Monthly Archives: March 2012

powersports pays price for poor pr

 

the slippery slope to silliness

Several years ago I put together an easy to follow guide that offers solutions for three of the most common errors made by DIY publicists. Since then I’ve noticed a significant increase in the number of powersports announcements distributed under the hi-jacked heading of FOR IMMEDIATE RELEASE! So poorly constructed they’re cause to wonder if a Kazakhstan goat herder isn’t ghost writing for the crowd source marketplace, they neither inform nor promote. No offense to my herder friends.

There’s a phrase common enough to pr practitioners (hack) that’s either a label of shame or badge of some distinction, if only among peers. Without naming names – and, sadly, you probably don’t know who you are – I’m gobsmacked at what the aftermarket seems willing to accept under the guise of published, presumed to be positive, information about products, services, and events by the former.

This isn’t about the errant comma, occasional misplaced modifier, or missing apostrophe. I’m raising the alarm over the wholesale abandonment of fundamental principles of grammar, any notion of style, and the essentials of literacy. Who needs complete sentences when an odd lot assortment of disjointed words strung randomly together into incoherent phrases passes as sense.

“air quotes” run amok amid out of control malaprops

I’m usually not a hard-core stickler for AP style, but. The increasingly sloppy gibberish masquerading as product praise not only offends my professional eye, but to the point does serious damage to a manufacturer’s online reputation and in-store brand. Unless, that is, the brands footing the bill think LOL ridicule is a desirable goal.

And it’s permanent. Once published to the web, these unintentional examples of no-talent hilarity circle the internet forever, ghost ships of puff piece silliness showing up on Google search “doh!” in perpetuity.

If you can’t hire a pro – and by that I mean someone possessed of a) basic writing skills and, b) a fundamental understanding that English, not Farsi, is North America’s marketing lingua franca – please take advantage of my basic tips for improving reputation and readership.

pri to sema move signals big change

pri announces sale of event to motorsports giant sema

The Performance Racing Industry racing aftermarket manufacturers event announced the sale of their popular mid-winter event, held in recent years in Orlando’s Orange County Convention Center, to event competitor Specialty Equipment Market Association, known internationally for their hugely entertaining Las Vegas mega-show.

For event background and photos read my coverage of SEMA here, and my PRI experiences here. Both shows offer numerous educational and motivational opportunities.

According to the press release, PRI staff will remain in Laguna Beach, while the long-running event will remain in Orlando.

Both venues are extremely popular with their respective audiences, and enjoy a fair amount of crossover attendance from other segments, including powersports. SEMA’s profile skews more towards automotive and, by extension, motorcycle customizing, with emphasis on paint, accessories, and electronics.

PRI, on the other hand, is a big tent. This cross channel, hard core racing and performance venue aters to racing organizations, their fans and members. Representing everything from entry level karting to NASCAR Cup competition to ALMS to NHRA, if it uses an engine – whether tractor pulling, boat racing, a road circuit or speedway event – PRI is the marketplace for manufacturers. Notably absent: powersports, although this is prime territory for exploitation and well worth the investment.

What this might mean in the long run is unknown. At the very least, I’d expect SEMA to leverage the PRI venue as some kind of enhanced exhibitor bonus. Having attended SEMA seminars at PRI in the past, they’re no strangers to the racing market profile specific to PRI.

dealer expo credibility gets shredded

everything coming up roses? not so fast

The continuing struggles of the powersports market coupled with the rise of social media haven’t been kind to Advanstar’s Dealer Expo signature event, even less so to its flagship b2b pub Dealernews. This fact was painfully born out when Joel Martin, head of Martin Racing Performance and a leading scooter segment authority, blasted the media giant on his blog for their spin describing last month’s 44th annual trade show. Then he reloaded. In the background I could hear Foster The People humming Pumped Up Kicks.

Mr. Martin took it personally when, after extensively documenting the event for his own blog and YouTube channel, he failed to recognize the franchise version of the very same show.

There’s no disguising how much the exhibitor base has shifted since I vBlog’d the event in 2008 or last walked the show in 2009 while questioning Dealer Expo’s marketing strategy as showing serious signs of strain, an opinion that’s since proven both prophetic and accurate. Meanwhile, Advanstar’s continued attempt to revive a zombie V-Twin show within a show came up snake eyes – again.

winners 0 losers 2

There are no winners here. A shrinking powersport dealer network that depends on industry press for an accurate picture of how the market is performing, where it’s going, and trends to watch for, gets shortchanged on reality. And there’s the brand that is Advanstar, and the issue of trust and reputation management. Independently verified opinion polling? Missing in action – just the self-congratulatory quotes from corporate employees.

It’s true that, especially for first time attendees, the view is more that of green meadows and perpetual sunshine. But for long time participants well aware of the meteoric rise in market performance from the mid ’90’s to the mid ‘oo’s, there’s no masquerading the increasingly dire situation facing brick and mortar retailers.

time to make lemonade

Who then to fault? Aftermarket manufacturers, industry media, and dealers themselves. All can be called to task for repeatedly failing to ask critical questions, invest in essential marketing, and for blindly continuing to embrace a business plan that’s lost its mojo. Other industries have adapted to similar challenges – Performance Racing Industries’ Orlando event comes to mind.

The industry desperately needs a venue or venues that, like any other dedicated channel, provides a well managed opportunity for buyers and sellers to gather in a common marketplace for a couple of days to assess, visit, become informed, learn, and above all profit. It’s a void Marketplace Events hopes to exploit with their newly launched American International Motorcycle Expo set to open next year. Stay tuned.