PowerSports Business

August 14, 2017

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6 • August 14, 2017 • Powersports Business NEWS www.PowersportsBusiness.com — no posts can be made without an image or a video clip. That makes it an ideal mar- keting tool for powersports dealerships, says Mo Regalado, e-commerce and social media manager for Lone Wolf Harley-Davidson in Spokane, Washington. "We're such a visual industry that you totally need to be able to see what everything looks like," she said. "As with any social media, you're going to want to create community, and how else are you going to be able to do that if you're not sharing pictures of people looking like they're having a good time?" Like most powersports dealerships, Lone Wolf Harley-Davidson, with more than 1,300 followers, posts photos of new vehicles, new product, events and customers. "The biggest thing that dealers can do really is show the experience. What does it look like when people are coming into your dealership? What is the atmosphere?" Regalado explained. "You're try- ing to create a tone and an atmosphere for peo- ple. When they're scrolling through Instagram, they're going to look at your pictures and go, 'Hey, I want to go there. That place looks really cool. I want to meet those people. I want sit on that bike. I want to be a part of that adventure.'" To differentiate YAM Worldwide dealer- ships from others, Kimberly Pauley, marketing assistant for the company that owns Power 50 Hall of Fame dealership GO AZ Motorcycles, among others, takes images that are unique to the dealership or the local area. "Followers want to see not only the brand itself, but how it's used in lifestyle. So we like to post photos of a Vespa in downtown Phoenix, just so that brings a little bit more of a localized photo into this giant OEM brand," Pauley said. "We're trying to localize these brands by doing that, and I think that's one of the best ways. I'll notice that a photo that we take in-store of the '17 Road King gets 50 more likes than just a regular stock photo that I pulled from Harley-Davidson." YAM Worldwide's Instagram pages include those for Harley-Davidson of Scottsdale in Arizona (6,400 followers), GO AZ Motorcycles in Scottsdale (nearly 2,000 followers), GO AZ Motorcycles West in Peoria, Arizona, (more than 1,000 followers) and Southern Thunder Harley-Davidson in Southaven, Mississippi (more than 1,000 followers). At Power Motorsports in Sublimity, Oregon, general manager Dave Sibley focuses posts on those of customers with their new units, while also peppering in special sales and new products. "We've had success, it seems like, reaching a broader audience with that," he reported. "Our followers on Instagram and sometimes the people who are in the pictures or know the people in the pictures will chime in, and that allows us to get us some exposure that maybe we wouldn't get without that." The Power Motorsports Instagram page has surpassed 1,700 followers. Renegade Harley-Davidson in Alexandria, Louisiana, has gained more than 1,100 fol- lowers by paying attention to what customers want to see. "We like to feature community events, and we like to feature different cus- tomized motorcycles because that seems to be what a lot of our followers respond to," said Amanda Marcum, marketing manager for the dealership. LAUNCHING AN INSTAGRAM PAGE Launching an Instagram page is as simple as signing up, like your dealership has likely done in the past with other social networks. Instagram business pages allow users to see analytics as well as access in-app advertis- ing opportunities. Brown, of LotVantage, says advertising via Instagram is easy, especially if your dealership is already advertising on Face- book. Facebook owns Instagram, and the two use the same advertising platform. Sibley was convinced to launch a dealer- ship Instagram page by his Fox Head rep Joey Lancaster. "He showed me how to sign into and create a company Instagram account, and I linked that account to our Facebook account," Sibley said. He appreciates that when the accounts are linked, he can easily post the same image to Ins- tagram, Twitter and Facebook with one click. Marcum cross-posts all of her content to assure all audiences receive the message. Post- ing to multiple sites also allows followers to find Renegade Harley-Davidson on every social media network that they access. "All of the posts that we do are on Facebook, Instagram and Twitter, so we put them through INSTAGRAM CONTINUED FROM THE COVER See Instagram, Page 8 Lone Wolf Harley-Davidson has attracted more than 1,300 Instagram followers with posts showing the dealership's atmosphere and attitude.

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