Featured Dealer Marketing Event
Dodge Business Link Newsletter - November 2006
Volume VI No. 5
K & M Dodge/Sprinter—Working Trade Shows
The team at K & M Dodge/Sprinter in Grand Rapids, MI understands the importance of using trade shows to showcase their BusinessLinkprogram, to meet new business clients and to lay the groundwork for future sales. Their store is among the most active dealerships in trade show participation. They find an event nearly every month. Most recently, they teamed up with one of their upfittersto participate in the annual Buscon Show at the Navy Pier in Chicago.
The attendees were bus dealers, public and private transit companies, municipalities, hotels, universities, and individuals in the entertainment industry. There were 2,500 attendees and 50 vendors exhibiting. This was actually a national show, so the dealership did not try to enroll many new customers unless they were local to dealer’s area. But they did talk to customers about the Dodge Sprinter product attributes and discussed the types of benefits available from the BusinessLinkprogram.The vehicle was a custom bus conversion, done by Midway Specialty Vehicles. This configuration is very popular in small bus applications due to the fuel economy, durability reputation and purchase price. Representatives of Midway joined Jim Fouts, Account Manager and Larry Lindemer, Outside Sales Consultant to host the booth. This show should result in the opportunity for the dealership to do some local bid business with the municipalities, hotels and schools attending. By keeping inventory in stock, and networking such events, K & M Dodge/Sprinter is becoming known as a valued supplier to this industry.
VanShows are great but there are other opportunities to networkwith key business leaders. For example in early November, Jim Foutsattended the Kent County (MI) Lodging Association meeting, which is a group of hotel providers. He made a short talk on transportation options for their hotels and had a Dodge Sprinter bus conversion on display.
After the meeting, Jim gave about 100 of these hotel executives scheduled tours around the city in his modified Dodge Sprinter Passenger Van.—a great way to get a captive audience and sell the attributes of the van.So whether its shows or organizational meetings, getting yourdealership and products known to your business customers is a proven formula for success. Marketing themselves at such events as helped boost K & M Dodge/Sprinter to over 150 sales for year to date. So try it in your store!
7th Annual Buscon Convention
Jack Gaskill of Midway Speciality Vehicles, with Dodge Sprinter upfitted bus configuration
Jim Fouts, Account Mgr. at K & M Dodge/Sprinter with upfitted Dodge Sprinter Passenger Van