O U T D O O R P O W E R E Q U I P M E N T FEBRUARY 2014
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dependence and increasing acceptance of these location-based
services to drive immediate in-store traffic. Try promoting an
event via text marketing to immediately reach customers who
are in the area and are likely to swing by to check out what's
happening at your dealership.
Another idea is to piggyback off of the location-based apps
your customers are already using. Consider advertising on
location-based services like Yelp
3
or Foursquare
4
. Advertising on
these services allows your ad to connect with shoppers who are
physically near your location. Presenting them with the right offer,
at that key time when they are near your store, can be that driver.
Mobile (Mo)
Smartphones and tablets have revolutionized the way we shop,
empowering us to price check in real-time. Should you provide
free Wi-Fi service to allow customers to comparison shop while
in your dealership? Absolutely! Retailers who are embracing
digitally connected customers are profiting, and you can too.
Offer customers more information than they would normally
have in-store about product features and benefits. Why not invest
in tablets for your staff to utilize as a selling tool? If you just want
to dip your toes in, buy one of these brand-new tablets going for
only $40: http://tnw.co/1dO9YMo.
The real value for you as a business owner is the ability to
engage with your customers in a new, more personal way, which
leads to brand loyalty. The best part about a SoLoMo campaign is
that when it is successful, it's a win-win.
1
http://bit.ly/1gJ93N7
2
http://bit.ly/1akNzY7
3
http://bit.ly/LIJpOH
4
http://bit.ly/1f6mZiI
Brad Smith is ARI's Vice President of Product
Management. ARI creates award-winning software
solutions that help equipment manufacturers,
distributors and dealers "Sell More Stuff!" —
online and in-store. ARI removes the complexity
of selling and servicing new and used inventory,
parts, garments and accessories for customers in the
outdoor power equipment, powersports, marine,
RV, automotive tire and wheel, and white goods
industries. More than 22,000 equipment dealers, 195 distributors and 140
manufacturers worldwide leverage ARI's website (www.arinet.com) and
eCatalog platforms to "Sell More Stuff!" Smith holds an MBA from the
University of Wisconsin and is an Operation Iraqi Freedom veteran.
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