One of the things we researched in some detail before the EasyCare organizational retreat in January 2011 was The Voice of the Customer. We’ve spent a fair amount of time since then attempting to better understand the the things that motivate (and unmotivate) you.
We conducted an informal poll earlier this month to get a sense of the potential barriers to entry. The results are fascinating.
Reflecting on hoof boots. Photography by Lange Photography.
33% of respondents told us cost was the biggest disincentive. We’re always glad to talk about the price point of the Easyboot Trail, which is arguably the most affordable hoof boot on the market today. I was also reminded of Brian Mueller’s humorous suggestion earlier this year for an ad campaign around the Easyboot Glove. Most people get 350 – 500 miles out of a set of Easyboot Gloves. And if you’re a bargain shopper, check out our Bargain Bin.
Humor by Brian Mueller.
2. Sizing & Fit
30% of respondents were most concerned about the proper measuring process, and then making sure they purchase the correct sized boot. I’m going to do a detailed post next week about measuring for your first hoof boot attempt. In the meantime, you can always check out the measuring guide on the EasyCare website. And if you like the Easyboot Glove, the Fit Kit will either take the stress out of size concerns or confirm the boots won’t fit your horse.
3. Lack of Access to Trimmers or Dealers
10% of respondents cited lack of access to experts close to them geographically – both trimmers and suppliers. If you have concerns about either, please drop us a line and we will see if we can connect you with someone in your area. You can also try looking up our dealer locator.
4. Fear of Boot Loss
8% of respondents feared losing a boot. We can help with that, too. Our customer service representatives are well-educated in current best practices for hoof boot application. We can usually find a way to help you make the boots work properly.
The Return (Lange Photography).
5. The Hassle of the Return
If you’re in the 5% of potential boots users who fear the hassle of returning product to us; worry no more. We have a 30-day money-back guarantee and a 90-day repair/replacement warranty. If you like fine print, read about our guarantee in detail.
What barriers to entry do you see? If you subscribe to this blog via RSS, go to the original blog and scroll down to leave a comment.
Director of Marketing
I am responsible for the marketing and branding of the EasyCare product line. I believe there is a great deal to be gained from the strategy of using booted protection for horses, no matter what the job you have for your equine partner.