Issue link: http://read.dmtmag.com/i/772602
OPINION FROM THE EDITOR www.PowersportsBusiness.com Powersports Business • January 23, 2017 • 11 In this month's Focus section, you can see from our January survey of dealers that while 2016 could be chalked up as lackluster in general, the out- look for 2017 is tremendously positive for those same dealers that encountered some headwinds in the most recent 12 months. The survey allows deal- ers to reply with both confidence and anonymity, which helped to generate an exceptional turnout of responses in Year 1 of the Outlook Survey. You can also check out which OEMs and distributors with which they were most pleased (or, in some cases, displeased!). We are who we are at Powersports Business by talking to dealership owners, principals and staff on a daily basis. Sometimes it's related to F&I; other times we're dialing in on aftermarket or service department trends. Sales trends, of course, allow all of us to gain some insight as to what's moving or not moving at the retail level. One thing we can also count on with those calls to dealers is passion and enthusiasm. It's because of those relation- ships we've built with dealers that we're excited to ramp up two of our major events earlier than we ever have. As you can read about in the News section of this edition, you'll see that the 2017 Power 50 Dealer Awards application has launched online at PowerportsBusiness.com/power-50. The application has been streamlined to make it a more efficient process. But don't worry — we're still going to ask you to entrust us with your 2016 finan- cial performance data (among a host of other data points) in order keep the Power 50 dealer list held in such high esteem. Dealers have told me they appreciate that we don't share the data with any outside sources, and we hope you'll entrust us with that same confidence by apply- ing in 2017. As always, the Power 50 is not about the biggest or the most volume — it's a celebration of deal- erships that are in growth mode by providing an exceptional retail experience for the powersports customer. We're already having planning meetings about the Power 50 Awards Dinner, once again set for Thursday, Sept. 21, 2017, during AIMExpo in Columbus, Ohio. Atten- dance has grown at the event in each of the first four years, and we'll dial it up a notch once again in 2017 with the industry's support. Send me an email if I can answer questions about the Power 50 program. In addition to getting their dealerships listed in consumer motorcycling magazines like Rider and Thunder Press, Power 50 dealers receive a host of marketing and PR collateral that allow them to reach customers who otherwise might be considering buy- ing from the dealer down the street. Among those assets are the yearly Power 50 window clings. We've included a few photos of them here. SEMINARS MAKE THE MOVE TO COLUMBUS As mentioned, AIMExpo will move to Columbus, Ohio, in 2017, and we're in the midst of collecting feedback from dealers about the classroom ses- sions you would like to see during the Powersports DEALER Seminars @ AIMExpo. We'll take that feed- back, along with evaluations from the 2016 event, and build another dealer-specific lineup of classes that get you reinvigorated about the business of selling power- sports products. And, as requested, we'll continue to share photos of dealers who have received their certifi- cates for completing classes at the 2016 sessions in Orlando. PSB Dave McMahon is editor in chief of Powersports Business. Contact him at 763/383-4411 or dmcmahon@powersportsbusiness.com. 1. Polaris winds down Victory brand 2. Polaris reveals new off-road models 3. MAG Retail Group to combine online retail outlets 4. Three arrested for dealership fraud, identity theft charges 5. Harley-Davidson sued over Twin Cam 103 engine 6. Arctic Cat snowmobile crash case to go to a jury 7. Recession drives Polaris, CFMOTO dealership out of business 8. Polaris recalls 9,900 Sportsman 570 ATVs due to fire hazard 9. KTM, Indian Motorcycle issue recalls 10. Dealer: Burglars "dumbest criminals" he's ever seen 11. BRP names new director of Global Marketing 12. MIC announces 2017 Board of Directors election results 13. Polaris Defense secures $20M contract with Canadian special forces 14. Distributor adds national sales manager 15. Kawasaki Mule Pro-FX named "2016 Best of the Best" The headlines above belong to the most frequently viewed articles from Powersports Business' three-times weekly e-news during the Dec. 15-Jan. 9 period. The number is based on the percentage of e-news viewers who clicked on the article's headline. To subscribe to e-news, go to www.bit.ly/PSBEnewsSignup. WHAT'S THE HOTTEST INDUSTRY TOPIC? Powersports Business blog ONLINE WITH POWERSPORTSBUSINESS.COM Leading industry executives and dealer consultants are among the contributors to PSB's blog. See below for recent blogs. With 2016 behind us, dealers ring in 2017 with positivity Visit powersportsbusiness.com/blogs PSB Google+ continues to grow Powersports Business' Google+ page has sur- passed 135 followers! Updated three times a week, our Google+ page features inside looks at industry events, PSB bloggers, new vehicle releases and powersports breaking news. Want more coverage from Powersports Business? Be sure to check out our Google+ page, at www.google.com/+Powersportsbusiness. COLLEEN MALLOY Director of Marketing, ARI It's the beginning of a new year, and it's the perfect time to shake up your digital marketing strategy. I've pulled together a list of the top digital market- ing tactics to retire in 2017 and what you should replace them with to save your dealership time and money. JACKSON SMITH Parts and Service Manager, Destination Powersports Let me say thanks to all those who have supported this blog, and I was glad to hear from all of you who responded. I would like to offer a quick review for those who did not get to read all of them. KIM ROCCO Director of Marketing, DX1 The powersports industry is evolving and dealerships are realizing the importance of embracing technology and dealership manage- ment solutions that allow their businesses to function more efficiently. LAUREN MCLEAN Public Relations Manager, Dealer Spike Email remains to be one of the most effective marketing methods to achieve sales. It's a place to build strong relationships with your custom- ers — most people check their email every day. In this month's Focus section, you can see from our January survey of dealers that while 2016 could be chalked up as lackluster in general, the out- look for 2017 is tremendously positive for those same dealers DAVE McMAHON Texas Harley-Davidson ambassador of fun Terry Purdom and marketing director Sarah Oakley prepare to place their 2016 Power 50 window cling. Texas Harley-Davidson is the flagship store of Calculated Risk Motorcycle Group. Danielle Maneke, business director of Lakeside Motor Sports in Mecosta, Michigan, shows off the store's newest addition — the Powersports Business Power 50 window cling. It's yet another way to improve your dealership local marketing edge. Harley-Davidson of Scottsdale is another of our Power 50 dealers — and general manager Doug Roessing is proud to show off their retailing status to their customers. Alicia Millwood, service manager at Fun Bike Center Motorsports in Lakeland, Florida, shows off her Powersports DEALER Semi- nar diplomas. "Thank you so much for the amazing seminars this year at the AIME show," she said. "I took away some very good information to share with my fellow managers and department!"