ASK TORY: You've got questions, he's got answers. - I’m gearing down our marketing for 4th quarter, when should I get back going?

Tory Hornsby | 11/01/2015


There is a huge temptation to stop advertising during the slower months of the year. For many dealers that means cutting off their advertising during the 4th quarter of the year and getting started again in the spring. This, however, is a huge mistake.

Dan Kennedy, who I refer to as the Godfather of Direct Response Marketing, says you have to “put a fence around your herd.” Customers are prone to wander from dealership to dealership like cattle are prone to wander from field to field. That’s why ranchers have to put up a fence. Your customers are only as loyal to your dealership as you are good at marketing to them. Staying in front of your customers (i.e. marketing to them) creates loyalty and puts a proverbial fence around them. You can even get to a place where you’ve immunized your customers from competitor’s offers. 


Don’t make the mistake of believing that your customers are ‘all yours’ just because they’ve bought something from you in the past. You are NOT entitled to their business, or anyone else’s business for that matter. This arrogant way of thinking will lead to a terrible culture in the dealership and staff that doesn’t care. Customer service flies out the window and your staff will stop caring. 

When you don’t market to your customers they develop a feeling of apathy, or indifference. You don’t care about them and they don’t care about you. In all things there is a law of sowing and reaping. You can’t reap what you don’t sow. You can’t have loyal customers when you don’t work for it, and reach out to them consistently. Even in the fall and winter.   


Also, the fact that so many other dealers are throwing in the towel this time of year creates a void in your market place. With both our Sharp Shooter and Local Web Dominator program we are able to reach the riders in your market area who’ve never done business with you.  So, while your competitors are sleeping, you can fill the void and gain new market share. 


To be clear, I’m not suggesting that every dealer can sell the same level of units, PG&A, and service they do in the spring and summer. What I am advocating is that you can sell ‘more’ and create a positive ROI on your marketing dollars. But, better than the profit is the loyalty you can build in the off-season and ensure a greater success in the spring and summer.


If you were able to create a positive ROI on your marketing while increasing customer retention and gaining new customers…. Why wouldn’t you take advantage of it?  Powersports Marketing will make this happen for your dealership, but the ball is in your court.


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