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EMX Powertrain writes history in FIM E-Xplorer World Cup

emx powertrain writes history in fim e-xplorer world cup

EMX Powertrain writes history in FIM E-Xplorer World Cup

[PRESS RELEASE] The launch of the FIM E-Xplorer World Cup has created a new class in which electric all terrain motorcycles compete against each other in a championship format. The World Cup consists of 5 events, run on different terrains. At the opening round in Barcelona, riders Sandra Gomez and Jorge Zaragoza made history by winning the very first race ever. Their MIE Racing Electric team is participating in the first season of the FIM E-Xplorer World Cup with electric motocross bikes from the Dutch manufacturer EMX Powertrain.

FIM E-Xplorer World Cup

2023 marks the start of this championship, in which 8 teams with one female and one male rider each will compete in a season of 5 races to show what electric all-terrain motorcycles are capable of. During the season, the championship visits Spain, Switzerland, France, the United States and Asia. The championship races will be run on a variety of surfaces, making it clear from race to race which electric all-terrain bike has the advantage in concept.

Two teams, one goal

In addition to the Japanese MIE Racing Electric team that triumphed in Barcelona, Australia's FLAIR Riders team is also using the EMX XF30. Each team is supported by EMX Powertrain engineers throughout the season. Participation in the FIM E-Xplorer World Cup is in line with EMX Powertrain's goal of developing new technologies for future products. The championship contributes to the ambition to take emission-free racing to the next level, while focusing on diversity and equality. It is also a platform that showcases the potential of electric racing, and the quality of the competing motorcycles.

EMX XF30: ready to go

EMX Powertrain has been working on the development of their all-electric motocross bike since 2018. Thanks to a collaboration with the Dutch motorcycle association KNMV, ELEO Technologies and Yamaha Motor Europe, they have created a bike that combines the proven chassis of the Yamaha YZF with a high-performance electric powertrain. The EMX XF30 delivers 40hp and an impressive 720NM of torque thanks to the use of a 4500WH battery. The combination of the proven chassis with the EMX Powertrain developed drivetrain and associated battery management system has created a perfect balance. As a result, the EMX XF30 is an electric dirt bike in which the characteristics of a conventional dirt bike are retained, combined with a powerful yet silent electric powertrain.

About EMX Powertrain

As a true motocross enthusiast and a former racer himself, Elmar Dohms recognized early on that the future of the sport is threatened by outside influences. To continue enjoying the thrill that motocross offers, he decided to develop a motocross bike with his company EMX Powertrain that offers the true feeling of motocross in a future-proof concept. Since 2018, EMX Powertrain has been engaged in developing a competitive electric motocross bike that combines the familiar feel of an existing motocross bike with a low-noise powertrain that allows motocross riders to enjoy their favorite sport even in the distant future. Participation in the FIM E-Xplorer World Cup is the next step for the company to prove that their concept can compete with the best manufacturers in the world in terms of electric all-terrain motorcycles. Find out more about the company at www.emx-powertrain.com, as well as the EMX XF30, which can be ordered directly from the website.

We produced and sent out the above press release on behalf of EMX Powertrain. If you're looking for support with your own media relations, don't hesitate to contact us.

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Introducing Hitchcox Motorcycles: born from a career in Formula 1 Engineering

2023-05 Introducing Hitchcox Motorcycles

Introducing Hitchcox Motorcycles: born from a career in Formula 1 Engineering

[PRESS RELEASE] Born from a decade of experience in Formula 1 and the love for riding classic inspired motorcycles
with a tune to match, we are proud to introduce the Hitchcox Motorcycles brand with a full lineup of
exhaust options for all Triumph’s from the Modern Classics range readily available.

Handcrafted in the UK

Every product from the Hitchcox Motorcycles range is engineered and handcrafted in the UK.
Located in Brackley across the street from the Mercedes AMG Formula 1 team facility, Hitchcox
Motorcycles uses engineering skills and techniques acquired in over a decade of working in Formula
1 to design handcrafted exhaust systems that come with a unique style and sound. A sound that is
not just available for one-off custom motorcycles.

Ready To Ride: The full Triumph Modern Classic Range

To connect true craftsmanship with consumer convenience, Hitchcox Motorcycles has engineered a
full lineup of exhaust options that serves all models from the Triumph Modern Classics range. Each
product is handmade, but thanks to efficient engineering and the use of model specific jigs, they are
guaranteed to fit each model like an OEM aftermarket product while offering the look and feel only a
custom-made exhaust brings. Adding to the OEM feel is the package each Ready To Ride product
comes in, including all necessary mounting materials, gaskets and O2 sensors where applicable.

Each exhaust has been engineered to offer the Hitchcox Motorcycles sound, but in terms of style and
finish there is a lot to choose from in our Ready To Ride lineup. You can pick between lightweight
titanium or durable 304 Stainless Steel depending on the product, and headers can be either mandrel
bend or built up from pie-cut sections. And with sound and style both being at the forefront of the
Hitchcox Motorcycles promise, there is the option to go for a brushed stainless look or a deep black
ceramic coating.

From Bonneville to Thruxton and any model in between; there is a handcrafted Hitchcox Motorcycles product available for all models from Triumph’s Modern Classic range. From drag pipes to a reversed-
cone style, each Ready To Ride exhaust option offers a unique style and sound while shaving up to 9 kilograms in weight compared to the stock exhaust system.

Design Your Own

When any of the Hitchcox Motorcycles ready-to-ride options aren’t sufficient, the Design Your Own
option is there to bring to life even the most creative exhaust desires. Combining crafting skills with
engineering experience, we make sure each exhaust looks the way it should while making sure it
doesn’t affect the durability of the engine. Under the Design Your Own flag, Hitchcox Motorcycles
has helped bring to life to some of the most creative custom motorcycle designs. And for classic or
exotic motorcycles, it is a great solution to acquire a perfect recreation of an exhaust system that is
no longer available.

Meet the Maker: Bike Shed Motorcycle Show 2023

Hitchcox Motorcycles will be present at this year’s Bike Shed Motorcycle Show, which takes place on
May 26-28 at the beautiful Tobacco Docks. Being at the heart of the custom motorcycle world, we
are happy to welcome you on our stand to show you how we work, and to hear about any creative
exhaust ideas you have in mind. And of course show you how our handcrafted exhaust options look
on beautifully designed custom motorcycles.

About Hitchcox Motorcycles

Hitchcox Motorcycles was founded in 2022 by Tom Hitchcox, an exhaust engineer in Formula 1
during weekdays and an avid rider on the weekends. Having put his skills to works on his own custom
motorcycles, Tom married these two parts of his life together when starting Hitchcox Motorcycles.
With the ambition to make the highest level of exhaust engineering available for motorcycle
enthusiasts that look for nothing but the best, Hitchcox Motorcycles offers off the shelf solutions for
all Triumph’s from the Modern Classic range with the Ready To Ride options. For anyone looking
beyond these options, the Design Your Own option is there to bring virtually any exhaust idea for any
bike to life.

To learn more about the Ready To Ride and Design Your Own options by Hitchcox Motorcycles, have
a look at www.hitchcoxmotorcycles.com.

We produced and sent out the above press release on behalf of Hitchcox Motorcycles. If you're looking for support with your own media relations, don't hesitate to contact us.

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When to add Paid Media into your marketing mix

2023-05 When to add Paid Media into your marketing mix

When to add Paid Media into your marketing mix

Adding paid media to the mix can be a powerful step on the road to building a successful marketing strategy. It can be particularly helpful to brands operating in the motorcycle industry as they can target potential customers by their interests and using specific bike related keywords, to deliver highly relevant traffic.

Whether you're looking to generate leads, increase brand awareness, or drive sales, paid media can be a powerful tool to help you achieve your goals. But building an effective paid media strategy can be challenging, especially if you're new to the world of online advertising.

It is also important to think about when to add Paid Media into your marketing mix for maximum results, the beauty of this form of marketing being that you can switch your campaigns on or off at the click of a button.

When should I use paid media?

It’s useful to consider when to use Paid Media in conjunction with or ahead of SEO, social media marketing, email marketing and other forms of digital marketing.

The decision to use paid media in combination with or as a priority over other forms of digital marketing will depend on your specific business goals, budget, and target audience.

Here are some key points to consider in terms of when Paid Media is most effective:

  • When you need quick results: Paid media can deliver results quickly, as you can start running ads almost immediately after setting up your campaign. If you have just launched a new product such as a motorcycle helmet for the summer months, and you need to drive traffic or generate sales quickly, paid media can be a good option.
  • When you have a specific target audience: Paid media allows you to target specific audiences based on demographics, interests (such as dirt bikes or motorcycle traveling), behaviours, and more. If you have a specific target audience of bike riders in mind, paid media can help you reach them quickly and more effectively.
  • When you have a limited budget: While paid media can be expensive, it can also be more cost-effective than other forms of advertising if you have a limited budget. You can set a daily or weekly budget for your campaigns and adjust it as needed based on the results, such as how many sales you are achieving. If you have a temporary supply chain issue which is affecting your ability to deliver to customers, you can temporarily switch your Paid Media campaigns off.
  • When you want to test different marketing messages: Paid media allows you to test different marketing messages and see which ones resonate best with your target audience. You can run A/B tests to see which ads perform best and adjust your messaging accordingly. You may wish to advertise to riders in different markets in their local language and Paid Media allows you to test multiple advertising messages simultaneously.

It's important to remember that paid media could be just one part of a larger digital marketing strategy. You can also invest in SEO, social media marketing, content marketing, newsletters and other forms of digital marketing to ensure long-term success for your business.

What are the key tactics for creating a well-timed paid media strategy?

Before you start running paid media campaigns, it's crucial to define your goals. Are you looking to drive traffic to your website, generate leads, or increase sales? Once you have a clear understanding of your goals, you can develop a strategy that is aligned with your objectives.

Next, define your target audience. It's important to have a clear understanding of your target audience so that you can develop ads that will resonate with them. Are you looking to sell to younger female off-road riders in a specific location? Perhaps you want to attract more French male riders aged 40 or over to your website. You can then create specific campaigns to speak to members of these demographic groups very effectively.

It's also important to choose the right platform to advertise on at the right time. There are many different paid media platforms to choose from, including Meta (Facebook & Instagram), Google Ads, and more.

Each platform has its own unique features and benefits, so it's important to choose the one that is best suited for your business and target audience.

Facebook and Instagram are great platforms for building brand awareness and creating a strong brand identity through visual content and storytelling. Google Ads, on the other hand, are typically more focused on direct response and driving conversions.

Therefore, you might consider advertising on Facebook and Instagram earlier in the sales cycle to drive initial awareness of your products. Check out this guide we created on building successful Facebook ad campaigns.

Later in the customer journey you might look to capture the sale by advertising on Google via search ads, targeting specific keywords. When people search on Google for ‘motorcycle helmet under $400’, or ‘custom bike builders in London’ you want to be showing up at the top of the search results if you provide the relevant products or services.

Your ads should always be visually appealing and have a clear call to action. Use high-quality images and videos, and make sure your ad copy is clear, concise, and engaging. Over time as your paid media campaigns deliver a positive return you can re-invest in high-quality ad creative that captures attention and engages your target audience.

Paid media campaigns require ongoing testing and optimization to ensure maximum ROI. We recommend experimenting with different ad formats, targeting options, and ad copy to see what works best, and use the data you build up over time to make informed decisions about where to allocate your budget.

By following these tips, you can develop a successful paid media strategy that helps you achieve your business goals and drive growth for your business.

If you’re still unsure on whether Paid Media is right for you, or you need help planning and executing a successful Paid Media campaign to an audience of motorcycle riders feel free to book a free consultation with us. The team of experienced Paid Media specialists here at Motorcycle Marketing know exactly how to speak to your target audience and how to do so in the most cost-effective fashion.

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Founder Thalassa van Beek on Running Motorcycle Marketing

Motorcycle Marketing 2023-04.2 Founder Thalassa Van Beek on driving Motorcycle Marketing forward

Founder Thalassa van Beek on Running Motorcycle Marketing

With more than a decade of experience in the motorcycle industry, Thalassa van Beek is the founder of Motorcycle Marketing and a keen bike rider herself.

Having worked with several major clients including Yamaha Motor Europe, Touratech, PETRONAS Motorsports and Peak Design, Thalassa has a broad digital skillset, with specialist knowledge in social media, content and marketing trends in the motorcycle industry.

Her role as the leader of Motorcycle Marketing now also includes sales, business development, client liaison and management of a group of marketers and content creators.

Explaining what prompted her to establish Motorcycle Marketing, bringing together some of the best freelance marketing talent in Europe, Thalassa explains, “There were several reasons for doing that, all of which are practical. There was more work than can be handled by one person and I could see that our clients needed a lot more than just social media marketing, which is my specialty.”

“It made sense to offer more so I brought together a group of marketing experts from the motorcycle industry to do that. Together we can offer a wide range of services to companies in the motorcycle world, including content marketing, copy writing, audiovisual production, SEM, SEO and influencer marketing.”

“In addition to that, after seven years of previously freelancing on my own I liked the idea of working more with other people, having more people around me to talk motorbikes and marketing with. I really like to see other people being successful, so with Motorcycle Marketing I can help other marketers who are motorcycle riders to be successful at what they do.”

Something of a Yamaha addict, Thalassa admits to having five bikes from the Japanese manufacturer in her garage – a Ténéré 700, a YZF-R6, a WR 250F, an XT 660R and an XMax 250. She has been totally in love with bikes ever since she was just 17.

Riding as much as she can and traveling to bike events across Europe, it’s vital for Thalassa to counter-balance hard work with spending several hours on two wheels each week.

She has found a way to work effectively as a marketer and agency leader whilst on the road and says, “There are a few key elements to being able to work like this. It’s important to have self-discipline. It would be a dream to go out and ride all day, every day, but of course you wouldn’t get any work done like that!”

“So I make sure that I stay on top of my work when I’m on the road and if that means less riding during the day then that’s how it is. Recently on a riding trip to Tenerife I started working at 6 or 7 each morning until 2 in the afternoon, before going riding for a few hours. Then I finished my work off in the evening. That worked very well.”

“It’s also crucial to have the correct equipment, with the right laptop, a good phone, everything synchronised. All my work is secured safely in the cloud and it is easily accessible, from wherever I am. I also have a very lightweight laptop stand, along with my wireless keyboard and mouse so that I can be comfortably set up when I’m working remotely.”

“I make sure I have the discipline that I continue to stay 100% reliable for my clients, that if I tell them things are going to get done, they always get done.”

In terms of coordinating the delivery of work for clients and managing the rest of the Motorcycle Marketing team who are spread out across various European locations, Thalassa has specifically defined processes to ensure consistently strong results.

“I work with to-do lists in Trello and they are my bible,” she states. “That’s how I stay focussed and organised, making sure that nothing is missed. I read a lot of books and listen to a lot of podcasts about productivity and organisation and I feel that I have a system that really works well for me. It is based on the Getting Things Done method, with different lists for different things and that works very efficiently for me.”

Thalassa and her Motorcycle Marketing colleagues firmly believe that travelling and adventure riding adds value to the output delivered for the brands the agency works with.

“Being able to ride frequently and travel often inspires me and really keeps me excited about being a motorcycle rider, which I think really shows when I am writing and creating content for our clients,” she comments.

“It also means I’m part of the motorbike scene in general as well as part of specific scenes. I go to different types of events and I speak to bikers from various countries. Because of that I have a lot of on-the-ground knowledge which really comes in handy. Being at events really helps with growing the network and means that I can connect clients and other people in my network with each other and that’s pretty cool. As a rider I’m also a potential customer of my clients so I truly understand what they are looking for.”

If you’d like Thalassa and the Motorcycle Marketing team to work with your brand, contact us to set up an initial consultation. You can also follow Thalassa’s riding adventures on the @NoHighways Instagram account. 

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How to Make Newsletters Valuable for Your Brand

Motorcycle Marketing 2023-04.1 How to make newsletters valuable for your brand

How to Make Newsletters Valuable for Your Brand

When considering how to make newsletters valuable for your motorcycle brand there are a few key questions to have in mind. Are newsletters still useful marketing tools and what should I use newsletters for? How do I make them meaningful and valuable for the recipients? What place in the marketing funnel should they hold?

By answering those questions you can create newsletters that your customers and potential customers want to read and you can improve consumer engagement with your brand.

In this article we’ll take a look at some great examples of newsletters from the motorcycle industry for inspiration and then run through our tips on how to use email newsletters successfully yourselves.

Why Are Newsletters Still Such Useful Marketing Tools?

Once you have acquired the email addresses of your customers and potential future buyers of your products - and provided that you have their consent to email them - sending email newsletters is still one of the most valuable tools in the digital marketer’s toolkit.

This is because they are relatively cheap to create and send, they can produce excellent results when executed well and they are a sure-fire way to get through to a good percentage of your target audience with each send.

Best in Class Newsletter Examples

There are several high-quality newsletters in the motorcycle industry that provide valuable insights and updates on the latest news and trends. Here are some of the best newsletters to subscribe to and observe for best practice purposes:

  1.   Cycle World's newsletter provides subscribers with the latest news, reviews, and features on motorcycles, as well as insights from experts in the industry.
  2.   Motorcycle.com: This newsletter covers all aspects of the motorcycle industry, including news, reviews and features on the latest models and trends.
  3.   RideApart's newsletter provides subscribers with news, reviews and features on motorcycles, as well as insights and analysis from industry experts.
  4.   BikeEXIF: This newsletter covers the custom motorcycle industry, providing subscribers with news, features and insights on the latest builds and trends.
  5.   Ridermagazine.com’s newsletters feature extensive road tests, how-to articles to maintain and improve your bike, tips on the best roads to travel and places to visit, as well as new models and hot products in the motorcycle industry.
  6.   MotoGP.com’s newsletters feature all the latest goings on from the motorcycle Grand Prix World Championship, before, during and after every race weekend. The content is beautifully presented and there’s access to lots of free written, photo and video content covering Ducati, Honda, KTM, Yamaha and Aprilia’s GP battles.

Overall, these newsletters are excellent resources for anyone interested in the motorcycle industry, whether you're a seasoned rider or just getting started. They are also very useful references for marketers in the bike industry, for staying on top of trends in the sector and in terms of editorial quality.

If you can make your commercial newsletter similarly appealing to readers as the editorial newsletters listed above you are onto a winner. 

What Are Examples of Newsletter Best Practice?

There are several best practices that you can follow to create effective and engaging consumer newsletters. Here are a few tips:

  •     Define your target audience: Your newsletter should be targeted towards a specific group of consumers with similar interests and needs. This will help you create relevant content that resonates with your readers. Concentrate on acquiring the email addresses of people that fit with your target demographic.
  •       Keep it short and sweet: Consumers are busy, so your newsletter should be concise and easy to read. Use clear headlines, subheadings, and bullet points to break up the text and make it more scannable.
  •       Provide value: Your newsletter should offer something of value to your readers, whether it's exclusive content, special offers, or useful tips and advice. Make sure the content is relevant and actionable.
  •       Use visual content: Incorporate images, infographics, and videos to make your newsletter is more engaging and visually appealing. Visual content can help break up the text and make your newsletter more interesting.
  •       Personalise your content: Use your reader's name and personalise the content based on their interests and past behaviour. This can help improve engagement and make your newsletter more relevant.
  •       Make it mobile-friendly: Many consumers read newsletters on their mobile devices, so make sure your newsletter is optimised for mobile. Use a responsive design that adjusts to different screen sizes and keep the layout simple.
  •       Provide clear calls-to-action: Your newsletter should include clear calls-to-action that encourage readers to take action, such as signing up for a service or making a purchase.
  •       Find the right balance with frequency of sending. A simple rule of thumb here is to only send email newsletters when you have something useful to say to your audience. Repetitive daily or weekly newsletters from brands will soon see open rates drop and unsubscribe requests soar. Informative newsletters sent twice a month can have robust results.
  •       Be creative with subject lines. Good email newsletter subject lines should be attention-grabbing, informative, and relevant to the content of the newsletter. Get them right and you will see healthy open rates. Check out this helpful guide to email newsletter subject line wizardry!

By following these best practice tips, you can create a consumer newsletter that is engaging, informative, and effective at driving conversions.

The knowledgeable team at Hubspot have provided this guide to creating email newsletters people actually read, which is highly recommended further reading.

Mailchimp and Its Competitors

Mailchimp's is regarded as a best-in-class email marketing tool, which allows businesses to create and send email campaigns to their subscribers. It’s really easy to use, with tips on how to improve your results and HTML templates which help you build visually impressive newsletters which your subscribers will love.

Mailchimp integrates with e-commerce platforms like Shopify and WooCommerce, allowing businesses to track sales and send targeted email campaigns to their customers. Mailchimp also provides detailed analytics on campaign performance, allowing marketers to track open rates, click-through rates and more.

There are several alternatives and competitors to Mailchimp for sending consumer emails. Constant Contact is another popular email marketing platform that offers a range of features for creating and sending newsletters, automating email campaigns, and managing contacts. It also offers integrations with popular e-commerce platforms like Shopify and WooCommerce.

Sendinblue is a solid all-in-one marketing platform that offers email marketing, SMS marketing, and marketing automation features. It also has a built-in CRM and landing page builder.

Campaign Monitor is another user-friendly email marketing platform that offers a range of email templates, drag-and-drop editors, and automation features. It also offers integrations with popular e-commerce platforms like Magento and BigCommerce.

Aweber: Aweber is an email marketing platform that offers a variety of features for creating and sending newsletters, automating email campaigns, and managing contacts. It also offers integrations with popular e-commerce platforms like PayPal and Shopify.

The best choice depends on your specific needs and budget. When evaluating different platforms, consider factors like pricing, features, ease of use, integrations, and customer support.

What Place in the Marketing Funnel Should Newsletters Hold?

Email newsletters can play a role at various stages of the marketing funnel, depending on the goals of your campaign and the content you include in your newsletter.

At the top of the funnel, email newsletters can help generate awareness and interest in your brand, products, or services. You can use your newsletter to share content that introduces your brand to new subscribers, such as a welcome series that shares your brand story, values, and mission.

In the middle of the funnel, email newsletters can help nurture leads and build trust with your audience. You can use your newsletter to share content that addresses their pain points and challenges, such as how-to guides, case studies, or customer success stories.

At the bottom of the funnel, email newsletters can help drive conversions and sales. You can use your newsletter to promote your products or services, share special offers or discounts, or encourage subscribers to schedule a demo or consultation. 

After a purchase, email newsletters can help retain customers and encourage repeat purchases. You can use your newsletter to share content that reinforces your brand value, provides post-purchase support or resources, or offers exclusive promotions for loyal customers. 

Overall, email newsletters can be a versatile tool that can support multiple stages of the marketing funnel. The key is to align your newsletter content and goals with the needs and interests of your target audience at each stage.

If you need help with creating or sending newsletters please get in touch with the expert team here at Motorcycle Marketing. Simply book a free consultation with us and we’ll put you on the right track to create a powerful email marketing strategy.

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Which Social Platforms Are Most Important for Your Brand?

Motorcycle Marketing 2023-03.2 Which social platforms are most important for your brand

Which Social Platforms Are Most Important for Your Brand?

An important question that marketers have to consider is ‘Which social platforms are the most important for my brand?’ The answer can be established by considering the goals of the marketer and the demographics of the target audience they wish to engage with.

Just as you can’t go to every event in the motorcycle industry, your brand does not necessarily need to be on every social media platform. Why stretch your resources and end up with an ineffective strategy across six or seven social media platforms when you could focus on two and get far more robust results?

Demographics and user behaviour vary significantly across the major social media platforms, so examining these differences can help us when we define our social media strategies.

A Different Approach for B2B vs B2C

If your brand is a B2B focused motorcycle parts manufacturer whose target audience are professionals in decision-making roles at major bike brands then it would logically follow that LinkedIn would be a key focus for your company.

U.S. based suspension manufacturer Fox Factory, for example, have a well-optimised LinkedIn page, which highlights the values of the company, as well as the quality of its products.   

LinkedIn can be an important part of the social strategy for specific businesses and brands. It is available in 26 languages and according to Hootsuite the platform has 875 million members, with almost 60% of those users aged between 25 and 34 years old.

B2B brands can focus on creating social content that resonates with other businesses, such as showcasing their expertise, providing industry insights, and highlighting their products' technical features. They can use social media to generate leads, build brand awareness, and establish themselves as industry leaders.

Meanwhile B2C (business-to-consumer) brands generally have a wider target audience that includes consumers with different interests and preferences. So they typically focus on creating content that appeals to their audience's emotions, aspirations and lifestyle.

A B2C oriented brand which sells riding gear to a younger target audience in Europe and North America, such as apparel manufacturer Klim to take another example, may choose to promote its products directly through TikTok and Instagram. At the same time the company which owns Klim, Teton Outfitters, has a simple business page on LinkedIn for B2B purposes.

The World’s Biggest Social Platform - Facebook

As the world’s most popular social network Facebook has a diverse user base, with nearly 3 billion active users spanning a broad age range and across most of the globe. Users engage with a wide range of content on Facebook, including written posts, photos and videos.

Businesses targeting users on Facebook typically create a business page and then publish educational, informative and entertaining content in order to build a community around the brand.

Smart brands can also engage with users on Facebook in groups such as the MotoGP Tech Group or the Ducati Monster Owners Club. In the MotoGP Tech group representatives of manufacturers such as engineers and MotoGP race team staff participate in the conversation, promoting their technology and the innovations they are making.

With groups such as the Ducati Monster Owners Club brand managers can engage with the group admins and send them press releases or exclusive updates, knowing that the information will soon reach the key target demographic.

It’s All Happening on Instagram

Instagram, owned by Meta the parent company of Facebook, has 2 billion monthly active users with the majority aged between 18 and 34 years old and with a very slightly higher percentage of male users (52.2%) compared to female users.

Instagram is highly visual with a focus on image and short form content, making it perfect for showcasing consumer brands and lifestyle content. Some brands, especially start-ups, go for an Instagram-first approach on social, putting their efforts into creating content which is specifically tailored for the platform and also working with Instagram influencers to further increase their reach.

Swedish electric motorcycle company Ride Cake have built up a strong Instagram following by producing beautifully aesthetic content and by working with influencers and micro influencers to grow their brand through the platform. 

Don’t Forget YouTube for Longer Form Content

We recently published an in depth guide on How to Make YouTube Work for Your Brand and it’s crucial not to leave the platform out of the conversation, especially given that 2.6 billion people use YouTube each month. If your products are going to be showcased best in longer form video then YouTube should be at the forefront of your strategy.

This video produced by Honda UK on the development of a custom built Honda Rebel, in collaboration with artist Dan Gold to be featured at Bike Shed London, is a good example of a brand using a platform in just the right way. The length and style of the content fit perfectly with the platform, with huge views racked up and plenty of authentic interaction going on in the comments section.

TikTok: A Younger and More Female Audience

Now let's take a look at TikTok. It is the sixth most-used social platform in the world and interestingly it has overtaken Instagram for popularity among Gen Z users (born between 1997 and 2012) in the United States. Statista also report that female users account for 61% of TikTok's active user accounts in the U.S.

TikTok boasts the highest user engagement figures of all social media apps, with an average user session of 10.85 minutes, with most users accessing the platform simply to find ‘funny/entertaining content’.

There are some great examples of businesses in the motorcycle industry who have taken TikTok by storm. The @yamaha_alicante account, representing a Yamaha dealership in Spain, is a fantastic case study with slickly produced TikTok content which has seen some of their videos viewed more than 10 million times. Not bad!

While TikTok can be a great way to reach a new generation of bikers, it’s important to know that the platform has been recently banned in various places due to security concerns related to user data as well as other issues.

What About Twitter?

Elon Musk’s purchase of Twitter in October 2022 has seen the platform regularly in the news and it reportedly has over 500 million users, but globally it only ranks 14th in the ranking of the world’s most ‘active’ social media platforms, according to Datareportal.com.

Twitter is still a fast-paced platform, with users engaging with short-form text, hashtags and multimedia content. It has a broad user base and is useful for sharing news and quick updates. Twitter tends to be more relevant for companies who have news to share on a regular basis, which in the motorcycle industry might mean media outlets such as MCNSport or race teams such as Repsol Honda in MotoGP.

Unless your brand can gain from sharing news several times per day Twitter is probably not the best place to focus. Likewise for start-ups and brands looking to prioritise social media budget Twitter no longer feature at the top of the list in terms of importance.

Closing Thoughts - We Can Help if You’re Unsure

It's worth keeping in mind that these are general insights and the demographics and behaviour of social media users can vary depending on the region, language, culture, and other factors. It's crucial to conduct your own research and analyse data to understand your specific target audience and how they behave on social media.

Ultimately, both B2B and B2C motorcycle brands should focus on creating a social media strategy that aligns with their goals and target audience. By doing so, they can increase their brand visibility, credibility and profitability.

If you’re considering launching a brand on social media - or want to revamp your approach to social media - and you’re not sure where to start contact us for a free consultancy session with the Motorcycle Marketing social experts!

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How to Make YouTube Work for Your Brand

Motorcycle Marketing 2023-03.1 How to Make YouTube Work for Your Brand

How to Make YouTube Work for Your Brand

YouTube is known to be a highly valuable platform for brands due to its sheer scale and reach. Using the platform strategically and optimizing your channel and output can produce significant uplift for your brand. 

The competition is fierce, but with Motorcycle Marketing guiding you along the way on your journey to YouTube excellence you’ll soon be standing out from the crowd.

Why Is YouTube So Important for Marketing?

YouTube boasts an astonishing 2.6 billion active users and over a billion hours of video watched every day, with 52% of internet users worldwide accessing YouTube on a monthly basis.

It is also known to be the second biggest search engine in the world after Google and is owned by the same parent company, Alphabet Inc. If you have a product to sell, the chances are your future customers are on YouTube, looking for entertainment and possibly already even on the lookout for information about your products.

Even in the motorcycle industry alone there are thousands of creators and brands regularly publishing content. However, by following a specific methodology you can ensure your videos are not lost in the ocean of endless YouTube content.

Furthermore, whilst ensuring your channel and videos are optimized for maximum visibility, the content of the videos you publish on YouTube can focus on two important goals, to entertain and to inform. It is time consuming and resource sapping to produce good video content, but it is well worthwhile when done effectively…

This timeless piece of evergreen content showing in detail how the Multistrada 1200 is assembled was created by Ducati seven years ago is still racking up views to this day. Many manufacturers would not be brave enough to show the processes inside their factories in such an intimate manner, yet Ducati’s bold and proud snapshot of their craftsmanship has paid dividends. It’s informative content and for bike enthusiasts like us it’s also entertainment.

Before we get onto creating the magic, let’s consider the technical approach to optimizing a YouTube channel to ensure a good proportion of those 2.6 billion users get a good look at your content.

How Do I Optimize My Company’s Presence on YouTube?

One of the first steps with optimizing your YouTube channel is to ensure that the basics of the account configuration have been taken care of.

You can drive website traffic, encourage users to join your newsletter database and promote your other social media channels by setting up the channel to work effectively in conjunction with your wider marketing strategy. You can promote key messages in the About section of your channel, in your videos themselves and in the descriptions on your videos.

Take a look at the YouTube channel of Touratech here, where you can see that they’re promoting their website through the main video they have placed at the top of their ‘Home’ section.

Motorcycle Marketing 2023-03.1.2 How to Make YouTube Work for Your Brand

Touratech have also made good use of their banner image at the top of the page and further promote their website and social channels through the designated buttons on the banner.

You also have the opportunity to interact with your audience in YouTube comments. Brands as big as Red Bull actually take the time to do this. Just take a look at the comments below this video profile of Jorge Prado, where the Red Bull admin has taken the time to interact with positive user comments, further increasing engagement.

Actively prompting viewers of your videos and visitors to your YouTube profile to subscribe to your content is also a wise move. Your subscribers will get notifications when you release new content and if they click through to watch newly uploaded videos, your content trends and appears more often for other users, thanks to the YouTube algorithm.

UK based bike insurance specialists Bennetts have gradually built up their subscriber numbers over the years. A quick glance at their well-configured YouTube channel also highlights how effectively they use strong thumbnail images to promote each new video they publish, with a clear call-out of what each video is about.

You can also follow specific checklists to ‘rank’ your videos from expert sources such as Hubspot. This means your videos appear prominently when YouTube users search for specific things, such as ‘safest motorcycle helmet’, ‘best 250cc off road bike’, or ‘strongest motorcycle disc lock’.  

Amongst the proven tactics outlined by Hubspot in that article are:

  • Using keywords in the file name of your video before uploading it to YouTube, such as ‘waterproof_motorcycle_jacket.mp4’
  • Putting keywords in your the video titles, for example ‘Is this the best motorcycle helmet on the market?’.
  • Include relevant keywords and hashtags in your video descriptions
  • Categorizing your video and adding relevant tags when uploading
  • Including keywords and key messages in custom thumbnails
  • Creating and including SRT files to add subtitles to your videos, thus giving YouTube more information about the contents
  • Leaving a pinned comment on your video at the top of the comments section to provide more information to viewers who may skip past your video description

Following these tips and applying best practices to your video upload process can make a huge difference to the results you achieve.

Ultimately Quality Content Sets You Apart

Getting big numbers on your YouTube videos goes way beyond search engine optimization and channel optimization. What really makes the difference is the quality of the content you produce.

If you don’t have the capacity or creativity to produce strong video content the easiest solution is to work with a specialist creator to do so on your behalf.

In terms of examples of how to produce stunning videos, one of the best YouTube accounts for motorcycle content is Fortnine, which is a channel we have mentioned previously on the Motorcycle Marketing blog (we’re big fans!).

Fortnine’s videos are brilliantly researched and produced, resulting in millions of views and subscribers. In fact, more than 275 million views since they launched in 2016! Interestingly Fortnine is a Canada based e-commerce platform selling riding gear which has used content creation and YouTube marketing brilliantly to grow a brand, a huge audience and a hungry customer base.

They also work in collaboration with RevZilla which is a U.S. based company with a similar business model, passing each other traffic and promoting each other’s content. It’s an intelligent way of working.

Contact the team here at Motorcycle Marketing now to help you define your content strategy, create your content for you and optimize your YouTube channel.

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Think You Know Your Target Audience? It’s Not as Straightforward as It Seems

Motorcycle Marketing 2023-02.2 Think You Know Your Target Audience

Think You Know Your Target Audience? It’s Not as Straightforward as It Seems

When you consider the target audience of your brand, do you have a clear idea of who those people are? Do you have strong research and real data behind your projections of who your customers are and who you would like to become customers of the company? If you can answer those questions definitively and without hesitation you are in a privileged position.

Target audiences can evolve significantly over time and we cannot assume we know exactly who is going to buy our products now or in the future. There are millions of people around the world who would love to have a 2023 Harley Davidson Sportster S or a Ducati Panigale V4 R, but only a small percentage of those interested in them will actually buy one of those bikes brand new in the next 12 months.

Is My Target Audience Defined Correctly?

As marketers we should take an educated approach to defining our target audiences and maintaining an accurate picture of customer journeys over time.

The characteristics of your target audience could include age, gender, location, educational background, income, marital status, social class, purchasing habits, lifestyle and interests.

Here’s an example of a potential target audience: Females, 30-40 years old, residing in France, passionate about riding off road bikes, regularly buying riding gear. If we were selling Arai MX helmets for example and we have a specific model designed to appeal to French women it would be logical to target an audience of those characteristics.

Acquiring data on individuals with that profile is not impossible, check out our blog post on reaching your target audience right here. 

However, the projected targeted audience and the data on who ultimately, actually buys your products might not match up as closely as you think.

How to Intelligently Determine Your Target Audience

There are several ways to check whether you are targeting the right audience with your marketing campaigns.

The logical place to start is by analysing who currently buys your products and then trying to sell more often to them or to more people with a similar profile. Legislation on customer data is generally becoming stricter worldwide and varies significantly in the UK, the EU, in specific U.S. states and other international territories.

For e-commerce platforms selling motorcycle gear - such as Motocard or 24mx - they have a clear view of the online user journey from the top of the funnel to the final purchase. So it is far easier for them to gather customer data than for those who do not sell their products online or only sell through third parties such as distributors.

Acquiring as much data as you lawfully can on your current buyers and carrying out customer surveys allows you to build up a more accurate picture of your audience.

You don’t have to be a sophisticated e-commerce player to use Google Analytics, social media analytics and data gathered from advertising and retargeting campaigns to build up a clear picture of who is interested in your brand. Close analysis of this data can allow you to segment your audience and specifically target those who appear most likely to become paying customers.

Look closely at the demographics and audience characteristics as they differ between your social media followers, website traffic, those who click on your ads and most importantly those who actually buy your products.

You can also conduct market research and monitor motorcycle industry trends to see which products you might want to develop or update in order to appeal to new audiences.

Competitor analysis is another important tactic. Can you work out who is buying from your competitors and why? Again surveys will help here and you can include questions on whether those answering have purchased from a specific brand. With this information in hand you can morph or expand your existing target audience if you believe purchasers of other similar brands can be persuaded to come your way instead.

For example, as Alpinestars expand their offering into the helmet market, they will be studying the competition closely and considering which competitor helmet brands they can take market share from, with a specific target audience in mind. 

As the brilliant Neil Patel explains, you can also create target personas within your projected target audiences in order to hone in even more accurately on who to sell to. So your target personas might be as different as ‘young Mark the first time British motorcycle buyer’ and ‘Sandra the wealthy experienced American adventure rider’.

The personas are fictional characters whom you imagine to sit in your overall target audience and around whom you build varying marketing narratives, with personalised content targeted to audience segments in separate campaigns. 

The last point on best practice with regards to understanding your target audience is to continually revise the overall picture. Is your website user and customer data significantly evolving over time? Are you growing significantly in terms of followers on social media, yet your sales remain at a similar level? Consider these points on a regular basis and check back in on who you are aiming your marketing content to.

Create Customized Content for Your Audience and Target Them Accordingly

According to Statista motorcycle market revenue worldwide continues to rise sharply and will hit US$168 billion by 2027. Purchasing power lies in the hands of your customers and your potential customers. Part of our job as motorcycle marketers is to create targeted campaigns and personalized digital experiences for those we want to become owners of our products.

Statistic: Revenue of the worldwide motorcycle market from 2014 to 2027 (in billion U.S. dollars) | Statista

Once you have a true picture of your ideal customer it becomes easier to make informed decisions about advertising and marketing content, key messages, budgets and timings.

After all, if you target the wrong target audience, even if millions of people recognise your brand, you have massive website traffic and millions of social media followers, you still won’t convert interest into sales. Smarter marketers drive revenue rather than traffic. 

Once you’ve put the work in to really know your audience, you can figure out how to reach them efficiently and what content to put in front of them.

Finally, always allow some wiggle room in your marketing plan for experimenting with selling to new audiences. You won’t know if you can grow your sales until you try expanding who you sell to.

Still need help to figure it all out and reach your target audience with truly engaging marketing content? Feel free to book a free consultation with the expert team here at Motorcycle Marketing and we’ll help define a winning strategy for your brand.

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Five Quick Ways to Get Relevant Website Traffic

Motorcycle Marketing 2023-02 Five Quick Ways to Get Relevant Website Traffic

Five Quick Ways to Get Relevant Website Traffic

Deciding where to allocate marketing budget when it comes to generating website traffic may seem like a daunting task at first, especially considering the abundance of options available. Fear not, however, as the Motorcycle Marketing team have the experience and knowledge to guide you when it comes to getting the right audience to your website, in the quickest and most effective way.

Firstly though, we strongly suggest figuring out what it is you want your website visitors to do when they hit your site, so that you can then build the right sort of landing pages and get the right target audience to visit those pages, at the relevant point in the customer journey. 

What are your website’s goals? Those might vary significantly from selling motorcycle accessories online, to informing customers about your newly launched bike and where to buy it, or simply gathering audience data in order to generate greater footfall at your stores, or those of your distributors. 

Once you know what your goal is, you can design the relevant pages of your site accordingly and create a website traffic driving plan which fits with the objectives. Now let’s take a look at five different ways to reach audiences interested in motorcycles online and how to cost effectively get that targeted group of people to visit your site.

Reach Your Audience With Social Media Advertising

If you are looking for a way to reach a specific target demographic, social media advertising is one of the fastest and most powerful ways of doing so. You can advertise on TikTok, Twitter and YouTube, though it’s through the Meta Business Suite with adverts placed on Facebook and Instagram that tend to produce the strongest results. Meta Platforms is the company that owns Facebook and Instagram.

All you need to create the ads are some simple assets, such as the photos and videos you would normally use on social media, some agreed key messages, plus an allocated budget and an idea of who you want to see the ads. 

With Facebook attracting 3 billion monthly active users and Instagram having more 1.2 billion the chances are that people interested in your brand can be found on those platforms. The cool thing about advertising through Meta is how targeted you can make your ads. 

You can target by gender, age and location, with the location targeting being as precise as the city or town, or indeed within a specific radius of a place, as defined by you. Then you can get even more precise, targeting your ads by interest, at people who like electric vehicles, motorcycles, scooters, motorsports or outdoor recreation, for example. If you’re looking to go even more niche than that the option might well be there, such as advertising to MXGP or MotoGP fans, or those who like specific motorcycle brands.

You can even drill down to the device type the user connects to Facebook or Instagram with! Creating social media advertising campaigns is one of the key services offered by the team here at Motorcycle Marketing, so contact us if you need assistance with building your social media ad strategy.

Go Organic

Once your social media presence reaches a big enough size, you’ll also be able to drive traffic from social platforms ‘organically’, meaning without having to pay for it. So perhaps your social media advertising efforts will simply supplement your standard social media activity. 

It is possible to drive traffic organically traffic from Facebook, Instagram, Tiktok, Twitter and YouTube, but it’s not always that simple. In Instagram main posts, website links cannot be published, so directing users to your site would need to be done through a link in your bio, or through a Story. 

You can include a link sticker in Instagram Stories, which can be an effective traffic driver. This feature was previously restricted to verified accounts and/or those with more than 10,000 followers but happily it’s now available to all accounts.

By using third party tools such as Slate or Canva marketers can significantly enhance their social media output to get more people engaging with their posts and ultimately clicking through to their brand’s website.

Whatever format you are publishing your links in on social media, the key point is to give the user real motivation to leave the social media platform and visit your site. So your social content may just be a teaser for more in-depth, exclusive content on your site, or you may offer a contest, a discount code or a special offer which can only be accessed on the website itself. 

To better understand your target audience, try running various organic test campaigns. You can then analyze results and adjust your strategy. In Google Analytics you can track your organic social media traffic and differentiate it from paid social traffic.

Create Great Videos

Creating interesting and engaging videos to tell the story of your brand presents your audience with the material to trigger a connection with your products.

Not only do well produced videos raise brand awareness, increase visibility and help you to grow your follower numbers on social media, they can also be the fuel in the fire in terms of driving traffic to your website. 

Check out our posts right here on Maximising reels for Instagram engagement and How to make the most of your video shoots. When videos go viral on social media and rack up serious views, thousands or even millions of viewers become aware of your brand and become more inclined to visit your website to find out more. 

Stark Future’s YouTube launch video when they showed off their new electric motocross bike has been viewed around 600,000 times, whilst our very own Leonoor Fischer is also hitting big numbers with the first ever piece of content she has published on her LNR Moto channel. 

Don’t forget to put a website link in the description of your YouTube video, or even mention your website at the end of your video.

Work With a Motorcycle Industry Influencer

Working with a well selected influencer in the motorcycle industry to produce content that is both shareable and entertaining can be just as productive as doing it yourself. When you’re still growing your brand in specific markets, working with an ambassador in that market who is already connected with your target audience is a logical move. 

Each influencer works in a slightly different way and each has their own audience which will vary demographically. When looking at the reach and content of creators as varied as Bea Eguiraun, Gray Pham, and Jordan Booker - to take just three examples - the team here at Motorcycle Marketing can help match your brand with exactly the right influencers.

We can guide you with how to get the most out of engaging with influencers, from briefing them on content, including the right messaging in posts you create together, to representing your brand in the right way and how to drive traffic from their social media channels to your website.

Google Ads - Another Great Option

One of the biggest challenges for your marketing budget is getting the most bang for your buck. For this reason, a strong Google Ads (or SEM - search engine marketing) campaign may just be the best way to go. 

Google Ads is a relatively inexpensive marketing channel if you do your homework and it can produce stronger results than social media advertising in certain situations. Depending on the ‘keywords’ you build your Google Ads campaigns around, the traffic you get to your site may be cheaper AND more targeted than the paid traffic you get from Facebook, Instagram, TikTok or Twitter. 

The concept of Google Ads is that you ‘bid’ for your adverts to be shown when users of the Google search engine or YouTube search for specific things. You only get charged when the user clicks on your advert, hence the term ‘pay-per-click’. You can also stipulate that you only want users in defined locations and of specific demographics to see your ads. 

So you might want your ads to be shown when a user searches for ‘KTM 390 ADVENTURE’, ‘€150 motorcycle helmet’, ‘motorcycle phone bar mount’, ‘waterproof motorbike jacket’ or ‘electric motorbike’ and so on.

As soon as you set up the campaign and Google approves the ads, you’ll have (hopefully) relevant traffic hitting your website. The key to a successful Google Ads campaign is to create a defined test budget and stick to it, giving the campaign a couple of months to mature and then optimise as you go along. 

If you’re looking for help with getting more relevant traffic to your website feel free to contact us to set up an introductory call.

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How to Maximise Your Digital Impact Around Trade Shows

Motorcycle Marketing 2023-01 How to Maximise Your Digital Impact Around Trade Shows

How to Maximise Your Digital Impact Around Trade Shows

If you are planning to exhibit your products at a motorcycle trade show it’s well worthwhile to consider how to maximise your digital impact around the event. Let’s face it, most attendees at events spend half their time on their phones anyway, so creating a strong link between your physical presence at a show and your associated online marketing content is a wise strategy.

The overlap between the digital world and ‘real life’ has become increasingly significant in recent years and the Covid-19 era only enhanced that trend. Customers and industry players will hit the major motorcycle trade shows in big numbers in 2023 and the hunger for face-to-face contact, plus the urge to see new bikes and products up close is still strong. The key point to set your brand apart from your competitors is by linking that footfall at shows to your digital goals.

Let’s Get Digital

Trade shows are important events that can generate leads and provide a boost to your business network and sales. However, they also require a significant investment. Before attending one, it is a good idea to create a strategy, defining the steps you’ll take before, during, and after the event, to maximize your digital impact.

The first step to optimizing your digital results around trade shows is to set the right goals for the event and make a plan accordingly. Your goals might be to increase your customer email database, to recruit more dealers, to promote specific pieces of online content about your product, to announce a new partnership with a big name influencer or directly to sell more motorcycles thanks to your presence at the exhibition.

If you’re still unclear what your goals are, or you need help with figuring out how to make and execute a plan to hit your key objectives, contact the team here at Motorcycle Marketing and we’ll put you on the right track.

Then it’s about creating a tailored plan around your goals before the show and setting up the digital infrastructure to support the physical marketing presence you’ll have at your exhibition stand.

If you have not been to a motorcycle industry trade show before, or if you’ve not attended one for a few years, it’s probably worthwhile going to a few shows just as an attendee if you can, simply to observe trends and examples of best practice. You could even attend trade shows from other industries which are local to you.

There are often good examples of innovators and brands getting it right at any exhibition of repute and attending a well renowned show could give you all the inspiration you need to make a splash when it’s your turn to set up a stand of your own.

What To Do When It’s Showtime

During the show, be sure to share your marketing materials with the attendees. Sounds obvious, but some brands still don’t do this. They simply turn up and display their products. Make it easy for expo attendees to digitally connect with your brand at or immediately after they visit your stand.

You could offer an immersive content experience with VR headsets or headphones to allow those visiting your stand to dive deep into your online content at the show, rather than seeing incoherent content on background screens. For tips on how to efficiently create strong content check out our blog post on just that topic.

There are several other ways to create a digital hook at your stand. Perhaps offer superfast wifi accessible via email registration through a mobile router at your stand. Often at events mobile networks and free wifi networks become swamped, so offering attendees a superfast alternative will quickly make you popular.

You can also create online contests to win your products and potentially consider creating interactive games to increase the buzz around your products and exhibition. You might also make exclusive influencer led content available only via your stand.

You can invite media and content creators to generate video and audio material at the event. Creating a small media studio where journalists and creators can record podcasts, live interviews or features with your CEO, CTO and/or brand ambassadors can lead to robust online media output from the show.

If you want Motorcycle Marketing to take care of inviting the right industry players, media contacts and influencers to your stand at a trade show, just let us know and we’ll use our extensive contacts list to make that happen.

You can also brief those hosting your stand well, to encourage visitors to interact, visit your website, join your email newsletter database and follow your brand’s social media channels.

Providing slickly produced videos about your product and giving that material to media and other attendees on high capacity pen drives (carrying your company logo) will raise brand awareness beyond the event, leaving a lasting and positive impression.

Something More To Take Away

Royal Enfield made a big splash at EICMA 2022 with the Super Meteor 650 but it was their marketing around their annual Rider Mania event in Goa just after EICMA which allowed them to double the hype on the launch of the new bike.

Similarly, Kawasaki caught the eye at EICMA with the display of their hydrogen engine, derived from the supercharged H2 motor, which got plenty of attention from visitors. It is Kawasaki’s extensive, supporting online material around their hydrogen project which makes it more intriguing and exciting though.

Attendees of trade shows have so much to take in, which makes following up around any launch or announcement at a big show so important. Only a fraction of your target audience will actually be in attendance at a show anyhow.

Actually BMW have significantly reduced their trade show participation in recent years. BMW Motorrad and the individual national and regional branches of the company did not attend EICMA 2022 or Intermot 2022. Instead of fighting to stand out from the crowds, they prefer to do their own thing, with events such as BMW Motorrad Days.

When you have a brand presence so well established and respected as the folks from Bayerische Motoren Werke you make your own rules when it comes to marketing. Their impressive launch of the awesome 2023 BMW M 1000 range one month before EICMA 2022 showed they know exactly what they are doing.

What Shows Should I Be At?

Now that we’ve looked into strategies on maximising your presence at trade shows, let’s take a look at the main events taking place in 2023 and 2024.

EICMA - held in November each year in Milan - is one of the most popular motorcycle trade shows in the world and connects professionals, the press and two wheeled enthusiasts. This expo is a platform for all manufacturers of bikes, accessories, parts and aftermarket products.

EICMA includes many elements that make it a must for any motorcycle industry professional. These include the MotoLive area, which features live competitions, trial acrobatics and freestyle motocross. Amongst the most exciting features of EICMA are the Start-Up and Innovation areas. They allow visitors to shop for new products and watch demonstrations from industry leaders.

Another well-known motorcycle trade show is the AIMExpo. As the largest North American motorbike trade show, the event is produced by the Motorcycle Industry Council. Visitors can expect to meet hundreds of exhibitors and distributors and the 2023 event takes place in February in Las Vegas.

Intermot is a biennial international motorcycle trade show that takes place in Cologne, Germany. The event is attended by over 200,000 people and it will next be held from 1st-6th October 2024.

Likewise, taking place every two years in Australia, Moto Expo Melbourne is one of the largest expos in the southern hemisphere. Visitors have the opportunity to see a range of different motorcycle models, accessories, parts and apparel, but like Intermot it is not taking place this year and will be back on the calendar in 2024, so take note if you like to plan well ahead.

Here are a few dates for your diaries for 2023 motorcycle trade shows. Depending on your goal and audience, you might want to secure your spot!

If you’re looking for any help selecting the right events or identifying the best strategy for your brand, make sure to contact us.

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