Virtual Events as Marketing Opportunities
During the Coronavirus pandemic, we have seen the equestrian community come together through virtual competitions and events. Way back in May, when Le Mieux's Mega-May Eventing Challenge raised over £15,000 for NHS Charities Together and Save our Riding Schools, we saw the beginning of online events that were drawing huge audiences within the equestrian world in lieu of "real-life" events. That month also welcomed the start of Voltaire Design's "Saddle Up for The NHS" raffle which aimed to raise money for the NHS charities and Ireland's charities. For a £25 ticket, you would be in with a chance of winning one of a whole host of amazing prizes. From the grand prize of a bespoke Voltaire Design saddle, complete with all the trimmings, to a lesson from one of the top-level eventers, showjumpers and dressage riders. Other prizes included a ride in Hyde Park, a groom for the day and a bag from Fairfax and Favor! They raised over £7500 and certainly sparked some buzz with their impressive list of prizes!
Shows and events provide copious advertising opportunities for businesses, from trade stands to sponsoring a fence or advertising on banners in the arena. With lots of shows cancelled or postponed this has meant these opportunities have been lost, but online shows are not to be overlooked in terms of their advertising potential!
Traffic to the show websites will be increased because people will be interested in entering the virtual show, watching the events and then finding out the results. So paying for advertising on these websites or finding out how your business could be featured or become affiliated with them in some way is a smart move that is highly likely to increase exposure and brand awareness.
Retargeting adverts have seen favourable rates during the lockdown period and this is something we can help with; email info@equerryconsulting.co.uk or get in touch through our contact form here to learn more.
Below is a list of events to be aware of that could provide great opportunities for your business.
Virtual Windsor 13-17th May was a big success with over 4200 competitors taking part, so they have decided to run two more events with additional disciplines. The Autumn Series will run 25-27th September and the Winter Series (dates TBA), their website runs a "spotlight on" feature which highlights brands and there are lists of "6 of the best" which offer the chance to be featured.
In light of Burghley Horse Trials 2020 being cancelled, they are running Virtual Dubarry Burghley Young Event Horse 2020 in which entrants are required to submit a combination of videos and photographs which will constitute three phases; dressage, jumping and conformation. The online event aims to celebrate the horse trials’ past, present and future with a packed schedule of online and social activities, including a feature programme on Sunday 6th for fans to enjoy at home.
Recently British Horse Society ran the BRC NAF Five Star Virtual Dressage which was overwhelmed with entries and BCPS Virtual Showing – Virtual Foal Show 2020 is available for entry by 6th September on HorseEvents
Lots of local centres that would usually host events and competitions have been holding online competitions to diversify their income during the lockdown. They are looking for sponsors for rosettes which provides physical promotion through your logo appearing on the rosettes and online promotion through the centres shouting you out on their social media and more often than not, the winners posting photos of their rosettes.
Lastly, Horse & Hound have launched their virtual shopping village which aims to support the big brands and the small independent shops alike, just like you would find in the trade stands at horse shows. They are expanding and ask you to contact Horse & Hound’s Lauren Brown on 07815 320658 for more details.