Pamela Kermisch on marketing philosophy
From Polaris’ Pam Kermisch on marketing past assumptions in the powersports space · · The Current
“One of the number one rules of marketing is you don't know — don't make assumptions. You need to listen to customers, learn from them, and be willing to adapt. That has opened our eyes to opportunity within powersports.”
On , Pamela Kermisch, Chief Customer Growth Officer at POLARIS INC, spoke about marketing philosophy during Polaris’ Pam Kermisch on marketing past assumptions in the powersports space on The Current.
About Pamela Kermisch
Pamela Kermisch, Chief Customer Growth Officer at Polaris, discussed the company’s marketing strategy and customer insights on a September 2024 episode of The Current Podcast. She said that Polaris used consumer research to broaden its appeal beyond traditional owners, noting that half of its customers are now younger women and multicultural, a shift from the older white male stereotype in powersports. Kermisch stated that prior to implementing CRM and data analytics, the company did not know how many customers it had, and that cleaning that data was a major step. She described using warranty registration and third-party data to identify owners and target marketing, and noted that because dealerships often sell multiple brands, Polaris aims to commit customers to its brand early to prevent them from switching to a competitor. Kermisch also addressed the impact of the pandemic, saying that off-road riding as a safe outdoor activity boosted Polaris’s business. She said that repurchase rates at one, three, and five years remain healthy, indicating that customers brought in during 2020 and 2021 are staying loyal rather than trading in their vehicles. She emphasized that the company avoids making assumptions about customers, instead listening and adapting based on data. Kermisch highlighted the role of digital and social media in expanding word of mouth, and described Polaris’s Ride Command technology as an example of using technology to improve the riding experience, such as providing maps that work without cell service and a group ride function.