Each (opposable) thumb in the supply chain pie claims to “add value” but is that always the case or is there a lot of money for old rope being paid? And, according to the ‘law of the jungle’, for how long will that remain to be the case?
Category: Client: Equestrian Trade News
My published blogposts for the ETN
ETN: Do You Know Enough About Your Trade Association?
Like the BBC, BETA only seems able to demonstrate its impartiality by displaying an uncanny ability to court equal dissatisfaction from all sides - which, when you think about it, takes some doing.
ETN: Simple Answer? No-one is “Always Right”
The net result is that upholding consistent, mutually-fair customer service is more difficult today than it’s ever been. Some simplicity helps ensure consistency but clearly, a one-size-fits-all approach guarantees that sooner or later, the wrong outcome will be reached. There will (and should) always be judgement calls. As in judicial process, consideration must be given to things like previous good character and mitigating factors. I recommend you ask yourself these three questions...
ETN: The Internet – Has It Gone Too Far?
Online selling offered nothing short of a revolution of data and visibility – if marketing went from the Medieval era of retail to the Renaissance of direct marketing, the web quickly whizzed us through the Industrial Revolution and straight into the Space Age. Cosmic, man! ‘Newer’ equals ‘better’, doesn’t it?
ETN: A Catalogue of Considerations
"These leviathans of a bygone age may seem a comforting reminder of constancy in an uncertain world but bear this in mind: Next have flirted with charging for their directory and are also very sophisticated at deciding which customers should (and shouldn’t) deserve to be on their ‘VIP’ list to whom free directories are sent. If you happen to find your coffee table supporting the Next directory, their hard-bound Summer Fashions volume and the extensive Next Furniture opus as well, clearly, someone in your household is spending a fortune with them."
ETN: Boy, Equestrianism can be Unyielding
here lies the essence of the problem: it’s a vicious circle. Riding is simply not welcoming enough to boys, therefore it’s unpopular with boys, which inevitably skews it towards girls. This has the effect of marking it out as “a girls’ sport” to the mainstream, which acts as a further disincentive to any boy who then dares to cross the Rubicon.
ETN: Criticism – Are You Shaken or Stirred?
I recently came across an article on LinkedIn, rather provocatively entitled ‘Marketing in the Equestrian Industry - Why it Really Needs a Shake-up’ by a lady called Isobel Witts. Reading it, I raised at first one and then both eyebrows as its author describes how poorly you’re all doing at connecting with ‘the customer’ – …
Continue reading ETN: Criticism – Are You Shaken or Stirred?
ETN: Plus Ça Change, Plus C’est la Même Chose
Despite the impressively forward-looking venue (you can’t deny it, ‘proper’ industries have their trade fairs at the NEC), it seemed to me to be a collective populated overwhelmingly by a certain ‘type’: white, middle-aged, land-owning men – mostly decent chaps of course but very much of a particular sort.
Resonation 
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