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/141617
Photos courtesy of Consumer Engine Group, Briggs & Stratton Corporation Millennials (those born between 1977 and 1995) will make up one-third of all homeowners by 2030; by 2017, they will outspend their Baby Boomer parents. Made in America, and the jobs that come along with American manufacturing, are important to this group — a group that was hit especially hard during the recession. According to 2012 research done by Albing International Marketing,"made or assembled in the U.S.A." was more important to Millennials than "getting the best price." Interestingly, this desire for American-made goods is not unique to America. Globally, consumers are seeking goods from the U.S. In a frequently cited study from the Boston Consulting Group (BCG), 60 percent of Chinese consumers would be willing to pay more for a product labeled "Made in the U.S.A." Almost 50 percent of Chinese consumers in the BCG survey reported that they preferred a U.S.-made product to a Chinese-made product of the same quality and price. This buy American movement applies to everything from the jeans and sneakers we wear to the food we eat and the appliances and outdoor power equipment that power our lives. In a March 2013 survey that Briggs & Stratton commissioned though Harris Interactive, consumers said that having a lawnmower engine made in America was more important than having a laptop computer or cell phone made here. This sentiment extends to the lawn mower itself. In an annual survey of more than 2,000 power-equipment owners, 67 percent of those who bought walk mowers said they prefer to buy products made in the U.S.A. For ride mower buyers, it was even higher; 77 percent of them prefer to buy products made in America. In Outdoor Power Equipment magazine's "Industry Forecasts" from January 2013, more than one industry executive highlighted made in the U.S.A. and the increased demand for "made-in-theU.S.A. goods" as key trends for 2013. One of those executives was John Hedges, director of sales and marketing at Central Power Distributors, Inc. (CPD) of Anoka, Minn., who predicted that "'Made in America' will gain strength in 2013. OPE manufacturers may not be able to bring some manufacturing back, but they will concentrate on products that are built here." In the same article, Briggs & Stratton's Rick Zeckmeister, vice Helping your customers be good neighbors B uying American-made outdoor power equipment is one way American consumers show that they are good neighbors. But using that equipment to maintain a good-looking yard is another important way to be a good neighbor. In a March 2013 survey conducted for Briggs & Stratton by Harris Interactive, 93 percent of homeowners agree that maintaining a goodlooking yard is common courtesy to their neighbors. And, 85 percent of homeowners think that neighbors who don't maintain a good-looking yard can bring down property values for those around them. Think of it this way: When homeowners buy their house, they are essentially signing a social contract with their neighbors. They will upkeep the exterior of their home and maintain a certain standard when it comes to care so as not to be out of sync with the neighborhood. When dealers work with customers who are new homeowners or have limited outdoor power equipment experience, they can make the purchasing process more comfortable by providing extra resources and tips that will help fulfill the social contract. The survey respondents also said they expect their lawn mowers to last an average of 9.8 years, but the reality is they can last much longer. With proper and routine care, many lawnmower owners have found that their engines are still going strong after 30 years or more. Dealers can remind their customers that they can prolong their outdoor power equipment investment by bringing their equipment in for a regular tune-up and oil change. When it comes to major repairs involving engine trouble, the highest percentage of homeowners (35 percent) fix the problem themselves, but 27 percent have their repairs made at a smallengine shops and dealerships. This kind of service ensures a long-standing customer relationship. OUTDOOR POWER EQUIPMENT JULY 2013 15