The goal for 7 Media Group’s services for Route 66 Harley-Davidson was to promote products and increase sales to existing and new members of their mobile club.
CALL TO ACTION
Membership in Route 66’s mobile club was promoted through its social media campaign, in-store marketing and previous customers of the dealership. Members then received daily alerts offering a 20% discount on a different merchandise item each day. This increased customer awareness of the merchandise inventory and drew more customers into the store during a time of the year when sales are typically slower.
The dealership had significant increase in sales of the specific items discounted during the campaign period. For example, the sale of T-shirts purchased on T-shirt Day was over 250% more than a normal day. High-dollar items also saw increased sales. On Helmet Day, the number of helmets sold with the 20% discount equaled the number sold for the entire previous week; and on Leather Jacket Day, seven leather jackets were sold at the 20% discount, representing a 16% increase over jacket sales the previous week. These numbers also represented an increase in dealership traffic .