RACING STABLE:

WHY AND HOW

TO COMMUNICATE?

INTRODUCTION

BETTER UNDERSTANDING COMMUNICATION:

THE ESSENTIALS
1 - A brief history of communication...............................................................
2 - Trainers: why should you communicate?.............................................
3 - What are the different communication channels at your
disposal?.............................................................................................................................

2 THE COMMUNICATION STARTER PACK

1 - Create a website......................................................................................................
2 - Open your social networks..............................................................................
3 - Manage a newsletter..........................................................................................
4 - Useful tools.................................................................................................................
5 - Accounts to follow.................................................................................................

3 PRACTICAL GUIDE: IDEAS AND ACTIONS TO

ACHIEVE YOUR GOALS
1 - How to reach your goals?.................................................................................
2 - Communicating about your racing stable: the limits.................

4 GETTING STARTED IN COMMUNICATION:

SOME EXAMPLES
1 - Blog articles................................................................................................................
2 - Social media posts................................................................................................

CONCLUSION
2
RACING STABLE:
WHY AND HOW
TO COMMUNICATE?
«Communication is a vital process for any business. It allows us to share ideas,
solve problems and build strong relationships with stakeholders.» - John Kotter,
Harvard Business School.

Communication is a key element in optimizing the performance of a racing

stable. Equine owners have questions and worries about the health and well-being
of their protege, and good communication is essential to reassure and inform them.
However, it can be difficult for trainers to find the time and resources to optimally
communicate with their racehorse owners.

BUT THEN, HOW CAN A RACING STABLE’S COMMUNICATION BE IMPROVED?

In this white paper, we’ll cover the essentials you need to know to understand
communication. We also include a starter pack to guide you through the
process of setting up communication actions. Learn more about the keys to
boosting communication through human resources but also about the limits of
communication. Finally, discover adapted examples to get started!

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BETTER UNDERSTANDING COMMUNICATION:
THE ESSENTIALS
Communication is a very large word, used in all fields. But then, what is
communication, and why is it so important?

A BRIEF HISTORY OF COMMUNICATION

Modern communication is not limited to traditional means of communication.

With the arrival of the Internet and social media, communication has reached
new heights in terms of reach and speed. Communication is now instant and
possible with people all over the world.

The history of communication is characterized by a constant evolution in both

ways and forms. From primitive signals to advanced technologies, this evolution
has shaped the way we communicate, interact and exchange information, and
it continues to change daily.

COMMUNICATING IS:

• Getting known: customer acquisition strategies

• Managing your image: create a distinctive brand image
• Being in the news: sustaining public interest
• Interacting: open communication with owners
• Promoting: promotion of horse sales

TRAINERS: WHY SHOULD YOU COMMUNICATE?

Nowadays, communication is an essential element for all the actors of our
world: companies, personalities, governments, services... It has become necessary
to attract customers, to renew them, to reassure them; but also to contribute to
the construction of its identity: to diffuse its values, its advantages, to explain its
activity...
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 ELEONOREGROUX

FOR A RACING STABLE, COMMUNICATION IS A KEY ELEMENT TO:

• Establish trust: Open and honest communication builds confidence

and trust between owners and trainers, which is essential for building
client loyalty and attracting new customers.
• Keeping customers informed: Communication is essential to inform
owners of the work carried out during training, what is being done to
monitor the horse and how it is being cared for.
• Educate owners: Communication is an effective way of educating
racing fans about the behind-the-scenes aspects of the industry.
• Optimize the customer experience: Differentiated communication to
create a unique experience that responds to the diverse motivations of
horse owners.
• Contribute to the racing industry: Contribute to racing awareness and
the betting experience to support the horse industry, with long-term
benefits..

5
 WHAT ARE THE DIFFERENT COMMUNICATION
CHANNELS AT YOUR DISPOSAL?

The media

When we talk about media, we talk about the traditional ones: press, television,
poster campaigns or radio for example. Although they are still the main channels
today, the media are still expensive formats, especially for small companies or
structures where communication is not the main goal.

Social networks

Accessible to everybody, social networks are among the first communication

channels used. There are several types but some of them are the most important
and interesting: Facebook, Instagram, Twitter, LinkedIn and the most recent,
TikTok. Although they are easy to use, social networks require a degree of expertise
in order to get the best out of them.

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 Website

Every company or structure today has a website. It is your showcase but

also your way to confirm your presence on the market. A website must be clear,
precise and concise, specifying your services (if you use EQUIMETRE for example),
who you are, and a contact form.

To optimize your website’s visibility, it’s essential to implement a good SEO.

ALL
SM S
TIP SEO, or Search Engine Optimization, is a set of techniques designed to
improve the visibility and positioning of a website in search engine results.
This includes optimizing content by using relevant keywords and organizing your
site so that it’s easy to navigate.

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 Blog

The blog has existed for years and is still going strong. Whether it’s an
exclusive website or a section of an existing website, a blog is a space filled with
articles, videos, infographics, feedback... Sharing your knowledge allows you to
show your customers, readers and listeners your know-how, your knowledge and
your experience. By sharing content, you arouse your customers’ interest and win
their trust.

E-mailing

Who doesn’t receive at least one e-mail during the day? Indeed, e-mailing
campaigns have become an essential way to build customer loyalty, to interest them
and to inform them. In a simple and quick way, a newsletter can be sent to hundreds
of contacts who must have agreed to receive it. The contents of the emails must be
interesting: launch of a new service, redirection to the blog articles at the end of each
month, welcome of a new member in your team…

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 ELEONOREGROUX

Events

Shows, sales, races and other gatherings are organized every year. An opportunity
to meet potential customers, but also colleagues and people from the same industry.
These events are the ideal time to meet horse owners face-to-face, as well as visitors
who can become real players for your stable.These events are the ideal time to meet
directly with your own customers, visitors who can become real prospects.

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 THE COMMUNICATION STARTER PACK
Before exploring the various aspects of communication for your stable,
it’s imperative to highlight the importance of clarifying your value proposition.
Understanding what makes your stable unique and identifying any specialties
you may have is crucial to establishing effective communication. For example,
specializing in the early training of two-year-olds in syndication with state-of-the-
art equipment. It’s imperative to be clear about your corporate values to write an
impactful value proposition. The important thing is then to make communication
that reflects you.

CREATE A WEBSITE

Creating a website is one of the priorities when you start a business. If

it is already in existence, it is important to design one or to keep it updated.
The website is the showcase of a structure / company. On it must appear:

• A presentation of the stable

• Your contact information
• Your services
• Your equipment
• Your team
• A press section about your stable

A website is crucial, but it doesn’t have to be the most elaborate. Platforms like
WIX or WordPress offer simple options for creating elegant pages for your stable,
even without advanced technical skills. Investing a few hours in developing the site
will be rewarded by its clarity and the traffic generated by sharing the URL. Having a
simple site is always preferable to having no online presence at all.

GOOGLE MAPS
Optimize your stable’s visibility by showing up on Google Maps with photos,
a clear address, basic information and a phone number, making it easy to find on
Waze too.

OPEN YOUR SOCIAL NETWORKS

Facebook

Social networks established for years, Facebook remains today for companies an
essential means of communication. Targeting a different audience than Instagram,
Mark Zuckerberg’s network is great for a target of over 30 years old. Facebook offers
the possibility to have an instant messenger to exchange with users. It is then essential
to keep this messaging up to date and respond to incoming messages but also to
comments on publications.
In order not to be bothered with notifications on your personal account,
ALL
we advise you to create another Facebook business account named 10
SM S
TIP «First Name Last Name Company», along with your business e-mail
address.
 Twitter - X

Twitter, now known as X, is a microblogging social network where you share

«tweets» with a limited number of characters. Use hashtags to categorize your tweets
and increase their visibility. Engage with your audience by replying to mentions and
sharing visual content. Use built-in analytics to understand your audience and adjust
your content strategy.

Instagram

Instagram is THE social network focused on sharing photos and videos. It allows
you to post visually attractive content and is particularly popular with young people
and millennials, making it an ideal platform for businesses looking to reach this
audience. Beyond its ease of use, Instagram has global reach and high community
engagement. The content possibilities are extensive, from video - «Reels» on
Instagram, posts, stories, quiz stories…

Posting regularly allows you to keep in touch with your audience. It’s
ALL
SM S
TIP
important to stay present on this highly requested network and interact
with your community. In a simple way: post stories regularly.

LinkedIn

LinkedIn is not only a classic social network. It is the only social network that
is exclusively professional. It allows companies and individuals to show off their
expertise, corporate culture and grow their professional network. The platform
offers many features, including the ability to publish articles, share status updates,
join discussion groups, and post job opportunities..

ALL
SM S
The LinkedIn target being purely professional, adapt your language for
TIP them. How and why to communicate on your veterinary clinic?

million million million

monthly users monthly users monthly users

Use publications that

encourage users to react Show your authenticity by Publish regularly using
(short messages and using stories storytelling
humour)

24% of users are over 55 35% of users are between 60% of users are between
years old 15 and 24 years old 25 and 34 years old

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 MANAGE A NEWSLETTER

Creating a newsletter allows you to keep in touch with your clients. It can contain
different information: stable news, a change in activity (schedule, recruitment),
information on practices and services, presentation of certain horses... Beyond
keeping contact, a newsletter allows showing its activities, its expertise. It must be
regular, but not too invasive, otherwise, it may lead to customers unsubscribing. As a
general rule, it is interesting to develop a newsletter with one email per month.

Several tools are available free of charge to create a newsletter in a simple and
fast way, with already existing templates to facilitate the creation. SendInBlue or
Mailchimp are among the easy tools, which also allow you to create precise lists of
contacts.

A newsletter offers an option for those who prefer to receive information by e-mail
rather than via other platforms such as social networks. An email newsletter can be
tracked and analyzed to assess the effectiveness of the communication. So, you can
monitor the open rate, clicks on links, and other metrics to adjust their content and
improve their communication over time.

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 USEFUL TOOLS
Canva

A tool available for free on the internet, Canva is a kind of small miracle for
beginners in communication and budding graphic designers. Also available in a
premium version, there is no need to spend a subscription while the features available
allow you to create simple, pretty, and modern visuals.

The website allows you to create designs easily, especially thanks to the
customization of available templates. Starting from a proposal, you can then change
colors, fonts, font sizes, images, icons... A multitude of possibilities that allows you to
put your brand colors in a design. According to your needs, you will be free to create
A4 documents (for a brochure or a poster), visuals for stories, Instagram posts (square
format)...

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 In «Design Space» you will find all the things you can create, with examples
available. When you export your design, click on «Share», then «Download». Many
possibilities will be offered to you: JPG, PNG, PDF... Each of your designs intended for
social networks, or to be inserted in a newsletter, a body of text, will be developed in
PNG format. If you want to write a brochure, prefer the PDF format.

Each social network has a preferred format. On Instagram, the format must
ALL be square, while Facebook offers greater freedom. You are free to adapt it
SM S
TIP
according to the desired dimensions but the easiest way is to create a square
Instagram format, compatible with both social networks.
E
AS
PLE TE Templates, designs, fonts, or even elements with a small crown or € sign, are
NO
not usable in the free version and require a premium subscription.

Mailchimp

MailChimp is an emailing platform that allows companies to create, manage,

and send email marketing campaigns. Popular in the business world, MailChimp
allows you to create email marketing campaigns, newsletters, campaign automation,
contact lists. You can then segment some lists in order to send information to a
specific type of contact. Easy to use, the platform offers creative designs and access
to detailed statistics.

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 The platform offers a panel of templates to get you started. Take care of your first
ALL
SM S
design and duplicate it in order to facilitate the rest of your communication.
TIP This way, your headers and footers will remain identical, allowing readers to
easily find their way around.

As soon as your first list of contacts is established, make sure that as

E
AS
PLE TE much information as possible is filled in. This way, if you need to send a
O
N
specific email to a type of customer, the sorting will be done easily via the
platforms.

Meta Suite Business

After creating Facebook and Instagram pages, the Meta Suite Business tool allows
you to centralize both networks. A possibility facilitating the publication of content:
the same 2 posts can be made on the 2 networks, with the same photo, the same
caption. A shortcut to save time on social networks.

Thanks to this software, you can also check your performance, the reach of each of
your content, better know your audience, but also manage instant messaging.

ALL Meta Suite Business offers paid advertising content. There is no need to use it
SM S
TIP for your content, since when advertising is used once, the rest of the algorithm
will rely on the performance of the post that had advertising.

AS
E Despite the possibility of attaching the same post descriptions, it is essential
PLE TE
NO to specify the identifications by social network: some brands will not have
the same name on Facebook and Instagram.

Communication agency

Communicating professionally with ambition can be a challenge, and if in-

house resources are lacking, there are specialist race communication agencies or
freelancers on the market.

Chat GPT

ChatGPT, is a generative artificial intelligence that you can use free of charge
on the Internet. For best results, provide a precise initial context and then ask your
question.

Example: I’m a racehorse trainer and want to communicate on social networks.

Can you give me some ideas for posts?

Whether you need to generate ideas, write drafts or get answers to specific
questions, Chat GPT is an effective time-saving solution for writing a wide range of
content types.

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 ACCOUNTS TO FOLLOW

Arioneo

Followed by 18,000 people on Facebook and 5,900 on Instagram, Arioneo

continues to develop its community, very specific. In various publications on
social networks, subscribers can find scientific content about the products or the
mechanism of the horse, but also a blog fed twice a month, a monthly newsletter. All
this, on diversified subjects.

Instagram: @arioneo_off
Facebook: Arioneo
LinkedIn: ARIONEO
X : @Arioneo_off
Website: arioneo.com

HeadRacing

Christopher Head is a French trainer of flat racehorses. This trainer is a regular

contributor to social networks. Through his various networks, he regularly shares
information about his horses as well as their performances, offering valuable insight
into his day-to-day work.

Instagram: @head__racing
Facebook: Christopher Head
LinkedIn: Christopher Head
X: @HeadRacing1

Ortiz Racing Stables

John Ortiz is a thoroughbred trainer in the United States. This trainer began his
career in 2016 at the age of 30. He built his career mainly in Kentucky and Arkansas
over the previous years. His publications highlight the victories of the horses he trains,
the daily work but also interviews he was able to give.

Instagram: @ortiz_racing_stables
Facebook: Ortiz Racing Stables
LinkedIn: John Ortiz
X: @johnnyortiz24
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 ELEONOREGROUX

Ciaron Maher Racing

Ciaron Maher is an Australian racehorse trainer who is very active on social

networks, sharing not only the race wins of the horses he trains, but also behind-the-
scenes moments from his daily life.

Instagram: @ciaronmaherracing
Facebook: Ciaron Maher Racing
LinkedIn: Ciaron Maher Racing
X: @cmaherracing
Website: ciaronmaher.com.au

James Ferguson Racing

James Ferguson is an emerging talent in racehorse training, known for his

strategic approach and the successful performances of his horses. He utilizes social
media to share highlights and achievements, providing fans and clients with an
inside look into his operation.

Instagram: @james_ferguson_racing
Facebook: James Ferguson
X: jamesferguson89
Website: jamesfergusonracing.com

GATHER PATIENCE
Communicating and developing your subscribers takes time, and the benefits
will be small in the short term, but will be felt in the medium and long term. Be
indulgent with yourself if you’re just starting out: patience and assiduity in your
communications work will be your best allies if you’re ever to make a splash!

Like any new discipline, the quality of the content produced by your teams
will improve over time. To help you progress, the Internet is full of training content.

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PRACTICAL GUIDE: IDEAS AND ACTIONS TO
ACHIEVE YOUR GOALS
Today, communication has become essential to establishing a trustful
relationship with potential customers. To optimize your stable’s communication,
sharing key information is crucial, such as the services you offer, your staff’s
experience, and the facilities you use.

Depending on your objectives, here are a few ideas and inspirations to help
you use communication as a lever for success.

ACQUISITION OBJECTIVE:
NEW OWNERS

Authentic testimonials: Capitalize on the satisfaction of your current owners

by inviting them to share their experiences with your stable, either through a
filmed or written interview. A testimonial from a satisfied customer is a powerful
persuasion strategy, building trust and attracting potential new owners.

Organize contests on your social networks: Organizing a contest with a visit

to the stables as a reward is a clever strategy for attracting new horse owners. It
creates an immersive experience for the winners, strengthening their connection
to your stable. Such a competition serves not only as engaging promotion on social
networks but also as a gateway for potential new owners.

Create SEO-optimized content: This is a crucial strategy for increasing your

stable’s visibility. By producing informative articles, guides, or videos on topics
related to horse buying, stable activities, and more, you improve your chances
of appearing in Google search results. This offers a valuable opportunity to be
discovered by potential owners and strengthens your online presence.

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 BUSINESS DEVELOPMENT OBJECTIVE

Dedicated sections: Integrate a section on your site, through a tab, or on your

social networks, through front-page stories, dedicated to something you want
to highlight, for example, your horses for sale. This informs your visitors about
your offers transparently and boosts your stable’s credibility by providing details
that can be accessed anytime. This approach also makes it easier for interested
visitors to navigate, improving their experience across your media and increasing
the chances of conversion.

Share videos on social networks: The use of reels can be a powerful tool in
boosting your stable’s visibility and commercial success. By creating captivating
reels featuring your horses, behind-the-scenes footage, or even unique moments,
you can engage your audience. These short videos not only present your stable
dynamically but also increase the appeal of your horses for sale.

Involve stakeholders: To maximize the spread of your social media posts,

identify and tag key stakeholders, such as brokers and other owners. This
encourages their participation by reposting your content, thus extending your
reach and promoting increased visibility with a qualified audience.

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 CUSTOMER LOYALTY OBJECTIVE

WhatsApp discussion: Create dynamic discussion groups on WhatsApp to

maintain interactive communication with your owners. These groups become
privileged spaces for sharing information, answering questions, and reinforcing
the sense of belonging to an engaged community.

Post-Galop debriefs: Loyalty is optimized by offering an exclusive experience.

Through post-gallop debriefs, use well-designed videos, with animated
introductions and conclusions, to share key moments with comments from
the trainer and jockey still riding. Management tools make it easy to send these
personalized videos to all of a horse’s owners.

Organize events: Organize festive events to bring your owners together,

promoting networking and strengthening community ties. These occasions
are not only conducive to social exchange but can also be the catalyst for new
friendships and future partnerships, while allowing owners to be ambassadors
for your stable.

Sharing Equimetre reports: Consolidate loyalty by offering total transparency.

Send and share detailed Equimetre reports with your owners. These PDF reports,
enriched by analyses from the Data Success team, provide valuable insights into
horse performance, reinforcing trust and long-term commitment.

COMMITMENT OBJECTIVE

Contests: Stimulate your fans’ enthusiasm by organizing contests to win

exclusive goodies, for example. These initiatives reinforce interaction, create a fun
atmosphere, and build loyalty among your audience.

Share the news: Keep your subscribers informed, for example, by relaying
your share of the day or week. Take the creative route by providing a distinctive
phrase for each horse. Include details such as race number and horse number.

Polls: The key to effective communication is adaptation. Consult your audience

through surveys to understand their preferences and desires. Ask them openly
what content they would like to see. For example, «Fellow punters, what would
you like to see more of around here?» This ensures that your content remains
relevant and attractive to your community.

20
 EMPLOYER BRAND
DEVELOPMENT OBJECTIVE

H——H—/2:( To reinforce the transparency and authenticity of your

stable, highlight your employees. Offer profiles of each team member on your
website and social networks. These profiles reveal not only the professional skills
of your employees but also their personalities, offering a complete view of the
talents contributing to your stable’s excellence. This approach builds trust with
your audience and creates a human connection.

COMMUNICATING ABOUT YOUR RACING

STABLE: THE LIMITS

To ensure that your communication is ethical, professional, and effective,

there are a few things to bear in mind:

Legal and ethical boundaries: It's important to comply with all relevant
laws and regulations when advertising and promoting your stable—this includes
avoiding false or misleading claims.

Misrepresentation: Misrepresenting your qualifications, certifications, or

experience can lead to a loss of trust and credibility.

CfiHHo( Be respectful of horse owners' confidentiality. When sharing

case histories, remember to anonymize information, and/or ask for the owner's
consent.

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GETTING STARTED IN COMMUNICATION:
SOME EXAMPLES
BLOG ARTICLES

By offering informative and useful articles, you can make your stable a reliable
and well-informed resource for horse owners, jockeys, and racing enthusiasts. Here
are some examples of articles you could write to create excitement and attract more
owners to your stable:

"Which horse to enter in which race and when?" This article could provide
information on a horse's optimal fitness for racing and how to determine its locomotor
profile, preferred distance, and acceleration strategies.

"The effects of conditions on racehorse performance." This article offers an

overview of the various factors that can influence a horse's performance on the track
(temperature, humidity, wind speed, etc.).

1Ni H§—:( i § Ho ƒH oP2 2:/1 This article could

highlight new technologies available in your stable (e.g., EQUIMETRE) and how they
can benefit jockeys/horses.

"Buying a racehorse: a few tips" This article could provide advice on the process
of buying a racehorse to guide equestrian enthusiasts through this exciting adventure.

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 PUBLICATION SUR
LES RÉSEAUX SOCIAUX

Here are some examples of posts you

could publish on social media:

"Find out what goes on behind the

scenes of training a racehorse.

The daily routine that prepares them for

the challenges of the track. #HorseRacing
#Training"

"The aftercare of our athlete horses.

Discover the dedicated care and

attention our horses receive after giving
their best on the track. #AfterRace
#RaceAndCare"

"Understanding the science of speed.

Discover how the physiology of

racehorses makes them so fast. #Physiology
#Performance #Race"

"The horse's heart beats at an

impressive rateduring a race.

Learn how heart rate varies throughout

the race. #HeartFrequency #HorseRace"

"Technology is revolutionizing
training.

Explore with us the modern tools and

techniques that optimize performance.
#Race #Innovation #Performance"

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 CONCLUSION

Communicating about your racing stable is more than just a necessity; it's a
powerful strategy for building brand awareness, retaining passionate customers,
and attracting new fans.

By sharing the behind-the-scenes stories, successes, and passion that animate

every moment of your racing stable, you create an authentic connection with your
audience. Your social networks, website, and events become channels for projecting
the unique essence of your stable. Communicating means extending the impact of
your presence, forging lasting relationships, and making your stable a more integral
part of racing's vibrant history.

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pour-votre-marque--375938.htm# [Accessed 25 Aug. 2023].

bpifrance-creation.fr. (n.d.). Prévoir la communication à mettre en place pour se

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encyclopedie/letude-marche/letude-marche-generalites/prevoir-communication-
a-mettre-place-se-faire.

Gué, V. (n.d.). Les différents canaux de communication. [online] blog.hubspot.fr.

Available at: https://blog.hubspot.fr/marketing/canaux-de-communication.

‌ revo (ex Sendinblue). (2021). Comment faire une campagne emailing réussie
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en 6 étapes. [online] Available at: https://fr.sendinblue.com/blog/comment-faire-un-
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