June 2019
Volume 43, No 6 Monthly
“IT’S A JUNGLE OUT THERE” Equestrian media matters
Would you credit it?
Riding High
Catering for customers who want it now
So you want to be a saddle fitter… Saddle-makers’ directory ETN is the official media partner of BETA International
PLUS NEWS PRODUCT REVIEWS
• How to make a trade stand work • European brands profiled
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RETAIL SUPPORT
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| EQUESTRIAN TRADE NEWS JUNE 2019 2*direct accounts only
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Editor’s Comment
The trade is still reeling at the news of Roy Burek’s too-early death.
In this issue... NEWS
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And obituaries
PRODUCT NEWS Launches and fresh ideas
6
SPECIAL REPORT How show circuit regulars make their stands work
10
TEAMING UP WITH THE TRADE New initiative supports retailers
He was one of the cleverest, most intelligent people I’ve ever met. From running Charles Owen to his tireless work on safety standards and research, he had no match. In my job, I meet many people who only give you their attention when they want something. Not so Roy. I will remember the charming, unassuming man who made time and had the patience to help everyone. From the riders whose lives you saved, to the journalist whose daft questions about riding hats you could always answer, thank you Roy. Forgive me if you’ve already heard of this procedure, dear reader, but it was quite a revelation to me. One of my horses had been suffering from repeatedly sore eyes. Sometimes she’d stand with them half closed and a pained expression on her face. After tests involving dye in the eyes, the vet suggested a tear duct flush. Done at home under light sedation, a catheter was inserted up the tear ducts (which emerge in the nostrils), then a solution was flushed through, pushing out gunk. I haven’t had the bill yet - but it’s apparently made a massive difference to the horse’s eye comfort. It’s easy for companies to be smug about their shiny new sustainable, renewable, waste-free, no-landfill
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polices. But what do these platitudes actually mean? Or are they merely paying lip service to the need to ‘do something’? In the real world, being environmentally caring is not always quite that simple. And, as John Felton remarks in ETN’s Environmental Matters feature this month, even trying to ‘do the right thing’ can be confusing. He thinks clearer guidance from Government is needed. Even trying to be good and recycle in an office/shop can be maddening… Take this internal email to staff: Can you please make sure that you have washed all the contents out of your plastic containers or tins so that this doesn’t encourage the mice. If you can’t get it clean - then put it in the bin.
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PEOPLE And who’s nice to deal with
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LEGAL DIGEST Workplace pitfalls of social media
More fake reviews - from sellers rather than genuine consumers - are said to be appearing on Amazon and alike. Maybe we get sucked into reading what we believe to be other people’s opinions because, when making a purchase, we crave a human perspective… like a flesh-and-blood shop assistant’s help?
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SADDLE FITTER OF THE MONTH Meet this month’s winner
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SO YOU WANT TO BE A SADDLE FITTER… CPD feature and quiz
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FINEST SADDLES News and products
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SADDLE-MAKERS’ DIRECTORY Advertisement feature
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TURNING BACK THE PAGES What ETN was reporting five, ten, 20 and 30 years ago
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RETAILER PROFILE EcoGreen Equestrian
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ENVIRONMENTAL MATTERS How green is your business?
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MEDIA FEATURE It’s a jungle out there How times have changed
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MEDIA DIRECTORY Advertisement feature
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FOCUS EUROPE Top brands profiled
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WOULD YOU CREDIT IT? Liz Benwell
Catering for customers who want it ‘now’
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HOW DOES THAT SOUND? Audio branding explained
52
BETA MEMBERS’ PAGE News from your trade association
53
COUNTY COURT JUDGMENTS
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FRONT COVER: Admire the superb craftsman which has gone into the Spencer Monoflap Dressage by Fairfax Saddles. Designed with dressage ace Spencer Wilton, and made in Walsall, England, it features Fairfax’s patented Performance Panel. WWW.EQUESTRIANTRADENEWS.COM
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Resource Reg. No. 2110
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ETN|NEWS
Obituaries
Roy Burek
Roy Burek, equestrian safety pioneer and chairman of Charles Owen and Airowear, passed away peacefully in his sleep on 27 April following a heart attack. He was 61 and had been working in America. The grandson of Charles Owen, Roy dedicated a lifetime’s work to making riding safer. He always gave generously and kindly of his time and knowledge when anyone - from international academics to Pony Club parents - needed his help. Under Roy’s direction, Charles Owen has become
an important global brand in equestrian safety; its British made products exemplifying his innovation in design and research. Roy was also instrumental in the development of international safety standards. And he was involved in research into the science of head injury, work that saw him honoured as a Professor at Cardiff University in 2017. He supported equestrianism in many, varied ways too. Roy was an early advocate for Pony Racing, for example, the spring board for many of today’s top jockeys. To the trade, he gave his time, energy and expertise unstintingly. Through Charles Owen’s sponsorship, Roy was a long-standing supporter of BETA International. At the trade
Philip White Philip White, a founding member of Shires Equestrian’s manufacturing business, has died. He passed away peacefully aged 95. Known as Phil, he was Shires’ founder Malcolm Ainge’s father-in-law. Phil developed Shires’ manufacturing operation first in Pershore, Worcs and then in Bromyard, Herefordshire. He designed the original patterns for the rugs Shires still manufactures. And, thanks to his vision, they
have received many accolades for their good fit over the years. A family man and a keen lawn bowler, Phil retired 35 years ago but retained a lively interest in the business. Today, three of his grandchildren work with Shires. “Phil will be sadly missed by his many friends and family,” said Malcolm Ainge. Shires Equestrian celebrated its 50th anniversary last year.
fair, and while collaborating with the British Equestrian Trade Association (BETA) to train retailers and riding organisations on rider safety gear, he believed education was the key to better protection. Roy’s son Owen Burek the fourth generation of the family at Charles Owen had increasingly been supporting his father with strategic decisions in recent years. Owen is committed to building on the company’s 108-year heritage whilst maintaining ‘business as usual’ for employees, retailers and customers. He is already working closely with senior management in both the UK and USA, including operations director Ricky Hone. Cynthia Burek, Roy’s sister and a Professor at the University of Chester, and Owen have set up a trust fund in Roy’s name to enable his work to continue into more research into head injuries and safety equipment.
“Enthusiasm for education” Paying tribute to Roy, Claire Williams, executive director of BETA, said: “Roy played a key role in the development and improvement of safety standards and his death leaves an enormous gap. He was a person who always had time for others and was incredibly patient and generous with his knowledge and expertise. “Roy was a loyal supporter of BETA and its work to promote rider safety. His enthusiasm for education was second to none and he would always do his best to assist with our training courses and awareness-raising initiatives whenever asked. “Roy was held in high regard by everyone in the equestrian industry and will be sorely missed.”
6 | EQUESTRIAN TRADE NEWS JUNE 2019
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Product News Clever stirrups come to the UK First Thought Equine Limited, best known for WOW Saddles, has been appointed sole UK distributor for the Rid-Up stirrup. The French product has a patented, hinged junction with the stirrup leather. The mechanism, based on ski-binding technology, is secure in normal use, but releases instantly in a fall. The hinge also allows the stirrups to be unclipped, rather than run up, after riding to avoid the saddle being chafed by dirty irons. The Rid-Up’s body and platform are made from a lightweight composite; while a wide, bevelled footplate has stainless steel spikes for grip. Under the rigid floor is a shock-absorbing sole for concussion relief. The stirrup’s eyelet is angled at 90 degrees, making it easy for the rider to access and allowing the leather to lie flat. In all black, or black combined with brown, grey, red or blue, and in adult and child sizes, the RRP is £239.
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For more details please contact your NAF Area Sales Manager, or the NAF Sales Office on 01600 710726 or email info@naf-uk.com
naf-equine.eu/uk EQUESTRIAN TRADE NEWS JUNE 2019 | 7
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ETN|BETTER BUSINESS
How does that sound? Most businesses appreciate the importance of visual branding these days, but fewer understand that how a brand sounds can be just as important as how it looks, says Daniel Lafferty.
In our multimedia, always-on, say and play world, audio is a powerful influencer in marketing. Our hearing is one of our most emotive senses, capable of transporting a person back to a certain moment and triggering vivid recollections. We trust our hearing more than our sight, too. Research by the Hearing Body project at University College London discovered that even perception of body image can be distorted by changes in sound. One test altered the pitch of a participant’s footsteps to trick them into believing they were lighter or heavier than they actually were. In business terms, audio branding is particularly effective to convey a company’s desired image and values. In fact, a recent study found 60% of Brits now think music is more memorable than visuals when used in marketing.
THE SOUND OF BUSINESS There are three key elements to consider when developing audio branding: music, voice and content. And brand congruence is key. If an audio presence doesn’t match a visual one, it could cause a damaging disconnect in customers. Many businesses choose a popular chart track as the music of their business, mistakenly thinking it will entertain the listener. But it’s a risky route to pursue. Not only might an existing track not align with a 52 | EQUESTRIAN TRADE NEWS JUNE 2019
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“We trust our hearing more than our sight.” company’s brand message, but people have very different musical tastes and what one person may like, another may loathe. A song may also connect with a negative moment in time for someone, and these feelings can be transferred onto the business and could subconsciously put them off the company. Traders should instead look to create a bespoke track unique to their business. Our own research has found the equestrian industry tends to suit tracks with a decisive pace, often on the faster side to suggest a ‘galloping’ rhythm. There tends to be a heaviness and strength to the arrangement to help convey quality; and instruments - whether traditional or electronic typically play in a lower register to add gravitas. Subtle changes in style, instrumentation, key and chord progression can substantially affect an individual’s emotions and how brands are perceived. For example, one study found 90% of respondents felt excited or happy when they heard strings playing short, sharp notes in major key. Just a slight shift to minor key elicited feelings of sadness or melancholy in 81% of listeners.
TALK THE TALK The voice of the business is equally as important with attributes such as gender, age and accent all playing their part. Feminine voices are largely perceived as soft and soothing, which can help firms convey a welcoming, friendly service. Masculine voices, on the other hand, are seen as authoritative and work well for businesses wanting to show their professionalism and competency. The age of the voice can also help reinforce brand ideals. Unsurprisingly, an older voice is generally perceived as more knowledgeable or wise, but a younger voice can deliver vibrancy and energy, perhaps reflecting a fresh approach. Accent too has a role to play. Received Pronunciation is a safe bet, but regional accents can be a powerful tool for reinforcing identity where, say, a retailer has a strong presence rooted in a particular geographical area.
ABOUT THE AUTHOR Daniel Lafferty is director of music and voice at PHMG, the world’s largest audio branding agency with more than 32,000 clients in 39 countries. For more information, visit www.phmg.com
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BETA MEMBERS’ PAGE|ETN
SIGN UP FOR SOME BETA TRAINING THIS month’s BETA training courses are perfect for retailers wishing to bring a safety garment fitting service to their store and for SQPs seeking CPD points. Take a look at the following…
members’ page
Rider Safety Equipment Fitting 26 June, Stoneleigh Park, Warwickshire. Cost: BETA members £80 + VAT, non-members £160 + VAT and SMS members £125 +VAT.
NEWS FROM BETA HQ Our BETA Safety Week success!
General CPD courses (Equine & Companion Animal), worth 48 CPD points: 11 June, Haydock Park Racecourse, Merseyside. Cost: BETA members £76 + VAT, non-members £96 + VAT.
Last month saw the BETA office incredibly busy with all things BETA Safety Week. We worked closely with participating retailers - 129 stores took part - and trade members, both here in the UK and overseas, and made sure they had everything they needed for them to support the campaign. We were thrilled to secure support from all our leading riding organisations and disciplines - and enjoy a presence at some of the world’s top equestrian events including the Kentucky Three-Day Event and Badminton International Horse Trials. Social media played a key role in the campaign and the weekly competitions and giveaways we offered in the run-up to the event proved incredibly popular. Thanks to all the companies that provided prizes.
18 June, Basingstoke. Cost: BETA members £76 + VAT, non-members £96 + VAT. 25 June, LANTRA, Stoneleigh Park, Warwickshire. Cost: BETA members £76 + VAT, non-members £96 + VAT. Please contact the BETA office for further information or visit beta-uk.org With the last few goodies popped in the post to winners and feedback collated, we are feeling really pleased with a job well done and looking forward to building on the initiative’s success next year. Our attention this month has now turned to Bramham International Horse Trials and the BETA Feed Conference…
FOOD FOR THOUGHT Don’t forget that the annual BETA Feed Conference is set for 20 June at St Johns Solihull hotel, near Birmingham. It is a great event for feed and supplement manufacturers and retailers, with speakers focusing on a range of feed-related topics, including the latest feed legislation, NOPS and a laminitis update.
Tina Hustler
Day delegate costs are: BETA members £95, non-members £140 and SMS members £115. There is also an option for an overnight stay with dinner on the evening before the event. This costs £205 for BETA members, £250 for non-members and £230 for SMS members. All prices are plus VAT.
True or false? Test your knowledge by answering True or False to the statement below. The answer can be found at the side of the page. The BETA NOPS scheme guarantees that a feed is free from naturally occurring prohibited substances.
Please contact us if you are interested in attending.
FOR FURTHER INFORMATION CONTACT TINA HUSTLER AT BETA
* False
Tel: 01937 587062 Website: www.beta-uk.org Email: tina@beta-uk.org East Wing, Stockeld Park, Wetherby, West Yorkshire LS22 4AW Claire Williams, Executive Director, claire@beta-uk.org Tricia Nassau-Williams, Field Officer, tricia@beta-uk.org Ann FitzGerald, Secretary, ann@beta-uk.org Deborah Hayward, Press Officer, deborahh@beta-int.com
WWW.EQUESTRIANTRADENEWS.COM
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