If there is one person not surprised by such an announcement, of course it’s me. Steve Johnson, Tucker Rocky President and Chief Operating Officer is now convinced that Internet-based digital communications are more cost-effective in providing product information to dealers and consumers.
Tucker Rocky Distributing is a world-wide leader in the wholesale distribution of aftermarket parts, accessories and apparel for the powersports industry. The group has several brands, including “Bikers Choice”.
Digital communications (email marketing, blogs, social medias, videos, etc…) are precisely trackable, not print advertising. When you send a marketing email you know who opened it. When you advertise online you know he number of visitors, page impressions, time spent reading an article or watching a video, the frequency of visits, the source of incoming traffic (websites, keywords, search engines), the click trough rates etc. You get instant or daily feedback. Tucker Rocky is increasing its digital efforts to reach consumers but the company has no plans to sell directly to consumers. The company is currently producing product demo videos to be sent to dealers and placed online to be watched by consumers.