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.
Issue link: https://read.dmtmag.com/i/103845
several stories circulating in the media that talk about a growing desire for products made in America. A recent Forbes article I read titled, "Made in America Has a New Ring," says that 80 percent of U.S. consumers vote for American-made products. And, over 60 percent of Chinese consumers also say that they are willing to pay more for products labeled "Made in the USA." More than 85 percent of our engines are made in the U.S. of U.S. and global components. Manufacturers like us, who are committed to American manufacturing, will likely see an increase in demand for their products as Economic Nationalism continues to grow. Selling to younger generations: By 2030, Millennials (those born between 1977 and 1995) will account for a third of all homeowners. And, they will command over $200 billion in annual spending power. Both manufacturers and dealers need to understand how they can best serve this generation, especially since they are new homeowners, and new buyers of outdoor power equipment. The Millennial consumer looks for dealers who can help them service their outdoor power equipment, and they look for products that are made in the USA, by companies that are committed to American manufacturing. To Millennials, it means jobs for American workers and their neighbors — a generation hit hard by the Recession. This younger consumer also values companies that embrace sustainability efforts and community involvement. 6. What is your overall outlook for the OPE industry in 2013? RZ: We remain optimistic as we transition into 2013. The economy is gradually starting to improve, more in some areas than others, which is a positive sign of growth and getting back to some "normalcy." According to one industry survey, dealers are anticipating a rise in outdoor power equipment sales (by nearly 53 percent compared to 2012) from homeowners in 2013. As sales rise, demand increases. And Briggs & Stratton is in a position to ramp up production efforts, or ramp down when appropriate, by using the right people in the right places at the right time. 7. What advice do you have for OPE dealers? RZ: When talking with customers about outdoor power equipment options, help them understand why the engine is relevant. As the heart of the equipment, consumers should know what they're buying and how it meets their overall needs. Dealers should talk to consumers about key features and benefits like quieter engines with less vibration or easy-starting systems that are light weight. Dealers can help educate consumers on the role the engine plays in the overall performance in outdoor power equipment. On a slightly different note, dealers should understand the role marketing can play in helping them succeed and grow their business. Dealers should work with a manufacturer that fully embraces and supports both traditional and nontraditional marketing practices, including public relations, print and web advertising, and social media. It's important for manufacturing partners to understand current consumer trends, especially when it comes to marketing. Better understanding the audience will allow dealers to better connect and engage with customers and build long-term relationships. OPE OUTDOOR POWER EQUIPMENT JANUARY 2013 25