Derriere Equestrian Talk Shop With Key Industry Figures
Every vibrant industry of note usually has the backing of a great supporting trade body, and the equestrian industry is no exception. BETA, The British Equestrian Trade Association works to support its 800 plus members in their efforts to achieve the highest level of repute, knowledge and profitability.
On Monday 7th November, Derriere Equestrian founder Claire Galer, and Sales & Marketing Manager Heidi Parker joined their yearly conference held near Coventry. This years’ theme was ‘The Bottom Line,’ and delegates from across the UK gathered to network with colleagues to listen to expert advice and handy tips from a panel of top-flight business professionals. BETA’s Chris Gordon chaired proceedings where Derriere Equestrian caught up with other friends of the industry who attended the event including Classic Dressage, Horse & Country TV, and Equestrian Trade News.
Vale Brothers' managing director, Peter Wilkes, was first to take the podium, speaking about his self-imposed challenge to jump a 70cm fence after only 10 riding lessons. The self-confessed adrenaline junky said that the achievement had left him looking for another equestrian adventure.
Ray Armes, founder of creative agency Touch of Mojo, and known as ‘the magician man’ explored the concept of building a brand and urged delegates to use theirs as a lighthouse to reveal their world views, rather than focusing solely on the products they offer. Working with mega-brands such as Unilever, both Ray and Derriere Equestrian understand the importance of innovation and creativity in the marketing mix, and that customer needs should flow like oxygen through the lifeblood of every company.
Claire Williams, Chief Executive of BETA spoke about their plans to expand on market research and provide further data for industry use, vital for highlighting industry trends, growth and future opportunities. Some of BETA’s main achievements over the past 30 years include the development of BETA International as a world respected trade exhibition, with the next event taking place on 22nd-24th January at the NEC, Birmingham. While their recent #gethorsey campaign has encouraged more than 3,300 would-be riders to sample life in the saddle, discovering the sense of grounding, and sheer pleasure equestrian sports offer.
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