When Subpar Branding Just Won’t Fly

The Blog

Randy Micheletti
VP, Director of Brand Strategy

When Subpar Branding Just Won’t Fly

For horse owners, summer is the time for peaceful, early morning rides before the sun heats up the day. It’s a time to spend washing, treating and connecting with your horse. Unfortunately, it is also the season of the most heinous insect on the planet…flies!

And, as all horse owners know, it’s a never-ending battle. You try everything and they just keep returning. Not only are they frustrating to you, they’re even more irritating to your horse. Imagine the way the horse feels as the summer heat kicks in and these pests will not leave them alone.

As we’ve learned from recent client focus groups, many horse owners are convinced there’s not much that can be done to effectively repel flies. Sure, some have regiments that are partially effective but many said during the heavy summer season protecting their horses from flies and other biting insects was a “losing battle.”

Here are a few tips on becoming more effective in the battle against flies and other insects:

  • Eliminate places where flies and insects inhabit and breed such as standing water, old water in a bucket, dirty gutters, or road ditches.
  • Provide your horse with additional protection during peak fly season and avoid being outside during these times.
  • Limit your horse’s exposure to flies and insects by using a fly spray specifically designed to kill and repel a broad spectrum of insects on contact.
  • Implement a fly control program that uses multiple products. Combining fly sprays, fly masks and premise concentrate and bate can provide complete protection for your horse.

Manna Pro partnered with Geile/Leon to introduce a complete line of equine fly control products for all applications, including sprays, masks, face and body wipes, and premise protection. Our knowledge and expertise within the equine category provided the framework to help us build a memorable brand, increase awareness of the new line, and drive sales of Force products.

Check out the launch campaign and the results generated: Drop Dead Powerful

Geile/Leon is a brand-driven marketing agency based in St. Louis, Missouri that specializes in equine marketing and new product introductions. If you’re looking to refresh a brand or launch a new one, let’s chat.

Industry Spotlight: Equine Web Design

The Blog

Randy Micheletti
VP, Director of Brand Strategy

Industry Spotlight: Equine Web Design

With approximately 9.2 million horses in the U.S. coinciding with approximately 2 million horse owners, the equine care market size has grown to a substantial $900+ million dollar business. That’s nothing to shake a stick at.

The good news is there are many opportunities to communicate with consumers about your equine products; the hurdle though, is that the category is extremely crowded. As a brand, it’s more important than ever to stand out. One way to do that is through your website. It’s vital that equine brands keep up with technology to converse with their consumers…but how can your site stand out from others? Here are a few tips to follow that will ensure your site stands out:

Consistency

I’m sure your brand has created a corporate identity. It’s crucial that you use that guide to ensure your brand and message are communicated consistently online and offline. Continuity within your site is also important – actually, it’s a major factor in conversion. When a consumer moves throughout your site each page must deliver a consistent design and message.

Aesthetically pleasing

Part of being aesthetically pleasing is keeping the overall design as clean and simple as possible. White space is a big part of that. It will allow your visitors to focus on what’s important and help get your key messages across.

Colors and images

This is extremely important, especially with horse owners. The use of warm and inviting colors resonates well with horse owners and it can complement the tone of the copy. The use of imagery is vital in this category. Horse owners love to see photography of horses. Showing a variety of different horses is effective as it broadens your opportunity to reach many horse owners. One thing to keep in mind – as you select an image, be sure it’s relevant and adds value to the message you’re communicating.

Relevant content

Equine sites have to be populated with relevant, keyword-rich content. You might ask, how do I determine if my content is relevant? Well according to Angie Schottmuller of Interactive Artisan, using the “Triangle of Relevance” can help. The triangle strategy incorporates three angles – business interest, user interest and time significance to maximize relevance and content, creating user action.

These are just a few helpers to get you started. One last thing to think about equine web design: always consider who you’re talking to and talk to them in an authentic voice. Horse owners appreciate honesty and a straight forward messaging that helps them understand what is best for their horse(s). Keeping this in mind will keep your brand top of mind with consumers and help solidify the conversion.

Download our Digital Marketing Audit to learn more about successful internet marketing.

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We have experience with equine; we know the brands, consumers and the products. Let’s talk about what your equine brand is doing to grow through digital marketing and your equine web design. Fill out this form with your information and we will reach out to you!

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The Key to Building a Better Brand? Experiences.

The Blog

Geile/Leon Marketing Communications

The Key to Building a Better Brand? Experiences.

Building a Brand: Enhancing your brand equity through strategic marketing and valuable customer experiences.

For many companies, especially those in niche industries that have a loyal following such as equine or manufacturing, there’s an ongoing struggle to raise their brand to the top. Before the Internet, brands relied on repeat customers, advertising through traditional mediums and amplification of their products/services through trial and word-of-mouth.

Now, at every turn marketers are fighting for a piece of the consumer pie (in more places than one). How do you make your brand stand out when consumers are overrun with choices? Through new experiences and meaningful relationships, on and off-line.

In the equine industry, consumers are immersed in their brands. They are constantly looking for a product or service that they can trust and really rely on – whether it’s to make their horse(s) healthier, get a leg up on the competition, make their job easier or their business better.

So, the opportunity for equine brand building (outside of traditional mediums) lies in experiences that are developed through digital problem solving.

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We’ve all turned to Google at some point in our lives for a recommendation. And, for niche industries, this is the sweet spot for brand building. Through Search Engine Optimization (SEO), website content and blogs that truly help your customers and an authentic brand voice that’s consistent on- and off-line, customers have a chance to experience your product before they even buy it. Therefore, creating relationships that will resonate with consumers the next time they are in need of your product or service.

Are you interested in other digital brand building strategies? Download our digital audit to assist you in setting up and executing a successful digital marketing campaign.

Interested in equine marketing? See some of previous our work building equine brands:
Senior Campaign
Integrated Ad Campaign
On the Move Sweepstakes

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