Category Archives: marketing and promotion

sales lost – here’s why

Consumer measurement firm J.D. Powers just released the first of a two-part survey on the state of bike sales in today’s dismal economic times. The major metrics focus on negative dealership issues and boil down to price, inventory shortage and experiential  issues.

In reverse order, pollsters racked up a disappointment among potential buyers over the ability to test ride, lack of a comprehensive floor plan and the major catchall, pricing and negotiation.

We’ll go one further and list the in-store experience as a major contributor to the above specifics. When a multi-line, multi-location dealership like this local example fails to cover their model lineup – not one dual sport on the floor – while welcoming traffic with a Sam’s Club warehouse environment, what’s to like?

Parking a camo sXs in the grass as a marketing crutch doesn’t exactly cut it in this day and age of consumer first, last and always awareness. Look closely and you’ll see a polypropelene wreath tie-wrapped to the nose. More disguise – who wouldn’t get drawn in by this kind of invisible dimensional drive-by attraction?

vespa from oz

New Orleans alternative radio station WWOZ – one of my top five internet faves for the hippest in blues and jazz and the only consistent source for cajun, zydeco and swamp rock – is raffling off this icon of scooterdom, complete with autographs, to one lucky ticket buyer come May 9, 2009

Donated by The Transportation Revolution, New Orleans franchise dealer for Ducati, Triumph, Piaggio and Vespa, this kind of promotional tie-in is perfect for dealerships in need of a marketing shot in the arm. Go here to see how the station’s doing their part in making sure this Vespa is seen around town.

Signers (so far) include Terence Blanchard, Randy Newman, Irma Thomas, Marcia Ball and Dr. John, along with assorted Nevilles and a bevy of other notables.

save a spot for SPOT

I was four-fifths into Day One of the 2008 Cycle World Trek and headin’ for home when it dawned on me I might be – was – lost. Misplaced. Whatever. Cellphone, GPS, map and compass notwithstanding, I was having a little trouble with my bearings.

In the Sierras, lost is one thing. Lost and disabled is quite another. Just ask, well, just ask those guys they finally found a few years ago, freshly thawed after being frozen in a glacier for the last six decades. At least the bears didn’t eat ’em like Popsicle h’or douvres.

With a low fuel warning light on, the notion of sustaining a twisted ankle or worse nagged a little. EPRBs have long been a mainstay of sailors, but now comes a handy little device that’s affordable, dependable and with a variety of uses other than 911 come find me. SPOT.

SPOT might be just the gadget offroaders, solo tourers, or anyone who strays from civilization’s path long enough to escape traffic lights and homicidal drivers is looking for. Or should pack anyway.

This compact satellite messenger can transmit bread crumbs to your homies, summon the cavalry, check in with your honey or send a pick up location at ride’s end. And at just under $170, the device is very affordable, as are the service plan (required) options.

what works might surprise you

Rising like a beacon in the night from a sea of mediocrity and sameness, Florida independent dealer St. Pete Powersports starts every day fresh by sticking to the basics. The basics of good housekeeping.

After one more disappointing trip to a local one-time Top 100 dealer I began to despair at ever walking into a showroom that was clean, well lit, organized and inviting. Then I wandered into General Manager Mike Siano’s pride and joy. Continue reading →

it’s not politics – it’s marketing

This isn’t about politics. No. The just concluded election turned the corner on how America communicates and in the process opened the door to the new face of marketing that’s savvy, smart and hip.

Reporting in the October 13, 2008 edition of Powersports Business News, editor Neil Pascale singled out brand consultant Paul Leinberger’s comments from the Suzuki national dealer meeting in Las Vegas. Ready? “The most important thing you have at your dealership is your web site.” Continue reading →

pepsi pops for new look

We’re on the side that says the jury’s still out on Pepsi’s latest logo revision. Gone is the 3-D look, as is the all caps logotype that’s been in use since 1962.

Pepsi’s revisited their image 11 times over their century plus history of serving a frosty alternative to That Other Cola. Cost to revamp, according to Ad Age, is $1-mil plus for the design, but implementation will likely be well in excess of two hundred million by the time all the signage and applications are accounted for and delivered.

The lesson here is that shareholders wouldn’t sit still for an instant if the revamp didn’t have a dollars and sense basis. In other words, logos aren’t carved in stone these days. It’s pixels and plastic and the right look means more cha-ching at the end of the day.

obama marketer of the year

To paraphrase, marketing makes strange bedfellows. The Assoc. of National Advertisers named presidential candidate Sen. Barack Obama Marketer of the Year at their annual meeting in Orlando, FL two weeks ago.

Though not unanimous, Obama’s 36-percent of the votes cast by the 750 CMOs in attendance eclipsed runner-up Apple’s 27-percent. Nike, shoe retailer Zappos and Coors were also in the mix, while the McCain campaign managed a 4.5-percent showing. (One thing’s for sure: after this election you’d better have a grasp of e-mail knowledge and computer literacy.

Continue reading →

pickens plan proves populist

There’s a lot to mull over when T. Boone Pickens starts pushing his part public service, mostly private profit plan for achieving energy independence.

What I like, aside from the mostly common sense approaches to a rational energy policy, is the sophistication of the site itself.

Public relations? This campaign defines the genre. He’s out to change the way our country thinks, and he’s having some success.

Web design? Over the top. Clever and sophisticated without seeming elitist, the modules are quick to load and nothing short of brilliant in execution.

Continue reading →

pop art part two

Our followup to POP Part One, which features background on structural merchandising elements, continues the theme of how best to use point of purchase materials to boost sales and manage brands.

The opportunities to utilize POP are endless, but the most popular applications include banners, pop-ups and counter mats. We examine all three for effectiveness and ROI.

Head over to the main web site for an inside view of the fascinating world of POP.

harden to husqvarna

Powersports industry headliner Scot Harden moves from KTM back to Husqvarna, where his corporate involvement with off road riding first got its start.

After charting KTM’s performance course for the past 20 years, a stint that includes significant Baja and Dakar marketing coups that linked the orange and black mark with energy drink apex predator Red Bull, Harden will now split his time between his West Coast home in Temucula and Husqvarna’s New Jersey headquarters.