• Email marketing: Powerful metrics = success

    Tuesday, February 14, 2017 | Dave Kopf

    THE KEY TO SUCCESSFUL email marketing is measurement. Unlike print ads or direct mail, email offers stores and shops a marketing tool that is not only effective, but also measurable.

    For instance, when you snail-mail a brochure to your market, you have no idea whether they chucked it in the trash without reading it, or if they opened it and read the message. But with an email, you can ensure it reaches your intended targets, and find out whether they open your email or not. This lets you identify successful messages and campaigns as well as promotions that could have done better, and get some clues as to why those messages were successful or non-starters.

    Any good email marketing service provider will provide you with a variety of statistics on your email marketing effectiveness. Let’s take a look at some of the key metrics you should be following:


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  • Online Marketing: Fundamentals, expectations, and using the tools

    Thursday, February 9, 2017 | Mary Green

    IF YOU’RE running a powersports retail business, you’re a success-oriented individual. You might have started in the business because you love to ride or wrench, but at the end of the day, you want to see your business grow and flourish.

    Online marketing, properly executed, is a powerful weapon you can use to make that happen. But if you’re not careful, you can fall into any number of traps – over-aggressive expectations, failure to understand your customer base and prospect markets, and focusing on delivery instead of creating a valuable marketing message (hint: content is king) are just three of them. These traps cost you time and money.

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  • Online Marketing: The Metrics Lexicon

    Thursday, February 9, 2017 | Dave Kopf

    “WHAT GETS MEASURED, GETS MANAGED.” That timeless business axiom might have some solid mileage on it, but it couldn’t be more applicable to today’s online marketing environment.

    Marketing online provides powersports Dealers with a powerful environment for tracking the performance of their marketing and advertising efforts . Where you might guess at how well a print ad in a local paper performs, with online advertising you can get solid numbers. With that information, you can start identifying what marketing efforts work; which ones don’t; what campaigns, messages and techniques can be improved; and what ideas need to get binned.

    The level of control Dealers have over their online marketing efforts is pretty revolutionary. In fact, the metrics for measuring online marketing performance have become so nuanced, that it’s not surprising for any local business owner to feel awash in a sea of numbers. You can measure social media performance, email performance and search engine metrics, and that’s just the beginning.

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