PowerSports Business

August 14, 2017

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Norfolk, Virginia-based DX1 has announced the availability of integrated EMV chip card ter- minals with MIC's BankCard Program. Offered only through DX1 and the Motorcycle Industry Council, this is Verifone's first EMV hardware/ software credit card integration customized for powersports dealers. "We applaud DX1's decision to employ the fully integrated and turn-key MIC Bank- Card Program for its dealer management system," said Tim Buche, chief executive officer and president of the Motorcycle Industry Council. "DX1's dealers will enjoy significant cost savings while also support- ing the MIC's efforts to preserve, protect and promote the motorcycle industry." The seamless integration between the DX1 platform and MIC BankCard Program facilitates secure transactions and efficient collection of data. Dealers using the MIC BankCard Program and DX1's complete dealership management platform will ben- efit from lower costs per transaction and more efficient credit card processing. Trans- actions are processed quickly, and all data is automatically recorded in DX1. Dealers will also receive free membership in the MIC, including exclusive access to over 50 exclusive statistical retail sales reports, con- sumer data and industry data reports and invi- tations to the annual Motorcycle Caucus Fly-In on Capitol Hill to meet with senators and con- gressmen about federal and state issues related to the industry. "Securing dealership transactions and data is becoming increasingly more important for dealers. With DX1, not only is your data secure, you own it," said Jeff Littlejohn, president of DX1. "We are confident that the MIC Bank- Card Program will provide a solid counterpart to our dealership management platform." DX1 and the MIC will work hand in hand to increase engagement and involve- ment within the industry, while providing the industry's only credit card integration offered through Verifone. PSB DX1, MIC team up for dealers 8 • August 14, 2017 • Powersports Business NEWS www.PowersportsBusiness.com all of the social media platforms," she said. Renegade Harley-Davidson and other deal- erships launched their Instagram accounts to reach a younger demographic. "We really wanted to start promoting our motorcycles on Instagram because we are reaching out to a young generation that demands more adventure and fun in their lives, and that would involve learning what the Harley-Davidson lifestyle is about," Marcum said. About 59 percent of Instagram users are 18 to 29 years old, according to a recent Pew Research Center report. GOING BEYOND THE POST Best practices for Instagram state that the images should be of good quality, since the net- work is photo-focused. Several filters offered on the app allow users to enhance their images. "It is important to understand that Insta- gram is a visually-driven network. The visual content that you should be posting in your photo stream should resonate with customers, making them smile, laugh, engage in conversa- tion and ultimately sparking interest in visit- ing your dealership for a potential purchase," Brown explained. To improve the quality of photos the Power Motorsports staff takes, Sibley offers a $5 per post spiff to his sales staff, when they're taking shots of customers with their newly purchased units. "I've been trying to get better quality pictures, so what we've tried to do is to think it might be a customer's profile picture or think that it might be some- thing that they really want. So we slow it down just a hair, and we try to get it in the right light and get them by the Power sign or by the KTM sign, depending on what they're buying. Then the salespeople send me the best quality picture they can get, then I upload it, and then I pay them," Sibley said. He also tags customers if they have Insta- gram or Facebook pages, when the photos are posted on those networks. Hashtags are also extremely important on Instagram. "Through Instagram you can use the hashtags, and a lot of people that are on the Ins- tagram platform, they're searching for certain categories and/or specific words, and it allows us to reach a wider audience that wouldn't nor- mally look at our page," Marcum said. Brown added, "Applying the use of hashtags and engaging with fellow Instagram users that post similar content will be helpful to building your dealership audience." Regalado also searches hashtags herself to find those in the Spokane Valley who are interested in motorcycles. She then reaches out to them with a comment. "It takes a little bit of time, but it pays in dividends," she said. To further reach out to YAM's dealerships' customers, Pauley will sometimes directly contact Instagram followers who have shown interest in or have attended dealership events in the past to remind them of an upcoming event. She recently used that process to reach out to a few customers when the dealership was hosting a bikini bike wash because they had expressed via Instagram that they were upset they missed the first such event. After her outreach, they showed up to the second bike wash. "Putting that extra effort into it definitely helps," she said. One of Pauley's favorite new tools is Insta- gram Galleries, which lets users to share up to 10 photos or videos in one post. That allows her to post several images at once, instead of making several different posts in a day. She likes to post a few days in a row, then wait a day or two before posting again, so the dealerships don't bog down followers' Instagram feeds. Brown advises following that type of pat- tern. "Typically, posting on social media a few times a week will get you engagement, comments and traffic, but the exact number of times a dealer should be posting is a learned science, making it a trial by experience per dealer," he said. "Posting once a day might be too much for your dealership, because you might get unfollowed." He added that dealers should always make sure each post is of high quality, and they shouldn't just post simply to have something new on Instagram. RETURN ON INVESTMENT Of course a major question that dealers have is: How does Instagram pay off? Marcum uses Renegade Harley-Davidson's Instagram page to open dialogue with customers and attract them to events. Pauley uses Instagram to grow engagement with the YAM dealerships and hopefully get customers in the store and to events. And Regalado aims to get customers onto the dealership's website or into the store. "One of our goals is to get those butts in the store. Obviously we want them to come down here. We want them to come and meet us and talk with us, but we also want them to click on our website; we want them to see what we have. So it's actually twofold — we want to drive traffic to our website, but we ultimately want to drive traffic to our store," Regalado said. Instagram only allows users to post a clickable website link in their Instagram bio and not within individual posts. Sibley has seen direct sales as a result of Ins- tagram posts. For example, he once posted an older dirt bike that came in on trade, and within an hour, he had three people who expressed interested in buying it. "With the click of a button, you can hit a whole lot of people instead of if we were trying to follow up with people or send each person, 'Hey, we've got a new YZ,'" he said. Sibley has found social media allows him to reach a specific audience of powersports enthusiasts, as those who follow Power Motor- sports are either customers, those who know his customers or those who are interested in powersports products. "We find a lot of the social media stuff is more effective than any of the ad dollars that we spend. We go spend $10,000 on radio and might get one call or no calls. Whereas it seems like on some of the social media that we do, it can really light a fire on something," he said. "It's really a frenzy on social media that you don't get from other media." Brown recommends all dealers try Insta- gram to see if it works for their market. "You can start by repurposing the lifestyle content that you share on your other social media net- works. The effort to reach potential customers on Instagram could be well worth it, especially if those clicks lead to paying customers." PSB INSTAGRAM CONTINUED FROM PAGE 6 Dave Sibley, GM of Power Motorsports in Oregon, spiffs his sales staff $5 per post for photos of customers with their new units.

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