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Just got back in the office from our latest Marketing Boot Camp, and as usual, it was a blast. We had a lot of great dealers from across the country in attendance, and there were a lot of great ideas shared back and forth. I had the opportunity to get to know some really great folks as well (Roger from Don Wood – import performance guru/ninja got me thinking about a new Honda sleeper, and Taylor from Big #1 has me planning a trip to Alabama for a UTV).

It was also my first opportunity to sit with dealers as they learned the full scope and potential of our Firestorm suite of products. They started learning about Firestorm Websites and how they are true conversion machines when used in concert with - what is arguably the most revolutionary bolt-on to web sites ever – Firestorm Onboarding. Throw Firestorm Email into the mix and you have a true conversion juggernaut that allows you to truly be a marketing driven dealership, experiencing predictable growth year over year while your competition wonders what you’re doing.

Shameless plug? Maybe a little, but it works so well it won’t be the last time I do it.

The Firestorm suite is a massive automated marketing engine, and like all engines, it needs fuel to run. Now, it will generate fuel on it’s own, but the process can (and should) be accelerated with fuel you already have.

That fuel? Data. Good, clean data is what you need to feed your automated marketing engine. 

In a nutshell, there are three data sources in your dealership that need to be populated and accurate. 

First is your mail file. In order to be able to reach out to that critical 3-6% of folks who ride in your area – and can bring in their friends and family – you need a clean mail file.

Fully filled out names and addresses are the rule. First name (one name only) Last name, accurate street address, city, state and zip info – ALL SPELLED CORRECTLY -are a must. 

Email addresses are becoming total non-negotiables. Think about it, your email addresses are linked to everything from your online banking, shopping accounts, investments, doctor’s office, and subscriptions. It’s important. Get it.

Phone numbers are critical as well. From a marketing perspective, call blasts are extremely successful ways to market, even given that politicians have passed restrictive laws to try and make it so they are the only one who can use them. But now, we’ve developed a new unique technology for cell phones that is just as effective without all the legal restrictions. It’s amazing. Get cell phone numbers (all ten digits).

Having good accurate data is a must, and has to be a part of the dealership’s culture - and culture always flows down from the top. Set the tone and inspect all the time. Let your staff see you inspecting. Reward folks who are doing a good job with lots of positive reinforcement – maybe even incentivize it. It’s that important. 

So, here’s the bottom line. The Firestorm suite of products is a beast of a system that was designed by motorcycle enthusiasts who spent time as dealers, FOR motorcycle dealers, with solutions for the specific marketing pain points that all of us have experienced. And it works.

If you aren’t already using our Firestorm products, now is the time to get started. Give us a call to talk about it.

Talk soon,

Brad