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.
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encourage your sales team to engage with customers who are glued to their mobile devices. TREND #3: DEALERSHIP-BRANDED APPS TO DELIVER PERSONALIZED EXPERIENCES Want to keep your loyal customers coming back for more? You may be ready for a dealership-branded app. From making it easier for your customers to research your inven - tory with a personalized experience that lets customers build out in- ventory watch lists to the ability for you to offer location-based deals and push-notifications, dealer-branded apps offer your dealership's best customers an opportunity to stay engaged with you even when they aren't actively shopping for your products and services. You may be asking yourself, "Isn't my mobile-optimized website good enough?" That's a question you'll have to answer for yourself, but imagine if you had the ability to send out special deals just to the customers driving by your dealership this Saturday. Intrigued? That takes us to our next trend. TREND #4: LOCATION-BASED MARKETING PULLS Last year, I introduced you to the concept of beacon technology, and at the time, it seemed a lot like a far-fetched future tech trend outside the realm of reality for dealers. This technology has come a long way in the past year, and moving into 2016, beacon technology is within reach for savvy OPE dealers, especially those considering a dealership-branded app (although beacon technology can also piggy-back off of other third-party apps like online review sites and maps). What are beacons, and how can they help? Beacons use Bluetooth low-energy technology to communicate with nearby mobile devices. You can use beacon technology to: Send coupons and other offers to shoppers while they are liter - ally standing in your dealership. Example: If they are browsing for oil filters and spark plugs, connect them with 20-percent-off service. Show online ads to people who have visited your store and track in-store visitor information. Create an engaging customer experience. Example: Reward shoppers with mystery prizes for shopping in-store. TREND #5: TEXT MESSAGING CONNECTS According to research by SinglePoint, 90 percent of all marketing text messages (SMS) are read within three minutes. If that stat doesn't compel you to consider text marketing, I don't know what will! Cre - ating a text message marketing plan isn't as daunting as you think, but I would absolutely recommend working with a third-party provider to help you get your program off the ground. Your customer database may already be full of mobile numbers, and opting people into your mobile club can be an amazing way to connect with your customers via one of their preferred communication methods. There are a few guidelines to follow if you opt in to SMS market - ing. Get consent: Just like email marketing, you are legally required to get permission from recipients. Keep it quick: Text messages are intended to be short and to the point — include a link to a coupon or deal or even an invite to encourage further interaction. Use texts sparingly: Their interruptive nature is what makes text messages so compelling, but interruptions can get annoying. I recommend sending no more than three text marketing messages a month. TREND #6: VIDEO IS NO LONGER OPTIONAL Last year, I encouraged you to incorporate video into your strategy. This year, video is a must. Hit the OPE archives for my DIY video jumpstart kit: http://outdoorpowerequipment.com/2015/01/20/video -marketing-jumpstart-guide/7050/. Even if your staff isn't producing live-action videos, your on - line marketing initiatives, including your website product pages, third-party sales channels and social channels, can and should leverage video. Here are a few easy ways to get started: Use manufacturer videos to promote your new inventory. Take advantage of online tools like ARI Inventory powered by LotVantage that allow you to create a video from still inventory pic - tures and a product description. Host a video contest on your social media channels, and share the winning videos on your site. Ready to take the world of mobile OPE shoppers by storm? I wish you the best of luck as you plan your marketing initiatives for the year ahead. Need a little advice or direction? Contact me at colleen.malloy@arinet.com, and we'll be sure to address your concerns in the pages of OPE in 2016! Happy holidays, and best wishes selling in the New Year. FEATURE STORY www.outdoorpowerequipment.com OUTDOOR POWER EQUIPMENT DECEMBER 2015 31 OPE Colleen Malloy is the director of marketing at ARI Network Services. Prior to joining ARI in November 2013, Malloy served as the editor of Motorcycle and Powersports News. She is dedicated to the mission of helping dealers improve their operations through the implementation of ever- evolving best practices paired with ARI's suite of an award- winning data-driven software tools and marketing services that help 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!" Mobile's momentum is still picking up speed at a breakneck pace, with smartphone and tablet usage continuing to leave desktop computers in the dust.