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Last month we talked about responsive web site design vs. adaptive design, what they were and how they were different. I’d like to stay on the topic of web site design again this month as well.

What we talked about last month was more the “mechanical” of a site, this month it’s more about “look and feel.”

Let’s start with a question: What’s the purpose of your web site?

I ask this question at every one of our boot camps. I used to have folks just stare at me, looking a little uncomfortable and kind of confused. They weren’t really sure, they just knew they were SUPPOSED to have one because everyone else did. 

That was years ago, and things have gotten better. The web has evolved, and people have figured out how they can use it. I usually get the right answer nowadays at the boot camps. The purpose of your web site is to generate bona fide leads and turn browsers into buyers. 

It’s that simple.

Anything that is on your web site that doesn’t advance the ball towards a browser making a purchase is a distraction that should be removed.

Internet marketers figured this out a long time ago, and they have a name for pages that are designed solely for the purpose of conversion – squeeze pages.

Basically, a squeeze page has one focus, or subject, and offers a very specific desired action. The browser is “squeezed” into performing the desired action on that page.

Rod loves to give the example of the best squeeze page on the planet – Google.

Google is hands down the most popular squeeze page (likely most popular page period) on the planet. When you go to google.com, you are squeezed to do the one activity they want you to do – search for something.  Not a lot of other visible options available (although there are some), the page is designed to draw you in to the desired activity. And it does an amazing job of it. I was surprised to hear several years ago that there is a person whose sole responsibility is the design of Google’s home page. Think about it, it’s a big white page. But it is the best converting squeeze page on the planet.

I’m not saying that to be really successful that your dealerships web site should be filled with white pages. It just needs to have pages that have a clear purpose, and that communicate that purpose in a way that move browsers down the funnel and get them to become prospects and ultimately, buyers.

So often, I see dealers that get caught up in having sites that are graphic heavy or full of non-conversion oriented content that it’s easy for potential buyers to get distracted, never to give the dealer their info before wandering off.

Even worse – a practice I’m seeing more now, is OEMs offering dealers gateways to shop for parts and accessories. Trouble is, they leave the dealers site and it’s the OEM that collects the prospects data. And the dealer isn’t guaranteed that they will get the sale or customer data later. What? Why would I spend money and effort to bring someone to my site, only to send them to a site I don’t control and give them the option to buy something and pick it up at another dealership?

Something else I have seen in the last couple of years, and was actually asked about by an OEM at one of our boot camps: an OEM exclusive web site for the purposes of co-op or because the OEM requires they have one. This usually shows up on a dealer’s main site as a side bar picture or slider banner picture that says “click here for our _______ exclusive site!” 

Now, I have the privilege of not being beholden to the OEMS, and Powersports Marketing has built our business on being dealer advocates – concerned about what’s in the best interest of the dealers, and not so much the OEMS (besides, if dealers are doing well, OEMs are by default). I don’t think the guys liked my answer, but it wasn’t candy coated.

I don’t like those sites.  A dealer’s online presence is critical, and dividing that presence on the internet over multiple URLs (internet addresses) is not in a dealer’s best interest. Yes, it accomplishes the OEM’s goal of having an exclusive site for their brand, but it creates a somewhat schizophrenic identity for the dealership online. We already have multi-line brick and mortar dealerships across the country known as “brand x of <city name>” dba as “dealership name.” We have a single unconfusing “umbrella” business name we go by so as not to confuse the public. The same should go for our digital storefront, so we don’t confuse people and for SEO purposes so we don’t confuse search engines either. But I digress a little, and have gone from preachin’ to meddlin’.

The point is, the best web sites with the highest ROI are those that are focused on their mission of turning browsers into buyers. I encourage you to do an audit of your site. Are all the pages clutter free, with a clear message and easy to follow conversion points (Contact Me, Request a Quote, Finance App, etc)? Are there unnecessary pages that won’t logically lead to conversions or that conversion options wouldn’t make sense if they were there? If so, get rid of them. Move that info to your Facebook page or other social media channels where they won’t get in the way of doing business. If you want to learn more about digital marketing in preparation of the upcoming Spring riding season, I encourage you to attend our next marketing boot camp in March. We’ll help you get ready to make the most of the season this year. 

Talk Soon,

Brad

Here at Powersports Marketing, we’ve focused on the 4 Fundamental Components of Marketing for over a decade now:

1. Right Audience

2. Right Media (that will reach that audience)

3. Right Message (Direct Response instead of Branding)

4. Right Timing

Generating new riders falls into category #1, the Right Audience. To generate ‘new’ riders, it means you must focus your marketing efforts on getting folks who don’t ride to change their mind and start riding. I’ll bluntly state that this is a bad idea because marketing doesn’t create hobbyists and never will. The best analogy to prove my point here is golf. No one starts playing golf because of marketing or advertising no matter how good the ad(s) is. If you play golf you can think of the person who got you to play the first time. 

Likewise, no one starts riding because of marketing/advertising either. Just like golf (and more other hobbies), it’s always the influence of another person, usually a friend or family member. 

I suspect that the original question, while the subject of new riders is mentioned, is really looking for growth in their dealership and at the end of the day it doesn’t matter if that growth comes from new riders or those who already ride.  For instance, let’s say you could grow by 30% in 2017 but the growth all came from existing riders – would you turn it down?  Of course not.

Who you’re marketing to (your audience/the list) controls whether you’ll get responses or not, and whether an ROI will be generated or not.  The right audience for a powersports/motorcycle dealer is people who ride motorcycles. Hands down, no question. Marketing may not create new hobbyists, but it will get hobbyists to buy more products, more quickly. Marketing can also get the riders in your area who aren’t customers to respond and begin buying from you.

We are in a niche industry where only 3% to 6% of people in America ride motorcycles. That means more than 94% of people in your area don’t ride and probably will never ride. If I were running your dealership, the way I’d grow is to uncover the people closest to the dealership who fit into one of the following 2 groups: 

1. Past customers – I say it all the time, the single most likely person to spend money with you is the person who already has. The fact is the majority of your sales this year will come from past customers, and you can sell them even more with good marketing.

2. Conquest prospects - These are people who live in your backyard, ride what you sell, buy what you sell, but they’ve never purchased anything from you.  Essentially, these are your competitor’s customers and other orphan owners in your market area. Consistent marketing to this group will generate a response and create ‘new’ customers. You have to be consistent though. 

We call these 2 groups of people your Buying Base and they represent where 99% of your business will come from in 2017.  Once this group is identified you need to go after them. Ideally, you’d reach out to your entire Buying Base every month and invite them into the dealership. However, if your budget will not allow for this we can utilize your specific budget to target the best, closest customers and prospects in your market area – and in doing so we always generate a positive ROI.

Powersports Marketing will increase the frequency of visits from past and present customers while acquiring new customers, driving leads and good traffic through the doors every single month.

Want to know what your Buying Base looks like for no cost?  Call 1-877-242-4472 and ask for a Free Data Analysis. 

-Tory

Unfortunately, the majority of Dealer Principals and General Managers expect solutions for maximizing profitability and overall dealership health to materialize out of thin air. As a former DP myself, I know because I’ve lived it. Reactive advice coming to you from employees, OEM’s, vendor reps, feet-on-the-street salespeople, attorneys, and heck, even your customers will tell you how to run the business.

In reality, all of these people lack perspective of the entire picture, and usually after a few hundred doses of heeding bad advice and bleeding cash from bad decisions it’s easy to understand how a dealer can gravitate to the land of skepticism, paranoia, and barriers to prevent access. 

Most don’t realize it, but running a dealership can be a lonely place. I can remember describing to my wife that it felt like I was on an island with no one who understood me, and no one to talk to. But, eventually I learned it didn’t have to be that way.

Here are 4 big breakthroughs I’ve discovered through years of trial and error that separate okay dealers from great dealers:

1. RESOURCEFULNESS – not just resources. But RESOURCEFULNESS - this means that you go pro-actively looking for solutions and don’t just expect (or hope) the answers to your business and marketing challenges will appear out of thin air. 

HOPE IS NOT A STRATEGY. 

Resourceful is officially defined as – full of initiative and good at problem solving, especially in difficult times. 

Every high performing dealer I’ve ever met over the last 2 plus decades have embraced this important quality. And, best of all, it doesn’t require rocket scientist intellect or super human ability. Any dealer who wants it bad enough can do this.

2. THE POWER OF ASSOCIATION – meeting with and networking with other success-oriented, like-minded people. To achieve success, you must put yourself in an environment conducive to success, as has been continually documented since Henry Ford, Harvey Firestone and Thomas Edison’s first ‘Mastermind Alliance’ meeting.  

We all tend to become like those who we hang around with the most. The problem is this is often driven by convenience and circumstance rather than intent. 

When you choose, by design, who you’re going to associate with, you can truly harvest the POWER OF ASSOCIATION. 

3. MODELING – Learning from, borrowing, and duplicating with intent, proven business best practices from both within and outside of the industry. There is no reason to re-invent the wheel. I learned more best practices and financial benchmarks in one 2-day 20 Group meeting than I’d learned in the previous 5 years combined. 

There is no shame in learning from those who have gone before us. In fact, the reason so many of the super successful write books is they want to share their story and have others learn and benefit from their successes and failures.  

4. SYSTEMS vs. RANDOM ACTS – SYSTEM is an acronym for Save Yourself Stress Time Energy and Money. The systems should run your dealership and your people run the systems. 

If you look at business like a game, the systems are the rules of the game. A game without rules is no fun because the players can’t focus on playing the game. They’re too busy trying to figure out how to play.  

A business without systems is chaos. Many business owners don’t own a business, they own a job, because they have no systems. The lack of systems within a business is one of the biggest underlying causes of failure. 

It’s because of these four breakthroughs that we host our Marketing Boot Camps here in Atlanta twice a year. The Powersports Industry landscape continues to change at rapid pace. The customer has changed and continues to change, and thanks to the internet the options to send relevant and compelling marketing messages to those customers have also undergone drastic transformation. 

And, right now, our country is going through extreme change due to the TRUMP effect. Many experts are predicting a huge increase in blue collar jobs and growth in the middle class. Guess what blue collar guys love to do on the weekends? You got it, motorcycles, hunting, camping, etc. Could be good, if you communicate with them. 

In case you’re not familiar… our Powersports Marketing Boot Camps, are THE place where the most successful and progressive dealers come to discover the latest and most lucrative marketing programs and systems to increase the bottom line and improve quality of life. 

It’s THE place for dealers to gather, exchange new ideas, see what’s working, what’s not working, and of course to network with other like-minded Powersports professionals.  

So if you haven’t already signed up, it’s not too late, but you need to do it now. As always we offer money back guarantee so you have nothing to lose.   

Three easy ways to enroll: 

1. Go to www.powersportsmarketing.com/boot-camp

2. Call 877-242-4472 

I look forward to seeing you in Atlanta.

Hot damn, it’s finally February! We have made it through the bitter cold and icy bleakness of December and January, and are now on the downhill slide into spring. For those of us in the Powersports industry, this is a time of rejoicing. The birds are singing once again, the sun seems brighter, and the days are bursting forth with new opportunity!

What’s that, you say? It’s cold outside? There’s still a little snow on the ground? No one is riding, yet?

Hey, I get it. We haven’t “officially” made it to spring, yet, but we are a heck of a lot closer than we were a month ago and, in this business, it is a crucial time to start tapping into that conversation while it’s going on in the heads of your customers.

Your customers. Those loyal, die-hard, wind therapy loving folks, who have been suffering miserably from PMS these past several months. What do I mean by PMS? Glad you asked - PMS is Parked Motorcycle Syndrome, and they’ve all had it. The great news is that you have the metaphorical pain reliever that they need. 

That pain reliever comes in the form of shiny, new parts & accessories, riding gear, leather jackets, boots, fresh service to get their ride ready to go, and for some, it comes in the form of that brand new, sweet bike they’ve been eyeing online all winter long. They want it, you’ve got it, now it’s time to give it to them. 

I hear a lot of dealers say, “Call me back in the spring.”, and I just want to reach through the phone and give them a gentle, but firm shake. If you’re waiting until spring is actually here to invite folks into the dealership, then you’re a day late and a dollar short. Chances are, you’re lots of dollars short, because they’ve already gone somewhere else to get the relief they’ve been craving. 

Now is the perfect time to throw a party at the dealership, whether it’s for Mardi Gras, St. Patrick’s Day, a Pre-Spring Meltdown Party, or something else, and get as many of these guys and gals through the doors as possible BEFORE it’s prime riding season. Having a party is the best way to warm your customers up for the great riding days ahead, create affinity with them, and make sure that they don’t go anywhere else when the time comes to make that new bike purchase. 

That’s what our Sharp Shooter has done thousands of times over the years for hundreds of dealers in all corners of the country. It’s a proven winner that works regardless of the weather, market, and economy. We drive qualified traffic into your dealership, while also generating a pipeline of leads for every single department of the dealership. Every single rider that responds to a campaign is going to tell you who they are and what they are interested in buying right now. 

Imagine how much bigger and better your spring quarter could be if you had that information!

Give me a call today and let’s talk about how to maximize your marketing budget by focusing on the right target audience, with the right media, using the right message, and making sure we’re doing it all at just the right time. There is no better way to utilize your marketing dollars than with our direct response system for predictable growth. 

I look forward to chatting with you!

Marisa Tils

877-242-4472

Ext. 131

 OBJECTIVE: 

Extreme Powersports is a family oriented business built to provide outstanding customer service to their local community of powersports enthusiasts. Located in southwest Georgia, and near a military base, Extreme Powersports caters to a diverse group of local riders.  They offer a huge selection of new and used inventory from nine major metric brands, but pride themselves on still offering that small-town feel from their excellent team. 

Because the local community is so transient, General Manager, Paul McGowen knew how important it was to have a strong, steady online presence for anyone looking for their local powersports dealer.

SOLUTION:

At any given time, there are new ‘orphaned’ powersports owners moving to the area who are searching for a local dealer to call ‘home’. Due to the powerful lead generating features of the program, the Local Web Dominator was an obvious choice for Paul’s dealership.  We worked together on a strategic approach to the Google AdWords component of the program to target motorcyclists in the Columbus-metro area who were actively searching for the products and brands they sold.  

Additionally, Paul understood that Search Engine Marketing (SEM) is a quantifiable marketing channel that works like a 100% commission sales person.  SEM targets the folks actively researching the unit(s) they are interested in purchasing. Which means it’s critical for local dealers like Extreme Powersports to have top-of-page placement, with a competitive budget, on model-specific advertising to help drive new customers who may not have otherwise known about their dealership.

RESULTS:

Extreme Powersports allocated a $1,200/month budget for their Google AdWords account, and has seen an incredible ROI each month as a result. Their ad campaigns capture an average of 54% of the available market share for impressions (meaning their ads show about 1 out of every 2 times someone searches in their market).  Their Click Through Rate has been well above average in the 9%- 10% range each month (Google considers a 2% CTR as strong performance).  

But, the metric that really shows where the rubber meets the road is in the conversions.  A conversion is a desired activity AFTER someone clicks on your ad, such as a quote request, contact us, or finance application completed.  For Extreme Powersports, they average about 100 conversions PER MONTH!  Last month, they had 108 Quote requests & Finance forms completed. With a conservative 10% closing ratio, that would mean that they sold 10 units last month from their Google AdWords campaign alone, which more than pays for the entire Local Web Dominator program plus their ad spend.

Want to generate those kind of direct-marketing, quantifiable results from your digital marketing campaigns? Give us a call today at 877-242-4472 and we’ll be happy to discuss a strategy for your dealership’s market.

Last month we talked about responsive web site design vs. adaptive design, what they were and how they were different. I’d like to stay on the topic of web site design again this month as well.

What we talked about last month was more the “mechanical” of a site, this month it’s more about “look and feel.”

Let’s start with a question: What’s the purpose of your web site?

I ask this question at every one of our boot camps. I used to have folks just stare at me, looking a little uncomfortable and kind of confused. They weren’t really sure, they just knew they were SUPPOSED to have one because everyone else did. 

That was years ago, and things have gotten better. The web has evolved, and people have figured out how they can use it. I usually get the right answer nowadays at the boot camps. The purpose of your web site is to generate bona fide leads and turn browsers into buyers. 

It’s that simple.

Anything that is on your web site that doesn’t advance the ball towards a browser making a purchase is a distraction that should be removed.

Internet marketers figured this out a long time ago, and they have a name for pages that are designed solely for the purpose of conversion – squeeze pages.

Basically, a squeeze page has one focus, or subject, and offers a very specific desired action. The browser is “squeezed” into performing the desired action on that page.

Rod loves to give the example of the best squeeze page on the planet – Google.

Google is hands down the most popular squeeze page (likely most popular page period) on the planet. When you go to google.com, you are squeezed to do the one activity they want you to do – search for something.  Not a lot of other visible options available (although there are some), the page is designed to draw you in to the desired activity. And it does an amazing job of it. I was surprised to hear several years ago that there is a person whose sole responsibility is the design of Google’s home page. Think about it, it’s a big white page. But it is the best converting squeeze page on the planet.

I’m not saying that to be really successful that your dealerships web site should be filled with white pages. It just needs to have pages that have a clear purpose, and that communicate that purpose in a way that move browsers down the funnel and get them to become prospects and ultimately, buyers.

So often, I see dealers that get caught up in having sites that are graphic heavy or full of non-conversion oriented content that it’s easy for potential buyers to get distracted, never to give the dealer their info before wandering off.

Even worse – a practice I’m seeing more now, is OEMs offering dealers gateways to shop for parts and accessories. Trouble is, they leave the dealers site and it’s the OEM that collects the prospects data. And the dealer isn’t guaranteed that they will get the sale or customer data later. What? Why would I spend money and effort to bring someone to my site, only to send them to a site I don’t control and give them the option to buy something and pick it up at another dealership?

Something else I have seen in the last couple of years, and was actually asked about by an OEM at one of our boot camps: an OEM exclusive web site for the purposes of co-op or because the OEM requires they have one. This usually shows up on a dealer’s main site as a side bar picture or slider banner picture that says “click here for our _______ exclusive site!” 

Now, I have the privilege of not being beholden to the OEMS, and Powersports Marketing has built our business on being dealer advocates – concerned about what’s in the best interest of the dealers, and not so much the OEMS (besides, if dealers are doing well, OEMs are by default). I don’t think the guys liked my answer, but it wasn’t candy coated.

I don’t like those sites.  A dealer’s online presence is critical, and dividing that presence on the internet over multiple URLs (internet addresses) is not in a dealer’s best interest. Yes, it accomplishes the OEM’s goal of having an exclusive site for their brand, but it creates a somewhat schizophrenic identity for the dealership online. We already have multi-line brick and mortar dealerships across the country known as “brand x of <city name>” dba as “dealership name.” We have a single unconfusing “umbrella” business name we go by so as not to confuse the public. The same should go for our digital storefront, so we don’t confuse people and for SEO purposes so we don’t confuse search engines either. But I digress a little, and have gone from preachin’ to meddlin’.

The point is, the best web sites with the highest ROI are those that are focused on their mission of turning browsers into buyers. I encourage you to do an audit of your site. Are all the pages clutter free, with a clear message and easy to follow conversion points (Contact Me, Request a Quote, Finance App, etc)? Are there unnecessary pages that won’t logically lead to conversions or that conversion options wouldn’t make sense if they were there? If so, get rid of them. Move that info to your Facebook page or other social media channels where they won’t get in the way of doing business. If you want to learn more about digital marketing in preparation of the upcoming Spring riding season, I encourage you to attend our next marketing boot camp in March. We’ll help you get ready to make the most of the season this year. 

Talk Soon,

Brad

We talk a lot about the four pillars of marketing: 1) Right Audience 2) Right Media 3) Right Message and 4) Right Timing. Over the years, dealers almost immediately buy-in to 3 out of the 4. They agree it makes sense to target riders in their backyard. They agree that they should give their customers multiple, direct opportunities to respond and finally, they take our advice on when the marketing should be hitting homes based on our experience with 1,000 dealers and thousands of campaigns. However, a lot of dealers challenge the 3rd pillar – Right Message. But, why? And, is the ‘message’ really that important?

I’ve been studying and implementing marketing for over 14 years now and turns out there is a lot of psychology and science in the message. But, most Dealers typically learn about marketing through the people who sell it to them...Radio, TV and Newspaper Reps who tell them they need to, “get their name out there,” and, “build their brand.” Or, they do what the OEM wants them to do and push a finance or rebate offer. Or they copy the car dealership down the street with ‘Never-Seen-Before Blowout Prices!’ 

The challenge is they all have it wrong. Getting your name out there or building your brand will never drive the traffic you want or grow your business the way you want it to grow. Typically that message is something along the lines of, “Providing exceptional service for 20 years at a competitive price.” Or, “Your #1 Harley-Davidson Dealership in the [insert city here] Metro Area since 1975.” What do these types of ads tell your customers to do? Answer: nothing. There is no ‘Call To Action.’ There is no ‘Reason to Respond.’ It will never provide you with the quantifiable results you desire. 

Campaign #1 - Super Sale (Finance Offer):

The finance & rebate offer or the ‘blow-out sale’ messages are worse yet. What they tell your customers is, “If you’re not in the market to buy right now, I don’t care about you.” This immediately alienates the 99% of customers who don’t have ‘buy a bike’ on their ‘top 5 things to do list’ this week. So the only people that respond are the folks who were buying any way and now all you’ve accomplished is slimmer margins. 

Take the dealership below. Same store, same program, two entirely different results. The difference? The first campaign hit 3 of the 4 Pillars of Marketing: 1) Right Audience 2) Right Media and 4) Right Timing, but they missed 3) Right Message. The first campaign focused exclusively on a Finance Offer, the second a Demo Event.  

As you can see, this dealership generated 10 total unit leads targeting 5,000 past customers with only 49 total responses and a .98% response rate.

Campaign #2 - Demo Event:

The second campaign targeted half the number of people, of which half were Conquest Customers (people who’ve never bought from them before) and had 14x’s the response rate. The only thing that changed was the message and that proved to be all the difference. They generated 85 new & used unit leads with 357 total responses and a final response rate of 14.28%. Not to mention the 86 P&A Leads, 72 Clothing Leads & 26 Service Opportunities:

Remember, we’re not selling a necessity like cars or washing machines. We’re selling fun! We’re a Passion-Based-Industry. People don’t need a $15,000 toy. They want it. They can’t live without it. It helps define them as a person. So what get’s these folks excited? A reason to ride. An opportunity to be around other folks to share their passion to ride. A party. Live music. Good food. Charity events. Organized rides. New models (also known as crack). FREE demo rides (crack with a side of BBQ Ribs). Giveaways. These are things your buying base craves! They don’t care how long you’ve been in business. They do value professionalism and good customer service. But, they also understand you have the same finance and rebate options as every other dealer in the market. These things do nothing for them. 

Show them a good time. Do it often and have fun with them when they show up. I guarantee it will increase frequency of visits from past and present customers, build loyalty, increase repeat and referral business, hold higher margin (because you’re not discounting), give your sales people more opportunities to sell units, create more excitement with your staff, and on and on and on. 

For more information on how the Sharp Shooter Program delivers just the Right Message or to get started today, call me on my direct line 877-242-4472 ext: 112 or chat us up at www.powersportsmarketing.com. Party on.

Here at Powersports Marketing, we’ve focused on the 4 Fundamental Components of Marketing for over a decade now:

1. Right Audience

2. Right Media (that will reach that audience)

3. Right Message (Direct Response instead of Branding)

4. Right Timing

Generating new riders falls into category #1, the Right Audience. To generate ‘new’ riders, it means you must focus your marketing efforts on getting folks who don’t ride to change their mind and start riding. I’ll bluntly state that this is a bad idea because marketing doesn’t create hobbyists and never will. The best analogy to prove my point here is golf. No one starts playing golf because of marketing or advertising no matter how good the ad(s) is. If you play golf you can think of the person who got you to play the first time. 

Likewise, no one starts riding because of marketing/advertising either. Just like golf (and more other hobbies), it’s always the influence of another person, usually a friend or family member. 

I suspect that the original question, while the subject of new riders is mentioned, is really looking for growth in their dealership and at the end of the day it doesn’t matter if that growth comes from new riders or those who already ride.  For instance, let’s say you could grow by 30% in 2017 but the growth all came from existing riders – would you turn it down?  Of course not.

Who you’re marketing to (your audience/the list) controls whether you’ll get responses or not, and whether an ROI will be generated or not.  The right audience for a powersports/motorcycle dealer is people who ride motorcycles. Hands down, no question. Marketing may not create new hobbyists, but it will get hobbyists to buy more products, more quickly. Marketing can also get the riders in your area who aren’t customers to respond and begin buying from you.

We are in a niche industry where only 3% to 6% of people in America ride motorcycles. That means more than 94% of people in your area don’t ride and probably will never ride. If I were running your dealership, the way I’d grow is to uncover the people closest to the dealership who fit into one of the following 2 groups: 

1. Past customers – I say it all the time, the single most likely person to spend money with you is the person who already has. The fact is the majority of your sales this year will come from past customers, and you can sell them even more with good marketing.

2. Conquest prospects - These are people who live in your backyard, ride what you sell, buy what you sell, but they’ve never purchased anything from you.  Essentially, these are your competitor’s customers and other orphan owners in your market area. Consistent marketing to this group will generate a response and create ‘new’ customers. You have to be consistent though. 

We call these 2 groups of people your Buying Base and they represent where 99% of your business will come from in 2017.  Once this group is identified you need to go after them. Ideally, you’d reach out to your entire Buying Base every month and invite them into the dealership. However, if your budget will not allow for this we can utilize your specific budget to target the best, closest customers and prospects in your market area – and in doing so we always generate a positive ROI.

Powersports Marketing will increase the frequency of visits from past and present customers while acquiring new customers, driving leads and good traffic through the doors every single month.

Want to know what your Buying Base looks like for no cost?  Call 1-877-242-4472 and ask for a Free Data Analysis. 

-Tory