The days are shorter, the mares are under lights and mare owners are desperately searching for that special stallion. Is your stallion ready? 
Promoting 1 or 100 stallions, advertising is the key!! Everyone knows this, but how many stallion owners actually budget each year to promote their Stallions? Ads with photographs, video and pedigree will be more likely to get attention than plain text ads.
One of the first things to do when promoting your stallion is to KNOW and be able to show his pedigree. Reputable pedigree services are often available to draw up a pedigree with a six generation background check. It is important to know not only what your stallion has done, but the records of his ancestors back at least 6 generations for an advertising campaign.
Be realistic and competitive when setting the stud fee. Researching the market place and comparing stallions of similar type, show record, production record and pedigree, will help you set a competitive fee.
Internet advertising is often the most cost effective and unlike the printed media it is very easily updated and can be used in conjunction with the printed media to elaborate on your stallions qualities. Printed brochures, magazine ads, show pamphlets, stallion auctions, stallion alleys and business cards are all methods of keeping your stallion in the public eye. You should use as many forms of advertising as you can and still maintain your budget.
A picture is worth a thousand words…… make sure you have the best possible photos of your stallion. It’s best if the photo has a muted background, even if the horse is in motion. You don’t want prospective customers distracted by the background, you want them to focus on your stallion, then pick up the phone, or click the mouse for further information. Keep your description as brief as possible and still capture the interest of those you feel are most likely to use your stallion for breeding. Keep your verbiage simple, professional and to the point. The stallion should be groomed, clipped and in a show halter or in show tack. Any handler in the photo should be neatly and attractively dressed.
One of the best forms of promotion is a pregnant mare and live foal. Have a clear definition of your Live Foal Guarantee available to prospective mare owners. If you are capable of AI any additional fees should be posted in the ad. Make sure you have made arrangements for collection capabilities BEFORE you run the advertisement. You should be able to answer questions as to fees they can expect for shipping and collection on your end and be able to give them examples of costs others have had for fees on the receiving end. For mares brought to your facility for breeding, you need to have set mare care fees with an explanation of the care provided.
Work closely with your vet, who should be skilled in pre-breeding exams, cultures and pregnancy tests. You want mare owners to feel confident that the mare IS in foal when she is shipped home and has every reasonable chance of carrying the foal to term!
Last but not least Follow-Up on every inquiry you get, have a plan where you call, write a thank you, or otherwise acknowledge every inquiry. Call backs are important in order to let people know that you are interested in them and their animals. It can and often does produce business for you even if they do not breed to your stallion this year.
