November 2020
Volume 44, No 8
GREEN GOODNESS
ALL YEAR ROUND
Meet the farmers growing fibre feeds
TURN UP THE HEAT Winter warmers to boost your sales
PLUS
• AMTRA ACCREDITED CPD FEATURE AND QUIZ • TOP SADDLER PROFILES • NEW PRODUCTS TO STOCK
ETN is the official media partner of BETA International Main Sponsor
Main Sponsor
ETN | SPECIAL REPORT
A business with winning form
What does it take to win the TSM Marketing Effectiveness Award, one of a series of 2020 BETA Business Awards?
T
he TSM Marketing Effectiveness Award was introduced in 2020 to celebrate effective communications and the value that brings to a company and its brands. The award seeks to set a global benchmark, highlighting the way in which successful marketing activity can address business problems and improve results.
Tim Smith presents (left to right) Katrina Pedlar, Kristy Hodgson and Claire Shand, of Westgate Labs, with the 2020 TSM Marketing Effectiveness Award.
WHO CAN ENTER AND HOW DOES IT WORK?
WHY DID WE CHOOSE TO ENTER THIS CAMPAIGN?
WHAT ARE THE JUDGES LOOKING FOR?
WHAT ADVICE WOULD YOU GIVE TO POTENTIAL ENTRANTS?
The award is open to all equestrian companies, including retailers, manufacturers and suppliers, that can show the contribution a marketing campaign has made to their business. Budgets can range from shoestring proportions to no-expensesspared initiatives because the key driver is not the cost, but that compelling link between marketing activity and increased business performance. Marketing campaigns could include the use of sponsored riders or feature a specific social media strategy – key elements found in previous BETA Business Awards. Companies are invited to put themselves forward for the 2021 award and should contact Agy Mossakowska in the BETA office for an entry form – telephone 01937 587062 or email agy@beta-uk. org. Entries close on 31 December 2020. An independent panel of judges will concentrate on four core elements: • Clear expression of a business problem. • An explanation of the benefits experienced as a result of specific marketing and communications campaigns, which might be one-off initiatives or year-long programmes. • Proof of the link between results and activity. • Clarity of case with a well-written, structured and presented entry.
WINNER’S CASE STUDY: WESTGATE LABS Westgate Labs, a Northumberland-based company offering a postal worm count and testing service, collected the 2020 TSM Marketing Effectiveness Award. Judges praised the company’s clear objectives and ability to show how its campaign had brought increased interest and financial benefits. Claire Shand, Westgate Labs’ director of marketing and communications (pictured) explains the business’s winning All Seasons subscription plan.
12 | EQUESTRIAN TRADE NEWS NOVEMBER 2020
All Seasons was an easily defined marketing campaign with a start, middle and end, so we could really tell a story with it. The subscription service, although on trend, was new for us and we were able to articulate why we chose this approach, the problems it would solve for our customers and the benefits it would bring to horse health and our business. Our budget was small, so we described strategic decisions we had made to hone marketing, and demonstrated the measurable impact each spend had. Patiently refining the project paid off; All Seasons has been a huge success for us. Not only were we able to show how many subscribers we’d gained over the six months from a standing start, but also the context of this within the business.
Put yourself in the judges’ shoes. Imagine they know nothing about you and describe the decisions and actions you made in the context of your business and the impact of them. The BETA entry form gives really good guidance to help you lay this out.
HERE’S HOW WE DID IT
We began by identifying our three recurring business challenges: • Customer retention – keeping our existing customers and attracting new business. • Increasing testing frequency – seeking to increase the average testing intervals in line with veterinary advice to worm count every eight to 12 weeks. • Improving cash flow – allowing horse owners to spread the costs and helping us through the seasonal quiet period.
PRESENTING OUR SOLUTION
We offered our clients a bespoke plan for their horses, with all tests needed to target the right parasites at the right time of year, delivered to their door in exchange for one simple monthly payment. With our sights set on a spring launch, we spent the winter working with our website providers to ensure that the service, database, payment and communications elements were in place for a great user experience. Budgets were kept tight, with copywriting and design done in-house. We had around £5,000 for a launch period concentrated WWW.EQUESTRIANTRADENEWS.COM
XXXXXX | ETN over March to April 2019. Our spend went on stock images, social media amplification and online advertorials, Facebook remarketing, online flyers, a competition giveaway and advertising in regional print media.
SHOWING OUR RESULTS
Six months after launching, we were thrilled with the impact that All Seasons had made to our business with the following results: • We had a healthy database of subscribers. • Current projections show that the subscription service will make up more than 7.5% of our business income over a 12-month period. • Overwhelmingly positive customer feedback. • We have a new model that helps to ease cash flow through winter. • Good press coverage, sustained social media engagement and increased mentions by working with vloggers. • A 22% increase in web traffic compared with the same period in 2018. • A ratio of 70:30 new to existing customers. • A USP over our competition.
WHAT DID WE LEARN?
The launch reaffirmed that marketing is ultimately about helping people to solve their problems. A lot can be done with an iPhone and some creativity – and by targeting spend in the right places. Defining demographics is key to keeping costs down.
THE BETA BUSINESS AWARDS 2021
The 2021 BETA Business Awards recognise individuals and companies who go above and beyond for the benefit of the equestrian industry. In addition to the TSM Marketing Effectiveness Award, there is the BETA Export Award, Weatherbeeta Retail Employee of the Year Award, SEIB Retailer of the Year, Stubbs England Nutritional Helpline of the Year, Citation Trade Supplier of the Year and the BETA Lifetime Achievement Award. The Equine Careers Sales Representative of the Year and Equestrian Event of the Year supported by Henson Franklyn are being held over until 2022 because of the coronavirus pandemic. For further information and details on how to nominate, visit beta-uk.org.
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MEET THE SPONSOR
Tim Smith Marketing (TSM) is a full-service agency providing digital and offline campaigns, helping to deliver results and grow brands. It employs a wide range of marketing channels, including traditional communication, video content, social media and paid media. Founded by Tim in 2002, the TSM team has a wealth of knowledge and experience – and a passion for making a difference. Clients include companies in the equestrian, pet, country pursuits, hospitality, events and artisan food sectors.
WWW.EQUESTRIANTRADENEWS.COM
Arena saddles are distributed within the United Kingdom by Saddlery Brands International. For more information contact our team on +44 1865 670 888.
EQUESTRIAN TRADE NEWS OCTOBER 2020 | 13
ETN | PET CARE
Veteran care: same but different Through recent uncertainty, our customers’ undying care for their animals - horses, dogs and cats – shines through, says Kate Hore RNutr (Animal). R.Anim.Technol, NAF head nutritionist working equines who need a high specification, cost effective solution to soundness. Superflex Senior utilises high levels of glucosamine sulphate – the only form of glucosamine consistently shown to be effective – in a synergistic blend with MSM, chondroitin sulphate, HA, naturally sourced antioxidants and omega-3s. Superflex Senior is advised daily to maintain flexibility in older horses still leading active lives, and is also suitable for elite equines of all ages with hard working joints.
A
s suppliers, we have an opportunity to provide not just equine care, but meet customers’ desires to provide for their pets too. Recent years show a changing trend in pet owners, away from seeing their vet as the first call for healthcare, and towards seeking advice in-store. With rising pet ownership reported, now is the time to stock up to meet the needs of all your customers’ animals. But what are the essentials? Caring for the veteran animal is key, and it is an expanding market. Advancements in veterinary medicine and welfare result in an ageing population of horses, dogs and cats. Can we help our customers improve animals’ ‘healthspan’ – the time spent in good health – rather than simply extending ‘lifespan’?
SOUNDNESS
One phenomenon shared by all – including ourselves – is ‘inflammageing’, a progressive chronic inflammatory response, commonly seen as joint changes. Joint stress in older horses and dogs is similar. We’re likely to see gait changes and poor performance, while dogs may be less willing to enjoy long walks, or reluctant to jump into the car. In cats, the signs are subtler, as they’ve evolved to protect themselves by hiding signs of weakness. However, research shows joint stress in over 90% of older cats, so it’s worth discussing with your customers. Cats may jump less, but you are more likely to see general reduced activity; longer sleeping, decreased grooming, with heightened licking over the joints, and behavioural changes. Formulated by veterinary and nutrition teams at NAF and Natural VetCare, we recommend choosing the right synergistic nutrition, including glucosamine, MSM, antioxidants and omega-3 fatty acids, formulated to suit the lifestage of each specific animal. NAF Five Star Superflex Senior is the ideal choice for older, 16 | EQUESTRIAN TRADE NEWS NOVEMBER 2020
Natural VetCare Ageility provides all round nutritional care for older dogs to stay active. Ageility combines optimal levels of key joint support nutrients, with targeted nutritional support for canines. The ‘super-food’, chlorella, works synergistically with vitamin E, manganese and zinc to support the body’s antioxidant defences. Compromised heart health is common in older dogs, hence Ageility includes hawthorn to support a strong, healthy cardiovascular system. Natural VetCare Senior CatCare provides all round nutritional support to maintain health and vitality in older cats. Here we see key joint support combined with nutrients such as potassium chloride and omega-3s for kidney support, as urinary health is often a major marker of ageing in senior cats. Natural ingredients often provide dual-purpose benefits, and glucosamine is a good example here. While supporting older joints, glucosamine may also maintain a healthy urinary tract, as it is present in the protective bladder lining, and often deficient in cats with urinary stress. For animals who need extra support with maintenance of comfortable joints, don’t forget devil’s claw. Where comfort is the primary concern, we advise NAF Devil’s Relief for retired horses and Natural VetCare Relief for dogs. WWW.EQUESTRIANTRADENEWS.COM
Same but different XXXXXX | ETN
BRAIN HEALTH
It will come as no surprise to find that a decline in mental acuity, the brain’s ‘sharpness’, is a common sign of ageing in mammals often seen in older dogs, where signs include changes in sleep patterns, disorientation and memory loss. They may appear ‘lost’ in their own environment, and if basics of obedience are not obeyed, they’re not ignoring you – they may simply have forgotten the meaning. Over half of cats over fifteen exhibit the geriatric brain, with signs including reduced activity, increased sleeping and becoming withdrawn. For both cats and dogs, inappropriate toileting behaviour, such as in the house, is also recognised as a sign of cognitive stress. Horses, too, can show cognitive changes. While they often appear youthful well into their teens, this tends to change when progressing into their twenties. Geriatric horses (late 20s+) may stare into space, change behaviour or become disorientated. Veteran horses can lose their place in the herd. Targeted nutrition to support changes is recommended whether equine, canine or feline. The adoptogenic herbs ginseng, ginkgo and immortality have attracted interest across species for their ability to help the brain adapt to change. Adaptogens work in synergy with natural antioxidants, important as oxidative changes, leading to free radical stress, is seen in the ageing brain; while omega-3s support brain health through anti-inflammatory channels. NAF In the Pink Senior is a perfect balancer for equine OAPs (Old Age Performers)! It combines broad-spectrum micronutrients for general health, with pre and probiotics to support digestive function – important, as digestion can become compromised in older horses. Pink Senior also provides ginkgo and ginseng to maintain ‘spark’, working alongside natural antioxidants. Natural VetCare Ageility, is a good all-round choice for older dogs, as alongside the joint support discussed above, Ageility also provides herbal support for mental acuity from ‘immortality herb’. Of course, we’re not promising your customers’ dogs will become immortal, but we certainly see how this herb has made a name for itself as a powerful adaptogen. Natural VetCare Senior CatCare provides all round support for the older pet. To maintain the natural curiosity for which cats are famous, Senior Catcare includes ginseng, alongside natural omega3s, with antioxidants including chlorella and vitamin E. Whether horse, pony, dog or cat, NAF and Natural VetCare can provide the right targeted nutritional solutions for age related issues in all your customers’ creatures – great and small.
Five Star veteran care for your horse, dog and cat
Superflex Senior Five star treatment for healthy, flexible senior joints
in the Pink Senior A special formula carefully balanced to keep the older horse fit.
Ageility For older stiff dogs who want to feel good Relief For stiff dogs the choice is painless
Selected references • Available on request from info@naf-uk.com
Senior CatCare For older cats who want to feel good
For more information please contact your NAF Area Sales Manager, call the NAF Sales Office on 01600 710726, or our
FREE Nutritional Advice Line Call 0800 373 106 naf-equine.eu/uk WWW.EQUESTRIANTRADENEWS.COM
EQUESTRIAN TRADE NEWS XXXX 2020 | 17