Retail – Event Lead Generation
Client: Freedom CycleCreative Director: Craig Spara
Production: Paige Moody
Website: Freedom Cycle
Freedom Cycle of Concord, New Hampshire was established in 1977. With a wide selection of new and used inventory, including motorcycles, dirt bikes, snowmobiles, ATVs, scooters, and even lawn mowers and power generators, Freedom Cycle offers the sport and utilitarian rider the showroom of their dreams. In addition to sales, Freedom Cycle provides maintenance and repair services, parts, and accessories, including clothing, helmets, and specialty items.
As a result of its dedication to customer service and satisfaction, along with its ‘one-stop shop’ appeal, Freedom Cycle has become the dealer of choice for riders from all corners of New England. Freedom Cycle prides itself on having the most knowledgeable sales, service, and product staff; as each and every one of them is a rider. Appropriately, Freedom Cycle’s well-known motto and tagline is, “Where Everybody Rides.”
The Challenge:
Freedom Cycle expanded its square footage by building a new facility to accommodate its many product lines. This exciting development gave Freedom Cycle the largest riding showroom in New Hampshire. While Freedom Cycle enjoyed strong brand recognition, customer loyalty, and consistently growing sales, it needed assistance executing a successful open house to promote the new showroom and generate new leads. Freedom Cycle contracted with Millennium to design and implement a strategic marketing plan that would drive a high volume of traffic to the event.
Evaluation & Research Conducted:
To ensure that attendance at Freedom Cycle’s open house would include a majority of new customer leads in addition to existing clients, Millennium conducted market research on New England’s riding industry. The research included a review of Freedom Cycle’s target market, as well as primary and secondary competitors.
Millennium’s research showed that Freedom Cycle’s variety of products and services, combined with its convenient location off of I-93, makes it a top riding dealer in New England – one that customers will travel far distances to patronize. Additionally, the research informed the most effective marketing strategies that would resonate with Freedom Cycle’s target market.
The Solution:
To generate a strong attendance, Millennium secured and promoted the special guest appearances of New England Patriot stars Russ Francis, Steve Grogan, and Mike Hanes, which was a major draw – and tied Freedom Cycle to the larger audience of sports enthusiasts who may not have known about or visited Freedom Cycle prior to the event. Millennium also arranged for supporting vendors to participate in the open house and coordinated remote radio broadcasts for Freedom Cycle.
Focused around well-known celebrities and the largest showroom in New Hampshire, Millennium devised a powerful statewide advertising plan to promote Freedom Cycle’s Open House. This included a comprehensive print, direct mail, and radio campaign, with advertisements in New Hampshire-based newspapers and recreation-focused publications; high volume direct mail drops to targeted consumers; and strong advertising on Tier 1 New Hampshire radio stations, including ROCK 101 and WOKQ, and secondary radio stations, such as WJYY and Outlaw.
Millennium’s marketing approach created heavy interest among both existing and potential Freedom Cycle clients, and resulted in over 2,000 attendees of the open house. Millennium was successful in generating new leads, increasing sales, enhancing customer loyalty, and strengthening the Freedom Cycle brand.