Sharp Shooter Case Study: Loess Hills H-D®
Loess Hills H-D gets its name from the corrugated, sharp bluffs formed from the last ice age, they can see just east of the dealership located new the Nebraska/Iowa Borders and the Missouri River. Just a short drive from Omaha, Loess Hills H-D has a beautiful 30,000 square foot showroom, providing their customers with whatever they need to hit the road in style.
This dealership isn’t new to the Sharp Shooter Program, in fact, they’ve been using PSM Marketing to help achieve their growth goals for years. Many dealers feel like they ‘own’ their past customers because they’ve purchased from them in the past. Loess Hills understands that even the best dealership in the country can increase frequency of visits, reactivate lost customers and increase their annual customer value. So, we identified past sales, service and parts customers who’ve spent money with the dealership in the last four years and lived closest to the store.
Once we identified the ‘Right Audience’, we went after them with the ‘Right Media’. We utilized over a dozen direct-marketing strategies to guarantee the target audience is reached multiple times leading up to the event. This drastically increases traffic and response to the survey site where we gather two pieces of information: 1) Contact Information and 2) What they want to buy from the dealership. This typically generates tons of leads for not only unit sales, but parts & accessories, Motorclothes and service as well.
Most marketers would tell Loess Hills H-D, that in order to sell more units, they would have to have a sale. The challenge with focusing on the sale, is that you alienate the 99% of customers who didn’t have ‘Buy a new bike’ on their ‘Top 5-things to do list’ that week. By focusing on their Ink And Iron Event Party, they got more folks to respond, and created many more sales opportunities for all departments and they got to hold more margin along the way.
This was their third ‘Iron & Ink Party’ Sharp Shooter Campaign. There were 81 surveys completed, which created a total of 72 sales opportunities in P&A, service, and riding gear, PLUS 12 responses for a new or used bike. Skin Mechanix was there for the event and ended up doing over 40 on-site tattoos! They even rolled 7 units in February in Iowa!
What’s next? Spring. March means Spring Kickoff Parties, St. Patrick’s Day, Bike Week and many more reasons to kick off the Spring Riding Season. If you’ve missed out on January and February, this is what you’ve been waiting for.