Broadly speaking, motorcycle, boat, and RV dealer owners have two
main goals: bring in new customers and gain the loyalty of the customers
they already have. By nurturing current customers through various
digital strategies, you can gain their loyalty. As a result, this will
lead to an increase in repeat sales. This is especially important in the
world of Powersports dealer marketing.
It can be relatively simple to advertise and get new customers, but
it’s sometimes a little trickier to get those previous customers to come
back for additional purchases. Here are a few ways to gain current
customer loyalty and increase repeat sales.
1. Email Marketing Campaigns
Email campaigns are a great way to get current customers back in the
door. Send out emails to customers on your list anytime there is a sale
or promotion. This will encourage them to come back and shop if they
know they can get a good deal. With email marketing campaigns,
you can contact current and previous customers. You can also try
offering a special deal to only current customers and not first-time
buyers. This will make them feel special and more encouraged to buy
products, thus increasing repeat sales.
2. Run Promotions on Social Media
Another great way to gain the loyalty of current customers is to post
sales and promotions on social media profiles. The social media
following of your dealership will usually include current and previous
customers. Advertising via frequent posts will help draw those customers
back into the store.
Dealerships can also hold contests over social media. For example,
you may post a picture of an item from your Parts & Accessories
catalog and say: Comment below if you are interested in getting 10% off of this product.
At the end of the day, randomly select one commenting customer to be
the winner. This will get customers interested in current inventory, and
it will also encourage them to interact with your company on social
media. This practice is also great for gauging interests on particular
SKUs, which may help you decide if to stock larger quantities of an item
or if to stock any at all. These are all great ways your dealership can
increase repeat sales using social media.
3. SMS/Text Campaigns
It is imperative to keep customer profiles saved on your dealer
management system (Light Speed EVO or others). After a customer makes a
purchase, be sure to have your sales, parts, and service department
staff ask their permission to collect their email address and phone
number. Also, ask if they don’t mind being added to text campaigns.
Advertising via text messages is a great way to gain repeat business. If
there is a sale or promotion going on, send out a text to all current
customers. Text messaging campaigns have a very high open ratio. People
are much more likely to open and read their text messages than emails,
making text campaigns a highly successful marketing strategy.
4. Create a Blog
Blogs are interesting to read and keep customers familiar with your
dealer’s brand. Something on the blog may pique their interest and cause
them to return to the store for additional purchases. Just make sure to
update the blog frequently so that there is always new information for
customers to see. Great topics to write about on your blog may include:
- Safely riding your motorcycle in the rain
- How to properly secure your ATV or UTV on your trailer
- Why it’s imperative to change spark plugs in your PWC
- The most popular local riding destinations
- Myths about jet boat tracking and handling
- Benefits of buying used vs. new motorcycles
- And many, many more…
Gaining the loyalty of existing customers is extremely important for
Motorsports dealers, particularly multiline dealers. It is also a key
element in the Powersports marketing formula. While it is always good to
bring in new customers, a big part of the success of your dealer is
retaining customers and getting repeat sales. By focusing on digital marketing strategies, dealerships can easily attract current customers and continue to gain their loyalty.
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