SHARED OWNERSHIP PROMOTION
National Racehorse Week provides a brilliant opportunity for trainers to promote their shared ownership offerings to a captive audience. Last year, 74% of trainers used the campaign to advertise ownership options at their yards with 49% receiving direct interest as a result. Therefore, it is important that trainers consider how they can maximise this opportunity before, during, and after the event.
PRE-EVENT PLANNING
Planning ahead of the event can ensure you make the most of the opportunity, consider things like:
• How can you best promote your club/syndicate horses and encourage interest on the day?
• What promotional materials can be produced for people to take away?
• How can you collect contact information from attendees?
• How will you demonstrate the benefits of shared ownership on the day?
PROMOTIONAL MATERIALS
Attendees will be busy meeting horses and staff on the day and might not be able to commit to joining your shared ownership entity there and then.
Ensure you produce promotional material which people can take away and digest in their own time. Look to include:
• Details of the club/syndicate package: What’s included? What are the costs? Any unique selling points?
• Details and images of the horse(s) involved: add details about the horse(s) which might not be available elsewhere.
• Testimonials from current/previous club/syndicate members.
• Contact details for trainer/yard, including social media and website.
It is important to be transparent about what is included and what expectations are to avoid issues further down the line, including around frequency/types of events, communications, ballots, and aftercare/retirement considerations.
DATA COLLECTION
Having a captive audience of interested people onsite provides a great opportunity for data collection. Doing so will allow you to follow up with attendees and remind them of your shared ownership offering.
Organise a space for people to sign up, including a trestle table, laptop/tablet, branding and promotional materials.
There are many ways you can encourage engagement:
• Competitions: merchandise, racehorse share, ‘owner for a day’ experience, or a morning on the gallops are all great prizes to offer
• Return visit sign up: offer a return visit for them to see different aspects of the yard, or a more bespoke group tour
• Branding: Use racing silks, branded materials, and merchandise to capture attention and enhance your brand identity
Make sure you are only collecting the data required for the intended purpose, in line with GDPR.
INVOLVE CLUB/SYNDICATE MEMBERS
Inviting your current club or syndicate members to help at your open morning is a great way to showcase your offering through the voices of those directly involved. Authentic experiences can go a long way in demonstrating the benefits of being involved with you/the yard in a more organic way.
Ask current members to join the team for the day as ambassadors of the racing club/syndicate. Set them up for success by providing key information that you’d like them to relay, as well as encouraging them to share their own experiences.
SHOWCASE THE HORSES
Clearly signpost horses with shares available so they can be easily identified by attendees during the event and include key information on stable doors.
Allocate time during your open morning to showcase the horse(s) involved in your club/syndicate. Attendees are more likely to feel a sense of attachment if they can meet and learn more about the horse(s) they will be involved with.
Pull the horse(s) out for a parade and provide information on their pedigree, race history and future plans. Also, share information about their character and habits to offer unique insights that aren’t publicly available.
Post-racing plans for your club/syndicate horse(s) can be an important aspect of the ownership journey for potential owners, so do provide transparency on the topic. Do you have any examples of any previously retired horses?
WIDER ENGAGEMENT
During the campaign period (7-15 September), there are multiple events happening across the country, from community activity to racecourse activations.
Check local events to explore opportunities for promoting shared ownership. These events might attract different audiences than those attending your yard open morning, offering an additional pool of people to engage with using the strategies mentioned.
Find your local events by emailing: slyons@greatbritishracing.com
It is important to follow up with attendees after the event when they will have more time to consider the opportunities available. With the collected contact information, you can reach out via email to thank people for attending, ask any feedback and remind them of your shared ownership offering.
GBR SUPPORT POST-EVENT FOLLOW-UP
Great British Racing is keen to ensure your event is as successful as possible, and we are able to offer the following support as you look to promote your shared ownership offerings throughout the campaign:
• Bespoke advice on how to best promote your club/syndicate
• On the day presence (limited spaces available)
• Liaising with nearby community/racecourse events
• Promotion through the ‘In The Paddock’ website – list your shared ownership entity for free by completing the form here https://www.inthepaddock.co.uk/list-your-syndicate/