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Powersports Business • November 2023 • 15

FROM THE EDITOR

INSTA TIPS

Is your dealership capitalizing on the top-of-mind marketing ease that Instagram offers ? Did you come up with an ideal way to showcase your customers in an effort to help spread the word about your shop and its employees ? If so , let us know . Powersports Business will highlight Instagram posts from a variety of dealerships in upcoming editions of the magazine .

Dealerships featured all follow the Powersports Business Instagram at @ powersportsbusiness . All posts featured will be photo or video in nature , with content from Instagram Stories not considered for this piece .

Got an Instagram tip that works at your dealership or one with which you do business ? Feel like raising the collective industry tide ? Let us know at mhubbard @ epgacceleration . com .

When we got invited to Texas in late September , I thought it would be cooler by then . It was not . But at least we got to sit in the nice , airconditioned sponsor suite above the Texas Motor Speedway for the Xfinity race .

Kawasaki ’ s public BRENDAN BAKER relations supervisor , Jon

Rall , planned it all . First , we ’ d visit Plano Kawasaki to see the Demo Tour in action . Then we ’ d head over to the speedway to see the 4−Wheel Experience Tour and Kawasaki ’ s giant television screen . The Experience Tour travels all over the U . S ., setting up at some of the country ’ s largest events , including farm shows , racing events , concerts and rodeos such as the Farm Progress Show , select NASCAR events , the Houston Rodeo and many more .

As Rall told us , the tour goes where the customers are to connect them with the brand . Unlike the Demo Tour , where the goal is to get customers on the bikes and hopefully buy from the dealership they are visiting , the Experience Tour is more subtle . The

vehicles are set up so consumers can look and touch , but they can ’ t drive them . They can play video games on the giant television screen and win prizes , but it is more of a “ soft sell ” than anything else .

Rall says Kawasaki was the first powersports brand to sponsor a NASCAR team , but it was expensive . However , the fans are the right demographic for powersports . Most racers own at least one powersports vehicle , usually several . And fans often purchase powersports toys to work and play with . While I ’ ve never considered myself a true NASCAR fan , when Dale Earnhardt died in 2001 , I suddenly remembered many of his races . It was an epiphany for me . I finally had to admit I was a fan . I watch racing and am the target demographic for many NASCAR sponsors .

Rall told me he worked with Richard Childress and the late Dale Earnhardt during the early days of Childress Racing before landing at Kawasaki . So , he was a perfect tour guide for the race . We were both surprised to see a big Kawasaki logo on the trackside television display . There it was - Kawasaki : Let the Good Times Roll .

Meanwhile , the Experience Tour was getting busier during the late summer heat . We hit 97 degrees F pretty steadily during my visit . But it was a dry heat . Fans didn ’ t seem to mind , as many strolled through Kawasaki ’ s booth , checking out the Mule , Teryx , and other off-road vehicles on display . They lifted the seats , kicked the tires , and signed up for newsletters . It ’ s hard to say how effective the soft sell is until the dots are connected to those who signed up for alerts and discounts . But the seed is planted , and the consumer has touched and sat in the vehicle , so they are already in the sales funnel .

As we ’ ve noted before , consumers are still spending , but they are spending less on goods and more on services and “ experiences .” But that doesn ’ t mean that consumers are not buying vehicles ; they need to be “ sold ” on why they need it and how it can fit in with their lifestyles and budgets .

Let ’ s keep the good times rolling .

MOUNTAIN MOTORSPORTS @ mountainmotorsports _

Followers 23,800

Along with encouraging dealers to post on multiple platforms , they are also encouraged to borrow a strategy from Mountain Motorsports .

A recent caption reads , “ Just like that our construction is almost done at Gadsden ! Have you seen our YouTube walkthrough ? It ’ s out live now . Leave a ( fire ) emoji so we know you came from Instagram !” Encourage followers on one platform to visit another , and track how many do so by encouraging them to comment with an emoji . This will give you an idea of how engaged your audience is with your content and potentially boost followings on your platforms .

POWERSPORTS OF PALM BEACH @ 561powersports Followers 1,958 Get creative with your customer appreciation posts like Powersports of Palm Beach has ! The dealership recently shared a video that included numerous pictures of its customers and their newly purchased motorcycle , followed by a thank you note . The caption reads , “ Thank you for choosing PowerSports of Palm Beach . We take immense pride in helping our customers find their perfect ride and we ’ re thrilled to have been part of your journey . Here ’ s to many happy miles ahead !”

ORLANDO HARLEY-DAVIDSON @ orlandoharley Followers 10,200 If your dealership recently hosted an event , post a highlight video or photos to boost attendance for the next occurrence on your schedule . Sharing highlights from an event will show your followers why they should make it to the next one and possibly produce an even better turnout . Orlando Harley-Davidson recently posted a video thanking their attendees and showing clips from their latest bike night with a caption that reads , “ Thank you to everyone who came out to Newsome Law ’ s Bike Night at Orlando Harley-Davidson !! We can ’ t wait for next month ’ s Bike Night !!”