Years ago, one of my mentors showed me a marketing plan that is easy and effective. This simple, yet effective plan can do wonders for your business.
Here are three steps to your marketing effectiveness:
- What are you selling?
- Who can buy it?
- How can you reach them?
Let’s take a look at how these three steps can help you.
What are you selling?
Of course, you could start as broadly as motorcycles and related products and services. That would be accurate and would work in this model. But for those of you who have been in this business for more than two weeks, something more specific might be better. Instead of thinking about marketing in such broad terms, I would suggest you do “micro-marketing” efforts. For example, you may want to move a specific number of model motorcycles. Well that calls for a micro-marketing plan. For example, “We have seven, 2011 Street Bob® motorcycles we’d like to move before next month;” Very specific, very on target, very do-able.
Who can buy it?
Now that we know what we are selling, we have to determine who has the ability and who might belikely to buy these specific motorcycles. Here, like the broad definitions above, stating things like, “everyone” is not helpful. Rather, identify specifics like:
- Sportster Motorcycle owners who’ve had their bike for a minimum of 18 months (usually enough time to own, enjoy and think about trading),
- Older riders who might be looking to downsize (just like empty nesters),
- Select touring motorcycle riders who are looking for an around town bike, but don’t want a Sportster.
- And of course, you could target aging sport bike riders (you know, like, 28) who are looking for a bit more comfort.
How can you reach them?
Here again, (I can’t even believe I’m about to say this) specific is terrific. Instead of saying things like “a mailer,” or “Facebook” you’ve got to identify precisely how you plan to communicate with that group.
For example, search your dealership database for Sportster owners who purchase 18 months or later. Then create and email and or phone campaign, reaching out to them. As an aside — we’ve spoken about this previously and will again — your approach needs to a bit more sophisticated and subtle than (read in your best Rocky Balboa voice), “Hey, you wanna do me a favor and trade that thing in on a Dyna?” Rather, the reason for your contact is ride research, Dyna evaluation rides, Sportster performance questions or something, anything, other than the ham-handed approach above.
Use similar search efforts for others who might exist in your database and for those who don’t, go find them! Yes, that’s right, I want you to leave the dealership find your targets and bring them back in to check out the Dyna motorcycles.
This three-step plan (obviously) works for anything in your dealership. And the key is focus and specificity. By targeting specific groups, with specific offers it increases your chances of success. Plus it limits any collateral damage.
What do I mean?
Let’s apply the above three-step plan to say, a grouping of small-sized leather jackets. If I’m a large-sized customer, and I receive an exciting offer from you that only applies to small-sized people, you run the risk of annoying or even offending your customers.
Although making our Street Bob offer to other Dyna owners would not be as problematic as above, it still would more than likely not be as effective, as the other targets we identified.
What should you do now? Identify several micro-marketing opportunities in each department, and get busy creating and implementing your three-point plan.