Monthly Archives: February 2015

advertising meets recall, wins

Still Selling – Just Unsafe to Ride

When Dealernews published¬†Polaris’ “DO NOT SELL – DO NOT RIDE”¬†bulletin concerning the Slingshot’s steering mechanism (defective ball bearings) and roll bar assembly to dealers in late January, you’d be correct in thinking dealer print and online promos and ads would be pulled until the situation was resolved.

The first public inkling that something was amiss came when the company’s letter to dealers popped up on the brand’s product online forum. That was January 16, less than a year out from the 2014 official public launch and just a few months into production of the reverse sit-in trike designed to take on BRP’s sit-on Spyder.

slingshot parked for safety repairs

Considering the daily barrage at the time of global and constant publicity concerning GM’s failure to clearly and promptly address their otherwise miniscule ignition switch fatal defect, or the ongoing problems of Japan’s Takata Corporation, supplier of proven lethal airbags to the automotive industry, the approach taken by at least two powersport dealer website management firms to allow Polaris’ fledgling Slingshot to remain in their dealer client’s main banner rotator is puzzling to say the least.

Those dealership content management contractors are well paid on the their promise of providing vigilant oversight, facilitating manufacturer communications, and lightning quick content updates to franchisees usually ill-equipped to oversee the day-to-day front end needs of online marketing. Or not.

crisis management – crucial for credibility

Taken together with the lack of transparency by the manufacturer, Polaris, and it’s a perfect example of a communications misfire from the top down that’s disappointing at the very least, lending further credence to the industry’s ongoing need for professional communication managers with the knowledge, skill, and authority to manage the occasional crisis. Consumers deserve better for a three-wheeled product that tops out at nearly $30,000.

There’s been no further word on the progress of this remarkable dealer notification that affected nearly 2,000 already shipped units, so consumers might assume that repairs to the steering rack and rollbar that began in late January have apparently been completed.

when it snows it pours

pinellas-cty-tourism.png

Selfie Marketing Pitch Popular

Florida’s Pinellas County is the most densely populated county in the state. It’s also the smallest, but that has never affected its ability to draw tourists from around the globe, intent on visiting world-class beaches from Caladisi Island State Park on the northern end to Fort Desoto County Park guarding the entrance to Tampa Bay.

With gas prices at their lowest level in years, an economy that’s on the rebound for the first time in years, and a brutal winter that continues to lash the northeast, convincing northerners to turn their wanderlust into momentum and head south isn’t a heavy lift.

Will Winter Ever End?

Nonetheless, Pinellas County’s marketing arm, Visit St. Pete-Clearwater, came up with a rock solid bit of creative when they launched a campaign centered around a family of nomadic snowmen who began showing up in slush and dirty snow blanketed New York and Chicago.

The edgy “WinterBlows” campaign plants irresistible (and guaranteed to have lines forming for selfies) faux snowmen on the sidewalks displaying sandwich boards headlined “Sunshine or bust!” and the WinterBlows.com URL.

Is it working? I’d have to say yes, considering how congested the main two-lane north-south beach artery, Gulf Boulevard, has become in recent days. There’s nothing that can match a smart, well executed, marketing solution.