Kentucky Fried Creative

Why The Kentucky Horse Industry Should Get Creative To Maintain Its Brand

The last couple of days I have been watching the interviews at Augusta, GA for the Masters Tournament on their newly updated iPhone app. This is the second year for the app and it has had tremendous success. The app provides a wonderful user experience and has an easy to use interface. I was impressed by how an organization such as the Masters Tournament took a leap forward and realized that progressive thinking in terms of creativity, marketing and technology would add value to their already prestigious brand.

I am well aware that Augusta and the Masters are steeped in tradition, history and conservatism. My father-in-law has attended the tournament for many years and my own father, has attended the practice rounds for a number of years; not to mention I  consume all of the media around the Masters being an avid golf fan.

All of this, along with a recent article by the Lexington Herald-Leader’s Tom Eblen got me thinking lately about Kentucky’s own thoroughbred industry; an industry that has many similarities. It is steeped in Southern tradition, history, conservatism, old money, dress codes and strict rules — not unlike the Masters. 

Tom’s article mentions that the hurting industry’s biggest problems have been reaching and attracting younger generations of fans. I have long been a believer that the horse industry is more about entertainment to my generation (I’m 26 yrs. old) and less about thoroughbred sales, which has been the bread and butter of the industry. 

The companies and organizations that are behind the horse business should take a deep look at what the Masters is doing. Even though golf which has superstar brands such as Tiger Woods (yes he’s had some personal troubles as of late but he’s still the biggest brand name in the game) and Phil Mickelson is not necessarily hurting, the horse industry can learn from what this traditional conservative industry is doing to reach a younger, more hip demographic.

Some ways include using social media, iPhone apps, live streaming coverage, beautiful user interfaces & websites, great photography, engaging events and interacting with their consumers. In other words, finding a way to somehow let the brand lie within the hands of the consumers all while maintaining control. Make horse racing cool and you’ll win over the young people — possibly even gain horse sales from them in the future once they establish themselves financially.

There are many ways this can be done but it’s not just about applying the above tools, rather it’s about effectively using them and building strategies to engage their audience, educate them on their brand all while maintaining true brand equity. Perhaps they should even look past traditional ad agencies and take a chance on more non-traditional, younger creative businesses? Who knows, but all I know is they need to do something soon, because the clock is ticking and a state is reaping the misfortunes of it.