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Beyond the open house

Liz Hochstedler, Associate Editor - Powersports Business
June 28, 2012
Filed under From the Editors

Often when I ask for tips for our PSB 123s, I receive far more than I could ever use. The PSB 123s on events were no exception.

Shortly after the deadline for our May 21 issue, Zach Materne, general manager of sales at The Transportation Revolution in New Orleans, sent me a few tips to add to our list. What’s key, he says, is partnering with non-powersports businesses.

“I think events should grow beyond the Saturday afternoon BBQ if you want to attract new faces to your store,” he said. “Partnerships are key when looking to expand the types of events you host or join.”

TTRNO, for example, has partnered with energy drink brand Red Bull. The dealership has also participated in such events are art open houses, cocktail parties at the dealership, block parties and more.

“These types of events put your brand and your motorcycles in front of a more mainstream audience,” Materne said.

Remember Adam Smith’s tip on hosting charity events? Smith said he learned a couple lessons in hosting an event for a police officer’s ill child — hosting other groups’ events are less expensive, and they bring new clientele into the dealership.

Smith is now looking to package the same type of party to local riding clubs, offering prizes, beverages and space for events.

“What we’re trying to do is get ahead of them before they hold their events. What you really get is two events each month — one put on with your folks and one put on for a new set of customers,” Smith said, adding that a normal event can cost him $4,000-$5,000, while these hosted events cost only about $1,000.

If you missed the PSB 123s on events, click here. And happy event marketing!

Liz Hochstedler is the associate editor of Powersports Business, a trade magazine for the powersports industry. She reports on the powersports industry through Powersports Business’ varied media, including in the magazine and online. She assembles the brand’s twice-a-week e-news and handles a variety of assignments for the magazine. Powersports Business is known for its exclusive national dealer surveys, in-depth industry analysis and dealership conference, Profit Xcelerator.

Contact: ehochstedler@powersportsbusiness.com
Website: www.powersportsbusiness.com

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