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Conveying The Thrills and Excitement of Thoroughbred Racehorse Ownership

March 30, 2012 · By Dawn Lenert · Share

The Kentucky Derby prep trail always generates interest among those thinking about joining the ranks of ownership.


Sometimes it’s hard to find the best way to convey to people how truly thrilling and exciting owning a racehorse can be. If you’re looking into joining a partnership, you’re pretty much guaranteed to see the same words on any company’s marketing materials - “Experience the thrills and excitement of your horse...” running down the stretch, standing in the winner’s circle, walking through the paddock, etc.


We all use those words. Experiencing thrills and excitement is not a competitive differentiator. No matter who you own a horse with or what kind of horse you own, you will experience thrills and excitement. It’s inherent to the sport.

So how do we best illustrate how thrilling it can be?

We got lucky one afternoon when one of our clients called his rep during the live running of a race and fortunately for us, went to voicemail. The result is this commercial, “Sherm’s Call,” which we believe better conveys the “thrills and excitement of ownership,” more than words on paper or text on monitor.

Every time we run that spot, we get notes in saying how much people enjoy it, so it stays in our marketing toolbox. I know how Sherm felt that day. My New-York bred racehorse Rereadthefootnotes won the 2010 Hollie Hughes stakes and the result was a new nickname for me, “Shermette”. But that is a blog for another day, and earplugs.

Interested in learning more about what we do as racing managers?  You can check out Terry Finley’s new video blog series.

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Stay tuned for a cool follow up to Sherm's call.
Oh the memories of my Dad's first horse breaking his maiden at Parx! My Dad still has the photograph with everyone grinning fro ear to ear as if we'd won the Derby. Can't wait to relive that memory with my first thoroughbred.
Hi Stefan thanks for taking a look. We'd love to help you own your first Thoroughbred and can answer any of your questions. We have a couple of New York breds available!
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