Dealernews - December 2009 - (Page 12) SPEED READ PUMP UP SALES AND TRAFFIC WITH REVIVE YOUR RIDE THE MIC’S AFTERMARKET COMMITTEE and its members have launched a campaign aimed at pumping up aftermarket sales and driving traffic into dealerships. The Revive Your Ride campaign focuses on helping dealers create sales promotions and special events that will bring customers into their stores. The effort is expected to attract a number of aftermarket manufacturers and distributors that could eventually offer special sales offers and programs. The idea was first proposed by Frank Esposito, chairman of the committee and president of Kendon Industries, who says it serves as a message to all dealers that the aftermarket industry is going to do what it can to help them through these turbulent economic times. “Dealers are our lifeblood. We want them to know that they’re not alone, that we’re in this together,” he says. The goal is to take the collective power of the aftermarket industry to help dealers pull in customers, whether it’s through special discounts or with assistance on holding events. “This is about what we can do together as an industry,” Esposito says. “All of these member companies are going to do a little something to the best of their abilities … to get the customer up off of his couch. “It’s a wake-up call to the dealers to say, ‘Know what? Don’t lie down. Fight back,” he says The free campaign consists of four promotional elements designed to attract customers. These are: Build the Need to Buy Now, Make an Event of It, Service With a Smile, and Gear Up, Then Saddle Up. Under each of these suggestions are scores of ideas for creating dealer events that will entice customers. These range from details on creating a holiday gift guide or web page showcasing products in the $30, $100, $200 or more price ranges to promoting rider training and offering bike fitting programs that’ll help riders improve the comfort and rideability of their motorcycles. could help with customers who want to spend, but are a bit hesitant to loosen their wallets. • Offer service seminars for suspension setup, pre-ride inspections and other service items. • Create a women-only wrenching night designed to teach women basic maintenance skills, help boost their confidence and answer any questions they might have. • Inform riders they should be covered head-to-toe and then help them outfit themselves by holding a fashion show, demoing the newest gear or offering helmet checks and fittings. Dealers can then access a number of promotional materials such as logos and artwork to help promote these events. The materials were designed around a unified theme and style so that the more dealerships that use them, the more customers will begin to recognize the logos and the message. Because of this, dealers are encouraged to get other local shops to participate. The logos and artwork are designed to fit the various market segments such as cruisers and ATVs, as well as dealer-related topics like service. This allows stores to tailor their message to the specific events and programs. The campaign has just started and more information about participating companies, other program components and a Revive Your Ride website will be announced at a later date. For more information, contact the MIC at 949-727-4211, Ext. 3027. — Dennis Johnson Other ideas include: • Create a printable holiday wish list of products that customers can bring into the store with their selections checked off. • Offer holiday layaway programs, much like retailers used to do in years past. This DEALERNEWS DECEMBER 2009 DEALERNEWS.COM http://www.DEALERNEWS.COM Table of Contents for the Digital Edition of Dealernews - December 2009 Dealernews - December 2009 Contents From the Editors InBox Speed Read Joe Delmont The Lab Product Locator Accessories (General) ATV Accessories Electronics/Security Frames/Hard Parts Luggage Misc. Accessories, Sidecars, Transportation Apparel/Outerwear Business & Retail Products Replacement Items/Parts Oil & Chemicals Performance Products Tools Service Locator Alphabetical Listing of Companies Advertiser Index Customer Service Mike Vaughan Dealernews - December 2009 Dealernews - December 2009 - Dealernews - December 2009 (Page Cover1) Dealernews - December 2009 - Dealernews - December 2009 (Page Cover2) Dealernews - December 2009 - Dealernews - December 2009 (Page 1) Dealernews - December 2009 - Contents (Page 2) Dealernews - December 2009 - Contents (Page 3) Dealernews - December 2009 - Contents (Page 4) Dealernews - December 2009 - Contents (Page 5) Dealernews - December 2009 - Contents (Page 6) Dealernews - December 2009 - Contents (Page 7) Dealernews - December 2009 - From the Editors (Page 8) Dealernews - December 2009 - From the Editors (Page 9) Dealernews - December 2009 - InBox (Page 10) Dealernews - December 2009 - InBox (Page 11) Dealernews - December 2009 - Speed Read (Page 12) Dealernews - December 2009 - Speed Read (Page 13) Dealernews - December 2009 - Speed Read (Page 14) Dealernews - December 2009 - Speed Read (Page 15) Dealernews - December 2009 - Speed Read (Page 16) Dealernews - December 2009 - Speed Read (Page 17) Dealernews - December 2009 - Speed Read (Page 18) Dealernews - December 2009 - Speed Read (Page 19) Dealernews - December 2009 - Speed Read (Page 20) Dealernews - December 2009 - Speed Read (Page 21) Dealernews - December 2009 - Joe Delmont (Page 22) Dealernews - December 2009 - Joe Delmont (Page 23) Dealernews - December 2009 - The Lab (Page 24) Dealernews - December 2009 - The Lab (Page 25) Dealernews - December 2009 - The Lab (Page 26) Dealernews - December 2009 - ATV Accessories (Page 27) Dealernews - December 2009 - Frames/Hard Parts (Page 28) Dealernews - December 2009 - Luggage (Page 29) Dealernews - December 2009 - Misc. Accessories, Sidecars, Transportation (Page 30) Dealernews - December 2009 - Apparel/Outerwear (Page 31) Dealernews - December 2009 - Apparel/Outerwear (Page 32) Dealernews - December 2009 - Apparel/Outerwear (Page 33) Dealernews - December 2009 - Business & Retail Products (Page 34) Dealernews - December 2009 - Business & Retail Products (Page 35) Dealernews - December 2009 - Replacement Items/Parts (Page 36) Dealernews - December 2009 - Replacement Items/Parts (Page 37) Dealernews - December 2009 - Replacement Items/Parts (Page 38) Dealernews - December 2009 - Replacement Items/Parts (Page 39) Dealernews - December 2009 - Replacement Items/Parts (Page 40) Dealernews - December 2009 - Replacement Items/Parts (Page 41) Dealernews - December 2009 - Replacement Items/Parts (Page 42) Dealernews - December 2009 - Replacement Items/Parts (Page 43) Dealernews - December 2009 - Replacement Items/Parts (Page 44) Dealernews - December 2009 - Oil & Chemicals (Page 45) Dealernews - December 2009 - Performance Products (Page 46) Dealernews - December 2009 - Tools (Page 47) Dealernews - December 2009 - Tools (Page 48) Dealernews - December 2009 - Service Locator (Page 49) Dealernews - December 2009 - Service Locator (Page 50) Dealernews - December 2009 - Service Locator (Page 51) Dealernews - December 2009 - Service Locator (Page 52) Dealernews - December 2009 - Service Locator (Page 53) Dealernews - December 2009 - Service Locator (Page 54) Dealernews - December 2009 - Alphabetical Listing of Companies (Page 55) Dealernews - December 2009 - Alphabetical Listing of Companies (Page 56) Dealernews - December 2009 - Alphabetical Listing of Companies (Page 57) Dealernews - December 2009 - Alphabetical Listing of Companies (Page 58) Dealernews - December 2009 - Alphabetical Listing of Companies (Page 59) Dealernews - December 2009 - Alphabetical Listing of Companies (Page 60) Dealernews - December 2009 - Alphabetical Listing of Companies (Page 61) Dealernews - December 2009 - Alphabetical Listing of Companies (Page 62) Dealernews - 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