As more and more motorcycle dealers are being acquired by large companies with a strong focus on the revenue and market share, the competition in the motorcycle market is becoming fiercer by the minute. Dealers now have to perform better and carefully watch their bottom line more than ever before. Huge parts of this fiercer approach to business are customer service and repeat business.
While word of mouth marketing is still considered the most powerful form of marketing, dealers now have consider the fact that it has changed over the recent years. Word of mouth no longer includes face-to-face conversations and handshakes, but also text messages and other personalized communication exchanged between the dealership and its customers. It is no longer enough just to focus on “old school” communication and hope that customers will innately spread “good words” about your business.
Instead, motorcycle dealers are now expected to have face-to-face conversations and shake hands with their customer, and also continue the conversation via e-mail, text messages and social media interactions. More importantly, motorcycle dealers can no longer expect customers to spread the “good word” about their business because today’s customers suffer from social media fatigue. They simply have too many options and in the end may not end up sharing all of their positive experiences. As a result, dealers have to do a lot of word of mouth marketing themselves, if they really wish to increase repeat business and beat their competition.
Some of the best ways for dealers to spread good words about their establishments are posts on Facebook, Instagram and Pinterest. All three of these social media platforms are great for sharing personal and unique stories, such customer bike purchases and other happenings at the dealerships. Such posts are even more powerful when the mentioned individuals are tagged.
With the next year just around the corner, this is the perfect time to try a new approach to word of mouth marketing and customer retention. Happy 2015!