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Make an Event of It

  • Focus on What's Important

    Offer events that focus on what is important/topical/real right now, like a “Heck with the Economy” party, or something unexpected like a fashion show to interest women and trendsetting Gen Y youth. Host a customer ride with the finish line at your dealership, and a barbecue, demos, test rides (new and used). Stage a bike show and include customer bikes, concept bikes and halo product. Set up a 50cc test ride for kids (and their parents) use MSF Dirt Bike School Coaches or ASI Instructors. Make your dealership a place to do something, have some fun.

  • Use Motorcycles to Market a Cause

    Use motorcycles to market a cause, similar to LIVESTRONG. Motorcycle riders are charity minded. Your dealership could be the drop-off point for food or toy drives, and a cause-driven event provides riding opportunities when you and staff can spend time with existing and potential customers.

  • Set Up Free Event Parking

    Work with aftermarket suppliers to set up free parking for riders at motorcycle/ATV gatherings, whether it’s a local race or a bike show.

  • Create "Motorcycle Days"

    Work with event management companies to create “motorcycle days” at local destinations and community events, homecomings, baseball parks and sports arenas and offer discount tickets and free parking for motorcycles.

  • Encourage Your Customers to Bring a Friend

    Encourage your customers to bring in a friend or neighbor for a test ride. Test rides present the age-old dilemma of insurance, liability, curtailments, and the definition of “new” product. But the MIC’s research confirms that the very best tool in new motorcycle and ATV sales is the test ride.

  • Promote Rider Training

    Promote rider training. The Motorcycle Safety Foundation’s Basic RiderCourse and DirtBike School can help your customers decide if riding on- or off-road is right for them. They first may want to buy a helmet, gloves and other safety-wear so they can train in their own personally fit gear. Consider crediting the course fee toward the purchase of a motorcycle.

  • Learn About the “Try Before You Buy” Program

    Know that Specialty Vehicle Institute of America members (most of the OE ATV brands) participate in the “Try Before You Buy” program that reimburses all appropriate course fees and pays the training incentive when the customer buys an ATV after completing the training.

  • Host Special Events

    Host special events that work for your dealership. After-hour events or Sunday morning gatherings could be convenient and enticing for your customers. Enthusiasts want information about products and how to use them. Consider free safety checks (which can lead to specials on service and tune-ups and even accessorizing). Consider a women’s night hosted by female staff for female customers. Consider suspension clinics and safety inspections. Consider a customizing design night. Consider a sport bike night or a motocross night. If there are factory-sponsored or support team riders in your area, work with your distributor or manufacturer to arrange an appearance that you publicize. With the season coming up, consider a hunting/fishing-with-ATVs night and partner with a nearby outdoors supply store. Consider hosting an evening of “Ask the RiderCoach” with one who is MSF-certified. MSF training materials available online make it possible to have mini-seminars on group riding, or riding for seniors.

  • Host a Custom Bike Show with Prizes

    Host a custom bike show with prizes, and invite local builders to give one-on-one advice to bike owners on customizing their rides. Dress up a popular stock model for the event to showcase the many simple bolt-on mods that will make a bike stand out. Event attendees could receive special discounts on parts and accessories.

  • Hold a “Motorcycle Makeover” Contest

    Hold a “Motorcycle Makeover” contest. Customers who purchase a minimum amount of parts or accessories within a certain time period are entered to win a motorcycle makeover. They could choose from a pre-determined selection of custom parts for their ride.

  • Offer free “Bike Fittings”

    Offer free “bike fittings” to help owners evaluate the ergonomics and comfort of their own motorcycle. Explain how simple changes to the handlebars, hand and foot controls, and seat can improve the comfort and rideability of your bike.

  • Host Your Customers on Race Day

    Host your customers on race day. Watch MotoGP, World Superbike and Supercross and motocross on a big-screen TV. Offer some free food and drink and some that customers can buy. Give free soft drinks to those who ride in. Offer publications that cover racing to your customers.

  • Build an Event Calendar on Your Website

    Build an event calendar on your website to show everything that you’re doing in the weeks and months ahead.