SOURCE: 42Media

August 27, 2007 14:00 ET

BMW Motorcycles of North County Becomes First U.S. BMW Dealership to Adopt Digital Signage to Improve Customer Communications and Boost Sales

Industry Research Has Proven That Businesses With Digital Signage at the Point-of-Purchase Increase Sales by up to 30 Percent

SAN DIEGO, CA--(Marketwire - August 27, 2007) - BMW Motorcycles of North County in Escondido, a premiere luxury motorcycle dealership, has partnered with San Diego-based technology company 42Media to launch BMW Motorcycles of North County's first-ever digital signage network.

This technology combines BMW product videos with information about the bikes and other products in the film to improve customer communications, marketing and sales efforts, and influence purchasing decisions where it matters most, at the point of sale. The content also includes information about the dealership's recreational rides and charitable activities.

Research shows that approximately 66 percent of all purchase decisions are made in the store, and 53 percent of those in-store purchases are made on impulse (Source: "Reaching Consumers with In-Store Signage" by Barbara Pellow, POP Strategies, July 2007). What's more, it has been found that businesses which reach their target customers through digital signage have yielded an average 30 percent increase in revenue, as a result (Source: "The Power of Digital Signage" by John McKeon, Pro AV Magazine, June 2005).

"Instead of only brochures we wanted something that would appeal to our customers on a more sophisticated level, right when they walked into the door," says Bob Soracco, owner of BMW Motorcycles North County. "So far, our customers have been very pleased with our digital signage displays and messages. They say the technology is hip, cool and informative." He adds, "But not only are we using this as a sales tool, it has also become a valuable way for us to educate and inform our customers about important issues and causes."

For example, BMW Motorcycles of North County is using the digital signage displays to highlight their partnership with local law enforcement. BMW Motorcycles of North County currently services motorcycles for the California Highway Patrol and San Diego Police Department.

With an eye toward safety, the dealership promotes its accessories and gear to help draw attention to the BMW line of life-saving jackets, suits, pants and helmets. In addition, the network is being put to work to showcase its involvement in important charities. Every year, the dealership takes part in "SoCal BMW Dealer Charity Ride," a ride for kids that last year raised more than $3,000 for the Pediatric Brain Tumor Foundation.

"Most of our customers passing by are not aware that we raised thousands of dollars to help fight brain cancer or that our clothing line will likely save your life if you crash," says Soracco. "We are counting on digital signage to communicate these important messages to our customers, everyday."

42Media installed the digital signage network for BMW Motorcycles of North County and continues to provide the dealership with ongoing maintenance and management of the digital signage and content, ensuring that the information being broadcast to customers is always interesting and timely. The flat screen TV is mounted in heavily trafficked areas of the dealership to provide maximum exposure.

"Businesses today are looking for effective ways to reach out to their customers and communicate well-timed messages that reinforce buying decisions," says Wesley Mashburn, president of 42Media. "With the ability to create customized programming and content, businesses can use digital signage to consistently reinforce these messages, whether to advertise products and services, or tell the company story."

About 42Media

42Media ( is a leading innovator of subscription-based digital signage solutions, providing businesses with efficient digital signage tools and creative messaging. Based in San Diego, California, the company's product lines and services include patent-pending Digital Display Controller Series Players, customized content messaging loops and all-access client responsiveness.

About BMW Motorcycle of North County

BMW Motorcycles of North County ( is one the largest dealerships and service providers of BMW motorcycles and apparel in southern California. The Escondido company owned by Bob Soracco sells the popular R 1200 GS, which are aggressively engineered for unrelenting performance in harsh environments; the R 1200 RT for serious riders who want both performance and long-distance touring abilities; and the R 1200 S, which won the "Moto ST Eight Hours of Daytona" endurance race in 2006 for stamina as well as performance. The company sells top-of-the-line clothing and gear designed to keep motorists safe and comfortable on the road.

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