Contents:
April 2013 | Volume 56 | Number 4
Cover photo courtesy of Consumer Engine Group, Briggs & Stratton Corporation
departments
18
14
6 Upfront
8 Anonymous Distributor
10 Industry News
29 Marketplace
31 Key Distributors
34 Advertisers' Index
products
22 Equipment Focus:
Wood Handlers
features
14 Next-gen OPE users (Part II):
Winning over Millennials through marketing
As the Millennial generation (individuals born between 1977 and 1995) take
a position of buying power in the retail world, Carissa Gingras, marketing director
of consumer engine and service with Briggs & Stratton, shares strategies on
using marketing outlets to turn these younger consumers into long-term
customers.
16 Marketing Automation:
A must-have tool for getting the most
out of prospects and customers
28 Product News
While no two dealerships are alike, all dealerships have one thing in common:
They want to increase sales and profits. Bob McCann, director of education
at ARI, shares advice on how using a marketing automation program can
streamline, automate, and measure your marketing tasks to increase efficiency
and grow revenue faster.
18 Increasing Shop Profitability (Part VII):
Forecasting
In the seventh article in a series on increasing shop profitability, Jim Yount,
founder and CEO of Jim Yount Success Dynamics LLC, underscores the
importance of forecasting in your service department and shows you precisely
how to do it.
4
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