Marketing ideas from the Top 100

Publish Date: 
Apr 1, 2011

McGrath Powersports of Cedar Rapids, Iowa, offered free bikini bike washes for everyone who attended its Bike-A-Palooza open house.

Texas’ Strokers Dallas says that its most successful promotion has been its reality TV show, “Ma’s Roadhouse.” “Our local customer base was coming more often because of the chance to be on camera, and now that the show has aired, we have tourists coming to see the place they saw on TV,” the Top 100 application said. The show also garnered the Best Media Campaign, Radio/TV award.

The staff of Andy’s Cycle Sales of Bonnyman, Ky., headed out into the community instead of waiting for the community to come to the store. “We decided to provide bottled water at registration for events other than our own,” the Top 100 application said. Staff showed up to community events in full uniform, with signs that said “free water, compliments of Andy’s Cycle Sales.” “We feel the free water leads to the ‘gravity well’ of future sales,” the Top 100 application said.

Beartooth Harley-Davidson of Billings, Mont., found success in its “12 Days of Christmas” marketing campaign, which highlighted a different product each day. “It helped to drive business during the winter months when Harley-Davidson riders in Montana were not riding,” the Top 100 application said.

Big St. Charles Motorsports of St. Charles, Mo., took a different approach: The store’s monthly Calendar Girl Search helped attract throngs of sportbike enthusiasts. “Every month we seek two girls to represent two months toward our 2011 calendar, with one lucky winner becoming the Cover Girl and winning a brand-new Kawasaki Ninja 250,” the Top 100 application said. The event helps attract 2,500 to 3,000 customers consistently every month.

Vandervest Harley- Davidson’s “Supplies for the Little Guys” promotion prompted customers to donate school supplies to Peshtigo, Wash.’s, underprivileged youth. By donating, customers would gain entries to win prizes and gift cards from the dealership.

Myers-Duren Harley- Davidson of Tulsa, Okla., not only offers a Rider’s Edge Program, but also offers Rider’s Edge Reunion Rides to draw previous program participants back to the store.

This story originally appeared in the Dealernews April 2011 issue.