As the marketing chief, Pawelka plays an important role in making sales happen. His job is to find audiences that might be interested in an ATV or scooter, convince them to consider a KYMCO product, and finally drive them to a retail outlet to take a look, whereupon the dealer will sell the unit. To accomplish this Pawelka plays every drum in the set, using social media, print, TV, outdoor, promotions and sponsorships, beginning with dealer ad slicks, video footage, internet banners, and if requested, outdoor, all at no charge. Plus there’s a co-op program for all participating dealers.
Given, every company has just about same marketing tools. The thing that seems to set KYMCO apart is its focus on demos, displays and sponsorships. Time after time surveys have indicated that demos are the dealer’s most effective tool in closing a deal, second behind a friend’s recommendation. As Pawelka points out, the friend may not own a KYMCO product, but if he rode one and liked it, he’ll probably recommend it. Last year, KYMCO drove one truck to 22 events; this year, now that it’s taken ownership of a second rig, the company plans to attend 50.
KYMCO works its sponsorships hard, and is not content to simply pay some money and get its logo placed on a transporter, garment or some other item associated with the sponsored company. KYMCO’s sponsors provide displays at such events as Indycar, NHRA and the Charlotte International Speedway, and then use KYMCO vehicles as pit bikes for riders and crew. The KYMCO logo is displayed on transporters, race cars and uniforms.
While KYMCO is small, it seems to have a dedicated staff and commitment to doing all the right things when it comes to marketing and dealer expansion. The coming year will be interesting to watch.