“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.”