Categories
Social media

Awards

Retain Media is delighted to announce we are finalists in 2 categories of the Social Media Marketing Institute Awards: The Best Use of Facebook and Best Integrated Campaign.

🐕 We are up against some Big Dogs including NRMA, Beef Australia & Pizza Hut, but we fancy our chances.

We have taken business from bigger agencies before, and every time we smash the results they were getting and do so pretty quick.⚡

How do we do this?

We find these bigger agencies claim that because they have experience in ‘300 niches’ they can get results in any market.

We don’t. What we do have is a deep knowledge and experience working with dealers and OEM across 7 verticals and their related industries. 

We know how to find, nurture, motivate and convert prospects in these industries with SEMSEO and Social media.

We are a 3.5-year-old business and we have clients who have been with us for 3+ years.

We would like to thank our wonderful clients, particularly Avida RV whose Social, SEM and SEO campaigns are nominated.

Stay tuned. The winners will be announced in September. 🤞🤞

In the meantime, if you would like a confidential chat on how Retain Media can help drive more leads and sales for your business please contact us by calling 1300 451 401 or completing the form below

Categories
Social media

iOS 14 opt in and Facebook Ads

iOS 14.5 Update has rolled out
- week 7

At the end of April, Apple rolled out the much discussed iOS14.5.

Prior to this Facebook was able to hover up as much data as it could both on the Facebook platform and across the wider web. This tracking of user behavior gave Facebook huge amounts of data, which in turn helped targeting of Facebook ads.

For example if a user browsed a few Ford dealer sites Facebook would know that user was potentially in the market for a new Ford and other car brands / dealers etc. ads could then be targeted at that in market buyer. 

Apple’s iOS14.5 update has meant users now have to opt in to allow apps to track them. This will impact Facebook ads campaigns run and reported on and there a number of steps an advertiser needs to take to minimize the impact on their ad account. If you haven’t already prepared for this you can read our previous article on how to prepare your account.

What's Changed? Do facebook ads still work?

Flurry Analytics, from Verizon Media, have been tracking the opt-in rates once a user upgrades to iOS14.5 both in the U.S. and worldwide and  below is the opt-in rate over the first seven weeks following the launch of iOS 14.5.

Worldwide 7 weeks in (25 May 2021) only 14% have opted to allow tracking (Vs the predictions pre launch of around 40%).

In the US, which may be a better representation of what’s happening in Australia only 6% are opting in

You can dig into the full breakdown further here.

What does this data mean?

It is important to note that while iOS14 rolled out on April 26 users will not all update at the same time. The migration to iOS14 will take place over a number of months so the true numbers and impact won’t be immediate. 

As a Facebook ad agency what are we currently focused on?

Retargeting 

Retargeting campaigns are hugely successful for a number of Retain Media clients. They regularly account for 20+% of budgets.

We are monitoring the size of our retargeting lists on a weekly basis to see if they are shrinking.

We have also got a breakdown of the percent of traffic from iOS to each of clients websites so we can assess the potential impact to retargeting list (for most of our clients 25 -30% of all traffic is on an Apple device).

The role of content creation (that can be used for audience building on facebook) will take a slightly bigger role into the future as we look for alternate ways to maintain our remarketing options. 

Facebook AI

We have never been an agency that lets Facebook’s AI do all the work, but even more so now that  the conversion window has changed (meaning less ads are seeing the magic 50 conversions per week number). We are paying close attention to Look alike audiences and the larger broader audiences that are running. 

First party data – Mailing list, Transaction data etc.

We have been working with our clients to ascertain any owned databases (Email platforms, CRMs etc) that we are not already using and linking these with Facebook. This allows us to create custom audiences from subscribers, purchasers etc. 

Google Analytics 

The reporting of conversions data in facebook has changed and we are now relying less on the facebook platform for accurate reports. We are using Google Analytics to compare results and report top line numbers to clients. Consider using Google Analytics to run along with Facebook and get your data from there.


Need help staying on top of Facebook? Maybe you need a Facebook ad agency?

Drop us a line and let’s see if we are a fit.

Categories
Facebook Advertising Social media

Apple’s iOS 14 Update and Facebook Ads

What is it?

In June 2020 Apple announced an updated data policy covering the data privacy of their users. Apple’s new policy for IOS 14 will require that all apps in the app store show users a prompt asking users if they want to allow tracking.  

In the words of Apple: 

“Privacy is a fundamental human right and at the core of everything we do. That’s why with iOS 14, we’re giving you more control over the data you share and more transparency into how it’s used.”

In the words of Facebook:

“Apple’s forced software update, which will limit business’ ability to run personalised ads and reach their customers effectively”

“Without personalized ads, Facebook data shows that the average small business advertiser stands to see a cut of over 60% in their sales for every dollar they spend”

Why does it matter?

The restricted access to data will affect advertising on Facebook in many ways. Facebook has reportedly spent over a billion fighting these changes including running full-page ads in the New York Times, the Washington Post, and The Wall Street Journal (excerpts above). Some reports predict that the impact of these changes could be as much as a 7% drop in revenue for Facebook.  So it’s a big deal.

From an advertisers point of view, this reduction in data will change the way Facebook ads can be managed and reported on. With this update, it forecasted up to 50% of website conversion data could be lost (i.e not visible to Facebook anymore). This also means that reporting and optimization of the campaigns will change as there is less data to work with.

What will change?

– The Conversion Window Changes or Attribution will be set to 7-day click and 1-day view as default (from 28 day/1 view). This means the number of leads/purchases attributed to Facebook ads will be reduced (by up to 50% by some estimates), and therefore the amount of data available to manage and optimize these campaigns will be reduced

– There will be an (up to 3 days) delay in available data in the ads manager, again affecting the management and reporting on the campaign.

Retargeting capabilities, which can be some of the most profitable campaigns to run, will also be impacted and audiences will be smaller – anyone who opted out of tracking will not be able to be retargeted!

Granular reporting will be limited – eg demographic breakdowns will no longer be available

– Facebook ads are going to potentially look less profitable as viability is lost on conversion data.

– Managing Facebook ads is going to take more skill. The Facebook AI is going to have less data to work with and so potentially ads manager will become more manual. (Currently, Facebook advises each ad set needs 50 conversion events per week before the AI can really kick in. Hitting the 50 number is going to become harder.)

What can you do now as an advertiser?

IOS 14 is scheduled to start rolling out the week beginning April 26th. This doesn’t mean the changes will be felt immediately as not all users will update their phone immediately, but as time goes on more users will update and the impact will grow.



Verify your domain

To minimise the impact the very first step to take as a business owner is to verify your domain. To do this go to the Business Manager> Domain> Add Domain and follow the instruction:

 

 

Define priority events

Advertisers should prepare or define their priority events (e.g. Purchase event for Ecommerce store/ Leads event for Lead Generation etc.). Once IOS 14 rolls out a maximum of 8 Pixel events will be allowed per domain

Once the domain has been verified and events defined an advertiser needs to set/confirm the priority of events. To do so go to events manager, and click on Aggregated Events and then Configure events

In here click ‘Manage Event’  and make sure the correct events are in the right order. EG a ‘purchase event’ is a higher priority event than an ‘add to cart’ .

 

 

Start using a new attribution window now to prepare and compare 

Another change coming is the changes to attribution windows

Previously Facebook rans on a 28 day click / 1 day view attribution. This means Facebook counts / reports on the impact of the ads for 28 days after the click or 1 day after ad exposure. This has changed to 7 day click  / 1 day view attribution. This will impact perceived ROI on campaigns as fewer conversions are recorded/attributed to Facebook. 

To understand the change advertisers should consider updating the columns inside Ads Manager to compare the models. This will help you understand how the changes will impact the account.

To do this click on the the column tab on the top left of ads manager and click ‘compare attributions’ 

Then click 28 day click / 1 day view and 7 day click

To compare the models Add the results of 28 day click and 1 day view and compare that to the current model 

In this example, you can see campaign 1 / line 1 generated 34 ‘Add to cart’ events as measured by 7-day click  / 1-day view. Under the old attribution model ( 28 day click / 1 day view) it generated 45 (2 + 43 / 1 day + 28 days). This is a 32 % difference in reported conversions. Across these 5 campaigns, there is a 25% difference in reported conversions.

 

 

UTM Tracking

Advertisers will also need to start using additional data sources to get a better gauge on Facebook advertising results. The most obvious place to start is Google Analytics, and to ensure that your data is properly tracked advertisers should:

– UTM tag campaigns so the source of the traffic can be properly attributed

– Ensure your key goals/conversion points are also set up in Google Analytics.

What is my option to get more accurate data?

Switch to server-to-server reporting

Another solution to consider implementing is Facebook’s Conversions API (CAPI). This tool will aid the reporting of website events (sales, conversations etc.) to Facebook using server-to-server data transfer. What it means is that your server reports directly to Facebook’s server using a secured connection, without relying on any browser cookies.

Facebook via CAPI sharing data is more secure and discreet, and is also less susceptible to browser malfunction. You should integrate the API from within your server, which means you need a developer to implement the code. Some 3rd-party Facebook partners like shopify provide integration tools that make it easy. Not all advertisers can or will implement this.

 

Need help staying on top of Facebook? Maybe you need a Facebook ad agency?

Drop us a line and let’s see if we are a fit.

Categories
Creative

Quick and Dirty Flash Sale EDM design

Why do beautiful designed EDMs convert?

Let’s be honest, not all EDMs you send your customers and prospects get opened;  and if they do, do they get read or generated clicks?

Think of your own experience; most of us are time-poor and if we open it, we scan it, see it’s a long read, and move on to the next task without knowing what that EDM’s all about, or more importantly remembering its message.

They say in golf “You drive for show, but putt for dough”

Email marketing is the putting for Dough. It takes time and effort and can have a great ROI.  The last thing we want is for it to be ignored, or worse yet creating unsubscribes.  

So here in this article, you’ll read some simple easy ways to launch a promotion that cut through.

When doing a quick ‘flash sale promotion’ it’s usually  1 layout that has everything.

Only the essential

A common mistake that email Marketers/Designer make is to get too excited about the promo and we put lots of information into it.

 

Keep the text short and simple

As we don’t want to overwhelm the user with lots of information. Keep in mind that most of the people who click your email only scan. Keep the text and key message short. You can go into detail on the landing page as always. 

 

Simple designs are the best!

It doesn’t mean that when an element is beautiful, it should be there. The right question is, ‘Is the element necessary?’ ‘Will it create a better scanning flow to my EDM design as a whole?’

 

Use white space strategically

Whitespace not only creates harmony, balance, and helps to brand a design, it can also be used to lead a reader from one element to another.

It is the space that balances things out and reminds us that designs are beautiful. We don’t need to create a layout overcrowded with text and images to deliver a clear message.

Stick to your branding

With a Sales email, we don’t just want the sale. We are aiming for brand awareness too! It’s like hitting two birds with one stone (Conversion and Branding). So keeping your design consistent with your branding will do the trick. 

 

We are looking forward to that day that people don’t need to see the logo to know the brand. Doing so – the feels, tone, and theme recorded in their mind unconsciously. Just like those winning brands such as Mcdo, Coke, Cadbury, etc. who did it magnificently. 

Shout it out loud!

We don’t want to highlight everything on your design. Just the main message, may it be ‘50% OFF’ or ‘Buy 1 Get 1’ This is usually the 1st element that a user sees on your EDM so it’s very important to give it a larger font, maybe make it bold enough to gain attention.

 

Scroll.. Scroll… Click!

Clickable Elements must be Recognizable

Make sure all the clickable elements you give in your newsletter are recognizable. If they are hidden or blended within the design, the readers will miss them out.

Choose a colour scheme that makes the clickable elements noticeable. Also, consider the order. Make sure the first clickable element relates to your core message/offering.

Potentially once someone clicks they may not come back to the newsletter!

Flow

Make sure it has a nice reading flow just like an effective storyteller. We do it using visuals and assumingly that a user only scans an EDM. Try scanning your work. Do you scan it in order?

You should first notice the Headline (the summary of what’s the promo about)

Then a user will scan the image of the product (if you have one)

Then the Subheadline (if you have one)

Once a user gets interested, he’ll go for text content to learn more…

Then finally, CTA

Sample of a simple email promotion using a single layout:

Frank and Body
Bag Barrow & Steal
Calm
Freepik
Wise Stamp

Now you know the basics, let’s get that EDM rolling!

Categories
Tractor Market Google ads Search

Google ads for the Tractor Dealers and OEMs

Google ads can help Tractor Dealer and OEMS reach these buyers

Google ads, in the right hands, is a very powerful tool for connecting tractor and Ag machinery manufacturers or dealers with farmers.
It can drive the right audience to your site and create the opportunity to convert these prospects into buyers.

In the Ag industry brands still have huge power and awareness as can be seen by keyword search volume – 3 of the top 5 search terms include a brand name
Early on in planning a google search campaign a decision is going to have to be made – to specifically target competitors or not?

We specialise in working with dealers and OEMs and can help build a strategy that suits your business. If your business is looking for someone who understands your customers and industry you are in the right place. Complete the form at the bottom of the page and someone will be in contact with 24 hours to discuss your business needs.

Tractors for sale

20 key Tractor Industry Adwords PPC Keywords

KEYWORDSMONTHLY SEARCHESCOST PER CLICK (CPC)
tractor for sale148000.95
tractor sales148000.95
kubota tractor44001
john deere tractor44000.55
kioti tractor19000.7
new holland tractor19000.75
lamborghini tractor19000.15
tractors for sale victoria19000.84
tractor data1300 0
mahindra tractor13000.92
tractors for sale gumtree10000.56
farmers equipment8801.87
farming equipment8801.8
farming equipment for sale7200.79
farm equipment for sale7200.93
used tractors for sale victoria590 1.16
tractors for private sale590 0.64
used tractors for sale NSW5900.99
tractor video480 0.77
tractor house4800.09
   
Categories
Truck Market Google ads Search

Google ads for the Truck Industry

Google ads can help Truck businesses reach these users

Google ads, in the right hands, is a very powerful tool for connecting truck manufacturers or dealers with buyers.
It can drive the right audience to your site and create the opportunity to convert these prospects into buyers.

In the truck industry brands still have huge power and awareness. For example ‘Kenworth’ is searched 8,100 times per month, ‘Mack Trucks’ 4,400.
A lot goes into successfully running google ads campaigns. One of these considerations is to specifically target competitors or not?

We specialise in working with dealers and OEMs. In consultation with you, we can build and manage Google ads campaign that suits your business, and use your budget in the most effective way possible (competitor targeting can be an effective strategy when used at the right time).
If your business is looking for someone who understands your customers and industry, you are in the right place. Complete the form at the bottom of the page and someone will be in contact with 24 hours to discuss your business needs.

Truck for sale

Kenworth

Truck trailer

20 key Truck Industry Adwords PPC Keywords

KEYWORDS MONTHLY SEARCHES COST PER CLICK (CPC)
trucks for sale 74000 0.83
tipper truck sales 4400 0.71
food truck for sale 3600 1.31
truckworld 1900 0.1
tow truck for sale 1900 0.95
trucks for sale with work 1600 0.89
a trailer tipper for sale 1600 1.11
truck and dog 1600 1.32
truck sales nsw 1300 1.07
trucks for sale nsw 1300 1.07
light truck sales 1000 1.17
used truck for sale 1000 0.74
trucks for sale melbourne 880 1.31
second hand trucks for sale 880 0.95
truck dealers australia 590 0.36
truck and dog for sale 590 0.43
small trucks for sale cheap 480 1.02
tipper trucks for sale victoria 260 1.19
dump truck for sale 260 1.11
pickup truck for sale 260 1.5
just trucks for sale 210 0.53
Categories
Motorbike Market

Year in Review: 2019 Motorbike Sales

There’s no way around it – 2019 was a rough year for the motorcycle industry in Australia.

Even though interest rates remained quite low (and unemployment throughout Australia was pretty low, too) the sales numbers for motorcycles, ATVs, and scooters were anything but positive.

In fact, sales of motorcycles throughout the country dropped 6.1% in 2019 compared to 2018.

Motorcycle sales figures in Australia have been trending downwards ever since 2016, a bumper year for motorcycle sales – with the fifth most motorcycles sold in Australia (and not all that far away from the all time annual sales record of 2009, either).

On the flip side, in 2019 just 89,199 motorcycles, ATVs, and scooters were sold.

Over 25,000 of the units sold in 2019 were either Fun bikes or LAMS bikes – typically lower value, lower margin and customers who are less likely to buy a lot or accessories or high margin accessories.

Every segment of the Australian motorcycle market has seen sales drop, with just one lone exception. It turns out that there’s still real demand for scooters in Australia. These continue to sell well, with year-over-year growth from 2018 to 2019 jumping up 15.85%.

Let’s dig a little deeper into the data.

Prestige / Euro Brands

Prestige and European brands are some of the most expensive motorcycles in Australia already, so it should come as no surprise to anyone that this segment of the motorcycle industry was hit so hard.

Sales dropped by 13.4% from 2018 to 2019, from 6,788 motorcycles in 2018 to 5,879 . This is a continuation of a multi year downward trend. BMW (the market leader in the prestige/Euro space) sold 2,470 – 12.6% in just one year.

All Marques saw a drop in 2019. Ducati who have seen heavy losses in units sold in recent years was the “best” of the euro brands only dropping 9.5% to 1,512 units.

 

Cruiser / Touring market

Cruiser sales were down in 2019 as well, though the drop wasn’t quite as severe compared to the prestige and European brands we highlighted just a moment ago.

Overall the market saw 7,265 cruiser motorcycles sold in 2019 compared to 7,891 cruiser motorcycles in 2018, a drop of 7.9% year on year. Since 2016, though, the market for cruiser motorcycles has dropped by 35.1% – a pretty precipitous drop-off to be sure.

6,462 Harley-Davidson motorcycles found new owners in Australia during 2019, a drop from 7,019 in 2018 (-7.93%).

Indian Motorcycle also saw sales figures dwindle, with Indian selling 33 less motorcycles from 2018 to 2019 (836 versus 803, respectively).

LAMS

Sales data for the market share of Learner Approved Motorcycles (LAMs) has continued to track pretty steadily year after year in Australia, with 8 out of the top 10 best selling road motorcycles continuing to have the LAM designation and LAMS accounting for over 20,000 of the 31,981 road bikes sold in 2019.

Top Selling LAMS Bikes in Australia 2019

Scooters

As we made mention of earlier, the only segment that saw increases in sales was the scooter market of Australia.

 

In 2019, 5,014 scooters were sold compared to the 4,328 scooters that were sold in 2018 (an increase of 15.85% in just one year). The postie bike was a key driver of this growth in 2019 with a 85.8% increase in one year (from 597 units to 1,109 units)

 

Having said that Scooter sales in Australia have been growing pretty consistently from 2017 on, with more than five times as many new scooters sold in 2019 compared to 2017.

 

Honda has sold the most scooters for the last two years running, selling 4,778 scooters in 2019. Suzuki sold the second most amount scooters in 2019 throughout Australia, with 1,923 scooters finding new homes during that stretch of time. Vespa was right behind them, with 1867 scooters sold during 2019.

2019 Scooter sales in Australia

Dirt

The off-road sector of the Australian motorcycle industry only slid 1.6% (to 34,841 units) compared to the year before (Vs road which dropped 11.9%), with almost all brands seeing a drop in sales across the board.

 

Honda (9,854 sales), KTM (5,781 sales), and Kawasaki (3650 sales) were the top three brands of dirt bikes sold in Australia during 2019, though of those three only Honda and Kawasaki saw their sales numbers go up from 2018.

 

Interestingly enough, dirt bikes were the most popular type of motorcycle to be purchased during 2019. These kinds of motorcycles gobbled up 38.5% of the Australian market, with traditional road bike motorcycles coming in second with 35.8% of the market.

Dirt Bikes sales 2019 Australia

ATV

ATVs / UTVs were able to capture 20.1% of the Australian motorcycle market share.

Even still, ATV sales were down 8.48% compared to 2018. Compare that to sales figures in 2016 (the most recent peak for ATV sales) and you’re looking at a drop of 21.6%.

All in all, 17,906 ATVs were sold in 2019. Polaris sold 5,119 of these. Honda dropped 856 units to finish almost level with Yamaha selling 3,749 & 3,748 units respectively.

BRP Australia, Suzuki, and Kawasaki rounded out the rest of the ATV sales numbers, combining for 5,290 vehicles sold in total.

2020 and 2021 will be a year of transition in the segment with all the majority of players either pulling out of the ATV market completely or in phased manner due top the additional safety regulation.

2019 Scooter sales in Australia

Dirt

The off-road sector of the Australian motorcycle industry only slid 1.6% (to 34,841 units) compared to the year before (Vs road which dropped 11.9%), with almost all brands seeing a drop in sales across the board.

 

Honda (9,854 sales), KTM (5,781 sales), and Kawasaki (3650 sales) were the top three brands of dirt bikes sold in Australia during 2019, though of those three only Honda and Kawasaki saw their sales numbers go up from 2018.

 

Interestingly enough, dirt bikes were the most popular type of motorcycle to be purchased during 2019. These kinds of motorcycles gobbled up 38.5% of the Australian market, with traditional road bike motorcycles coming in second with 35.8% of the market.

Categories
Caravan Market

Jan – June 2019 Caravan market review

YTD 10,699 RVs have been produced in Australia and 4,981 have been imported making a total market of 15,680 units (+1.2% YOY). The make up of the market has slightly shifted. This time last year 70% of the market was Australian produced Vs 68% this year.

Production in the towable market was slightly down 0.6% YOY to 9,974 units produced to the end of June 2019.

The motorhome market coming of 4 continuous years of growth was slightly down (-1.8% YTD / 13 units) to finish June with 725 units produced YTD.

The end of year report to the ASX by the Apollo group reported ‘significant headwinds’ in Australian Retail and reported a 3.4%decline in retail sales revenue. You can read the investor presentation here

There is a feeling in market that production is not matching sales with numerous dealers reporting being over stocked with new vans.

January is traditional peak time in this industry in terms of online traffic and leads and can be 25-30% above the lower months (June). This year saw a number of end of year sales by OEM including JB, New Age, the Apollo group, Retreat, Crusader etc. in addition to dealer initiated sales. This may have been triggered to help this overstocking.

Having said that according to AFR / IBISWorld the market leader, Jayco, has increased revenue 3.2% YOY to over $540 million & Big 4 has also grown revenue 4.2% to $403 million.

Caravan

Caravan production is up 4% YOY to 6,784 units and caravans are steadily growing their share of the total (Australian made) market. Caravans now account for over 63% of all towable units produced (from 61% this time last year).

The market continues to skew towards the bigger vans 6m+ 2-3 tonne. This segment of the market grew 11% to 3,900 units representing 57% of total caravan market.

Pop Tops

Production of pop tops continue to decline. YTD production of Pop Tops has dropped 10% to 1,812 units.

Campertrailer

Campertrailers have a similar story to Pop Tops. Production is down 11% YTD to 1,205 units. Both these segments are firmly in the sights of the importers.

Motorhome

Motorhome & Campervan production finished 2018 on 1,629 units, 11% up on 2017.

Into 2019 production has slightly slowed with production down 1.8% YTD.

B class motorhome production is down 7% YTD to 251 units and C class is down 4.4% to 347 units while Campervan production was up 21% (127 units YTD)

The Import Market

The volume of imports continues to grow with the 1,000+ units per month imported being breached 3 months in the past 12 months (Vs 1 in the 12 months prior).

YTD imports are up 5.6% with 4,981 units imported. In the last 12 – 18 months there has been a shift in the weight of the units imported reflecting the move by the traditionally camper trailer importers into pop tops, hybrids and caravans.

This market review is based on Caravan Industry Association of Australia (CIAA) production data produced by NEM (June data) and the ABS import data (compiled by the CIAA) June data.

Categories
Motorbike Market

2019 H1 Motorbike market review

Its been a tough first half with the tightening of access to finance starting to bite, the uncertainty on the future of ATVs in Australia, declining consumer sentiment and the election all taking their toll. Overall the market slipped 11.4% to finish on 42,457 units sold.

 

Sales of road bikes took the biggest hit, declining 17.37% (to 15,668 units). KTM was the only brand to post a positive result +9.1% (72 units).

Dirt was down 5.9% (14,666 units) and ATVs dropped 13.9% to 9,638 units.

Scooters continued to grow (+18.8% / 394 units)

LAMS

15,668 Road bikes have been sold YTD. The FCAI report give visibility, at a model level, on 9,889 on these sales.

 

25 of the 60 road models reported on were LAMS road bikes. These 25 Models accounted for 5,453 of the 15,668 Road bikes sold YTD – roughly 1/3 of the market or 55% of the sales reported at a model level. The portion of the market made up of LAMs bikes is probably above 50%, especially if the non-reporting brands such as Royal Enfield, CF Moto etc are included.

Prestige / Euro brands

1,525 Euro brands were sold in Q2, a drop of 14% on Q2 2018. This was a slight recovery on Q1 where sales of euro brands dropped 22.5%

Overall 2,849 bikes have been sold YTD – a 18% decrease on same period 2018.

BMW was the best performer in the market dropping 211 units (15.4% YTD) and thereby increasing its share of the sales of euro brands to 41%.

Cruiser & Touring bikes

Sales of Harley continued their decline. YTD sales are down 381 units (-17.8%) in Q2 to end H1 on 1,436 units.

Indian also suffered a decline – down 28.7% to 323 units.

4 of the top 6 cruiser models are entry level LAMS bikes.

Scooters

The Uber eats / Deliveroo growth continues to effect sales of scooters with 2,485 units sold YTD, an 18.8% YOY growth.

The ADRESS has been fantastic for Suzuki growing 68% and accounting for over 90% of Suzuki scooter sales.

Similarly for Honda the NSC110 has doubled in volume to 496 units YTD and it now accounts for roughly half of all Honda Scooters sold.

These two models are cheap scooters. They retail for less than $3k and account for roughly 1/3 of the reported scooter market.

Lambretta, Peugeot, Kymco & SYM do not submit sales figures to the FCAI so the above is in only a partial picture of the market.

Dirt

Top line Dirt dosn’t look as hard hit as other parts of the market with sales down 5.9% YTD (to 14,666 units)

The top 10 fun bikes sold 4,435 units. These models represent 30% of total sales Vs 26% this time last year and mask the decline in dirt bike sales to a degree.

Excluding the top 10 kids bikes sales of dirt bikes are actually down 11% YOY.

Looking model by model very few full size models actually had increased sales on last year.

In trail bikes the only model of note was the new launched CRF250F which sold 392 units.

In Enduro the WR450F was up 8.2% YOY, The 300EXCF up 18.3% and the recently lanched CRF450L sold 134 units.

In MX The KX450F was up 13.3%, the 450CXF increase 18.2% and Yamahas YZ85/LW YZ65 both posted increases.

In total only 6 models out of the 30 full size modesl that were reported on posted an increase.

ATV

Q2 is traditionally the biggest selling Quarter of the year for this market with over a 1/3 of the annual sales happening between April and June.

 

The ATV market is down 13.9% for the year. 6,425 units were sold in Q2, 8% (560 units) down on Q2 2018.

 

Only 2 brands have improved this year. BRP increased sales by 1.9% to 1,333 units and the now enjoy market share of 14% (Vs 8% they at the same time 2015)

Kawasaki was the other brand to post growth up 2.4% to 728 units.

All other brands suffered double digit declines.

Some of this (particularly the Honda and Yamaha declines may be attributed to the uncertainty around the future of ATVs in Australia going forward). The drought and access to finance will also have played their part here too.

In the broader Ag equipment market sales of tractors are down 10% YTD.

It should be noted this number is incomplete as John Deere, Kioti, CF Moto and others do not supply sales data to the FCAI.

Categories
Best practice

Best Practice: Inventory Management

This article is applicable to stock on both a dealer website or a 3rd party classified site.

As if it needs to be said, the path to purchase is online and how well a dealer presents inventory on both the dealer website & / or 3rd party classified sites will play a huge part in determining how successful that dealership is.

As the below table (From Deloitte) shows for an Auto Dealer online sources account for 90%+ of leads.

Lead Origin. Source: Deloitte Dealership Benchmarks 2019

Managing your inventory online is key attracting new business.

Unfortunately, many dealer sites in the bike, caravan, marine, Ag, truck & construction space are not built to convert browsers into leads.

Too many are missing the basic requirement: an enquiry form on the details page that can generate leads.

If you are one of those dealers a quick fix can be adding a chat functionality.

Before we get to inventory management let’s look at buyers.

How people research Vs how people buy are very different.

Consumers research in a logical manner. They have a need, a budget and other criterion which leads them to finding your product or vehicle. Obviously, the site needs to be built with this in mind with search criteria that can get people from entry of the site to the product that best meets their needs as quickly and easily as possible.

Search Results page

The first contact a potential buyer will have with your product is the search result page.

Here your product will sit among many other similar products. What will entice a user to click through to the product details page?

Excluding price and specs the 2 main opportunities to covert browser into potential prospect are the photos and the first few lines of the product description the appear on the page.

The Hero Image:

 

Display a strong image to entice the users in to view more. Some basics are making sure the product is clean (i.e. not jammed up beside other products), pay attention to shadows and show it at its best angle.

Also, if on a classified site bear in mind that a user may conduct multiple searches over a 2-3-month period and so see your listing multiple times. The same way you rotate stock around the yard to give the impression of movement and freshness rotate your hero image, so it doesn’t go stale.

 

The first few lines of your description:

 

These lines that feed onto the search results page are key to getting users to click though to view the product details. Use them wisely.

These should be unique to the product and aim to engage the potential buyer with the product.

If it’s a sports bike for example emotional language like ‘heart pounding power’ might get an emotional hock into the buyer and get them to click though to find out more.

The Details page:

The most important page of a website in my opinion is the product or vehicle details page. This is the page where purchase decisions are made.

The longer you can keep a user engaged on this page the more likely they will convert.

We have already briefly discussed photos.

Photography:

There are visual buyers and imagery / photography is a strong tool to sell a product and create engagement.

The more photographs the better and use the photos to tell a story. Arrange them in a logical order that showcases the product – an external 360 and then an internal 360. If there are key selling points make sure to photograph and highlight them too.

Strong photography can help sell products sight unseen as it helps build trust as buyers can see you are not trying to hide anything.

Comments:

Comments are key selling tools and too often under used when dealer use the comment to sell the dealership rather than the product.

People but stories. Sell the product first before talking about the dealership.

A consumer’s head space when considering a vehicle is already in ownership. What is this going to look like if I own it? The dealer should aim to talk to that head space by using language that connects.

Eg use emotional language when selling bikes / caravans / boats and other recreational product. People are buying lifestyles rather than products and talk to how this product helps get them enjoy their lifestyle.

For commercial machinery use business / masculine language when selling working machines. For example ‘XYZ tech means minimum down time’

The other common mistake is just adding a list of specs. So What?

If listing a feature of the product give the so what. For example

“This caravan has solar panels and a 100AH battery”

So what? So, you can camp off the grid for long periods or

“Imagine yourself lying under the eastwest bed gazing at the thousands of start through the extra-large skylight”

This covers the features of the van and connects emotionally to the lifestyle too.

Hopefully now you are getting some leads. Click here to read best practice on lead management:

https://retainmedia.com.au/digital-marketing/insights/best-practice/best-practice-inventory-management/