To celebrate 40 years of business in our community, we gave away a 2012 Harley-Davidson SuperLow motorcycle for our Super40 Bike Giveaway promotion.
The event started on March 3 and concluded on September 8. Customers could submit an entry once per day (no purchase required) at our dealership for the weekly drawing that was held each Saturday. After a name was pulled from the weekly drawing, all entries were discarded and entries started anew the following week. We added a special nightly drawing at the weekly summer bike nights that we co-sponsor at a local restaurant and the person had to be present at the 9 p.m. bike night drawing.
The promotion was promoted through social networking sites (Facebook and Twitter), our dealership's website, and on the radio. Forty people (contestants) were drawn during the contest period, and they convened on September 8 to receive a key that they each hoped would start the motorcycle. We also held a "Second Chance" drawing on September 8 for any vacant spots left by contestants that couldn't attend the event -- this helped bring more people into the store for the chance to get a key.
Overall, the ROI was impressive with an increase of 32.5 percent in motorcycle sales, 34 percent in apparel sales and 18 percent in P&A during the promotion period. In addition, the winner of the SuperLow sold it to a friend and then used the proceeds to purchase a new 2012 Harley-Davidson Ultra Classic from us! We, and our customers, are already looking forward to doing the promotion again in 2013.