X

Social Media

An innovative dealer marketing approach

September 10, 2010
Filed under From the Editors

Nel PascaleBy receiving a steady stream of dealership e-blasts, it’s relatively easy to identify new or clever marketing tools that stores are using nationwide.

Here’s one of my favorite marketing approaches that I’ve come across lately: a helmet trade-in program. Pro Italia, a Los Angeles-area dealership carrying European brands, advertised such a program recently in its e-mail blast to its consumers.

The program works like this: “Trade in any motorcycle helmet for a $50-$100 credit toward a new one at Pro Italia.”

Not only does it seem to come at a good time of the year — as some riding seasons are coming to an end — but the e-mail plants some possible reasons for consumers to consider this outside of the possible savings. Like: “If your helmet has taken a fall and you have doubts about any internal damage, this is a great chance to put those fears to rest.” Or: “Likewise if it has been a number of years since you’ve bought a helmet and, perhaps, the internal padding has compressed enough to affect a proper fit.”

The offer also contains a deadline, always an important ingredient in ensuring consumer response.

Anybody ever try this approach at your dealership? If so, what kind of response have you received?

Comments

One Response to “An innovative dealer marketing approach”

  1. Rick Dorfmeyer on November 26th, 2010 5:32 am

    2 things.
    This is the first time I have heard of a helmet trade. We have been encouraging dealers to do jacket trades for years.
    Second, and probably goes without saying, but those trade in helmets are a huge liability. Cut them up for demo purposes, especially the high end ones. People can then see the difference.

    [Reply]

Feel free to leave a comment...
and oh, if you want a pic to show with your comment, go get a gravatar!