Point-of-purchase materials are designed to help dealers put more riders on more Harleys.
NAPLES, FL – Chrome Capital, LLC, the nation’s premier Harley Davidson motorcycle leasing company, unveiled a co-op marketing program today for its participating dealerships. The promotional materials are designed to help dealers educate Harley riders on the advantages of Chrome’s TestRide lease program, and initially include ceiling banners, handlebar tags, counter cards and window decals.
“We are thrilled about bringing this marketing program to our dealer partners. TestRide has been very well received in the marketplace, and our dealer partners have been asking us for assistance in introducing leasing to their customers,” said Peter Wasmer, president of Chrome Capital. “Many of our company initiatives start by listening to our dealers. This program will help them move more bikes as the spring selling season approaches."
A new section has been added to the Chrome Capital website that allows for dealers to order marketing materials. Customization of marketing materials, including the addition of dealer logos, is available on select pieces.
The materials feature a strong call to arms for all riders, “Leave Your Excuses at the Door”. The campaign was created by BOLD Communications Group of Salisbury, NC and Charleston, SC. “In our discussions with Harley Davidson sales managers, we learned they need tools to open the door to discussing leasing a Harley,” said Patrick Pearson, vice president and general manager. “This creative approach is thematically consistent with Harley riders’ reason for being in the showroom and will initiate discussions about leasing.”
Chrome Capital is led by a seasoned management team including Peter E. Wasmer, CEO; Stephen J Swain, CFO; and Brian Cramer, Vice President of Dealer Development and Marketing. For more information about Chrome Capital, visit www.chromecapital.com.
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