Issue link: https://read.dmtmag.com/i/719034
MARKETPLACE www.PowersportsBusiness.com Powersports Business • September 6, 2016 • 47 you will find that represents 25 percent of the Dallas market. Then we can take this to the next level by price point. Now you can start to focus on the 20,685-unit market looking for the product that you have in stock. If you are stocking UTVs that sell for $15,000-plus, there are 1,085 units. If you are selling sport bikes from $5,000- $9,000, there are 564 units, and if you are selling cruisers from $30,000-$50,000, there are 74. This is all very interesting, but now you need a plan to find those markets. The mapping tool that we have demon- strated with the top zip codes provides you with the zip codes for the class of product that I have listed above. Now, you would be able to use the many tools that are available to the market. Some of the tools are Google, where you can post advertisements for the product. For example, you could place Google ads that feature cruisers with your dealership and product information to the zip codes that purchased those 74 cruiser bikes. We all know that it takes more than loca- tion and a good sign to sell products in our industry. The retails sales data will help increase your chances of success and it will find those Hot Spots for the product that you sell. PSB Tom Walworth, president of Statistical Sur- veys, is a 37-year veteran of the Grand Rapids, Mich.-based firm. Scott Stropkai is the com- pany's national sales manager for powersports. Contact them at www.statisticalsurveys.com or 616/281-9898. HOT SPOTS CONTINUED FROM PAGE 39 many years to come," he said. The dealership is located in the more indus- trial area of town, which makes its presence at community events like Nightfall so important; it's a chance to increase brand awareness and to share a similar powersports bond. "For a lot of people who are motorcycle enthusiasts in Chattanooga, [Nightfall] is their main touch point for us," said Kelly. "We're not trying to give them a sales pitch; we're just trying to have a conversation with like-minded people and a chance to see us without having to driving to the industrial side of town." Back at the dealership, Southern Honda hosts many demo rides and riding groups within its building as a way to continue sup- porting the community. Often Kelly says fami- lies with small children will come by for some entertainment, and Tuggle adds that demo rides are always available to those interested. "We have a lot of really strong connec- tions to the community, so we've always had a commitment to event-based marketing from a philanthropic perspective as much as a mar- keting perspective. We feel like we've done a really great job if we can maintain really dom- inant local market share, as well as do a lot of business across the region and the country," said Kelly. "We're not overly aggressive about collecting leads; we just try to do a really great job of presenting our brand in the best pos- sible light and letting people know where we are and what we do." PSB SOUTHERN HONDA CONTINUED FROM PAGE 46 Children's Healthcare of Atlanta is a not-for-profit organization that provides specialized care to children from all walks of life. It relies on donations to provide the best possible care to young patients and their families now and in the future. Farthing is donating all of the prize money he earns dur- ing the 2016 watercraft racing season plus all racing contingency funds from the Sea-Doo X-TEAM Bounty program that includes over $25,000 of additional funds available to win- ning Sea-Doo watercraft riders. "This sport has given me every oppor- tunity to have an incredible life, and now it's my opportunity to give back," said Farthing. "I'm having fun in my final year racing on a Sea-Doo watercraft and giving back in the most positive manner possible. With the biggest races coming up, my goal is to reach the $60,000 mark for the kids of Atlanta who need it." Farthing will be competing in the final three Pro Watercross Tour events with the next event in Lake Hartwell, Ga., Aug. 23-24 as well as the P1 AquaX series and IJSBA World Finals taking place in Lake Havasu City, Ariz., in early October. Fans can contribute to Farthing's dona- tions to Children's Healthcare of Atlanta by visiting www.choa.org. YAMAHA HOSTS SENATOR ON STATEWIDE TOUR Yamaha Marine Group in July hosted the first of five Georgia Chamber Fly-Around events with Sen. Johnny Isakson at Yamaha's southeastern headquarters in Ken- nesaw, Georgia. This event kicked off a tour of influential Georgia businesses ahead of the Nov. 8 general election, where Sen. Isak- son will be looking for reelection to the U.S. Senate. Also presenting were Ben Speciale, president, Yamaha Marine Group; Rob Eng- strom, senior vice president, U.S. Chamber of Commerce; and Chris Clark, president and CEO, Georgia Chamber of Commerce. The event highlighted the economic impact of Yamaha in the United States and underlined the need for continued pro- business policies in Georgia. Sen. Isakson was championed throughout the event as a leader on Capitol Hill who fights tirelessly to bring jobs to Georgia and strengthen the nation's economy. "It was an honor to host Senator Isakson DIGEST 4xPro . . . . . . . . . . . . . . . . . . . . . . . . . . . . www.4xpro.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29 ABUS Mobile Security . . . . . . . . . . . . . . . . . www.abus.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 Aegis Powersports . . . . . . . . . . . . . . . . . . . www.aegispowersports.com . . . . . . . . . . . . . . . . . . . . . . 15 AIMExpo . . . . . . . . . . . . . . . . . . . . . . . . . . www.aimexpousa.com . . . . . . . . . . . . . . . . . . . . . . . . . . 35 Auction123 . . . . . . . . . . . . . . . . . . . . . . . . www.auction123.com/powersports . . . . . . . . . . . . . . . . 44 Bridge Analyzers . . . . . . . . . . . . . . . . . . . . www.bridgeanalyzers.com . . . . . . . . . . . . . . . . . . . . . . . . 40 C&A Pro . . . . . . . . . . . . . . . . . . . . . . . . . . www.caproskis.com . . . . . . . . . . . . . . . . . . . . . . . . . . . 42 Camso . . . . . . . . . . . . . . . . . . . . . . . . . . . www.camso.co . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21 CFMOTO Powersports . . . . . . . . . . . . . . . . . www.cfmoto-us.com . . . . . . . . . . . . . . . . . . . . . . . . . . . 30 Comet . . . . . . . . . . . . . . . . . . . . . . . . . . . . www.certifiedpartscorp.com . . . . . . . . . . . . . . . . . . . . . . 36 Consumer Research Solutions . . . . . . . . . . www.crs-corp.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38 Curtis Cab . . . . . . . . . . . . . . . . . . . . . . . . . www.curtiscab.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22 Design Engineering, Inc. . . . . . . . . . . . . . . . www.deipowersports.com . . . . . . . . . . . . . . . . . . . . . . . 26 Dynojet . . . . . . . . . . . . . . . . . . . . . . . . . . . www.dynojet.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27 Floe International . . . . . . . . . . . . . . . . . . . www.floeintl.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28 FXR Racing . . . . . . . . . . . . . . . . . . . . . . . . www.fxrracing.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18 Gboost . . . . . . . . . . . . . . . . . . . . . . . . . . . www.gboosttechnology.com . . . . . . . . . . . . . . . . . . . . . . 48 GIE Expo . . . . . . . . . . . . . . . . . . . . . . . . . . www.gie-expo.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 Hardline Products . . . . . . . . . . . . . . . . . . . www.hardlineproducts.com. . . . . . . . . . . . . . . . . . . . . . . 38 HISUN . . . . . . . . . . . . . . . . . . . . . . . . . . . . www.hisunmotors.com . . . . . . . . . . . . . . . . . . . . . . . . . . 32 Hydro-Turf . . . . . . . . . . . . . . . . . . . . . . . . . www.hydroturf.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 ITP Tires. . . . . . . . . . . . . . . . . . . . . . . . . . . www.itptires.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33 Kibblewhite . . . . . . . . . . . . . . . . . . . . . . . . www.kpmi.us . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 44 Lonski and Associates, LLC . . . . . . . . . . . . www.henrylonski.com . . . . . . . . . . . . . . . . . . . . . . . . . . 45 Lot Vantage . . . . . . . . . . . . . . . . . . . . . . . . www.motors.lotvantage.com/PSB . . . . . . . . . . . . . . . . . . 23 Massimo Motors . . . . . . . . . . . . . . . . . . . . www.massimomotor.com . . . . . . . . . . . . . . . . . . . . . . . . 34 MBA Insurance . . . . . . . . . . . . . . . . . . . . . www.mbainsurance.net . . . . . . . . . . . . . . . . . . . . . . . . . 45 McGraw Powersports Group . . . . . . . . . . . . www.mcgrawpowersports.com . . . . . . . . . . . . . . . . . . . . . 5 MotoLease Division . . . . . . . . . . . . . . . . . . www.motolease.net . . . . . . . . . . . . . . . . . . . . . . . . . . . . 41 National Powersport Auctions . . . . . . . . . . . www.npauctions.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 Parts Unlimited . . . . . . . . . . . . . . . . . . . . . www.arctiva.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 SBT . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . www.sbt.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 Scosche Industries . . . . . . . . . . . . . . . . . . www.scosche.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37 Synchrony Financial . . . . . . . . . . . . . . . . . . www.synchronybusiness.com/powersports . . . . . . . . . . . 19 WSM Parts . . . . . . . . . . . . . . . . . . . . . . . . www.wsmparts.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40 Yamaha . . . . . . . . . . . . . . . . . . . . . . . . . . . www.yamaha-motor.com . . . . . . . . . . . . . . . . . . . . . . . . 39 ADVERTISER INDEX CONTINUED FROM PAGE 15 at our facility today, and we appreciate all that he does for the people of this state," said Martin Peters, Government Relations man- ager, Yamaha Marine Group. "We were also thankful that the senator presented us with an opportunity to share the story of Yamaha's economic impact in the United States. Our water-based prod- ucts alone represent over a billion dollars in direct economic impact, with billions more throughout our boat-builder and dealer net- works. In order for our industry to continue to grow, we need strong leaders, like Senator Isakson, in the U.S. Senate." Prior to the event, Sen. Isakson held a private roundtable discussion with Yamaha leadership to discuss the impact of govern- ment policies on Yamaha's business in the recreational industry. Dean Burnett, president, Yamaha Watercraft Group, and Mike Martinez, vice president, ATV/SxS and Outdoor Power Equipment discussed the issues affecting their business units with Isakson. PSB