Issue link: https://read.dmtmag.com/i/379417
www.PowersportsBusiness.com ATV Powersports Business • September 8, 2014 • 29 put it together, put it in the bed of a Ranger or whatever type vehicle they're carrying on display in their showroom floor, and then they have consumers come in and make purchases, not only of a vehicle, but kind of a la carte. They buy the Rumble Seat as an accessory, which is a great way to entice [customers], to get that dealer to get more sales and also to get the consumer to engage in the product. So that's one thing that we really, really try to encourage because it helps sales," Meeks explained. Great Day's products are distributed through Tucker Rocky, Parts Unlimited, Auto- matic Distributors, McDonald ATV and MTA Distributing, among others. And the company requires no minimum orders from its dealers. "One of our biggest advantages that you won't see with some of the bigger powers- ports manufacturers is that you can order a quantity of one," Meeks said. "And we'll also drop-ship for you, whereas some of the big- ger outfits, they're going to make you order a container or half a container, and you're going to end up paying a lot for shipping from China, and you may be overloaded with prod- uct you don't need. Whereas [with] Great Day, you need one Power Loader, we send you one Power Loader at dealer pricing." BUILDING THE BRAND Though Great Day's brand recognition has grown enough to draw the attention of dis- tributors, dealers, big box stores such as Bass Pro Shops and many loyal customers, the com- pany is looking to build on that reputation and develop better branding within the industry. As a means to that end, Great Day recently added full-color lithographic labels to its boxes, which were previously all-white. "If you were to walk past that in a store, a Honda store, or whatever type dealer, and it was a white box, and it didn't have anything on it, you would say, 'That's just a white box; I really don't know what's in there,'" Meeks said of the previous packaging. "So the label, just like in any industry, it has eye appeal; it allows you to buy the product. It allows you to be more engaged with the product." The idea for adding color labels came from a Mississippi dealer who sells thousands of dollars in Great Day products annually. Though the dealer was already successful with the brand, he told Great Day that he would move more of the product if the pack- aging showed what was inside. Meeks agreed. "We worked with our printers and our print design companies to actually come up with the most effective label for the price that we could come up with, so that when some- one's walking around in a powersports deal- ership, they're going to walk by, and they're going to see Kolpin, and they're going to see River Road, and they're going to see QuadBoss and all these different brands and the Pure Polaris brand. Well, now they're going to see Great Day. Whereas they might have used to have seen a white box, they're going to see Great Day, right next to Kolpin and everyone else, so we're a player now," Meeks said. That packaging, along with improvements to the company's catalog, are expected to go a long way in building the Great Day brand. "It's very, very important because if people don't know the little Great Day sunshine and the name and the image, they don't know our brand," Meeks said. "They just know Rumble Seat. Well, they don't know who makes the Rumble Seat. It could be made by Kolpin or somebody in China or somebody in Texas. … But this is the Great Day Rumble Seat, the Great Day overhead gun rack. It's just like the difference in Mercedes and Ford and Chevy, so it just gives you that brand recognition." PSB Great Day, Inc., sells more than 10 different models of gun racks, making that the most popular category of prod- ucts it produces. Great Day, Inc., is well known for its Rumble Seat, designed for two passengers to sit in the bed of a UTV.