The equestrian industry is unique in many ways, but it’s just like other businesses in one critical respect: You need to bring in customers to make money.
Here are some Great Tips to help you increase attendance in your clinic series:
TIP #1: Include a clear clinic description. A short, detailed statement of the skills that riders will learn is a great way to convince them that your dressage or jump clinic is a good fit.
It’s important to have the clinic description cover the clinician’s expertise as an instructor, not just a competitor. Riders are reluctant to spend money on instruction unless they are convinced the clinic will actually help them improve their skills.
Make sure your description answers:
• What activities and skills will be covered during the clinic?
• What are the primary educational takeaways for Riders and Auditors?
• What are the session specifics: duration, date, location and instructor details?
Tip # 2: Keep pricing simple. Studies show consumers react best when presented with no more than three cost options.
TIP # 3: Prepare and train the welcoming committee so that the beginning-to-end experience is enjoyable for visitors.
Riders and auditors who show up for a clinic with a top Olympic, Grand Prix or FEI rider are often nervous when they arrive. Do what you can to reassure them in advance.
• Send clear parking and warm up instructions when you send ride times. Include an annotated facility map, if possible. Where’s the restroom? Warm up ring?
• Have someone assigned to greet participants, show them where they can turn for help, get liability forms signed and answer questions. Make sure a jump crew is available as necessary.
• For cross-country clinics, post instructive signs so late arrivals know where to head.
TIP #4:Â Allow Auditors .
Keep in mind that some riders want to observe a clinician before committing to the expense. Whenever possible, make sure to state “Audits are free and welcome” so they feel invited. These people are often your next paying customers.
• Online registration for Auditors enables you to capture their email address for future marketing.
• Pre-registration encourages the Auditor to feel they have a legitimate right to attend. “Drop-ins” often battle the feeling that they are imposing.
TIP #5:Â Offer refreshments. Â One of the best ways to make participants feel welcome at an equestrian clinic is to provide a social hub, like a coffee station.
• For morning clinics, you might provide a jolt of caffeine — coffee, tea, or both — to keep your audience alert.
• For evening clinics during the workweek, consider a crockpot of chili.
Both are relatively inexpensive ways to make Auditors and parents feel welcome. The enjoyable the overall experience is, the more people want to come back!
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For more ideas on clinic series promotion and how to attract riders, take a look at the free tools Strider offers the serious equestrian professional.  You’ll soon be filling your events to capacity every single time!
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About Strider: We build technology to make it easy for you to promote and fill your equestrian activities.  With a suite of free Organizer tools to simplify life and amazing StriderPay™ payment processing, it’s never been easier to build business revenue.