It’s now standard operating procedure across the horse industry for organizers to require all documents and forms be submitted prior to the start of any event. The best way to do this, of course, is with digital entries.
Whether you plan to host a show series, hunter pace, XC schooling day or dressage clinic, Team STRIDER has compiled some best language tips and techniques to help you boost complete, on-time digital entries from riders.
- Digital Entry Information Should be Easy to Find & ViewÂ
Whenever possible, go with a digital entry service like StriderGold that returns your activity listing on Google Search results. The minute the rider Googles search for “April Jumper Show, Flying Colors” your online entry option should appear to them.
If a rider has to log-in to an antiquated website before they can even learn about your show, you’ve lost entries
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2. Make Digital Entries Self-Service
 Go with a system that lets riders control the process. The means the ability to add digital documents, change or cancel their entry online.
3. Anticipate Frequently Asked Questions
Make sure you have a complete activity description online that is easy for the general public to access and answer the most common questions you get each time. Include what’s offered prices, and the basic day’s schedule. If rides start at 9AM and go to 6PM, tell them.
Whenever possible, avoid telling riders to email or text for the basic info. You’ll lose entries from busy adult amateurs who don’t want the hassle of having to reach out to you.
4. Clearly Spell Out What You Consider to be a Complete Entry on both your website & your activity description.
For Example:
   🔵 To receive a ride time, your entry must include:
      ✅ Payment in full
      ✅ Digitally submitted negative Coggins attached to your entry. Horse name on Coggins must match entry details
                ✅ A signed Risk Release Waiver
Remember, your time is valuable: Every minute you spend needlessly chasing down horse vaccination records and rider release waivers is a time you are not growing your business
There’s little value in getting more entries if you’re having to pay all your profit in show secretary labor costs.
Don’t think it adds up? One hour a day processing paper = 2 ½ wasted months a year in labor. Get that time back and grow your business.
5. Offer Digital Waiver Signatures at the Time of Entry
Complete entries go up 70% with digital waivers!! With today’s technology, there should be no reason that riders have to print out and manually sign a piece of paper. And your staff certainly should not have to stop what they are doing to run a crumpled copy out to a trailer.
We launched our StriderPlus service just for you. Click below to check it out.
6. Use the Carrot & Stick Approach for Fees. It’s one of the best business tactics to help manage the switch to digital entries
Incentivize complete, digital entries by offering an online-entry discount or small prize from one of your partners or sponsors.
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- Deter paper entries & check payment by charging a paperwork processing fee of at least $15. There’s additional work in processing incomplete or paper entries, especially during COVID.
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Yes, you may hear a complaint from that boarder who’s been with you for 25 years.Â
Explain that you’re trying to sustain a business, and the additional work of processing paper is making it tough to offer the same high caliber of service they are used to.
Remember: every minute you waste processing paper is lost revenue you could be collecting elsewhere, such as teaching lessons or managing sales clients.
7. Use Simple Digital Marketing Tactics to Drive Traffic & Encourage On-Time Entries
Use your social media channels and email marketing to drive traffic to digital entries & remind people about upcoming closing dates. Be sure to include the digital entry link every time you promote the activity on email and social for reminders with a clear path for action
If you are using Strider, this is a great way to channel riders to your Activity Announcement, where all pricing, timing, and other details are easy to access and they can quickly enter with just a few clicks.
Email marketing works: Strider Organizers who send email reminders for upcoming activities see a 40% increase in page views that day on their Announcements.
Keep in mind: horse people tend to have a lot going on! Sometimes, half-complete entries and missed closing dates are a byproduct of hectic schedules and misunderstandings, not a desire to waste an organizer’s time.
Create your FREE member account on STRIDER to get started as an Organizer today. Be sure to explore the STRIDER Resource Center for more tips to edit your live announcement & other helpful articles. We’re here to help you #StrideForward.
Ready for more Best Practices for your equine business? Check out STRIDER’s Professional Development Webinar Series happening monthly.