A very small percentage of people in America own motorcycles, and this demands some thought on how to find and target those that do ride in your local market area. ...

Who are you marketing to? The answer to this question shapes your entire campaign, yet is overlooked too often. Of course, most dealers would say the logical answer of “I’m ...

There’s a recipe for success when it comes to planning and creating a successful marketing campaign. In fact, there are four critical components to every marketing initiative: No. 1 is ...

We’re in a new era and a new economy. As I’ve previously written, the industrial age is behind us and the information age is here. We’re also in a place ...

It’s no secret that effectively choosing your advertising methods is much more complex now that we’ve entered the Information Age. Should you focus on offline advertising, or should you turn ...

A phrase commonly heard at Dealership University is “recession-proof your dealership.” While that sounds great, I believe many dealers hear that phrase and overwhelmingly think.” In this economy, I don’t ...

Most dealer principals are in the motorcycle business because they’re passionate about motorcycles, not because they love to compile and analyze financial data. While being an enthusiast is certainly an ...