Having a Sale? You Better Market it

There is a lot that goes into putting on a sale, from a planning and cost standpoint. Why do you do it?

Most bike dealers have sales to increase customer traffic, transactions, items per purchase and overall sales. During slow months, the increases that come from sale events are the only performance spikes seen for months. While in the busy season, sale events help propel an already good month to a great one.

These increases are only worthwhile though when they generate a meaningful return on investment. You know what the investments in a sale are, because you've done them many times before: manufacturer fees, added inventory, additional payroll, marketing and more. Plus there are the extra hours invested in planning and organizing.

If you are going to put all of that money and time into a sale, we feel you should put together a well coordinated marketing strategy that gives you the best opportunity to maximize your return on investment.

In today's marketing world, we feel that involves a balanced marketing approach using direct mail, email, social media, web element and in some cases radio or print advertising. There are a myriad of additional options that may work for your particular market, but this mix provides the backbone of a successful sale marketing plan.

We still find that many dealers make the major investment of having a sale, but don't make the final investment in a complete marketing plan. They rely on a limited web, email and social media plan to drive enough customer traffic to produce the increases they expect.

In certain circumstances this can work, but more often than not the end result is a lackluster sale event.

As you plan your summer sale, consider giving Harvest a call to talk about how we can help you plan a well balanced marketing strategy. We'll share with you the experiences of our best customers, the most respected Trek dealers in the country. With their help, we've developed plans that can work for you.

About The Author

Ryan Atkinson

Ryan Atkinson

Ryan is a proven marketing professional who entered the cycling industry in 1994.