Village Motorsports sees the light

Publish Date: 
Oct 28, 2013
By Joe Delmont

24/7 ACCESS TO SIGNAGE
Schroeder seems to be on the right track when it comes to using digital signage as a major marketing tool. Indeed, numbers picked up from various sources point to the effectiveness of digital signage. To summarize:

  • 29 percent of viewers make an unplanned purchase.
  • 47 percent recall learning about sales and specials from displays.
  • 42 percent of viewers prefer stores that have video screens.
  • 42 percent of shoppers “sometimes” view screens they see in a store.
  • 47 percent of viewers recall learning about products or specials.
  • Ads grab attention of 63% of people who viewed digital signs.
  • 5.55: the average number of impressions per person.

Just think, three out of 10 people who watch in-store video make a purchase they never planned to make. What if you could get 30 percent of your store visitors to make an impulse, high-margin PG&A purchase? How nice would that be?

Schroeder has three full-time staff members to handle all of the production and marketing for the organization’s digital signage program and for its social media marketing efforts. Production is handled offsite, but it’s controlled directly by the dealership’s marketing team, not through an outside agency.  This gives Schroeder 24/7 access to his monitors and to the outdoor boards when his time is available. The outdoor boards can be rented on an exclusive or part-time basis, and both are used, depending on seasonality and his marketing needs.

The immediate access that he has to his monitors and to the outdoor boards lets him post a message within an hour after he receives sales or product information. 

“We can change by the hour,” he says, “or we can produce specific messages for certain day parts.  It’s so flexible and so fresh.  I can even post local high school football scores, if I want to.”

Of course, the outdoor boards aren’t cheap. For example, to share four boards for 14 days, with four different messages changing every eight seconds, costs $4,500 for the two weeks. OEMs help out with the cost, says Schroeder, because much of the expense is co-op.

BOWLING FOR CUSTOMERS
Village Motorsports has been owned by the same family, the Goodales, for more than 50 years. Two years ago, they purchased a bowling alley across the street from their 17,000 sq. ft. existing store, demolished much of the building and built a 50,000 sq. ft store, featuring — yes, that’s right -- a bowling lane down the middle of the show floor.

The bowling lane serves as a key feature for many of the events, especially for non-powersports-related community fundraisers. “Who would think of a bowling alley down the middle of a powersports dealership?” asks Schroeder. “People love it. Local people are tickled that we used these resources. We reused everything that we could. The word on the street is, You have got to stop and visit Village; they have a bowling alley in the store. Of course, that only brings them in; otherwise it’s about the people here, the employees.” (continued)