The value of an Exchange Equine Marketing Campaign lies behind the scenes. The tasks performed in our in-house Production Studio, such as media preparation, strategy development and campaign management, require hours of labor and a wealth of technological expertise. Therein lies the difference between the average equine sale site and The Exchange: Professional attention to detail at every step of the marketing process.

MEDIA PREPARATION:
All media submitted for advertising is evaluated with our impartial eye. If we discover something in the photos or video that we believe will greatly reduce your chances of success in our Campaign we will inform you of the issue and request new media for listing.

We believe less is more when it comes to marketing and are very particular in the media selection process. Company owner and Hunter-Jumper professional Amber Aslin critically evaluates all media and selects only those pictures and videos that add value to a horse's listing. When previewing video she watches with a keen eye for those subtle moments that make or break a winning round, often using a reproduced judge's card to score multiple round submissions, and selects 1 or 2 rounds that are as close to flawless as possible for that particular horse. Upon approval and selection of media each photo and video round is edited, formatted and exported for proper reproduction in online, video and print marketing platforms.

STRATEGY DEVELOPMENT:
Much thought goes into the preparation of your horse's public presentation. We thoroughly review the information you provide, comb through the horse's official USEF show record, consider our impartial impressions from the media, and identify the most likely Buyer for your animal. Copy for your horse's marketing is professionally written to attract this particular Buyer.

If we foresee problems attracting this particular Buyer due to concerns about the horse's media, show record, geographic location, or price, we will advise the Seller on how to best proceed in marketing. This advice stems from our experience marketing all types of horses from coast to coast, where we encounter a variety of different Buyer profiles and geographic trends.

MANAGEMENT:
Statistics show for our site, and I assume others, that a horse's first month online is its most successful in terms of number of web page visits. Interest drops significantly beyond the first 30 days as the advertising grows stale, and typically does not recover on its own.

Monthly Campaign Management keeps your horse's marketing fresh and up-to-date. Updates can immediately escalate a horse's popularity (as much as 370% in one month!) and attract Buyers appearing on the market after the horse's original Campaign launch. We strongly encourage Sellers to update us throughout their Campaign so marketing can be refreshed and interest revitalized.

All updates are posted to the horse's web page on ExchangeHJ.com and promoted throughout our various Modern Media Outlets. You must stay in touch and notify us of updates if you expect to receive the full value of our Service. Please feel free to email, call or text us whenever you have new details, such as:

• Upcoming Show Appearances: We will promote availability there.
• Recent Show Results: We will promote and publicize impressive results.
• New Photos: Check your photos at all shows! New photos are perfect for giving your horse's marketing a quick facelift. We strongly recommend investing in professional photography.
• New Video: This is especially important for green horses or those "growing into" their price tags. In addition to promotion of the new video online, Sellers can elect to re-insert their horse on the next Video Catalog with the new footage for an additional price.
• Changes to listing details: Be it a price adjustment or new contact information we will use these updates as a chance to plug your horse whenever we can.