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Dec 2, 20111 min read

Horses and harmonious marketing


As a dressage rider I’m always looking at ways to improve and stand out from other competitors at events. The aim of dressage is for horse and rider to work together, and the best results are built on a great relationship. It takes time and effort to create a harmonious approach which gives you a competitive edge. It got me thinking. While dressage and marketing may seem poles apart, the principles are the same. Like horse riders, when it comes to marketing, organisations need to be constantly thinking about the messages they are sending and keeping the lines of communication open. To truly engage your clients and audience you need the perfect blend of skills, and much like dressage nothing will be achieved if it isn’t done properly.

When it comes to marketing, many companies will do a little bit of advertising and the odd press release but it is a hit and miss approach. It’s all about balance. The better the balance, the better the results. When a horse and rider are unbalanced the harmony is broken. The same is true when the different elements of marketing are not brought together in a coherent manner. The message becomes disjointed and because the audience doesn’t understand it there are no tangible results. Like some riders, organisations will be tempted by falsely marked paths that promise results quickly. A few will be tempted to try them in order to get a quick win, and while it may provide a short term gain, it’s not a strategy which will work in the long term. In common with dressage, communications and marketing should be a journey. If it is planned strategically and with purpose it can have a significant impact and make an organisation stand out from the competition. Those who treat marketing as individual projects will continue to be disappointed by the results, perhaps wondering why it isn’t working.

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