Auto Parts Marketing Idea – Dyno Testing

Considering that so many consumers want to buy parts that add proven horsepower, we’ve never understood why so many performance part manufacturers fail to provide dyno testing data to the general public. While there’s an expense involved, there’s simply no substitute for a dyno chart when you’re trying to sell a performance part to an enthusiast.

K&N does a nice job in this regard. If, for example, you’re interested in a K&N air intake for your 2007-2013 Toyota Tundra (part number 63-9031-1, as of this writing), you view a PDF dyno chart, which is easily found by clicking on a link in the product description. The dyno chart shows the measured gain for specific kit as tested. It’s not a stretch of the imagination to say that dyno data helps convince customers to buy your parts.

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Dyno Data and Online Part Retailers

If you’re in the business of selling parts online, it’s likely that some of the parts you’re selling have dyno results available. Since consumers are more likely to buy a performance part if there’s dyno data that “backs up” performance claims, it’s a good idea to get that data on your website ASAP. You can include a screenshot in the product photo gallery, include a link in the product description, etc.

What’s more, if you’re trying to sell performance parts that don’t have manufacturer provided dyno data available, consider consider paying for some dyno testing. It’s easy enough to create an article or video showing a before and after dyno test, with part installation in between.

If you’ve got a popular part that’s missing dyno data, a little article or video about testing and installation certainly isn’t going to hurt sales.

BONUS: Quick Backlink Analysis Of K&N’s Published Dyno Data

Just for giggles, let’s see how many links K&N has pointing to their dyno data PDFs:

  • The Tundra dyno chart referenced above has just 1 link from an external website (not counting us), however…
  • This Lancer EVO dyno chart has links from 5 different external websites, most of which are specific to the EVO enthusiast community
  • This Shelby GT500 Mustang dyno chart has links from 3 different external sites, including a mention on MustangsDaily.com
  • This Camaro SS dyno chart also has links from 3 different external sites, including a mention from GMInsideNews.com.

The pattern here is obvious – dyno charts for high performance cars with passionate audiences generate links…but that’s just the low-hanging fruit. If K&N made a point of getting their vendors and online retailers to link to their dyno chart PDFs, every dyno chart PDF could have dozens of links.

Remember: Consumers like data. A dyno chart is a great marketing tool for manufacturers and retailers alike.

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