Marketing & The AQHA Exhibitor



We all know the importance of marketing for businesses and organizations, but have you ever dived into how to utilize it as an exhibitor?

I started showing AQHA in 2016 after primarily showing Dressage for several years. Being someone who has always loved photography and graphic design, one of the first things I noticed was how common and almost necessary it was to run ads in places like The Equine Chronicle, GoHorseShow, and NSBA Way to Go. The second thing I noticed was the very hot topic known as...politics.


Here's my opinion on politics...they exist,  but not always in the way most people think.


Picture this, you're judging the Amateur Showmanship at the All American Quarter Horse Congress. You're sitting there watching over 100 goes in one morning. One exhibitor has a good pattern, while the next exhibitor has the same quality pattern, but you recognize the horse, outfit, exhibitor, etc. Suddenly that person's go is scored higher than the other pattern purely because they were noticed.


Some call it politics, but I believe it's being human. By nature, we need that shiny object that catches our eye, that thing that makes you sit up straight and pay attention. Am I saying that is always fair? Of course not. However, it's the nature of the game and sometimes you have to work with it instead of fighting against it.


Do you want to beat politics in the horse world? Well...become political.


This is where marketing comes into play. A horse and rider team should in some ways be treated as a brand. What makes brands recognizable? A specific color palette, a logo, catch phrase, etc. How do you transition that to horses?


Easy...Here's some ideas to get you started.

  1.Pick your show outfit with intention.   Whether you spend $100 or $5,000, pick an outfit that reflects your style.

(Bonus points if you can have a "theme" with all of your outfits)

Think of your outfit like it's your signature.


2.Post...Post...Post

Did you have an awesome pattern at a show last weekend? POST IT.

Did you get fancy pictures done in your show outfits? POST IT.

Do you love creating behind the scenes content at shows or at the barn? POST IT.

Let people see a glimpse into your life as a competitor, it makes you recognizable and relateable.

I personally love Facebook and TikTok, but use whatever platform you prefer.


3.Run Ads

If you have the budget for a professional ad and want to publish it in a magazine, go for it!

If you're on a budget, utilize Canva or some sort of photoshop app and have fun making your own ad!

Please don't just use Ai though...they all look the same :)

Another option is to reach out to a new graphic designer who may be wanting to add to their portfolio.

Don't want to pay to publish in a main news source? Plaster your ad all over social media and get your friends to share it!


Bonus tip...don't be afraid to share the lows too. That pattern you messed up or the mistake you made in your rail class may be just the thing that makes you relatable to someone else following your journey. Horses are not machines and neither are you. Share the raw stuff from time to time too. We all need a reminder that things aren't always as perfect as they appear on a highlight reel.