Brand Conscious

re: Brand Conscious

EJMitchellKy — Wed, 10 Jun 2009 13:11:18 GMT

Handride makes a valid point. The numbers are not always flattering.

Having said that, no one is batting a thousand year in and year out. So when someone has an extraordinarily good year, wouldn't it be nice to have the numbers to back it up?

Several years ago, The Blood-Horse MarketWatch was contacted by an agent who was upset that his numbers didn't accurately reflect his success. As it turned out, he had purchased horses under several different entities. (I'm not exactly sure why, and it was not common knowledge that these pseudonyms were associated with this agent). So the horses actually listed under his name as a buyer were only a fraction of his total purchases.

During a down year, no one is trumpeting. But during the up years, as the agent who contacted us realized, an independent source that verifies the successes can create powerful marketing opportunities.

re: Brand Conscious

A. B. — Wed, 10 Jun 2009 07:23:29 GMT

I did internships in various racing offices when I was in college and it was amazing how many different records there were in RTO (Race Track Operations) for the same owner. I was often on the phone with The Jockey Club combining accounts. It's not just auctions.

re: Brand Conscious

da3hoss — Tue, 09 Jun 2009 16:57:09 GMT

Transparency and accuracy...

Unbroken, undisguised Chain of ownership with original signatures on the registration papers for the life of the horse. Lost your originals...oooh, boy, better hope they're all still alive...

Agents, consignment and trainer history in a Performance book that travels with the horse for life...

Complete health records in a book that travels with the horse for life ...

Just like we have for certain breeds of dogs that come from Europe...Pedigree, health and training...

Psuedo names...phony identities because you don't want to be bothered? Where else in the business world do you get away with that?

re: Brand Conscious

AgentOrange — Tue, 09 Jun 2009 14:07:18 GMT

A minority of us bloodstock agents/advisors purchase or sign for horses with pseudo names (with the responsible party known to the sales companies beforehand) for the obvious reason of we do not wish to be bothered by follow-ups from breeders or other agents. If we need additional information about our purchase(s) we can and will seek that on our own.

re: Brand Conscious

Bellwether — Tue, 09 Jun 2009 06:03:38 GMT

EXPOSE...PROMOTE...EDUCATE...LONG LIVE THE KING!!!...

re: Brand Conscious

Bishop Don — Mon, 08 Jun 2009 23:35:24 GMT

i could not agree with you more. You see some of the partnerships like West Point, IEAH and Team Valor do this. Then they give you there version of the statistics compiled and claim all types of accolades and percentages, none of which can be proven anywhere of record.

re: Brand Conscious

handride — Mon, 08 Jun 2009 23:34:00 GMT

why would you want enough for an honest sample, it's much easier to say R Smith breeder of X, Y, Z great horses, than take a chance that R Smith hits at 50% winners rate.

Your point is valid, but good marketing I doubt it is.

re: Brand Conscious

Vita — Mon, 08 Jun 2009 21:15:16 GMT

I can understand agents, consignors or farms wanting to have a brand name. I'm not sure if the usual owner who buys one or 2 horses a year even worries about it, hence buying in their spouse's name, or children's name.

re: Brand Conscious

aspradling — Mon, 08 Jun 2009 17:56:58 GMT

it is always interesting when I see the family names listed right after each other in various sales data. the numbers would look much nicer if they were combined, unless they are separate entities.

a great point to make that many might not think about, I bet this does happen all the time because it would come across to me as a second though. I do know the JC has a ridiculous amount of data to work with.

re: Brand Conscious

research — Mon, 08 Jun 2009 15:46:50 GMT

Auction records are woefully innacurate. Plus so many outfits use buying agents for various reasons. The actual buyer's name is often not on the ticket. Good luck with your project.