Leading the Thoroughbred industry.
How we help recruit the best to the world’s leading auction house.
What we did
Account Management
Insights
Consumer Research
Brand Strategy
Campaign Concept
Creative Direction
Art Direction and Design
Copywriting
Photo Direction
Digital Strategy
Website Development
Mobile App Development
Email Marketing
Integrated Media Strategy
Integrated Media Planning and Buying
Consolidated Reporting
Insights
As the globally-recognized leader, the world comes to Keeneland to purchase nearly a half-billion dollars in Thoroughbreds each year. Buyers from 122 countries descend on Lexington, Kentucky to find the next Kentucky Derby prospect or international racing superstar.
Keeneland sells more stakes winners – the ultimate measure of success – than all other auction companies combined. And the Keeneland Sales are seen as the barometer of the health of the entire industry.
STRATEGY
Regardless of their world-renowned reputation, their auctions must attract the best product to offer at public sale to maintain their leadership position. To obtain the quality and quantity needed to lure buyers from around the globe, Keeneland begins their cycle each year with first, a seller’s campaign to build the strongest catalog possible, then in turn recruits the deepest set of domestic and international buyers to the sales. For both groups, communicating the advantages of conducting business with a world leader who consistently outperforms their competition is the center of all marketing efforts.
SOLUTION
Keeneland’s greatest marketing asset is the unparalleled success of Thoroughbreds sold there. But also, given the close-knit community of sellers and buyers, Keeneland’s mission of channeling resources back into racing and also the company’s unquestioned integrity are powerful assets to the target audience. Those real advantages are clearly communicated through trade publications, digital and social media as each new sales season approaches. In addition, numerous high-touch personal interactions – from note cards to hospitality and other VIP touches are part of keeping key customers coming back year-after-year.
PERSPECTIVE
Kip Cornett, Founder and CEO
“We’ve always tried to do everything we can to show that Keeneland is the leading Thoroughbred auction house in the world—and to back it up with facts. They consistently have more graded stakes winners that any other sales company combined.
So we’ve proven that over and over again, because that’s a powerful message if you’re selling a horse or if you’re buying a horse. There are only about 5,000 or less people who make decisions in Thoroughbred commerce, so we’ve been able to narrow in with very direct communications, as well as some digital and traditional advertising that has been very effective over the years.”