Polaris ATV & Victory® Motorcycle Dealers

The Challenge
Polaris dealers in New York, Iowa, Pennsylvania, Wisconsin, Ohio and Delaware were looking to better target their Co-op dollars to gain attention of ATV and motorcycle prospects and increase dealership traffic during key spring and fall selling seasons. Also, certain dealerships wanted to customize the advertising to promote a local “Open House” and “Demonstration Days.” They came to Browne+Browne Marketing, with our over 25 years of retail/Co-op/dealership/Dealer Group marketing and advertising expertise, to plan and execute the most effective solution.

The Strategy/Solution
• As specialists in local dealer Co-op strategy and tactical solutions, Browne+Browne developed a Co-op program that was local-market driven, geographic, demographic, and psychographic
• Executed a highly targeted jumbo postcard mailer campaign, defining high-opportunity customer profiles and using multiple prospect databases of likely ATV and motorcycle buyers in relations to dealerships locations.
• Direct marketing mailers were planned, design, produced, printed and transfer of database ink-jetted onto postcard for personalization
• Many dealers supported with local cable TV, radio and zoned or suburban newspaper, planned and bought by Browne+Browne, targeted by high-opportunity markets/ zips codes to reduce costs and eliminate waste.
• Developed custom media plans and placement strategies for each dealer or group of dealers, organized by DMA, base on media outlets, day parts, programming, timing and budget
• 100% turnkeyed by Browne+Browne; sold-in Co-op advertising programs to individual dealer and/or Dealer Groups to gain participation
• Media advertising placement, traffic coordination, commercial/print tagging, monitoring schedules during flights periods and providing affidavits and post campaign Summary Report

Results/Testimonials
• Most dealers saw on average a 10-12% increase in sales from the media or direct mail promotions

“Our Co-op mailer program significantly increased sales over previous month.”                                                                              Wisconsin Polaris ATV Dealer

“(From direct mail) I can tell you our sales were up in April vs. March in both phone and walk-ins.”
                                                                             Wisconsin Polaris ATV/Victory Dealer