Need marketing help?

Mike Vaughan
Publish Date: 
Apr 1, 2007
By Mike Vaughan

Advertising. For some dealers it's easy, and for others it's hard. How much should I spend? Where should I spend it? How much should I pay for the creative, how much for media? When should I spend it? What medium is best? How will I tell if it's working? These are all questions you need to ask before you launch your annual advertising/marketing program. The problem is, the answers vary from dealership to dealership, depending on the dealership's sales plan, brands carried, season and location.

To help you find the answers to these questions, Dealernews has teamed up with the Falls Agency out of Minneapolis to provide you with turnkey advertising programs ranging from direct mail to cable TV. All this will be presented under the label "Super Dealer."

The Falls Agency has more than 23 years of experience and success in providing dealer advertising services. As a longtime retail advertising provider to Kawasaki dealers, it has dealt with virtually every size of dealership, and has designed and executed advertising in just about every medium possible (with the possible exception of painted rocks).

If you're looking to ease the burden of advertising, I suggest you give the folks at the Falls Agency a call to determine whether they can offer you a solution to your customer communications problems. You can call them at (800) 339-1119 or visit their website:

This issue is devoted to what happened at Dealer Expo, so if you attended and didn't get a chance to see everything, it will be worth a second look. If you weren't able to attend, this issue is your chance to hear about what went on. We've laid out the magazine a bit differently this time to make it easier for you to peruse the show-related articles.

By most assessments the 39th Dealernews Dealer Expo was a success. Although we weren't able to talk to all the exhibitors, the ones to whom we did were happy with the traffic and very happy with the dealers because they were aggressive and knew what they wanted. And it seems that even the foul winter weather didn't keep too many away.

While the industry's year-end numbers were disappointing to some, overall vehicle sales are still up. Remember the "official" numbers don't take into account the many Chinese and Taiwanese products — as we've said before, if these products were thrown into the mix, the retail numbers for ATVs, motorcycles and scooters would be higher.

Re-enforcing the prospect of a good year are the several distributors that indicated to us that their early season sales have been good. Judging by what we're hearing, and assuming nothing disastrous happens to the economy, 2007 should be another solid year for the industry.