
But what is the Marketing Rule of 7, and how can equestrian businesses like yours use it effectively to grow? Let's break it down step by step in a way that speaks directly to your unique challenges as a horse-focused entrepreneur.
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What is the Marketing Rule of 7?
The Marketing Rule of 7 is a principle stating that a potential customer needs to see or hear your marketing message at least seven times before they're motivated to take action. Originating from the 1930s Hollywood movie industry, this rule is rooted in research that found moviegoers needed to encounter a film poster about seven times before deciding to purchase a ticket.
Today, the rule transcends Hollywood. It’s become a foundational marketing concept, serving businesses across industries by emphasizing the importance of consistent, repeated exposure.
Why Does the Rule of 7 Work?
Repetition matters. The more your potential customers see your brand, the more likely they are to remember it and trust you. Especially in the equestrian world, where word-of-mouth recommendations and a strong sense of community are central, making your brand consistently visible is key to building credibility.
But there are more nuances to the rule than just “repeat yourself.” Here are the key components you should know, along with actionable advice for equestrian businesses like yours:
1. Repetition Builds Recognition
Horses may be creatures of habit, but so are people. The more familiar your audience becomes with your brand, the more likely they are to feel comfortable engaging with it. For equestrian businesses, this means showing up consistently.
How to Do It:
- Print Advertising: Consider placing ads in equestrian magazines, local newspapers, or event programs to reach your target audience. Utilize eye-catching designs that highlight your brand and offerings.
- Digital Advertising: Use digital banners on equestrian magazine's websites to capture people searching for equestrian products or services. Invest in banner ads on equestrian-related websites to increase your brand's visibility.
2. Diversify Your Marketing Channels
Your audience stops noticing your message when all they see is the same version, on the same channel, day after day. That’s why it’s crucial to spread your message across multiple platforms—online and offline.
How to Do It:
- Run a campaign that spans both social media ads and equine trade magazines.
- Combine digital efforts with in-person touchpoints like event booths or riding clinics.
Example in Action
Think of Coca-Cola’s “Share a Coke” campaign, where they consistently exposed their audience to personalized bottles with names on TV, social media, and billboards. For your equestrian business, try running a “Share Your Ride” social campaign where riders can post pictures of their favorite hacks or trails, tagging your business.
3. Keep Your Message Fresh
While repetition is important, hearing the same message over and over in the exact same format can lead to marketing fatigue. Your audience needs a varied diet of content to stay engaged.
How to Do It:
- Rotate Content Types: Share educational posts on horse care one week, entertaining memes the next, and success stories from happy customers in between.
- Craft tailored messaging for different goals. For example, for horse tack, focus on quality and durability; for riding lessons, spotlight your knowledgeable instructors and student progress.
4. Understand Your Audience
Not every equestrian is the same. A professional show jumper has different needs compared to a weekend trail rider. Reaching your audience requires understanding their unique challenges and meeting them where they are.
How to Do It:
- Survey Your Customers: Learn which channels your audience prefers. Are they avid newsfeed scrollers, or do they love receiving email newsletters?
- Target Content: Create messaging that resonates with their specific goals. For example, an email about barn organization tips might be perfect for busy stable owners, but trail riders might prefer guides on scenic spots to ride.
5. Stay Consistent – Even During Quiet Seasons
If your business slows down during certain seasons, it can be tempting to step back from marketing. However, consistency is the glue that holds the Rule of 7 together.
How to Do It:
- Use quieter months to build anticipation by teasing upcoming products (like your new winter blanket range or riding gear for show season).
- Schedule automated reminders to stay in touch with your subscribers or followers, even when you’re not actively launching a campaign.
6. Track, Adapt, Repeat
Marketing is a two-way street. While repetition and exposure are essential, so is knowing when something isn’t working and pivoting your strategy.
How to Do It:
- Request Analytics from Niche Publications: Approach niche equestrian magazines and websites to ask for their backend analytics related to your advertising banners. This data will reveal the number of impressions or views your ads received and their click-through rates. Credible print and digital publications should be able to provide this information easily. Understanding these metrics is crucial for gauging the effectiveness of your campaigns and fine-tuning your strategy to ensure you're getting the most out of your advertising budget.
- Monitor Your Results on your own website and or pages: Use tools like Google Analytics, Facebook Insights, or email open rates to gauge which messages resonate most with your equestrian audience. If you are running print and digital advertising with a niche publication and you see your own analytics spike while your ads run then this can be connected and show you that your advertising is bringing eyeballs to your own website and/ or social media pages.
- Tweak and Perfect: If your audience isn’t responding to print ads in a local riding magazine, reallocate your resources toward a channel that may provide better results. Try transitioning your print ads to website banner ads or email newsletter banners with the magazine. You know they have a dedicated audience so it is much easier displaying your ads to their audience, instead of trying to build your own audience, which can take years to achieve.
The Takeaway for Equestrian Businesses
The Marketing Rule of 7 exemplifies the importance of showing up, staying consistent, and meeting your audience across multiple touchpoints. Remember, “7” is just a guideline—the real magic lies in creating thoughtful, genuine connections.
Whether you're promoting riding lessons, selling tack, or organizing equestrian clinics, know that trust isn’t built overnight. With patience and a strategic approach, your consistent effort will turn fleeting customers into loyal, lifelong advocates.
Make it Count—Start Now
What are you doing today to make sure potential customers see your business tomorrow? Implement the Rule of 7 strategically, and watch your brand grow into an integral part of your audience's equestrian lifestyle.
Need help crafting a consistent marketing strategy? We'd love to discuss how we can help. Get in touch today—your next customer could be just seven steps away. Schedule a complimentary 30 minute marketing consultation today!
