Thru the last week of July, dealer registrations for this October’s American International Motorcycle Expo are up sharply for the same period last year, pacing at a 30 percent increase.
Larry Little at AIMExpo, said: “Following last year’s show and listening to the exhibitor community, we knew our number one mission for 2016 was to increase dealer attendance. So shortly after the event, following a review of key data, we shifted our 2016 marketing approach to make increasing dealer turnout the absolute highest priority. We believe we’re seeing the initial results of better communicating the value of the AIMExpo proposition for dealers, which include learning better business practices through the seminars, networking with other dealers and industry contacts, and of course, seeing and learning about all the new products that will contribute to a dealership’s 2017 profitability."
One example of the communication to dealers includes a greater use of direct mail, including a printed dealer prospectus to better explain the value proposition (Digital version: Here) in attending. Additionally, thanks to the increased resources available at MIC, the team was able to better target powersports shops in those mailings. A stronger telemarketing effort is currently underway to enlist dealer registrations and Little says it is clear from those conversations that AIMExpo is considerably more top of mind among dealers, resulting in both new registrations and increased registrations per dealership.
“Dealerships that attend AIMExpo completely get the value proposition of attending, with 92 percent saying they would return, and 92 percent also saying they would recommend attending to another powersports retailer. With that in mind we’ve produced a series of short videos from dealers who’ve both attended, and plan to attend for the first time this year, and why," Little said. "The most recent was from Alexander Smith, general manager of Malcolm Smith Motorsports in Riverside, Cali. who is looking forward to attending for the first time. We’re definitely looking forward to welcoming Alexander Smith and his team to AIMExpo this year and many other new dealers as well!"
Check out Alexander Smith's video below: