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/47285
FEATURE STORY Continued from page 21 the number of inquiries you receive, include your phone number in the top frame of your website, which will make it appear on every page and encourage prospects to call you. There is no better time for you to talk to prospects than when they are on your site, so you can use it as a presentation tool. A solid call-to-action strategy should mirror the five stages of the phone numbers should be optional on a request for information. When requesting a phone number, buyers may provide it 50 per- cent of the time, but if you require it, you will likely generate fewer leads as buyers may feel pressured. In the case of a service or parts request, requiring a phone number makes sense. That's why it's important to have multiple forms to encourage prospects to move to the next level. Generally, there are two types of forms: • Short forms such as "Request Information" should only require the name, e-mail and zip code (for territory assignment). However, we do recommend that you request a phone number. • Long or detailed forms should be used for trade-in evaluations or service requests where additional required fields are expected. A minimally invasive form will have a higher sales conversion rate. Require only what you absolutely need and save the nice-to- have information for later in the sales cycle. Remember to display your phone number prominently. To boost U.S. Postal Service Statement of Ownership, Management and Circulation (Required by 39 U.S.C. 3685) 1. Title of publication: Outdoor Power Equipment 2. Publication No. 0006-257 3. Filing Date: September 28, 2011 4. Issue Frequency: Monthly 5. No. of Issues Published Annually: 12 6. Annual Subscription Price: Free to Qualified Subscribers 7. Complete Mailing Address of Known Office of Publication: 1030 W. Higgins Road, Suite 230, Park Ridge, IL 60068 Contact person: Joanne Juda-Prainito, 630-543-0552 8. Complete Mailing Address of Headquarters or General Business Offices of Publisher: 1030 W. Higgins Road, Suite 230, Park Ridge, IL 60068 9. Full Names and Complete Mailing Addresses of Publisher and Editor: Group Publisher: Charlie Forman, Sr. Vice President, M2MEDIA360, 1030 W. Higgins Road, Suite 230, Park Ridge, IL 60068 Editor: Steve Noe, M2MEDIA360, 1030 W. Higgins Road, Suite 230, Park Ridge, IL 60068 10. Owner: Bev-Al Communication, 500 S Palm Canyon Dr, Suite 218, Palm Springs, CA 92264 11. Known Bondholders, Mortgagees, and Other Security Holders Owning or Holding 1 Percent or More of Total Amount of Bonds, Mortgages, or Other Securities: None 12. Has Not Changed During Preceding 12 Months 13. Publication Name: Outdoor Power Equipment 14. Issue Date for Circulation Data Below: September 2011 15. Extent and Nature of Circulation: a. Total No. of Copies (net press run) Actual No. Copies Each Issue Actual No. Copies of Single Issue During Preceding 12 Months Published Nearest to Filing Date 21,239 b. Legitimate Paid and/or Requested Distribution (1.) Outside County Individual Paid/Requested Mail Subscriptions Stated on PS Form 3541 (2.) In-County Copies Requested by Employers for Distribution to Employees by Name or Position Stated on PS Form 3541 (3.) Sales Through Dealers and Carriers, Street Vendors, Counter Sales, and Other Paid or Requested Distribution Outside USPS® (4.) Requested Copies Distributed by Other Mail Classes Through the USPS (e.g. First-Class Mail®) c. Total Paid and/or Requested Circulation d. Nonrequested Distribution (1.) Outside County Nonrequested Copies Stated on PS Form 3541 (2.) In-County Nonrequested Copies Stated on PS Form 3541 (3.) Nonrequested Copies Distributed Through the USPS by Other Classes of Mail (4.) Nonrequested Copies Distributed Outside the Mail e. Total Nonrequested Distribution (Sum of 15d (1), (2), and (3)) f. Total Free Distribution (Sum of 15d and 15e) g. Copies Not Distributed h. Total (Sum of 15f and g) i. Percent Paid and/or Requested Circulation (15c divided by f times 100) 20,216 - - - 20,216 - 801 - - 46 847 21,063 174 21,239 95.98% 21,495 20,210 - - - 20,210 - 800 - - 300 1100 21,310 185 21,495 94.81% 16. Publication of Statement of Ownership: Publication required will be printed in the November 2011 issue of this publication. 17. Signature and Title of Editor, Publisher, Business Manager, or Owner: Joanne Juda-Prainito, VP Audience Development, 09.28.11 34 buying cycle — Awareness, Consideration, Preference, Action and Loyalty. Hand-hold prospects while they do their homework. Drive them from the Web to your showroom faster by consistently fulfill- ing their needs until they are ready to make a purchase. Usability and utility — not looks alone — determine the success or failure of a website (i.e. its ability to make money). Since visitors are the ones who click and decide, user-centric design has become a standard, proven approach to developing successful, profit-oriented websites. After all, if visitors can't use a feature, it might as well not exist. Brad Smith is product manager at ARI, a leading provider of technology-enabled business solutions for deal- ers, distributors and manufacturers in the outdoor power equipment, powersports, marine and RV industries. Prod- ucts and services include eCommerce-enabled websites, lead generation, lead management, Search Engine Opti- mization, Search Engine Marketing, and eCatalogs (parts, garments, and accessories). Smith can be reached at (414) 973-4459 or via e-mail at bradsmith@arinet.com. Website: www.arinet.com. ADVERTISER Ahlborn Equipment, Inc. Basic Software Systems Billy Goat Industries, Inc. Briggs & Stratton Corp. Charter Software Inc. Constellation/Ideal Computer Systems, Inc. Dixie Sales Co. Ecolawn Eureka Chemical Co. GE Capital ADVERTISERS' INDEX PAGE # 11 OPE WEB ADDRESS www.ahlbornequipment.com 9, 30 www.basic-software.com 29 3 www.billygoat.com 30 19 14 30 28 Husqvarna Professional Products, Inc. 7 Jonsered/Tilton Equipment Co. Kawasaki Engines Oregon PowerSharp|Blount, Inc. www.briggsandstratton.com www.chartersoftware.com www.idealkit.com/4520 www.DixieSales.com www.ecolawnapplicator.com www.fluid-film.com Cover 3 www.gogecapital.com www.husqvarna.com 17 www.tiltonequipment.com 12, 13 www.kawasaki-criticalpower.com Pathfinder Computer Systems, Inc. 25 Pressure-Pro Rotary Corp. 5 Walker Mfg. Co. Water Cannon, Inc. Cover 1, Cover 2 www.PowerSharp.com www.pathfindercs.biz www.pressure-pro.com 28, 30, Cover 4 www.rotarycorp.com 30 15 Worldlawn Power Equipment, Inc. 23 OUTDOOR POWER EQUIPMENT www.outdoorpowerequipment.com www.walkermowers.com www.WaterCannon.com www.worldlawnpowerequipment.com