Marketing: Internal vs. External Audience, Podcast with Lindsay Rinehart & Hillary Hoffman

Marketing isn’t just selling—it’s connection. In this opening episode of Let’s Chat About Marketing, Paul Kostial chats with Hillary Hoffman and Lindsay Rinehart to explore the single most important question every farm, club, and region must answer before they post, promote, or advertise: “Who is my audience?”

Together, they unpack the difference between internal audiences (current owners, exhibitors, trainers, members) and external audiences (new families, horse-curious visitors, lapsed members) and explain why the same message won’t work for both. You’ll hear real-world examples, including how Region 10 separated its internal and external campaigns—and saw record success at its new venue.

This conversation sets the foundation for your marketing strategy, helping you:

• Define who you’re trying to reach

• Tailor your language to each audience

• Avoid the “one message for everyone” trap

• Build a welcoming, positive community image

• Start connecting people to the Arabian horse experience

Whether you’re running a farm, managing a horse show, or promoting a region, this episode gives you the tools to start making your marketing clearer, friendlier, and more effective.