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Honda dealer conference sets direction

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More than 200 Honda Power Equipment dealers and their families converged on Queensland's Gold Coast last month to discuss marketing initiatives and view a range of new and improved products set for release during spring and summer.

Honda Power Equipment manager Bob Donaldson said the conference was an informative experience for dealers with new products including a power carrier, tiller and pump revealed, and a variety of sales and marketing programs detailed.

The conference was the setting for the launch of Honda power equipment's new marketing theme - Honda Advanced 4 Technology.

Although Honda has always heavily promoted its four-stroke technology advantages over its two-stroke counterparts, the new theme builds on this and positions Honda as the most advanced four-stroke power equipment manufacturer in Australia.

Mr Donaldson said the company had pioneered four-stroke engine technology and comfortably maintained leadership in the field.

"It's important we continue to promote the benefits of our four-stroke technology for power equipment applications, Mr Donaldson said, "but we don't only want to make comparisons to two-strokes, but also our four-stroke competitors over whom we believe we have a significant edge.

"Honda's Advanced 4 Technology represents low emission and noise levels, no oil and fuel mixing, more torque and power, superior durability, longer life and of course, Honda's reputation for starts first time, every time reliability."

To increase consumer awareness of the new theme, Honda announced an aggressive new advertising and marketing communications campaign including television and print advertisements and public relations material.

As well as focusing on the company's marketing goals and direction, the annual dealer conference provided significant networking and relationship building opportunities for Honda and its large dealer team.

"We have provided our dealers with a clear indication of Honda's direction leading into the busy spring period," Mr Donaldson said.

"We also dealt with many business matters, including new product releases and provided a forum for the free flow of thoughts, ideas and feedback from our wide dealer network."

A lawnmower price rollback effective from August 1 and covering most models in the Honda lawnmower range for price savings of up to $100 is the first of a range of aggressive marketing initiatives released.

A generator cash back offer was also announced on three of Honda's best selling inverter-equipped models, the EU10i, EU20i and EU30is.

Effective from August 1 until the end of December, the generator cash back is to the value of $150, $200 and $300 on the EU10i, EU20i and EU30is respectively.

In addition to conference formalities, an awards dinner and visits to Gold Coast attractions for dealers and family members was scheduled over the two day event.

Mr Donaldson said the conference was Honda's largest ever with the attendance of families swelling overall numbers to more than 500 and necessitating precise planning and logistics handling from Honda Power Equipment staff.

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