Do your customers know you’re open 24/7?


By Liz Keener, Managing Editor
September 10, 2013
Filed under Liz Keener

As I was making my five-hour trek to a powersports distributor show in Madison, Wis., a few weekends ago, I observed all the dealership branding I saw along the way.

One powersports dealership had super clear branding, making its name visible from Interstate 94. Another had no name outside its building, just a few large Harley-Davidson logo signs. A third had purchased billboard space, but the cursive writing in its logo made the name hard to read while driving by.

But the dealership that really caught my eye was an auto dealership. What struck me was the can’t-miss wording on the side of one of its buildings. Facing the highway were probably 8-foot tall letters with the dealership’s website on it, proclaiming, “Open 24 hours.”

Now of course that dealership doesn’t have staff on hand to sell cars 24 hours a day, but what the store was trying to relate is that customers can go to its website 24 hours a day to view its inventory. What a novel idea!

Of course nearly every marine dealership has a website, and most of those sites include extensive lists of new and pre-owned inventory, so make sure you advertise that to your customers. Make sure your website address is on every piece of marketing material you have, because in a way, your store is open 24 hours a day, and you want customers to know that.


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