Issue link: https://read.dmtmag.com/i/148632
e , . John Burr Cycles parlays racing success into customer loyalty BY TOM KAISER SENIOR EDITOR When most businesses talk about engaging their customers, they're often fishing for Facebook likes, Twitter followers, positive Yelp reviews or customers to walk in the front door. These are essential goals for any contemporary business, but John Burr Cycles — a Honda, Yamaha and Kawasaki dealership in the L.A. Basin — has found a more red-blooded way to energize its customers through its successful participation in the Yamaha Spring Series held at legendary Glen Helen Raceway just a few miles down the road. Formerly known as the Yamaha Dealer Series, the four-round Yamaha Spring Series has been around for more than 20 years and, back in its heyday, was one of the primary dirt bike series in the region. As more off-road series have popped up over the years, the Yamaha Spring Series has lost some of its prominence, yet it remains a unique way for participating Southern California dealers to show their own racing stripes, as well as offer their customers a more affordable way to race and feel like part of a team at the same time while competing for the Spring Series Cup. Now in its 21st year, the series is intended to promote the sport of dirt biking in general, get more riders involved in the racing scene and, with barbecues, goodies and pro- er d 3X motional efforts from several local dealers, attract the whole family to the track, rather than just the racers. REWARDING THE CLIENTELE While dealership personnel participate in the racing — which has been one of the cornerstones of the event over the course of its history — customers are encouraged to enter and ride on behalf of a designated dealership. Anyone can enter, regardless of his or her bike brand, and can get a coupon for a discounted entry fee by visiting a participating dealership. Bob Gelfand, general manager and a partner at John Burr Cycles in Fontana, said Yamaha's factory support has largely declined in recent years as racing competition has increased. "It used to be one of the few series back in the day … there weren't as many series as there are now," Gelfand said. "Now there are 40 different series, so it's hard for people to spread their money, go around and hit all these different series." As a smaller dealership with 16 employees surrounded by larger outfits in one of the most heavily populated areas of the country, John Burr has differentiated itself as a store that focuses on aggressive dirt bike and street bike riders and racers. At the event, the dealership has the largest presence of any other store, with the goal of rewarding its customers for their loyalty and enthusiasm. Staff sets up a barbecue with hot dogs, nachos and chili, as well as water and other beverages that are intended for its customers, but Gelfand added that nobody there checks anyone's credentials. "It's more of a customer event and thanking the people for being our customer, when they buy their bike they want to buy it from us, they know they get to participate in this event and they're going to get all these extra bonuses that go along with it," Gelfand said. "It's a way to make them feel as they're part of the family." Using traditional advertising channels, as well as social media, email blasts and direct texting, John Burr pulls all of its levers in an See John Burr, Page 32 50 Powersports Dealers will be recognized in the industry for business operations, customer service, marketing tactics & more! lly we it; ng its 31 Powersports Business • August 12, 2013 • 31 Winning new customers on the racetrack are en ced. ok er, hofor his nt, its MOTORCYCLE www.PowersportsBusiness.com ARE YOU A POWERSPORTS BUSINESS Shaquiella, one of the mannequins at Tousley Motorsports, in White Bear Lake, Minn., has gained the dealership local attention after she was talked about on air during the 93X Half-Assed Morning Show. TOUSLEY PAGE 30 CONTINUED FROM newfound popularity to earn more traffic. It's also using Shaquiella and her new mannequin friends to promote events such as an August poker run benefitting the Special Olympics. "I don't know how long we'll get out of it. Even if it dies in a month or so, you can't pay for what we have, but we're going to try to keep it going," Jones said. Even though the event has been surreal with so much excitement packed in a quick time, Tousley Motorsports is happy to have had the coverage. "You try and become known for great selection and everything else, and you end up being known for mannequins," Jones said, "but whatever gets them in the door, I guess." PSB P30x32-PSB10-Cycle.indd 31 POWER 50 DEALER? FIND OUT WHO IS. COMING OCTOBER 17, 2013 Sponsored by 06113S m 7/31/13 2:56 PM