Knowing your equestrian audience is an important part of creating an effective marketing campaign for your horse business. A good way to gain some insight into your audience is to look at demographics locally and nationally. Here are some resources to get dialed into your market.
The American Horse Council is actively gathering resources and support to update their Economic Study on the horse industry in 2017. The previous study was published in 2005, before the Great Recession of 2008. We are long overdue for some updated statistics. Less broadly reaching but still very informative is a study released regularly by the American Horse Publication surveying horse owners across the country on the current state of the industry. This research is broken down into zip code regions. I focused on data from zip code Region 9, which includes California.
When marketing to a niche audience it is important to know who you are speaking to so that your content resonates. Here is a handy infographic guide to get you up to date on who your audience is based on the existing research I mentioned above. Keep in mind, with the new economic study expected, some of this data might shift. Let us see if the American Horse Council’s relatively new marketing campaign, Time to Ride is making an impact across the country to bolster support for the industry.
All right all you horse marketers, let’s get smarter about our campaigns and get to work.