Bold Idea No. 9 – The ‘make every mile a vacation’ campaign
July 12, 2010
Filed under Features
Location: Greensboro, N.C.
New units sold in 2009: 110
Brands: Aprilia, Genuine, Hyosung, KYMCO, Piaggio, Vespa
Staff: Sales 2, service 2, F&I 1, other 1
The term “staycation” was coined a couple years ago when the economy took a turn for the worse, and people across the country started penny pinching more than they had in a very long time.
“It all came about a few years ago when gas was $4 a gallon, and we picked up on this thing called ‘staycation,” said John Hill, owner of a North Carolina dealership.
The dealership, Scooternerds.com, put a positive twist on people staying at or close to home during their vacations.
“We said, ‘You don’t have to stay at home,” said Hill. “’You can get out and ride your bike or scooter. You can enjoy every time you ride.’ That’s where we began.”
Expanding that idea, Scooternerds.com made its mission to give people something to enjoy every day — riding.
“With all the talk of staycations we decided to encourage the riding experience as a vacation,” said Hill. “When someone comes in the store, we really encourage the fun aspect.”
The dealership hung a huge banner that read, “Make every mile a vacation,” which it built as its theme.
About 80 percent of the dealership’s market is scooters, so no one goes long distances, notes Hill. Whether it’s a longer ride on the Blue Ridge Parkway or a quick trip down to the local farmer’s market, Hill says the staff makes sure the customers are equipped with all the accessories they need to have enjoyable rides.
“We have a lot of families,” he noted. “They come with us on rides or they’re using scooters for their every day commute. Either way, they don’t have to be caged up in their car. They’re out enjoying the sights and sounds. That’s their vacation.”
The dealership has had a great response from the theme, says Hill. The marketing campaign has resulted in more sales as they’ve seen a lot of families come in and purchase multiple scooters.
In fact, the theme has stuck, and they’ll continue to run with it even though Hill believes this year will be a rebound year in terms of the economy.