Sure, most of your customers are probably men, many of whom may be amped up about the bikini bike wash. But trust me when I tell you, all the men reading your e-newsletter aren’t excited about it either, for any multitude of reasons. Maybe there’s no way their wife would let them attend such an event, or maybe they’re old enough that they just see the bikini-clad women as their daughters or granddaughters, or maybe they’re put off because they’re reading your e-newsletter at work and worse than getting caught with a motorcycle on your screen is an image of a bikini-wearing girl.
But if you think some men don’t like that type of message, I can almost guarantee you that even more women aren’t interested in stopping by your dealership that day.
I’m not trying to be prude. It’s just something to think about.
Every year for the past 15 years I’ve been going to, and more recently bringing my car to, a local car show that draws thousands into the Twin Cities. One of my friends and I refer to the show as “Christmas” because we’re so excited for it every year, and it’s the one time she takes a significant amount of time off work. We enjoy the cars, the crowd and the burnouts, but the one thing we try to avoid is the bikini contest. It’s just unnecessary. What do girls in bikinis have to do with cars? Absolutely nothing.
Guess what they have to do with motorcycles. Absolutely nothing.
If you’re noticing your average customer is an aging male, and you want to bring new buyers into the store, you’re not going to draw in the female base by hosting too many events that don’t at all cater to their liking.
Many dealerships host female-oriented nights that are meant to make women comfortable with the idea of riding their own bikes, and that’s a step in the right direction. But following something like that up with a bikini bike wash the following weekend isn’t going to compel them to return.
I’m not saying all events have to include female-friendly activities, but they can include rider-friendly activities that would appeal to both sexes. Think about bike shows, PG&A sessions, stunt shows, food trucks, concerts, etc., that can draw in the largest variety of people, appealing to both your current customers and those who you’d like to be selling to tomorrow. The more that your events appeal to a variety of people, the more likely you are to draw a new group of people into your store, and that, in turn, opens opportunities to make new sales.