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
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NATDA Magazine www.natda.org