Bridging the Lifestyle Gap
The equine market is a limited one, which presents the challenge of finding innovative ways to reach new potential customers. Many equestrian-centric brands can easily cross over to the “lifestyle” market with a little extra effort, and many lifestyle brands can also cross the bridge to reach an entirely new group of consumers.
So how do you bridge that gap? First of all, take a look at the product or service you offer and think of how it could benefit you if you were not involved with horses. Perhaps your sun shirt would transition well from the yoga studio to the barn, or maybe your laser therapy pad helps ease your sore back after a good workout just as much as it helps your horse’s aches and pains heal.
Finding ways to reach new customers is challenging but not impossible. Consider finding a lifestyle blogger who can do a review of your product, or join some Facebook groups with shared interests in the niche you want to reach and start generating a buzz about your brand. Being on the edge of that forward motion will yield the extra results if you’re willing to think outside of the proverbial box a bit.
On the flip side, let’s say you are a professional rider who would love to pick up a sponsorship from Nike. How do you go about marketing yourself to a more “conventional” brand? Think of ways to make yourself attractive to those other lifestyle brands. Start posting about your exercise routine and what brands you use currently, and start cultivating yourself as a brand that can be seen as versatile and relatable to those outside of the equine world.
That’s what we’re all about here at Heels Down Media – bridging the gap between lifestyle and equestrian life. The gap isn’t as big as you’d think, and that’s why we’re always finding new ways to bring these two walks of life together. To partner with us to expand your brand, please contact us.