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Tory Hornsby | 07/22/2019

Have you heard about our new Bullseye program?  

Most marketing is ‘spray and pray’ that’s designed to get your name out there and build your brand, and targets everyone. Instead, our Bullseye program only goes after the people who are most likely to buy from you. After all, only 5 to 6% of the population are powersports enthusiasts. That’s it. So, the best way to grow your dealership is to target enthusiasts who ride what you sell, buy the stuff you sell and who live in your backyard. 

The Bullseye program goes after 3 groups of people… 1) Active Customers – These are the guys that have spent money with your store in the last 12 months. They’re already active, so our job is to keep them engaged with your dealership because let’s face it, your competitors are trying to steal them from you.  2) Inactive Past Customers – While these ARE past customers, they haven’t spent money with you the last 12 months. They’re lost, and our job is to reactivate them.  3) Conquest Prospects – These are the people who ride what you sell, live in your top-performing zip codes but have never spent money in your store. Our job is to grow new customers for your dealership by getting them to give you a try.  Between these three groups, this is where the vast majority of your sales are going to come from over the next 12-months. 

So, we have the right list of people to go after, now let’s look at how we reach them. We start by targeting folks on Google and social media. We’re able to show ads specifically to the customers and prospects in the 3 groups mentioned above, so as they’re browsing the web, searching on Google and checking out social media they’ll see your ad. 

We also send out 3 Programmatic Emails during the campaign to increase results and drive additional traffic to your website. Programmatic email means that once a customer has opened or clicked in the email, we can track every page of your website they visit, forever. With this technology we’re able to create more leads by monitoring who views inventory pages on your website.  Then, our system automatically sends them a 1-to-1 email with a buy back offer from your Sales Manager. 

We also utilize direct mail because it’s the best way to conquest new customers, and it’s the most noticed media. While people can easily miss an ad on the radio, TV or a billboard (and other media), nearly 100% of people check their mail on a regular basis. They look at each piece of mail they receive, and they have to decide what to do with it. And when an enthusiast gets something powersports related with a good offer they pay attention and it drives results. Plus, there’s zero waste because everyone we target is already an enthusiast.  

In addition, we add a web banner to your website, activate our lead generation pop-up, and provide you with signage and fliers for promotion in the dealership.   

Harley-Davidson released a study few years ago that showed it took an average of 29 touches before someone purchased. A touch can be seeing an ad, an email, receiving direct mail, visiting your website, stopping by the dealership, and more. The Bullseye program is designed to maximize touches over a 2 to 3-week timeframe. We drive traffic to your website, generate leads, send personalized Buy Back Emails, push people through the sales funnel faster, and then we take it to the next level by incorporating the power of the phone.

Our in-house call center will make live calls to the leads we generate, and we also call the prospects who view inventory pages from all the additional traffic we drive to your website. We set appointments for your sales team to knock down, and generate Hot Leads, which are prospects interested in buying, but for whatever reason they can’t commit to a specific appointment time. 

So, to recap, the Bullseye program puts your dealership in-front of thousands of your most viable prospects by utilizing several online and offline strategies.  We boost traffic to your website. We get prospects to self-identify if they’re interested in buying something from you right now. We automatically send your website inventory visitors a buy-back email. Then our internal call center picks up the phone and sets appointments and generates Hot Leads for your team. 

For more information about our Bullseye program, call 1-877-242-4472.  

- Tory 

P.S. Want to submit YOUR question for “Ask Tory”?  Just email your question to and let Tory know what question you’d like to have answered in a future issue of the UMM Newsletter.

PSM Marketing

825 Highway 74 South
Peachtree City, GA 30269
Tel: (877) 242-4472
Int: (770) 692-1750
Text: (770) 692-1750