05 Equestrian Marketing
Marketing by someone who knows horses.
Practical marketing support for small and medium horse businesses across New Zealand and Australia. Shaped around what your business needs and what you can afford.
We already speak your language.
Most agencies would need you to explain your world first. What is a FEC. Why spring is different from autumn. What your clients are worried about when they call at ten o'clock at night.
We do not need that briefing. Luma Co. is run by a lifelong equestrian and horse owner with 25 years in senior marketing and events. Horses on one side, big brand marketing on the other. That combination is unusual, and it means we start where a general agency would still be taking notes.
We work with horse businesses of every kind: vets and equine clinics, feed and supplement brands, saddle fitters, body workers and retailers, breeders, coaches, Pony Clubs, transporters, event organisers, trimmers and farriers.
We know how tight it can get.
Horse businesses run on thin margins and hard work. One quiet month, one big repair bill, one client who takes ninety days to pay, marketing is not a priority. We understand that, because we have watched it happen from both sides of the fence.
So this service is built to be affordable and shaped around you. There is no standard package, no contracts and no minimum spend that assumes you are bigger than you are. We talk about what you want help you need to make money doing what you love, and what you can genuinely spend, and then we build the work to fit. If that means a small piece of focused help once a quarter, that is a perfectly good answer. We start with your number, not ours.
You will always know what something costs before it starts. No surprises on an invoice.
Advice, or hands on the tools.
Some businesses have capable people and just need a plan and automation to point them at. Others have no spare hands at all. We work either way, and plenty of clients move between the two as the season allows.
Advisory
We build the thinking and hand it over. Strategy, growth plan, content calendar, templates and simple systems your team can run themselves. You keep everything. A clear start and a clear finish.
Hands on the tools
We do the work. Writing, posting, campaigns, newsletters, event coordination, supplier liaison. You get on with running the business and the marketing keeps happening in the background.
What the work looks like.
01
Marketing plan and growth roadmap
A clear picture of where the business is going and how marketing gets it there. Written in plain language, sized to your business, and built so you can actually follow it. Includes a detailed audit of your brand and business: how it looks to your audience, how you compare in your market, and where you can make immediate improvements that cost little or nothing. You get a data-rich report with a SWOT analysis and 30-60-90 day plans to implement yourself.
02
Turning enquiries into clients
Most horse businesses lose more at the enquiry stage than they realise. We look at how people find you, what happens when they get in touch, and where the gaps are. Often the quickest wins sit right here.
03
Social media and content
A monthly content calendar, original content, posting and replies. Instagram and TikTok alongside Facebook, because there is more visual storytelling in your work than almost any other industry, and that content travels a long way in the horse community.
04
Website copy, page fixes and digital presence
Clear words on the pages that matter: service pages, prices, contact. We also cover how to maximise your online and digital presence even if you do not have a website yet. And if you need one, we can help you build a simple, budget one-pager to get you off the ground.
05
Newsletters and client education
Seasonal advice, case studies and updates that keep you front of mind between visits. Education content earns trust in this industry better than advertising ever will.
06
Sponsorship programmes
You are probably already supporting events, riders or clubs. We turn that into visibility you can measure, with clear agreements, proper branded presence and a straight answer on what it returned.
07
Events, expos and open days
Client evenings, open days, trade stands and show presence. Stand design, signage, giveaways, supplier liaison and the coordination on the day. This is where 25 years of event work earns its keep.
08
Brand and print
Basic logos, graphic design and campaign creative turned around overnight. Signage, vehicle graphics, uniforms, collateral and general consistency, so a client meets the same business at the gate, on the truck and on the phone. We help make anything look good.
AI and automation
Using AI so you get your time back.
We are not interested in AI as a talking point. We are interested in it because it does two useful things for a business like yours.
First, it lets one senior person produce the output of a small team, which is what keeps our fees where they are.
Second, we can set it up inside your business to take the admin off your plate. Enquiry replies, appointment and booking messages, quote follow-ups, client updates, social captions, the reports you rewrite from scratch every month. These are the jobs that quietly eat an afternoon a week.
We build the setup, write the prompts and test it properly
Your team learns how to run it from day one
Enquiry replies and booking messages handled automatically
Social captions and monthly reports taken off your plate
The point is giving you back the hours so you can spend them on the work only you can do
Saving you time, saving you money, putting the horse first.
Ways to work together.
Three shapes, and we size each one to your budget. Tell us what you can spend and we will tell you honestly what it can achieve. If the answer is not much yet, we will say so and suggest what to do first.
Option one
Audit and industry report
A detailed look at how your brand appears to your audience, how you compare in your market, and where you can improve for little or no cost. You get a report with a SWOT analysis and a 30-60-90 day plan you can run yourself. This is the smallest way to start and plenty of businesses stop here for a while.
Option two
Set up and hand over
We build the strategy, growth plan and practical systems, then hand the whole lot to your team. A clear end point, and you keep everything.
Option three
Monthly support
An agreed number of hours each month, with the mix of work chosen to suit the season. Month by month, no long contract, stop whenever it stops being useful.
No minimum spend. No contract. No package you have to grow into. A single piece of focused work once a quarter is a perfectly good place to start, and we would rather do that well than sell you something you do not need yet.
Less than a part-time hire.
Senior thinking and hands-on delivery from one experienced person, not a junior coordinator learning on your budget. No recruitment fee, no PAYE, no KiwiSaver, no annual leave and no desk. AI tools do the heavy lifting on the repetitive work, which means more gets done in fewer hours and the fee stays small.
How it starts.
A conversation. Half an hour, no obligation and no pitch. We talk about the business, the season ahead and what you want to change. You will get some useful ideas out of it either way.
A shape and a price. We come back with what we think is worth doing, what it will cost and what it should return. You decide.
The work. Advisory, hands on the tools, or a mix. Reviewed as the seasons change.
Australia
Working across the Tasman.
We work with Australian equestrian businesses that operate in New Zealand and need local marketing support or someone on the ground here. If you are running events, selling product, or building a presence in the New Zealand market, we can act as your local team without the overhead of setting one up yourself.
Sound like your business?
Get in touch and we will start with a straightforward conversation about your business and what you are trying to achieve. Bring your budget to it, whatever size it is. No obligation.