“Dealers are the ambassadors of excitement,” declares Matt Laidlaw in the April cover story. “We need to excite people about the sport of motorcycling. The appeal of motorcycling isn’t as vast and as wide as it used to be with the Baby Boomer generation. I think getting people excited about the sport of motorcycling is important. We need to be the ambassadors of that excitement as dealerships.”
Matt knows what he is talking about… he has half a dozen YouTube videos that have drawn more than 1 million views each to the family run dealership. Even an average video still brings in 100,000 views. He suggests the message is the same on YouTube or on the showroom floor: welcome riders to our world of fun and excitement!
“How do we best do that? Media! It’s content creation… that’s the best way to get people excited. And you have to be excited in a dealership as well. Me for example, I won’t even hire someone on my team unless they are an avid rider. You have to ride… That’s part of both gaining knowledge but also being able to instill your enthusiasm in our customers.
“As dealerships, we need to instill that enthusiasm in riders and potential riders. We are trying to not only preserve our customer base, we’re also trying to get new customers. The best way I know is to create content that excites people. Whether it be Instagram, YouTube or TikTok, there’s a million platforms now to get people excited.”
Read all about it in the April issue:
