2012 Top 100 Best Media Campaign, Integrated: Competition Accessories

Publish Date: 
Mar 30, 2012

Competition Accessories — 5-time winner
Owners: Dean V. Kruse, Shawn A. Bowshier
Location: Springfield, Ohio
Store size: 35,000 sq. ft.
Vehicle brands: Ducati, Honda, Kawasaki, KYMCO, Polaris, Suzuki, Yamaha

Competition Accessories took advantage of an offer from Kawasaki that was too hard to pass up. Dealers who purchased 2010 units at the end of the season were entitled to free flooring for a year, along with huge rebates to support their retail efforts. The store turned around and creatively advertised in almost every media imaginable — like TV, print, radio, email blasts, social media and newsletters. And they had fun with the campaign, using employees from several different departments in its “Kawasaki Leftovers” television ad. Through its efforts, the store has sold through 90 percent of the non-currents it purchased.