NATDA Magazine Sept/Oct 2017 NM_Sept2017WEB-ilovepdf-compressed - Page 22

DEMCO ACQUIRES SMI MANUFACTURING PRODUCT LINE Demco, manufacturers of RV aftermarket products (KarKaddy, 5th wheel hitches and tow bar systems), announced they are acquiring the complete product line of SMI Mfg, a leading supplemental brake system supplier. But when asked what his most effective advertising strategy is, Robinson has no hesitations when he says the dealership’s website is number one. The purchase of SMI, based in Newburgh, IN, further increases and broadens Demco’s position in the RV aftermarket products arena. “The combination of the SMI brand with our Demco branded towing products, will provide our customers with a more significant single source option,” says Bob Koerselman, president of Demco. “This acquisition will bolster our position in the market, increase our market share in this space as well as build on multiple synergies for Demco,” added Bob. “The sale of SMI product line began as a simple conversation over the course of the past year to what it is today,” says Peter Schuck, president of SMI. “We have always felt that if or when we were ever ready to discuss with a potential buyer, we wanted to see similar values, all the way from their view on customers, their staff as family as well as a sincere faith component,” Peter continued. With a projected closing date of June 30, 2017, Demco and SMI have agreed to maintain production and current SMI staff in Newburgh, until facilities in Boyden, IA take all business operations over by December 1, 2017. This will insure minimal disruptions for all customers and suppliers during this time. For more information on Demco, please visit www.demco- products.com. SMALL-TOWN RV/TRAILER DEALERSHIP AIMS BIG WITH ONLINE ADVERTISING While growing the business is a major focus, President Nate Robinson says that forming relationships with Western Slope Trailer & RV customers is the top priority. When new customers visit his lot, Robinson goes out of his way to get to know them on a personal level and find common ground – where are they from? Where do they like to go camping? Robinson thinks it’s important to be easygoing and not only focused on the sell. The need for a mobile-optimized website became apparent over time, but the dealership’s local provider couldn’t make the update for a reasonable price. That’s when Robinson reached out to Dealer Spike – he’d seen competitors with great-looking responsive websites that weren’t “cookie cutter,” and that’s exactly what he needed. Despite a superior website that pulls in more customers and leads, the dealership does face some unique challenges for sales due to location. Rifle, Colorado is a somewhat obscure place. While it’s relatively close to bigger cities, it’s enough of a drive to deter customers who don’t know exactly what unit they want to purchase. That’s where Search Engine Marketing (SEM) with Dealer Spike has become a game-changer for Western Slope. “Our biggest restriction is where we’re located and the amount of people here,” Robinson explains. “We can only reach so far, which is why we have big hopes for SEM getting us beyond our home turf.” For this reason, Robinson decided to jump in with both feet. He says he’s seen impressive results in the first few months with the SEM reports from Dealer Spike. With an impressive online showroom and a powerful SEM package both in his arsenal, Western Slope Trailer & RV is in good standing as an industry leader. More trailer news on page 24 22 NATDA Magazine www.natda.org