Case Study

Lakota Horse Trailers
Bristol, Indiana
http://www.lakotatrailers.com

The Lakota Trailers company began as the vision of George Thomas, a successful entrepreneur with an extensive background in the Recreational Vehicle (RV) industry. In mid-2006, KW Brand Translation took Lakota—than in its infancy—through its proprietary “inside, outside and around” research and brand strategy development process.

Every brand strategy process is interesting, but Lakota’s was particularly interesting for two unique reasons.

The first was that the horse trailer industry was a new market to Thomas and his team but they came prepared with the mindset they’d learned through their experience in the RV industry—namely that there are people for whom a hobby is more than a hobby. It’s a lifestyle. And for those people, the marriage of their passion for travel to a stylish, comfortable, durable, and RVIA approved vehicle that allows them to take their passion on the road—to eat, sleep and breathe with it—is a happy marriage indeed.

The second dynamic was that—surprisingly to some—the research showed that the prospective customer market for the trailers would be primarily women and further, not just any women—confident, competitive women whose relationship with their horses was meaningful and complicated and characterized by love. For these women, horses are not pets, they are partners.

KW Brand Translation developed the “Unbridled Confidence” brand position to characterize two sides of the target customer’s relationship dynamics: 1) the relationship she has when in partnership with her horse, and; 2) the confidence she can place in the sturdy, all-aluminum construction of the trailer that would transport and house her and her beloved horse. Further, we advised the the Lakota Trailers leadership to relax into the unique strengths of their RV background perspective and use it to nuance the way they developed and positioned their trailers.

Since then, Lakota Trailers has remained true to its brand concept, the special love of its target audience, and the messaging of horse trailers with living quarters under the same roof. And they have generated impressive early results in tough economic conditions.

Between 2006 and 2008, overall sales of US horse trailers decreased by 25.5% primarily due to a tightened financing environment for both consumers and the dealers. During that same period—the first three of Lakota Trailer’s presence on the market—Statistical Surveys in Grand Rapids, MI reports that Lakota sold 99 units in 2006, 239 units in 2007 and 258 in 2008—an amazing 161% increase.