Chaparral Motorsports

Revving Engines and Revenue for Chaparral Motorsports

Background

Chaparral Motorsports has been chasing checkered flags for more than four decades. Started as a family motorcycle parts business, Chaparral® offers every major brand of ATVs, motorcycles, and utility vehicles and provides riders with parts to repair and rebuild.

The powersports industry faces unique marketing challenges, stemming from distinct product set niches, vehicle fitment complexities, and geographical variations. Chaparral Motorsports wanted to address each of these challenges with a combination of data-driven marketing, market segmentation, customer profiling, and personalized messaging.

The company contacted SmartBug Media^® for help personalizing and targeting email marketing for its niche audiences, factoring in both regional trends and customer behavior. Throughout the partnership, SmartBug and Chaparral Motorsports unleashed new levels of personalization and consistency with email and SMS.

Spot-On Brand Voice Alignment

Gearheads and riders can tell if you’re blowing smoke up their ... well, you know. Chaparral Motorsports knew it needed to speak the right language to drive conversions.

That meant crafting a brand voice that blends riders’ sense of adventure with their responsibility to their ride. By speaking authentically across email messages, SmartBug increased open rates by 15 percent and click rates by 140 percent.

Revenue-Boosting SMS Marketing

Text messaging is the best way to reach audiences anytime, anywhere. So SmartBug integrated an SMS program with existing flows and created SMS-specific flows to stimulate Chaparral’s revenue stream. Three months and one SMS signup pop-up later, the powersports retailer reached 1,800 new potential customers.

Personalized Marketing

One size doesn’t fit all in powersports, where equipment and accessories are specific to different makes, models, and years.

With more than a million SKUs on Chaparral’s website, SmartBug leveraged a custom web integration and careful selection of products for each email. Using “penny-flyer” campaigns, the SmartBug team was able to show more relevant products to customers.

This personalized approach increased revenue attributed to email and SMS 200 percent.