Ad agency unit to specialize in power sports dealerships

Media Directions, a Reno advertising agency, has launched a division to provide advertising and marketing services to power-sports dealers across the country.

The division, Turn 2 Powersports Marketing, teams advertising agency owner Johanna McClain with Pam Herndon, whose career includes 13 years as general manager of Michaels' Reno Powersports.

It provides specialized advertising and marketing services to power sports dealers nationwide companies that sell motorcycles, ATVs, power equipment and the like.

"There's nobody in the power sports industry doing this," said McClain. Other industries the automotive business, most notably already have seen development of industry-specific ad agencies.

Herndon noted that the business unit comes into existence as a once-fractured power sports industry is beginning to see consolidation. Some individually owned dealerships, for instance, are being rolled up into nationwide networks much like those found among auto dealerships.

A key selling point as Herndon and McClain call on dealerships across the country is Turn 2's ability to manage co-op advertising dollars the money that manufacturers make available to help retailers promote the manufacturers' products.

Turn 2 provides a variety of advertising agency services, including public relations, assistance with promotional events and market research, to power sports dealers.

Herndon also can consult with dealers about marketing and lead-tracking systems she developed during her tenure at Michael's Reno Powersports.

McClain and Herndon say the firm has been well accepted since it was launched in March after a year of planning.

"So far, so good," said Herndon. "Their doors are open to us."


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