BY ERIC MCMULLEN
Events are a lot of work. They really have nothing to do with the everyday tasks associated with running your business and it is difficult to measure their success. So why do them? Here are three benefits of hosting at least one event every month.
It should come as no surprise that spending money on a customer now can lead to sales down the road. When you take customers on a guided ride or invite them to meet you for an event, you get them using their products and thinking of you when the time comes for maintenance, repairs, or upgrades. This can also mean PG&A sales, especially if your event is held at your store where things can be purchased on the spot.
When hosting various events, it is important to have all the information online so that you can promote it. When things start getting passed around on social media, your logo gets put in front of tons of eyes that wouldn’t normally see you. These are typically friends of customers or people who are curious about the lifestyle you are selling but haven’t yet been in the store.
When you are the one throwing the party, you are the expert. When enthusiasts see you as an expert, they will have an easier time buying from you. When you get them excited for a guided ride, for example, you get them imagining themselves using the product you are selling and thinking of you once again when they are ready to pull the trigger.
While events might not be as profitable as the sales they lead to, they are an important part of ensuring you are a staple in your community and they give shoppers a reason to buy from you today.
Eric McMullen is the marketing coordinator at Team Winnebagoland, a premium midwest dealer, where he manages all marketing efforts for powersports and marine. With backgrounds in marketing, media production, and automotive, Eric brings an exciting twist to powersports and is redefining the industry with groundbreaking digital marketing techniques.