Mike's Cycle World II

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Best Promotion

Owners: Mike Gill, Monica Gill Location: Bowling Green, Ky. Store Size: 11,800 sq. ft. Years in Business: 27 Vehicle Brands Carried: Honda, Kawasaki, KYMCO, Schwinn, Suzuki, Yamaha URL: www.mikescycleworld.com Strengths: This dealership's sister store, Mike's Cycle World, won a spot in last year's contest, and was last month's cover dealer. Even though the Top 100 contest considers the stores separately, they share the promotion that landed Mike's Cycle World II our Best Promotion award (which it also won in 2005 and 2006). As detailed in our February issue, Perry Vincent, GM for both locations, donned a superhero costume and became Gas Saver Man. Television spots depicted assistant GM Chris Taylor pumping gas into a car while a scooter-riding Gas Saver Man ran circles around him. Radio ads spoofed the old Superman radio play — "It's Gas Saver Man!" Vincent rode scooters around local mall parking lots, and stood outside the dealership holding a Gas Saver Man sign.

In June 2006, Mike's sold one scooter. In June 2007, it sold 14, and total sales for motorcycles and scooters through September were up 77 units over the same period in 2006.