Proudly serving the industry for which it was named for more than 50 years, Outdoor Power Equipment provides dealers who sell and service outdoor power equipment with valuable information to succeed in a competitive market.
Issue link: http://read.dmtmag.com/i/114021
Manufacturers committed to American manufacturing will likely see an increase in demand for their products as "Economic Nationalism" continues to grow. • Longevity and reputation How long has the company been in business? Why do most customers choose a company's products? Is the company introducing new products? And how much awareness is there in the marketplace of the brand? During the recession, many solid companies have been forced out of business, making it tough for consumers to find reliable products. Millennials will turn to companies with a proven reputation, backed by years of industry expertise and knowledge in their respective industry. • Social cause A study titled, "The Millennial Generation: Pro-Social and Empowered to Change the World," declared that a shared passion for a cause can foster a strong personal relationship between a brand and its target consumer. Given their need to connect with a company on a more humanized level, younger consumers are prepared to either reward or punish a company, depending on its commitment to social and environmental causes. Dealers will benefit by better understanding how their manufacturing partners are contributing to people, the planet and related profits, and sharing those efforts with their customer. • Innovation While innovation is appealing to this audience, keep in mind they are skeptical. So, products with new innovation — with a "cool factor" — need to still be practical, and relevant to their lives. Quieter engines may mean Millennials can mow their lawn with family and friends within earshot, or Millennials can mow earlier, or later, and still abide by to neighborhood noise requirements. A lightweight and durable lawn mower with an easy-starting system makes it easier for people to manage the equipment, and provides the confidence that their equipment will start when they need it. Manufacturers that take a bold approach to design, while also keeping application and consumer needs in mind, will be an invaluable partner to dealers looking to increase sales with Millennials. Tailoring your sales conversation to attract a new generation of buyers will go a long way in creating solid, life-long customers, as well as stronger relationships with your manufacturing partners. OPE Carissa Gingras is marketing director of consumer engine and service with Briggs & Stratton Corporation. In her current role, she focuses on developing communications for dealers and consumers in the outdoor power equipment industry. She has more than 20 years of marketing experience working with both national and global companies, including General Electric, Honeywell, Ashley Furniture Homestores, Bridgestone/Firestone and Bon-Ton Department Stores. OUTDOOR POWER EQUIPMENT MARCH 2013 17