Thanks to Carla Peacock for providing this good-news PR story from the Dal-Worth Club:
The Dal-Worth ApHC tried a new marketing approach to try to get new youth into our breed and shows. Much like the “bring your kid to work” program, we tried “bring your barn buddy to the show.” There are plenty of youth and non-pro horses that are “packers” at the shows and whose owners agreed to make available for the “guest” riders to utilize for the show.
We offered an iTunes gift card to the person bringing the barn buddy IF the barn buddy joined the ApHC. If they joined the ApHC, we gave them a free Dal Worth membership and allowed them to ride in the youth classes for $5 per class. We figured we would accomplish several things with this: the guest rider would join the ApHC (revenue for the ApHC) and they would be an additional entry in the class. Although they would not earn national points because they would not own the horse, they would count for entries and points for those youth chasing points.
The purpose of the entire deal was to get the kids that rode (either in a lesson program or in another breed) to our shows and competing in our events. We wanted them to experience the fun family atmosphere that is present at the ApHC shows (you have to admit that you won’t find a nicer group of people that the ApHC people!) and get hooked on the friendly and fun competition there. That would hopefully lead to a possible lease of an Appaloosa or even better yet the purchase of an Appaloosa!
Well, it was only one person, but this story has come full circle. There was a young girl named Brooked Dryden that was riding at the barn where Debbie Ryan keeps her horse. Debbie decided to use this program to introduce Brooke to the wonderful Appaloosa people. She arranged for Brooke to utilize her seasoned show horse, JB Fine N Dandy at the Dal Worth Spring Spectacular held in April in Glen Rose, Texas. Brooke joined the ApHC and we gave her a free Dal Worth membership. She showed in several classes for only $5 per class. Brooke had a great time and was in love with JB! Almost as if it was perfectly choreographed, Brooke leased JB and actually went to the Nationals! She had so much fun and was making so many new friends that her family bought her their own Appaloosa while they were in Tulsa!
It was only one new youth member, but it led to a purchase of an Appaloosa and what will hopefully be a long time relationship with our breed. If every club could generate just one new youth per year, think about how many new youth that would bring into our industry! The Dal Worth club liked the response so much that we are going to continue to offer the incentives and run the promotion in the hope of introducing more new youth to our wonderful Appaloosa every year!