Drive sales, customer traffic with 'Revive Your Ride' campaign

Publish Date: 
Nov 3, 2009
By Dennis Johnson

IRVINE, Calif. - 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.

"Two of the most important parties to our future are riders and retailers," said MIC president Tim Buche at the organization's annual business symposium. "The idea is to drive floor traffic to dealers to spend money on P&A.

"We hope that the aftermarket will take this and run with it."

The free campaign consists of four promotional components designed to attract customers into a dealership. 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.

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 could help with customers who want to spend, but are bit hesitant to loosen their wallets.
  • Offer service seminars for suspension setup, preride 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.