The saying “Don’t put all your eggs in one basket” is ageless and holds true for many situations. In the equestrian world there are a multitude of ways that this saying applies.  Top level riders live by this rule.  If their top horse comes up lame they can’t afford to sit on the side lines until the horse is rehabbed, they always have a string of horses to call on so that they can stay in the game.  Additionally, riders who ride multiple horses per day build their skills and confidence at a higher rate compared to a rider who only rides once per day and always the same horse. 

This theory translates comparably into the advertising world.  When advertising your company remember to spread your budget out over various channels that you feel are beneficial to your company and within your budget. Ie. Print, online, radio, tv, word-of-mouth, flyers, etc...  The more places that potential clients see your name the more buyer confidence you will build.  Additionally, by trying various methods of advertising it will help you discover which types work best for your business. Tracking the response to your advertising is as simple as asking “How did you hear about us” and entering it into a log of some sort.  This will help you to plan your advertising budget each year so that you can get the best return on your investment.

Consistency is key, any successful trainer or rider knows this is how goals are achieved.  

An Olympic level rider doesn’t reach that level by casual riding, it’s through a program of intense training and competing.  This concept holds true as well for companies that see a strong return on their advertising dollars.  They have a program that involves consistency to build awareness of their brand in the market.  Just like learning to post to the trot, it takes a bit to become familiar with feeling the rhythm of the gait and to build the muscles needed to sustain it.   However, after consistent practice it becomes second nature.  Consumers gain recognition and confidence in a brand through repeated exposure to it as well.  So when the time comes that they need a product or service such as yours, they’ll know what to do.

This is not to say that companies must have a huge budget for advertising.  Determine your budget and then try to spread it out over as long a time period as possible.