KAWASAKI will continue to focus on the Internet, marketing director Bruce Stjernstrom says. But the OEM has unveiled a number of merchandising tools for brick-and-mortar stores.
“It’s no longer good enough to just know where our customers are watching and listening to our marketing messages,” he told dealers at last month’s dealer meeting. “What really matters is if they’re paying attention and responding. Unlike other mediums, the Internet is always on — and always selling.” He then gave statistics showing how media consumption has shifted toward the Internet and mobile devices.
Two million people visit Kawasaki.com per month, Stjernstrom told the assembled dealers. An average visit lasts 4.5 minutes. “That’s more than twice the industry average,” he said. About 60 percent of monthly visitors are new to the site.
Expect to see more Web site promotion in general. “We’re focusing on marketing and advertising to drive customers to Kawasaki.com,” Stjernstrom said. “We’re building a sense of community around the Kawasaki brand and pre-selling customers so they’re arriving at dealerships better-informed and more brand-conscious.”
Getting the most hits on the site right now is Hank Williams III, the star of the Teryx mini-site. Visitors can watch his “Wild Rides.” Also on the Teryx site is Larry Roeseler, who will race at the Baja 1000 with a Teryx customized by DragonFire Racing.
More than 80 percent of Kawasaki dealers have their own Web site, Stjernstrom noted. “In response, we’ve developed tools you can use to enhance your site, attract more traffic. … We’ve added new features to the Kawasaki Ad Planner Web site that will enable you to easily download custom ad banners and digitally direct them to your Web site or big-screen monitors in your showroom. Everything is just a few clicks away, and all at no cost to you.”
The Ad Planner site also has free transferable videos.
Kawasaki also told dealers about real-world promo stuff. The OEM has expanded its Event Support Materials Fund to include new items sold at the Kawasaki Showroom Shop on k-dealer.com. Now eligible for a $1,000 reimbursement annually are any customized banners, posters, postcards and permanent POP display pieces, which include a 84”x32”x32” Green Flame sofa (dealer cost: $975), a poster frame that fits a 36”x24” poster ($175), a 84”x42” teardrop flag that comes with a 30 lb. stand ($220) and a 15.5”x22.5”x62” brochure rack ($980).