www.outdoorpowerequipment.com OUTDOOR POWER EQUIPMENT JANUARY 2016 23
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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 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!"
repeat on a regular basis throughout the selling season to build anticipation
and drive in-store visits.
The best Throwback Thursday photos either make people laugh or brew
up nostalgic feelings. Dig through your dealership archives to find photos
that tell your brand story as it has evolved over the years and show your more
human side: from a photo of your first day in business to a photo of you
pushing a plastic mower as a toddler.
Post the photo with the #ThrowbackThursday hashtag, a short caption, and
most importantly, a limited-time promotion based on the throwback photo.
You could roll back prices to what they would've been in the year your photo
was taken, or you can give a discount based on that date — for example, if the
photo was taken 20 years ago, give customers 20-percent off of a product, or
if the photo was taken in 1975, give them $19.75 off of their purchase over a
certain dollar amount.
Just like with the photo contest, this campaign starts on social, but your
promotions should span all of your marketing channels — if you're doing
any paid search or retargeting campaigns, this promotion is ideal to drive
immediate e-commerce sales. Not selling online? Well, that's a topic we'll have
to dig into another time!
Having some planned campaign ideas in your back pocket is critical to
help you hit the ground running once the hectic spring selling season starts,
because while you're busy, I've never met a dealer who couldn't use just a few
more door swings each spring.
