From Sale to Loyalty: How Motorcycle Brands Keep Riders Engaged

For many motorcycle brands, the focus is on selling the bike, the gear, or the accessories. But the real challenge—and the real opportunity—lies in what happens next. A one-time buyer may bring short-term revenue, but a loyal customer brings something much more valuable: repeat business, brand advocacy, and word-of-mouth marketing that no advertising budget can match.

In an industry built on passion and lifestyle, customer loyalty isn’t just about keeping people engaged—it’s about making them feel like they belong. The brands that succeed don’t just sell motorcycles; they create communities, experiences, and connections that keep riders coming back. Here’s how to turn customers into lifelong advocates for your brand.

Delivering Exceptional Post-Sale Customer Service

A rider’s experience with your brand doesn’t end when they make a purchase—it’s only just beginning. Outstanding customer service after the sale is one of the most powerful ways to build trust and loyalty.

First, be proactive in your follow-ups. Sending a personalised email or message after a purchase—checking in, offering maintenance tips, or sharing useful content—shows customers that they are more than just a sale. Creating an easy and responsive support system is also essential. Riders should be able to reach you through multiple channels, whether it’s social media, email, or live chat.

Handling issues professionally is another key factor. Every brand will encounter the occasional product issue or customer complaint, but the way these situations are managed can make all the difference. Quick resolutions, transparent communication, and a willingness to go the extra mile turn a potential negative experience into a brand loyalty moment.

Creating a Brand Community Riders Want to Be Part Of

The best motorcycle brands aren’t just companies—they are movements. Riders don’t just want to buy a product; they want to belong to something bigger. That’s why community-building is so important.

Exclusive (online) owner groups, whether on social media, brand apps, or dedicated online platforms, allow customers to connect with each other and with your brand. These groups provide a space for discussion, troubleshooting, and storytelling, strengthening the emotional connection between riders and the brand. Active participation from your team—sharing behind-the-scenes insights, answering questions, or even simply reacting to customer posts—keeps the engagement alive and makes customers feel valued.

Hosting events and meetups is another way to foster community, and few brands do this better than BMW Motorrad with their annual BMW Motorrad Days. This event isn’t about sales—it’s about bringing BMW riders together from all over the world to celebrate their shared passion. The event strengthens the emotional bond between riders and the brand. It gives customers a sense of belonging, showing that BMW is invested in their riding experience long after the purchase.

Even smaller-scale initiatives can have a big impact. Local ride-outs, adventure workshops, or brand-sponsored festivals give riders the chance to connect in person, creating lasting memories and deeper brand loyalty. Mosko Moto’s Dusty Lizard events are a great example of this—gatherings designed not to sell products, but to celebrate the adventure riding lifestyle. By focusing on real connections, storytelling, and the shared passion for motorcycle travel, these events strengthen the brand’s relationship with its community in a way that traditional marketing never could.

Online engagement also plays a key role—branded hashtags, social media challenges, exclusive owner forums, and live Q&A sessions allow brands to maintain strong community ties long after an event has ended.

Making Riders Feel Valued Through Personalised Engagement

People appreciate brands that recognise and appreciate them. That’s why personalisation plays a crucial role in post-sale engagement.

Customer spotlights are an easy and authentic way to showcase your community. Featuring real riders in blogs, newsletters, and social media not only makes them feel valued but also provides relatable content for potential customers. Yamaha Motor Europe does this exceptionally well by highlighting their customers’ stories in interviews on their website. These in-depth features, conducted by Motorcycle Marketing, showcase riders of all backgrounds—from everyday enthusiasts to adventure travellers—giving them a platform to share their passion for motorcycling. By amplifying customer voices in this way, Yamaha not only strengthens its connection with existing riders but also demonstrates to potential customers that they are joining a brand that genuinely values and celebrates its community.

Listening to customer feedback is equally important. Post-sale surveys and feedback loops allow customers to share their thoughts and experiences. The team of ABR Festival recognizes this point. ‘Without our customers, the ABR Festival would just be the Adventurize team sat in a field twiddling our thumbs. That’s why gathering and acting on customer feedback is crucial to the way in which we operate,’ Bryn Davies, Managing Director of the event, tells Motorcycle Marketing. ‘From consistently speaking to our clients in the motorcycle industry to having regular touchpoints with readers of the magazine and festival ticket holders via surveys, social media, or events, we’re always asking questions and thinking about where we can improve our offering.’

But even more important, acting on that feedback—whether by improving a product, tweaking a service, or simply acknowledging their input on social media—shows that the brand genuinely cares about its customers.

That’s exactly what makes ABR Festival a top notch event. ‘Every year we learn something new and that shapes how the event looks and feels the following year,’ Bryn adds. ‘For example, feedback following our 2021 event showed us that wait times at the on-site bars were too long. On the back of this we put a huge amount of time, effort, and resources into making sure the bars were able to serve more efficiently. Now, if you come to the ABR Festival and you want a beer, the queue will be moving faster than it is at your local on a Friday night and we have no grumbles about long queues for drinks.’

Encouraging User-Generated Content & Brand Advocacy

A loyal customer isn’t just someone who keeps buying from you—it’s someone who actively promotes your brand to others. Encouraging riders to share their experiences helps turn customers into advocates.

User-generated content (UGC) campaigns are a great way to engage your audience. Whether through a photo contest, a “best ride” story submission, or a social media challenge, brands can create opportunities for customers to share their experiences.

Referral programmes also work well in the motorcycle industry. Riders trust other riders, so incentivising existing customers to bring in new ones can be a powerful growth strategy. Making it easy for riders to leave reviews, share testimonials, or tag your brand in social media posts increases organic advocacy and strengthens your reputation.

A dedicated customer content hub—whether a section of your website, a feature on social media, or a brand-owned blog—can further amplify the voices of your riders and make them feel like an essential part of your story. Peak Design recently launched their dedicated Peak Design Moto Instagram account to showcase and celebrate riders who use and love their motorcycle phone mounts. By showcasing real riders using their products and engaging with their community directly, Peak Design reinforces its authenticity and strengthens brand loyalty, turning everyday customers into passionate brand advocates.

Offering Long-Term Value with Accessories, Services, and Exclusive Content

One of the most effective ways to keep customers engaged is to ensure they have a reason to keep coming back.

Providing upgrade options, accessories, and service plans gives customers continuous opportunities to interact with your brand. Subscription models—whether for roadside assistance, exclusive content, or members-only discounts—also help maintain an ongoing relationship.

Brands can also add value by creating helpful content. Maintenance guides, riding tips, and tutorial videos can keep customers engaged long after their initial purchase. Some brands take it even further by offering behind-the-scenes access to product development, factory tours, or early sneak peeks of upcoming launches, strengthening the sense of exclusivity and loyalty.

Supporting Industry Events & Partnering with Influencers

Loyalty isn’t just about how brands engage with their customers—it’s also about how they engage with the industry as a whole.

Sponsoring or hosting riding experiences, adventure trips, track days, or training sessions gives customers another touchpoint with the brand. Riders don’t just remember the product—they remember the experiences that came with it. It’s for this reason that REALRIDER® has partnered up with ABR Festival. By doing so, they both show their involvement in the ADV community and increase brand awareness among their target audience.

Aligning with ambassadors and influencers who genuinely love the brand also strengthens credibility. Riders trust people who share their passion, and when those individuals promote a brand in an authentic way, it holds more weight than traditional advertising.

Partnerships with local dealerships, clubs, and grassroots organisations can also help reinforce community ties. By supporting the wider motorcycle culture, brands show that they are invested in more than just sales—they are invested in the riding community itself.

Turning Customers Into Lifelong Brand Advocates

Customer loyalty isn’t just about repeat purchases—it’s about creating a lasting emotional connection. Brands that go beyond the sale and focus on post-purchase engagement, community-building, personalisation, user advocacy, and long-term value will reap the benefits of a dedicated and enthusiastic customer base.

The motorcycle industry is built on passion. The brands that tap into that passion, support their community, and build relationships that last will not only create loyal customers but lifelong brand advocates.

Want to build stronger customer loyalty? Let’s talk about how Motorcycle Marketing can help your brand create lasting connections with riders.

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Why Motorcycle Brands Should Shift from Product to Community Focus

In the motorcycle industry, passion fuels everything. From the roar of the engine to the camaraderie shared at events, it’s a world built on connection. Yet, for many brands, marketing strategies remain too focused on products rather than the people who ride them. In today’s landscape, prioritising community over product isn’t just a trend—it’s a necessity. Here’s why brands need to make the shift and how they can do it effectively.

What It Means to Prioritise Community

Community focus isn’t just about creating a space around your brand—it’s about contributing to and supporting the broader motorcycle community or specific niches within it. Whether your brand caters to adventure riders, café racer enthusiasts, or urban commuters, the goal is to champion the shared passion that unites riders.

This shift requires confidence in your product. By promoting the lifestyle and supporting the community, you naturally become the go-to brand because riders recognise your expertise, authenticity, and commitment. They see your products being used by people they trust and admire—whether online influencers or fellow riders at events—and the choice becomes easy.

The Benefits of a Community-First Approach

Builds Trust and Loyalty

Riders connect more deeply with brands that celebrate their shared passion. This authenticity fosters long-term loyalty.

Positions the Brand as an Industry Leader

By actively contributing to the community, brands establish themselves as integral to the motorcycle world.

Attracts Organic Advocacy

A strong community focus encourages word-of-mouth recommendations and organic content creation from customers.

Enhances Brand Perception

Customers see your brand as part of their world, not just another company trying to sell to them.

The Risks of Ignoring Community

Brands that fail to prioritise community risk becoming disconnected from the riders they aim to serve. Without a strong community presence, brands miss the opportunity to build meaningful relationships that go beyond transactions. This lack of connection can result in a weaker sense of loyalty, as riders are more likely to gravitate towards brands that actively engage and support their shared passions.

Ignoring community also means missing out on organic advocacy, where loyal customers naturally promote your brand through word-of-mouth and user-generated content. Without these authentic connections, it becomes harder to establish trust and credibility in a competitive industry. Ultimately, brands that overlook the importance of community risk being perceived as out of touch, limiting their ability to inspire and resonate with riders.

Success Stories: Brands Doing It Right

Mosko Moto: Fostering Community Through Conversation

At events, Mosko Moto creates a booth experience that goes far beyond product promotion. While their full product range is showcased, the real magic lies in the conversations their team has with visitors. These discussions often revolve around motorcycle travel, motocamping, and adventure riding in general—topics that resonate deeply with their audience. The atmosphere is made even more authentic with customer bikes prominently displayed, often still dusty from recent trips, reflecting the true spirit of adventure.

Beyond events, Mosko Moto actively supports the lifestyle through initiatives like their “Dusty Lizard” gatherings, which focus on the adventure community rather than on selling products. This approach extends online, where loyal Mosko Moto customers frequently answer questions, provide solutions, and share feedback on forums. Even at events, long-time customers often step in to talk to newcomers, sharing their personal experiences with the brand. This organic advocacy strengthens Mosko Moto’s connection to its community, positioning them as a trusted and integral part of the adventure riding world.

REV’IT!: Creating Spaces for Connection

At MaxlRIDE, REV’IT! transformed their booth into a welcoming space designed to inspire and connect riders. With hammocks and beach chairs, visitors could relax while enjoying drinks and snacks provided during talks and presentations. The setup prioritised comfort and community over commercialism, creating a vibe that encouraged people to linger, share stories, and engage with the brand.

REV’IT! ambassadors played a crucial role in fostering this sense of connection. They shared their own travel stories, adventures, and experiences with visitors, creating genuine conversations that went far beyond gear discussions. By exchanging advice and answering questions, they demonstrated that REV’IT! isn’t just a gear company—it’s a brand that truly understands and supports the rider lifestyle.

The setup was a resounding success, leaving both the brand and the audience enthusiastic about the experience. Visitors appreciated the relaxed, community-driven atmosphere, while REV’IT! gained valuable engagement and brand visibility. We can only hope the continue to build on this success and plan to create similar setups at more events throughout the year, further cementing their commitment to fostering connections within the motorcycle community.

Yamaha Motor Europe: Sharing the Stories of Every Rider

Yamaha Motor Europe exemplifies a community-first approach through their focus on celebrating riders of all kinds. From global ambassadors like Itchy Boots and Pol Tarres to everyday enthusiasts, they highlight the diverse stories that make up the Yamaha rider community.

These stories aren’t just found—they’re actively cultivated. Motorcycle Marketing collaborates with Yamaha to identify and interview riders through their network, Yamaha country divisions, and local dealerships. By sharing these narratives, Yamaha Motor Europe creates a sense of inclusivity and belonging within their community, showing that their brand is for every rider, no matter their background or experience level.

How to Shift Your Brand’s Focus to Community

Delivering outstanding customer service is one of the most impactful ways to strengthen your connection with riders. Every interaction is an opportunity to go above and beyond, solving problems and creating positive experiences that build trust and loyalty. Riders remember how they’re treated, and exceptional service can turn a one-time buyer into a lifelong advocate for your brand.

Another key strategy is celebrating your customers. Highlighting their journeys, achievements, and passion for riding through user-generated content (UGC), interviews, and real-life stories adds authenticity to your marketing. By putting your customers in the spotlight, you demonstrate that your brand values and supports the community it serves.

Supporting and creating shared experiences is equally important. Investing in events or gatherings that resonate with your audience helps foster connection and loyalty. Whether sponsoring niche events, hosting workshops, or designing inviting spaces at major shows, focusing on the lifestyle and shared passion for riding leaves a lasting impression that goes beyond product promotion.

Collaborating with ambassadors who genuinely represent the lifestyle your brand embodies is another powerful way to build community. Their authentic voices can showcase your values and create deeper connections with your audience. Ambassadors bring your brand to life through their stories, experiences, and influence.

Finally, engaging in genuine conversations with your audience is crucial. Whether it’s at events, on social media, or through other channels, listening to your community and offering tips, advice, and insights adds value that extends beyond your products. Being approachable and relatable builds trust, fosters engagement, and reinforces your brand’s role in the motorcycle world.

By focusing on these strategies, brands can shift their focus to community and establish themselves as more than just product providers—they become integral parts of the rider lifestyle.

Conclusion: Building a Brand That Stands the Test of Time

The brands that will thrive are those that prioritise connection over conversion. By focusing on community, you’re not just selling a product—you’re creating a lifestyle, inspiring riders, and building trust that lasts.

It’s time to take the first step. Whether it’s creating authentic content, sponsoring an event, or simply engaging in meaningful conversations, shifting your focus to community is the key to long-term success. Contact us for a free consultation call and let's ensure that your brand becomes more than a name—that it becomes part of the ride.

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The importance of owning first party data for motorcycle brands

In a rapidly evolving digital landscape, the importance of owning first party data on customers and potential consumers has never been more critical, particularly for brands in the motorcycle industry. In this latest Motorcycle Marketing deep dive, we’ll look at how brand managers, product owners and marketers can take greater control of their customer data as third-party data reliance fades away and we enter a ‘cookieless’ future.

Let’s define first party data

First party data includes basic information on customers and potential future customers, such as name, email addresses, home address, phone numbers, purchasing data and additional demographic details. It can also include information on browsing behavior, content consumption, location, device, and the time of day specific actions are taken by a user or consumer.

It is primarily data that businesses collect directly from their customers and prospects, or data purchased or acquired (hopefully legally) via another source. First party data is therefore highly valuable in terms of its relevance to marketing and selling directly and efficiently to customers.

As companies face increasing privacy restrictions in the digital realm due to tightening regulations, owning this data is becoming ever more crucial for motorcycle manufacturers, dealerships, e-commerce platforms, accessory suppliers, insurance companies and other relevant service providers in our industry.

The decline of third party data

Digital marketing is currently undergoing a significant shift. With the decline of third party cookies and increasing privacy regulations, brands that have traditionally relied on third-party data from platforms like Meta and Google are finding themselves in a precarious position. If you are always spending money through paid ads to reach your audience you are trapped in reliance on that platform. If you ever need to cut your marketing spend due to cashflow, you are stuck.

As this highly informative Wired article on the topic explains, the era of third-party cookies is coming to an end, and businesses that fail to adapt to this new reality may struggle to connect with their audience effectively.

As Wired explain: “Soon, third-party cookies will no longer be allowed to track individuals across the web, harvesting reams of information to help deliver targeted ads. Already, many browsers are blocking them as tech companies rush to comply with the California Consumer Privacy Act and the European Union’s General Data Protection Regulation. There’s a harsh reality check coming for digital marketers and companies that still rely on cookies to identify, understand, and reach customers.”

For motorcycle brands, many of which have long depended on third party platforms to communicate with their customers, this shift highlights a critical vulnerability. When you rely heavily on paid advertising (and even an ‘organic’ social media presence) on third-party platforms, you become dependent on them for your marketing success. This reliance can be financially draining and limit your ability to pivot your marketing strategy. It’s not that online advertising will no longer be relevant or effective, it’s simply that it's likely to become more expensive and less targeted.

With regards to how social media fits into this picture, the simplest way of considering it is that even when you have lots of social followers or subscribers you are still reliant on the algorithm of the social platforms for your content to reach them. That’s not to say social media is of any less relevance or importance as we begin to focus increasingly on first party data-led marketing, rather that a robust marketing strategy will include an effective approach on all fronts.

Why first party data matters specifically for motorcycle brands

First-party data offers motorcycle brands a way to take control of their marketing efforts and build more meaningful, long-term relationships with their customers. Here's why this is particularly important for businesses in the motorcycle industry:

Enhanced personalization and targeting

Motorcycle owners and riders are a diverse audience with highly varied preferences and interests. First party data allows brands to segment their audience more effectively, enabling them to deliver personalised content, offers and experiences that resonate with individual customers. For example, a motorcycle manufacturer can use demographic information to target younger riders with promotions for smaller capacity bikes, while a dealership can tailor communications about touring models to older customers. This approach ties in perfectly with the approach we explored in this previous blog post on How to market to riders of different age demographics & skill levels.

By understanding (and owning the data on) your customers' preferences, you can market the most relevant models, products and services to them, yielding higher sales, fostering loyalty and gaining repeat business. And that is done most effectively when you are in control of your customers’ data first hand.

Cost-effective marketing

By taking greater ownership of first party data, brands in the motorcycle industry actively reduce their reliance on paid advertising through third party platforms. Instead of constantly spending money on ads to reach your audience, you can communicate directly with them through owned channels like your website, email newsletters, SMS marketing and direct mail. This approach not only cuts costs but also allows you to maintain control over your messaging and customer relationships.

First party data which you are in charge of can also be used to create lookalike audiences for paid campaigns, ensuring that your advertising efforts are more targeted and cost-efficient. This strategy allows you to stretch your marketing budget further while still reaching potential customers who are likely to be interested in your brand.

Data privacy compliance

With the increasing focus on data privacy regulations like GDPR in Europe and CCPA in California, owning first-party data is also essential for compliance. When you collect data directly from your customers, you have more control over how it's used and can ensure that your practices align with legal requirements.

For motorcycle brands, which often operate in multiple regions with varying regulations, having a solid first party data strategy can simplify compliance and reduce the risk of costly fines or reputational damage.

Leveraging first party data for success

To fully harness the power of first party data, motorcycle brands should consider a multifaceted approach that includes:

Effective Newsletters: Regularly engage with your audience through informative and engaging newsletters. Share updates on new models, promotions, upcoming events and tips for riders. This keeps your brand relevant and fosters a sense of community. Check out our guide on How to make newsletters valuable for your brand.

Strong Organic Reach: Invest in creating high-quality content across various social platforms. Building an organic following reduces your reliance on paid ads and allows you to connect with your audience on a deeper level. You’re still, of course, dependent on the algorithms of the likes of Meta, Google, YouTube, Tiktok and LinkedIn, but if your audience is spread across various platforms, you work effectively with influencers and your own content is strong you can still achieve great visibility.

Sticky Web Content: Your website should be more than just a sales platform—it should be a hub of valuable content. Offer blogs, tutorials and videos that cater to your audience's interests and keep them coming back for more.

Physical events: Attending the most relevant motorcycle industry events will ensure you connect with your audience meaningfully and memorably. Events are not only great for collecting first party data but also for building brand loyalty and community. Being part of the rider community at specific events is something we value highly at Motorcycle Marketing and we keep this guide to Which motorcycle industry events should you attend updated regularly.

Connecting with riders more actively: Creating an app which your customers use as they ride is one of the most effective and valuable ways to gather first party data from them. The Royal Enfield app offers features such as navigation, on-the-go music, call support and real-time alerts.

Tying it all together

In a world where digital marketing is becoming increasingly complex, first party data is a critical asset for motorcycle brands. By owning and effectively utilising this data, you can personalise your marketing efforts, reduce costs, improve customer loyalty, increase sales, improve ROI and ensure compliance with privacy regulations. Those who invest in building and maintaining a solid first party data strategy will be well-positioned to thrive in the future.

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How to create a content calendar for the year ahead

Motorcycle Marketing - 2022-12.1 Creating a content calendar for the year ahead

How To Create a Content Calendar For the Year Ahead

Creating a content calendar is an essential part of building a marketing plan that will help you reach your target audience. The more organised you can be and the further ahead you plan, the less stress you’ll experience along the way, allowing you to focus on the quality of your output and hitting your KPIs.

Firstly though, what is a content calendar? In this context, we will explore creating a content calendar which includes first planning content production, then making a subsequent plan for when the content will be used on social media and in your wider marketing efforts.

For those involved directly in motorcycle racing, whether it’s a championship such as MotoGP, MXGP, Hard Enduro or one of the other numerous forms of two-wheeled competition, forward planning is usually based around the race calendar. But for brands indirectly linked to racing, or those who have no association with the racing scene, planning ahead is just as important.

What Content Would You Publish In an Ideal World?

A pragmatic approach to planning ahead with your social media and marketing content is to set out what you would like to publish in an ideal world and work back from there. Knowing that it may not be practical or plausible to produce all the content on your wish list, you can then undertake a feasibility review of your dream plan.

Once you’ve plotted out the major pieces of content you’re going to produce you can work on a detailed production plan for each major video or photo shoot in the months ahead. Then you can fill out your content calendar around those events, to ensure a consistent rate of content publication throughout the year. In this previous blog post we covered how to maximise photo and video shoots to get the most content from them.

Getting Practical

It’s important to make a list of products that need to be promoted at specific times of year, define the content formats that you know will engage with your audience, then fill out a week-by-week plan, including the days and times that you will post to social media and a mix of content types to be published.

A content plan should include:

A summary production plan of when content will be made
A description of the content you plan to publish
The date and times the content will go live
The social network and account where the content will be published
Additional marketing channels you will publish on (web content, email marketing, content to share with influencers and press)
Creative assets (photos and videos) and pre-approved captions to be published with the assets
Any links, mentions and tags to include

In terms of setting everything out in a clear plan, the friendly folks at Hubspot and Jotform offer free social media content calendar templates which you can use as the base to build from. Alternatives include creating a designated Google Calendar for your content, or simply building a calendar yourself in Google Sheets.

When Should I Publish My Content?

In this post from Hootsuite on the best time to post on Facebook, Twitter and Instagram researchers analysed over 30,000 social media posts to see if certain days and times typically get more engagement than others and – SPOILER ALERT – they found that the best time to post on social media overall is 10am on Tuesdays, Wednesdays and Thursdays. In the article they also reveal their findings on the best time to publish per platform. Having said that, every audience is different, so it’s even better to experiment with different times and see what works best for your brand.

How Much Content Should I Publish?

The answer to this should really be, publish as much content as you can with the resources you have available, whilst also aiming to make that content meaningful.

Large, established brands such as Ducati have the resources to produce enough content to be publishing interesting posts on a daily basis. They will be producing content via in-house teams, as well as agencies, country-level franchises, race teams, athletes, influencers and even customers themselves.

A smaller brand such as Mitas tyres publishes less frequently, but they do a fine job of mixing up fun content such as burnout videos, photos and videos of racing, incredible action shots, beautiful adventure riding pictures, street riding content, event promotions, seasonal content and specifically polished product imagery.

If you are managing social media and marketing for a rider clearly the amount of assets that can be produced and published depends on how busy your rider is. Likewise, if you’re a content creator yourself it’s all about the amount of time and energy you can put into your work.

Off-road and freestyle rider Jordan Booker does a great job of publishing frequent, engaging content which he clearly has planned out well in advance. Jordan is able to push out a great mix of content such as photos, shorter and longer edits, mobile filmed and professionally filmed video, shots on the bike and behind-the-scenes images. Whenever he’s at an event or track and has time on his bike he produces an array of content to publish over the following days.

Visibility Content vs Promotional Content

As you build your content calendar look for combinations of photos and videos that will grab the attention of your audience and positively trigger the news feed algorithm of social networks, ensuring you get maximum visibility.

Ultimately the mix of content you publish should match your business goals. This may differ from platform to platform. You might split your planned content out like this:

30% of content is aimed at driving traffic to your website
30% of content will be created in house just to drive engagement and go softer on commercial messaging
20% of your content will support specific commercial goals (selling products, lead generation, capturing user data etc)
10% of content will be user-generated content from influencers and collaborators to drive engagement and credibility
10% will be behind-the-scenes content from your factory, shops or offices

Those are just suggestions and the percentages can be adjusted depending on what you’re aiming to achieve.

Other models, as described by the knowledgeable team at Brand Muscle, also include the 80/20 rule of content marketing, whereby 80% of content should be useful to your audience (it educates, entertains, or offers a solution to their problems) whilst only 20% should explicitly promote your business.

Or you may find that the social media rule of thirds, as explained by Neil Patel here, is better suited to your business. The basic concept with the rule of thirds is:

1/3 of content promotes your business, converts your audience in customers and generates profit
1/3 of content shares ideas and insights from thought leaders in your industry
1/3 of content should drive personal interactions with your audience

If you’re looking for advice on how to create the perfect content calendar, book a free consultation with our expert team by emailing hello@motorcycle.marketing.

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Marketing strategies for a new racing team

Starting a new racing team in a prestigious series like MotoGP, WorldSBK or MXGP presents an exciting opportunity to capture the attention of sponsors, media and potentially millions of motorcycle riders worldwide. In this guide we will explore how to successfully market a new team, with a multifaceted approach that leverages various marketing channels, engages with fans, and creates a strong brand identity.

Several new teams have been launched to participate in the championships mentioned above in recent seasons, whilst the arrival of new series such as the WorldWCR (FIM Women’s Circuit Racing World Championship) and the FIM E-Xplorer World Cup have led to the creation of many new racing teams.

Mission and brand

Before even beginning to create the digital assets and wider marketing material to promote your team it’s important to define the team’s identity and mission statement.

Perhaps the new team is an independent unit which is being established to promote young talent from a specific country/region such as MLav Racing, which is now in its third season giving opportunities to British riders at World Championship level. Or maybe it’s a new full factory effort from a manufacturer aiming to win at the highest level, with elite riders onboard from the word go, such as Monster Energy Triumph Racing in the 2024 MX2 World Championship, or Ducati MXGP with Tony Cairoli.

Or it might be a spin-off from an existing racing structure, venturing into a new electric championship and aiming to advocate for the promotion of EV technology.

The clear definition of what the team stands for, what its aim is and how it must present itself, will affect all the steps that follow from a marketing perspective. That will include establishing the brand of the team itself and the associated aesthetics such as logo, bike livery, rider and team uniforms, the design of the website and many other visual elements.

Taking an example from the new WorldWCR championship, the Sekhmet Racing Team are very clear about their values on their website, with founder Maddi Patterson stating, “Once the visor is down, nothing else should matter. Enter Sekhmet International Motorcycle Racing Team. We do things differently, because we can. The team epitomises drive, determination, bravery and single-minded resilience.”

With a clear mission and clear goals defined, it is then easier to set out on the journey of recruiting riders, attracting partners and making the assets you will need to market your team successfully.

Rider recruitment and securing sponsorships

There will be a number of factors that impact your ability to attract riders to the project, including budget, your existing network of contacts in the sport, the guarantees you can give around the competitiveness of your racing package and the stability of your commercial structure. In addition, riders will be assessing who you have working for the team on the sporting and technical side, as compared with your competitors.

The choice of riders to represent your team will be fundamental to the on-track performance, but also to the commercial success of your structure, based on their marketability and capacity to generate media exposure and sponsorship interest. Rider recruitment should take into account all those considerations, including sporting ability, professionalism, potential upside in terms of talent development, ability to communicate well with media and partners, existing digital/social media reach and your gut feeling on whether they will be a solid, helpful person for you and your staff to work with.

An important question to answer is, ‘Can you collaborate with riders to collectively bring sponsors to the team?’ Securing sponsorships and strategic partnerships is vital. Successful new teams are able to combine the power of underlining their overall appeal to sponsors (and the target audiences of their sponsors), along with strategic recruitment to attract the right type of riders to subsequently attract the desired level of commercial partners.

This may not be an easy balance to strike from day one, but the learnings you take from your first season of competition will be invaluable as you approach your second and third seasons, in terms of defining realistic budgets, working with riders who deliver both sporting performance and commercial value and over-performing on driving ROI to your sponsors and suppliers.

You should specifically identify brands that align with your team's ethos and create compelling sponsorship proposals that emphasise the mutual benefits of collaboration. Put yourself in the shoes of the decision makers on the sponsor side and consider how to provide them with what they are looking for by backing your project. Check out this article which guides potential sponsors on what they should look to achieve from committing to back a team or rider.

You can deliver value for your sponsors by ensuring they are featured prominently across your marketing channels, uniforms, bike livery, pit box and hospitality truck. Your team can create co-branded content with sponsors and you can ensure that they are well looked after when it comes to rider access and hosting them at team events and races.

Most championships already have strong teams in place when it comes to attracting sponsors and giving them the requisite VIP experience at races. In many cases championship organisers can advise new teams how to get up to speed with sponsorship liaison and managing corporate hospitality, so seek to make strong connections with your colleagues at championship level.

Taking care of your sponsors long term will pay dividends and is vital to marketing any racing team successfully. Your sponsors will help you grow from day one and if you have the right partners they can be powerful allies in growing your structure, reaching bigger audiences and increasing fan engagement.

Creating relevant content

In order to promote the team professionally you will need a basic archive of initial photos and videos to use on the team’s website, social media channels, to share with sponsors and to distribute to partners and media.

Photos should include studio shots of your riders and team staff in uniform, with sponsor and partner logos clearly visible. Likewise, professionally shot ‘reportage’ style shots from training sessions, team events, track events and races of your riders and staff at work are highly useful assets.

You should also make a plan for which video content you’ll produce before you launch, before your first race and what you’ll shoot (or get access to) at races. You may choose to create a mix of interviews, teasers, race highlights, sponsor focused videos and behind-the-scenes or documentary style content, mixing things up with a combination of 9x16 portrait format for reels or stories and 16x9 landscape shot longer social media videos.

Here on the Motorcycle Marketing blog we’ve previously covered the topics of How to make the most of video & photo shoots and How to create a content calendar which provide highly relevant tips here.

Whether you’re producing photos or videos at the racetrack or at other events, it’s vital to have strong pre-production, production and post-production plans to ensure you get the most from your riders and staff. Meanwhile, many championships have specific rules over the use of race footage and it’s important to understand those regulations and abide by them, making the most of whatever you are allowed to use.

If you need help with planning, producing and publishing photo and video content, feel free to contact Motorcycle Marketing for a no obligations consultancy session. Our team have produced and published content for the likes of MotoGP, WorldSBK and the Dakar Rally and we also have plenty of experience working with new teams and start-ups.

A strong digital presence

At the core of your digital marketing plan there should be a well-produced website which serves several functions. You will not need a complicated, expensive or elaborately programmed site, so beware of website development companies trying to sell you something you don’t need.

Incorporating the branding, logo, mission statement and visual content mentioned above your site should have some specific sections and content. The site should include a well-presented homepage, a news/updates section, a team page (with rider and staff profiles), a newsletter sign-up function and an About Us page which communicates the background and mission statement of the team.

It should also have a sponsors/suppliers page, a contact page and links to your social media channels. If you are planning to sell merchandise a solid Shopify store can easily be plugged into the site. Create a photo or video archive on the site, only accessible to fans and media who register with you to gain access to the contents. The website should be quick to load, mobile friendly and SEO optimised.

Winning on social

Creating a social media strategy from zero does not need to be complicated, but there will be some ground rules to follow as this article on just that subject sets out. The MotoGP World Championship publishes social media content on Facebook, Instagram, X.com (formerly Twitter), TikTok, YouTube, LinkedIn, Snapchat, Twitch, WhatsApp and Telegram, but for a team, especially a new team, it is wiser to focus on three or four channels to start with.

Instagram, Facebook and possibly LinkedIn, YouTube and/or TikTok (depending on your objectives and target audience) may be just what you need to get started. Work out which social platforms are most important for your team and from there you can build a content calendar and recruit the right internal resources, or external agency to produce and publish the relevant content per platform.

The basic key metrics to work towards on social will be audience growth, reach and engagement and those will be important to analyse and optimise for as you look to enhance the brand power of your team and its ability to deliver value for your stakeholders and commercial partners.

Press and communications

For managing press and communications efficiently – which is essential for any professional racing outfit - many teams rely on a combination of a full-time press manager (or indeed department depending on scale), plus assistance from a specialist agency, such as Motorcycle Marketing.

Effective media relations are vital when it comes to building your team’s profile and communicating positively with journalists and content creators. The goal should be to develop a comprehensive media kit, be on the radar of all relevant media contacts nationally and globally and maintain regular communication with media to secure consistent coverage.

Your press team should be adept at creating and distributing press releases and newsletters, organising launch and sponsor events, handling media at races, providing media with all relevant assets they request and handling requests/opportunities for interviews with your riders and team staff.

Before Trackhouse Racing joined the MotoGP grid full-time for 2024, they pulled off a notable coup by signing Davide Brivio as Team Principal. Not only is Brivio one of the most experienced and respected figures in the paddock, in addition to his management and technical sporting knowledge, he is a master when it comes to media relations, easing the work of the Trackhouse press team behind-the-scenes.

Bringing it all together

In summary, marketing a new racing team in any national, regional or World Championship requires a strong brand, intelligent recruitment, strategic partnerships, robust content production, active fan engagement and effective media relations. The teams we have mentioned in this article have effectively used various marketing strategies to establish and promote their presence in a highly competitive racing scene, by using the tactics as set out above.

For further related reading check out our guide on What to consider when starting a new brand from scratch or contact us today for a free introductory session on how we can help your brand or team hit your marketing goals.

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How to market to riders of different age demographics & skill levels

As trends and fashions evolve in the motorcycle industry, understanding the diverse preferences and skill levels of riders is paramount. Various demographics in the riding community require a tailored marketing approach and in this article we’ll explore how brands can target different age groups and skill levels with precision.

Appealing to the younger generation of riders could include embracing innovation, style, connectivity and sustainability. Meanwhile, for older riders, safety, reliability, heritage and trust might play more significant roles in their purchasing decisions.

Appealing to younger and inexperienced riders

Convincing younger and newer riders to choose motorcycles over other forms of transportation requires emphasising some of the numerous benefits of riding, whilst also reducing the barriers to entry which might be holding them back.

Before buying a motorcycle for the first time many new riders will consider various factors such as overall cost, payment options, insurance cost, ease of rideability, the environmental impact, style and design, plus the sense of freedom and adventure a motorbike can provide.

Mutt’s superb range of 125cc Café Racer and Scrambler style models are specifically aimed at bringing young or inexperienced riders into the scene in style. Given their commercial success it would not be a surprise to see their range of bikes continue to expand, whilst other brands clearly try to copy their business model.

Manufacturers and their marketing departments should be thinking, ‘are we doing enough to make it onto lists such as Adventure Bike Rider’s 11 of the best 125cc adventure bikes money can buy or Visor Down’s Best beginner motorcycles for learners and new starters?’

A plethora of options in the 125cc market

In truth, there has probably never been more on offer for riders at the 125cc engine capacity level and below – these are bikes which of course can be ridden before riders graduate to a full A2 motorcycle license in most Western countries. Manufacturers are increasingly considering features such as low seat height, adjustable power delivery, electronic rider aids and lightweight construction. Yamaha's XSR 125cc, with its accessible ergonomics and smooth power delivery, is ideal for novice riders.

Also offering flexible payment options, whereby customers pay monthly or quarterly for bikes and gear can clearly make a big difference.

When it comes to accessories, 24MX cater specifically well to the entry-level off-road market and have even created their own brands such as Raven which are affordable for those starting out with smaller budgets.

Motorcycles also offer significant fuel savings and lower maintenance costs compared to cars and smart brands will emphasise the economical aspect of riding in their marketing campaigns. The cost of insurance is a particular consideration especially for younger riders seeking more powerful machines, so there is an opportunity in the market for manufacturers and dealerships to collaborate with insurers to offer more innovative and affordable options.

The electric conundrum

With increasing environmental awareness, especially amongst younger people, electric and hybrid motorcycles could provide a win-win for younger riders and those new to riding motorcycles, in particular in urban environments where charging is easier and restrictions on emissions are often stricter.

The zero emissions, minimal maintenance, ‘no noise’ and ‘no clutch’ aspects of electric bikes give them obvious appeal to eco-conscious younger or new riders, especially as they may not be so attached to the traditions of internal combustion engine machines.

However, going fully electric is a huge challenge for the motorcycle industry, a subject we have covered in depth previously here on the Motorcycle Marketing blog. But cheap, fun electric motorcycles like the Surron Ultra Bee are extremely popular with the younger demographic in the UK for example.

Even whilst we wait for the bike industry to pivot more towards electric motors and alternative fuels, marketers can already emphasize the green benefits of riding traditional motorcycles, such as lower fuel consumption, lower carbon emissions during production and sustainability through upcycling or electric conversion of older bikes.

The impact of live events

For many youngsters attending live events, such as industry shows, festivals or World Championship races is a gateway into a lifetime love affair with motorcycles. Catering to younger audiences at those events, with special offers, interactive initiatives, test rides, riding academies and workshops can result in gaining customers for decades into the future.

The motorcycle industry has come a long way in terms of safety awareness and the development of hardware and equipment to improve security. Continuing to place a focus on these important issues is vital for brands in our industry, as we collectively educate younger riders, new riders and their family members on safe riding.

How to market to older and established riders

For older riders, brand heritage, performance, comfort, reliability and building collections can play a major role in their decision making when it comes to buying bikes and gear.

Harley-Davidson's bikes, renowned for their comfortable seats and ergonomic designs, have classically catered to this demographic seeking a relaxed riding experience for many decades, with many other brands aiming to tap into that market segment.

In addition to touring bikes, an interesting trend in recent years has been the increased popularity of adventure bikes and dual-sport machinery. These types of bikes can be hugely appealing to older, suburban based riders who may need a bike to commute with during the week but want to escape for longer or off-road rides at weekends.

Royal Enfield have enjoyed huge success with their Himalayan 450 which has allowed them to build on the heritage and tradition of their revamped brand, whilst offering a practical model which allows riders to take their off-road and adventure riding to the next level at a highly reasonable price point. We can expect more brands to foray into the small and mid-size adventure market in the coming years, as many urban riders look to expand their horizons.

The revival and rise of Triumph over the past 20 years under the leadership of the Bloor family has been a phenomenon, playing on the rich history of the brand and creating an impressive range of mid to large size motorbikes, particularly popular with older or more experienced riders.

The Triumph Factory Custom program further builds on that heritage, offering ‘an exclusive limited edition lineup of ultra-premium custom motorcycles that represents the best of Triumph Motorcycles.’

Norton is another classic British brand leveraging nostalgia to attract experienced riders who want to stand out from the crowd. Inspired by vintage English motorcycle design, the Birmingham based brand are aiming at the luxury end of the market, with top-end models for riders who appreciate timeless design and craftsmanship. Their bikes and the associated branding is not aimed at beginners.

Advanced features to enhance the experience

All the major brands now incorporate advanced features, such as weather modes, traction control, adaptive headlights, electronic throttles and cruise control on many of their bikes. These may offer reassurance to older riders regardless of their ability level and are also excellent upgrade options for established riders who may wish to stay brand loyal whilst renewing their machinery.

Experienced, street-wise riders may also be more willing to part with their cash to acquire riding gear with advanced technology such as airbag jackets, to purchase premium bike accessories for longer rides or to sign-up for membership of services such as REALRIDER, with its innovative Motorcycle Crash Detection & Emergency Alerting smartphone app functionality.

More experienced riders are also more likely to demand high-performance machines that complement their skills and deliver exhilarating performance. So when targeting this demographic brands should focus on highlighting the power, speed and agility of their bikes.

Organising track days and events allows more established riders to test the limits of their abilities in a controlled environment. Ducati’s Racetrack Academy events and their World Ducati Week are great examples of a brand rewarding customer loyalty and enhancing their connection with many of the experienced riders who are so proud to ride their bikes.

Online targeting to reach only the demographic you require

With online marketing, brands can get granular with their targeting by age group and other demographic signals, whether that’s through social media marketing, social media advertising or influencer marketing – which are all services offered by Motorcycle Marketing.

When it comes to social media it’s common knowledge that different age demographics prefer different platforms, but let’s take a look at the real data on that so we know how to align our efforts.

According to Statista data 56% of Facebook users in the USA are aged 35 or over, with 24.4% in the 25-34 year old category and 18.8% aged 18-24. Meanwhile, when it comes to Instagram users the audience is younger with 70.4% of them being under 35 and almost 85% under 45.

With regard to TikTok, Statista tells us ‘over 76 percent of U.S. social media users aged between 18 and 24 years were on TikTok’, whilst 25% of TikTok’s U.S. users are 19 or under. For Snapchat, Hootsuite reports that nearly 60% their audience is aged 24 or under, whereas for YouTube that figure is just 30%. Indeed Oberlo states that nearly half of YouTube’s audience are aged 35 or over.

Although these statistical trends are not breaking news, it is worth regularly checking in on the demographic data of the major platforms, in order to put your most relevant content in the most relevant places. In addition, creating content more likely to appeal to one demographic than another is also worthwhile, as is promoting that content using Google and Meta’s powerful audience segmentation tech.

Working with the right influencers

Selecting the right influencers to represent your brand requires careful consideration in terms of their relevance and authenticity.

The audience of a younger, German female motocross rider is likely to be highly different to that of well-known older male Hollywood actor who just happens to like motorcycles. Diving into the analytics behind the social media accounts of your potential collaborators can be highly revealing, as can their attitude to working with brands and/or specific target demographics. Who is more relevant to your brand and your objectives?

In conclusion, effective motorcycle marketing involves understanding the unique needs and aspirations of riders across different demographics and skill levels. By tailoring marketing strategies to resonate with each segment, brands can build stronger connections and drive greater commercial success in this competitive industry.

If you’re looking for help with targeting a specific demographic of motorcycle riders, contact the experienced team here at Motorcycle Marketing for a free consultancy session.

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Effectively localising your marketing strategy for international markets

How to effectively localise your marketing strategy for international markets

Effectively localising your marketing strategy for international markets

Reaching and engaging with riders in varying international markets requires more than simply translating campaign materials. In this article, we’ll explore key strategies to effectively localise your marketing efforts for specific geographical territories in the motorcycle industry.

Effective ‘localisation’ will enhance the authenticity of your messaging and protect the credibility of your brand. In turn this should increase engagement, conversion rates, sales and customer retention. Localisation involves understanding the unique preferences, cultural nuances and market trends of each target market audience.

Demonstrate local knowledge in copywriting and content creation

To ensure your marketing copy looks authentic to international audiences, Motorcycle Marketing always recommends working with native speakers and wherever possible, those collaborators should be riders themselves.

Incorporating local vocabulary, informal messaging where appropriate and local cultural references can make a big difference to whether riders trust your brand or even take your campaign seriously enough to associate themselves with your product.

The same goes for the audio-visual content you create to market your product. Marketers should use images and videos that resonate with the target audience’s surroundings and the environments they will be riding in. This is easier when shooting off-road bikes which do not display number plates (license plates), for example, as opposed to shooting street legal bikes where the location of the shoot and model are easily distinguishable.

Avoid generic stock photos and opt for authentic, locally relevant visuals. Be mindful of cultural nuances and sensitivities when creating content as what might be acceptable and interesting in one country could be irrelevant or even offensive in another.

Yes, sure it is possible to create highly targeted campaigns through Google Ads and the Meta Business Suite, right down to specific locations, but if the ad campaigns you display are not well crafted, you’ll be throwing money down the drain. With local expertise, you can also adapt your promotions and offers to suit the purchasing behaviour and preferences of each country's audience.

Influencer marketing and learning about local scenes

Riders often tend to respond more positively to influencers and brand ambassadors who come from the same country or scene as them. It can be well worth the investment to connect with influencers who are prominent in the motorcycle community of each country you’re selling into.

Influencers who resonate with the local audience and share similar riding experiences will provide a sense of familiarity and credibility, enhancing a brand's connection with the audience. Your brand ambassadors, partner influencers and collaborators don’t always need to be of exactly the same nationality as your target audience, but they definitely should know how to communicate with them. Do they speak the language of your target market and can it be demonstrated that a significant percentage of their followers and fans come from your target demo?

Using relevant localised hashtags and geotags in social media posts can also help to increase visibility within the target market.

Live events provide a doorway into a market

Having a presence at specific industry events, shows and festivals, which are well-attended by the type of riders you’re selling to - in a specified location - can yield powerful results.

Each year, members of the Motorcycle Marketing team and the brands we represent get in amongst the riding communities at a whole range of live events, such as Motorbeurs Utrecht (Netherlands), Salon de 2 Roues (Lyon, France), Adventure Experience (Barcelona and Madrid, Spain), Wheels and Waves (Biarritz, France), ABR Festival (Warwickshire, UK), MaxlRIDE (Bavaria, Germany), EICMA (Milan, Italy) and Motorcycle Live (NEC Birmingham, UK). Attending these events allows brands to create new connections with audiences and partners, as well as observing trends on the ground and staying ahead of the pack.

Marketing beyond borders: seasons and regions

As well as national trends and variations, consider regional differences in riding seasons when planning your marketing strategy. In northern countries or states where the riding season is limited, focus on promoting gear suitable for colder climates and emphasise activities like motorcycle maintenance workshops, or shorter coffee shop rides. In regions with year-round riding seasons like the south of Europe, the focus can shift to commuter comfort, long-distance touring and outdoor adventure in the winter months.

The all-important American market

The American motorcycle market is synonymous with freedom and adventure. Brands entering the US market often tap into themes of independence, exploration and the vast open road, utilising imagery of epic landscapes and iconic American landmarks.

Proud U.S. brands such as Buell Motorcycles, Boss Hoss Cycles and Indian Motorcycles typify the classic American aesthetic. According to Statista data Harley-Davidson is still the biggest selling motorcycle brand in the US with 20.5% market share closely followed by Honda with 19.9% share of total market sales.

In fact, between the Japanese brands Honda, Yamaha, Kawasaki and Suzuki they sell almost half the motorcycles purchased annually (49.5%), demonstrating the power of offering a wide range of reliable and trusted models at reasonable price points to the American consumer.

The biggest selling European brand BMW have only managed to achieve a 3.1% market share, perhaps pointing to an opportunity for the likes of KTM, Ducati and Triumph to exploit in the future. The U.S. is by far the biggest market in the world for dirtbikes (motocross, enduro and dual-sport bikes) and both Ducati and Triumph have announced off-road models in recent years.

When it comes to marketing bikes and accessories to American riders, Motorcycle Marketing's U.S. based collaborator Haley Rae Shoning advises, “I find that the most important way to localise your marketing strategy is to perform in-depth market research—and when I say market research, I mean more than just tracking consumer behaviour and economic trends. In order to effectively market to riders in a particular location, you have to really understand who those riders are.”

“It’s key to understand what kinds of riding are most popular in what areas so that you can tailor your marketing strategy to reflect that. For example, adventure riding and enduro riding are much more popular in states like Colorado and Idaho than in the Midwestern United States, which is mainly flat.”

She adds, “On that same note, if you are marketing to the United States from another country, it’s important to understand the cultural differences in speech patterns, language, and slang in order to ensure that your marketing copy is relatable to your audience. Understanding who your audience is - their ages, for example - will help you further narrow down the kind of language that they will relate to the most.”

The Motorcycle Industry Council for USA is a well-established and highly active industry body in the U.S. which organises the huge annual AimExpo trade show and is worth connecting with. New brands to the American market should also consider that local state regulations with regard to imports, tax and homologation can vary considerably.

British motorcycling: heritage & tradition

When it comes to the British market, which is one of the most developed and diverse in the world, it’s worth looking at the publicly available data from the Motorcycle Industry Association on the numbers and types of bikes being sold in the UK each month. From that data you can assess current trends, though the UK also has a rich motorcycling history so it’s important to connect with industry professionals who know the market well themselves.

Englishman Joseph Beale is member of the Motorcycle Marketing team and has been working in the industry for nearly 20 years, with brands such as MotoGP, the Dakar Rally and Yamaha.

He comments, “Although the UK is relatively small geographically compared to the U.S. or the larger European countries, we do have a pretty big riding population, I believe it’s way over one million active riders. Almost every type of bike you can think of has an audience in the British market.”

“It’s cool to see what brands like Triumph, Mutt, Norton and BSA are doing, playing on their British heritage and selling lots of bikes domestically and globally. So it’s definitely a country you want to get your marketing spot on in, whether that’s by working with well-known British influencers, having a presence at our biggest bike shows or creating marketing campaigns which are clearly made in, or for the UK.”

“We ride on the other side of the road to Americans and mainland Europe and our number plates are quite distinctive, as is some of our popular riding gear, so non-British brands need to take that into account when they create their campaigns.”

Looking north: Scandinavian values

Thomas Hansen, a video creator and Motorcycle Marketing collaborator based in Norway, who works with brands such as Dunlop, Yamaha, Peak Design and Mosko Moto explains how to connect with riders in his local markets. “Scandinavian people tend to appreciate a direct and clear communication style and I would shy away from excessive hype and over promotion like we tend to see in a lot of commercials these days. Focus on functionality and value. If it feels expensive we love it,” says Thomas.

“Most Scandinavian people are eco conscious and are willing to pay extra for high quality and functional garments. We also pay extra attention to safety and how this can enhance our riding experience in colder climates,” he adds.

On localising campaign materials effectively, he also has some specific tips. “Most advertisements in Norway are in English, so this is no problem at all for most riders,” he notes. “But make sure to have local references or local currency. We tend to stay away from prices displayed in a different currency.”

So advertising to Scandinavians with prices in dollars, euros or pounds, might impact your conversion rates, whereas showing local prices in Norwegian Krone, Danish Krone or Swedish Krona can create additional trust and resonance.

Dutch market: Practicality and cost-awareness

Motorcycle Marketing founder Thalassa van Beek is Dutch and offers her thoughts on how to market effectively to her compatriots. “In the Netherlands, motorcycles serve as a smart solution for both daily commuting and leisure, given the compact geography and frequent traffic congestion,” she explains.

“Many Dutch riders take advantage of their bikes during the workweek and then enjoy cross-border trips on weekends and holidays. The local climate makes waterproof gear a top priority for these practical and adventurous enthusiasts.”

Thalassa adds, “Dutch motorcyclists are deeply connected to trends, often drawing inspiration from popular influencers, top athletes and their social circles. They enjoy being well-informed and are eager to discuss the latest products, materials and innovations. This community values both high-quality products and exceptional service, but remains budget-conscious, always on the lookout for the best deals.”

Tapping into the French rider market effectively

Bérenger Cyne is a French photographer and graphic designer who works with the Motorcycle Marketing team and rides Suzuki and Honda bikes himself. On marketing to riders in France he says, “Urban riders in big cities like Paris, Lyon or Marseille take short trips and daily commutes due to traffic density and speed limits. The types of motorcycles they use are therefore scooters, small-displacement bikes like 125cc to 300cc and multi-purpose or manoeuvrable bikes. In rural or mountainous regions, French bikers are clearly more likely to ride for pleasure and landscape discovery, so they go for trails and road bikes.”

“We're also fortunate to have some fine circuits and host a number of races like Le Mans 24hrs, MotoGP and MXGP. There are also numerous motorcycle festivals. Whether it's to discover new trail models at Alpes Aventure Moto Festival, multi-brand novelties at Salon du 2 Roues de Lyon, do track tests at High Side Festival or go retro at the Normandie Beach Race. There's something for every taste and every age all over the country.”

Marketing to German riders: Copywriting is key

Motorcycle Marketing's resident German rider market expert Juliane Eger says authentic localisation is important in her country. She acknowledges, “In my experience, even though most people in Germany speak English, it appears to me that they prefer interacting in German. Brands should pay particular attention to the correct use of the country's language, especially biker language and avoid translation errors.”

Picking out an example of a company which she feels markets well to German consumers, Juliane notes, “Louis is a good example. Their marketing is very present and they reach a broad age range of riders.”

Europe: not just one big market

It’s crucial to understand that Europe is not just one homogenous market. Each country has its own distinct culture, language and preferences as highlighted by some of our team members in their insights above.

Tailoring your marketing approach to each territory is essential for success. Motorcycle Marketing client Peak Design did exactly that when they first engaged with us early in 2023, in a partnership which successfully continues to this day.

Our founder Thalassa explains, “Peak Design is renowned among photographers globally, including in Europe, for its innovative products. In a strategic pivot, the company extended its expertise to designing phone accessories specifically for motorbikes, driven by the team’s genuine passion for motorcycling. Realising they needed to go beyond their usual channels to connect with European motorcyclists, they teamed up with us at Motorcycle Marketing.”

“Our collaboration has led to the establishment of a top-notch ambassador program spanning over 13 countries, alongside securing coverage in various media outlets. Additionally, we provide strategic consultation on event marketing, carefully selecting the most impactful events across Europe and devising comprehensive strategies to maximise exposure and engagement at each exhibition.”

In conclusion, localising your motorcycle marketing strategy for international markets requires a deep understanding of each target audience's preferences, culture and market dynamics. By adapting your approach to specific regions and demographics, you can effectively engage with riders around the world and build a strong global brand presence.

Want help with internationalising your marketing campaign? Contact the Motorcycle Marketing team today for a free of charge consultancy session.

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Crafting the ideal press release for the motorcycle media

In a shifting media landscape press releases remain a powerful element in the marcomms toolkit. Effective and efficient communication is essential from a brand and a media perspective. In this guide we'll delve into the details of writing the perfect press release, tailored specifically for the motorcycle industry. Whether you're representing a brand unveiling a groundbreaking product, an organization promoting an event, or a federation making an official announcement, a well-crafted press release is the key to capturing attention and driving engagement.

Understand your audience first

Before even writing the first word of your release, it's crucial to establish who you're addressing. The motorcycle industry is diverse, comprising enthusiasts, riders, professionals, potential partners/customers, investors, media personnel and many more stakeholders.

Maybe your ultimate audience is B2B, in which case the tone and contents will need to be appropriate for that readership and you will be looking to publish or seed the content into platforms or business media where your target market will see the release.

If your audience is B2C – for example riders of a specific type of bike - your press release will need to be informative and interesting enough for journalists who cater to that segment of the rider market to consider writing about what you send them.

Tailor your message to resonate with these varied audiences of journalists and final readers, focusing on what matters most to them - whether it's aesthetics, performance, safety, innovation or niche community focussed news.

The experienced content team here at Motorcycle Marketing have produced articles, newsletters and press releases for the likes of Dorna, MotoGP teams, Red Bull and numerous manufacturers, including current clients such as KTM and Yamaha.

Working towards defined objectives

What do you aim to achieve with your press release? Are you announcing a new product, promoting an event, or advocating for a specific cause, such as road safety? Clearly define your objective to ensure your message remains focused and impactful throughout.

If the press release is mainly being placed for SEO objectives, then again the structure and contents of your press release will need to be adapted to that purpose. Incorporate relevant keywords and phrases throughout the content, particularly in the headline, lead paragraph, and subheadings. Additionally, include links to your website or relevant resources to drive traffic and improve search rankings.

Think about the actions you want journalists and other recipients to take when they receive the press release. If you want them to be engaged by the headline, interested in the topic as they read the body of the release, effectively informed by any data or statistics you include and hungry to find out more (in an accompanying media pack you also send) then your press release structure must be built around those goals.

Structure your press release appropriately

Overall, industry-standard formatting will ensure your press release appears polished and professional. The headline is logically the first thing journalists and readers will see, so make it count.

Keep it concise, engaging, and relevant. Use action words to grab attention and convey the essence of your announcement. For example, ‘Innovative helmet to improve global rider safety standards’ or ‘Annual charity ride out to bring Denver rider community together’.

After the clear and concise headline, a dateline should indicate the release date and location.

The opening paragraph should succinctly summarize the most important aspects of your announcement. Media rely on the lead paragraph to decide whether your press release is worth covering, so it must be compelling.

Structure the body with short paragraphs and bullet points for easy readability. What sets your announcement apart from the rest? Whether it's cutting-edge technology, exclusive partnerships, a limited timescale on an offer or the announcement of an exciting line-up at a forthcoming event, emphasize what makes your press release noteworthy.

Keep to the most relevant information and avoid unnecessary jargon, unwarranted superlatives or overly technical language. You can also provide further information in a media pack which includes detailed specs and helpful accompanying images and videos, but don’t expect every journalist to work through all this information at first glance.

High-quality images, videos or graphics can complement your press release and enhance its visual appeal, but it’s best to avoid attaching heavy files to emails delivering your press release. Host the visual content elsewhere – in Google Drive or Dropbox for example - and make it easy for relevant journalists and contacts to access those files.

At Motorcycle Marketing we create both plain text and HTML versions of press releases ready for distribution to targeted media contacts, giving us the best shot at getting your message through.

After establishing the core message, you can provide additional context and background information. Include quotes from key stakeholders, statistics or testimonials to lend credibility to your announcement, though you should always attribute credit to any third party sources properly.

Finally, conclude with a boilerplate providing an overview of your organization and relevant contact information.

Distribution and follow-up

Once your press release is thoroughly proofread and finalized, it's time to distribute it strategically. This is a topic covered in more detail in the follow up blog article.

A combination of distribution channels can be used, including newswires, a database of industry publications, social media and your own website. The Motorcycle Marketing methodology for distribution includes wide delivery to our network of over 600 international media outlets, or to a specific, relevant subsection of our media database.

Media coverage is unlikely to appear immediately after distributing your press release, unless you have something mind-blowingly game changing to announce. Personalized follow-up emails, DMs or phone calls to journalists, bloggers, content creators, publishers, editors and influencers help increase the likelihood of coverage.

In conclusion, writing the perfect press release for the motorcycle industry requires a strategic approach, attention to detail, and a thorough understanding of your audience and objectives. By following these guidelines and best practices, agencies, brands, companies, organizations and federations can effectively communicate their message, capture attention, and drive meaningful engagement within the motorcycle community.

To understand more about Motorcycle Marketing’s press release writing and distribution services, click here.

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Creating effective marketing strategies for motorcycle dealers

Motorcycle dealers are constantly innovating with their marketing strategies in order to stand out and attract new customers. In this article we will focus on some of the best tactics to be used to help motorcycle dealers achieve outstanding results in an increasingly competitive space.

We understand that dealers have a lot on their plate. Ever expanding model ranges from manufacturers, new trends in terms of rider preferences, competition from (and in) the second-hand market, brands going direct-to-consumer online, other vehicle/bike types taking market share and volatile financial scenarios are just some of the challenges.

However, through a combination of understanding evolving purchasing preferences in local markets, innovation in leveraging both online and offline strategies, working with manufacturers’ marketing departments and effectively upselling and cross-selling to customers, dealers can absolutely thrive.

Tailored marketing strategies for different markets

In the vast North American and European markets, for example, customers have distinct preferences and buying behaviours. The commuter market of riders in Europe who buy motorcycles and scooters as their primary mode of transport is considerable, but the leisure and lifestyle markets in those territories also have their nuances.

The common consensus would be that in North America, meanwhile, motorcycles are purchased more for leisure than for getting to and from work. However, these trends and preferences vary significantly within U.S. states and European countries, depending on geography, rural vs urban settings, climate, local emissions legislation and homologation rules, for example.

Many dealerships have been in operation for decades and will rightly feel they know their local customers well. However, trends change fast and it’s important for dealers to consider what their target demographic looks like now, as well as what that target demographic will look like in two, five or ten years time.

Ask yourself - is there a growing demand for electric scooters, smaller adventure bikes or café racer style models in my specific location which other dealers are not reacting quickly enough to?

By studying sales data from bodies such as the UK’s MCIA and the MIC in the U.S. dealerships can spot and stay ahead of trends and capitalise on them first. Likewise, by attending the most relevant industry events dealers can gauge which manufacturers are launching the most relevant new models and updates and can also get a strong indication of what their future customers are actually showing most interest in.

Some of this may sound obvious, but it’s not that uncommon to fall into a trap of following old habits, sticking always with the same model ranges or traditional manufacturers and therefore not being ready to capitalise when market sentiment changes.

Knowing your audience as it changes over time and offering them the bikes and accessories they really want are the fundamentals to get it right, in order to ensure your marketing strategy has the best chance of success as a dealer.

Maximising results of online and offline marketing campaigns

The power of digital marketing allows smart motorcycle dealerships to neatly integrate online and offline marketing tactics to reach customers at key touchpoints. Here at Motorcycle Marketing we have the expertise to help you do just that if you require assistance.

Here on the blog we’ve previously covered the importance of preparing online audiences for future physical events and how to ensure you’re at the top of your game when it comes to offline marketing in the motorcycle industry. Our team of expert marketers – who are all riders themselves – have years of experience in executing exactly those tactics.

Dealers can create a strong online presence through social media activity, highly targeted online advertising via Google and Meta, well designed newsletters to customers and a user-friendly website.

Shahin Alvandi, the General Manager of General Manager at MotoCorsa in Oregon – one of the most successful Ducati dealerships in the U.S. - sets a great example with the approach his company takes with its digital strategy. They have an excellent website and in addition Shahin is also a co-host of the excellent Brap Talk podcast which underlines his credibility in the industry and builds reach and trust around his expertise.

Collaborating positively with manufacturers

We also suggest speaking directly with the marketing departments at the manufacturers about your local market and ask them if they can provide assets – such as content, copy, translated spec sheets, photos and videos which you can feature on your social media channels, website and online advertising campaigns. Each manufacturer has a different approach, depending on their own capacity and the resources they devote per territory, but it certainly does no harm to ask how they can help you sell more of their bikes.

Even in dealer-manufacturer relationships which are decades long, dynamics change significantly over time. Strategies are updated, key staff members come and go, content production and localization capacity increases. It’s always worth sending that extra email or asking for the additional asset in the long run.

For those working for manufacturers and brands themselves, it’s still vitally important to devote bandwidth to assisting their dealers with online strategy over time.

It won’t be a new thought process of course, yet it remains crucial to driving sales to consider providing as much help as possible to their dealers. Can they collaborate on an influencer marketing campaign, tap into shared customer databases, provide exclusive video for their market and help with clear brand guidelines and great content for dealers to use which is relevant to their local market?

We’ve seen some manufacturers even create white label websites for their dealers, whereby the structure and main assets are all in place and the dealer simply needs to add their local details to the site to make it relevant to existing (and new) audiences.

The importance of the human touch

As our lives become ever-more digital and AI plays an increasing role in motorcycle marketing, the human element of the sales process should not be forgotten.

It's equally important to create meaningful connections between your team and your customers in person. Dealers can do this through a number of activities such as ride outs, demo rides, fitting days, female ride days, fashion shows, tech workshops, Q & A sessions, film screenings and meetups to watch MotoGP or races from other series.

Coffeeshops and hangout areas at dealerships help build a community which ultimately fosters loyalty. Memorable in-person experiences in tandem with online community building can be linked to in-store promotions or online discounts available exclusively only through your dealership website. Again, MotoCorsa in Oregon do this brilliantly through their online calendar promoting the events they have created or participate in.

Upselling and cross-selling strategies

Those physical events can provide a perfect platform for upselling and cross-selling, which can increase revenue and enhance the overall customer experience. Motorcycle dealerships can achieve this by offering first class customer service, loyalty discounts, leasing contracts, promotions on accessories and riding gear, aftersales care, servicing promotions and customization options to complement their core product offerings.

The sales philosophy would not be, ‘How can I sell this customer a bike as quickly as possible and send him or her out onto the road?’, rather it would be focused on helping your customer get the most possible enjoyment and pride from owning their motorcycle and having a long-term commercial relationship with your local rider community.

In conclusion, motorcycle dealerships can achieve outstanding results by tailoring their marketing strategies to local preferences, scaling their approach based on store size, and integrating online and offline tactics effectively. By understanding the unique buying cultures of different regions, leveraging the power of digital marketing, and implementing smart upselling and cross-selling techniques, dealerships can drive sales and cultivate loyal customer relationships in a competitive market landscape.

If you need help with your marketing strategy in the motorcycle industry, contact our dedicated team of marketing professionals for a free consultancy session.

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How to ensure maximum sponsorship ROI for your motorcycle brand

Sponsorship remains a strong tactic for brands in the motorcycle industry to expand their reach, engage with customers and drive sales. This edition of the Motorcycle Marketing blog delves into some key strategies for ensuring maximum ROI for your motorcycle brand with sponsorship.

With members of the Motorcycle Marketing team having expertise from working on prestigious events like the Dakar Rally, MotoGP and the WorldSBK World Championship - where sponsorship plays a pivotal role - there's a wealth of knowledge in our crew on how to make the most of these opportunities for your brand.

We also attend all the major European motorcycle industry events each year such as EICMA, Motorcycle Live, ABR Festival, MOTORbeurs Utrecht, Salon de 2 Roues and MaxlRIDE, which together attract hundreds of thousands of riders in person and a huge media presence. Sponsorship and securing brand visibility at these events requires planning and well-considered execution.

Getting your sponsorships right and maximising ROI

One of the most effective ways to quickly gain huge exposure through live events and get a direct line of communication with your target audience is through sponsorship.

Worthwhile sponsorship in the motorcycle industry entails meaningful partnerships that resonate with the target audience and align with a brand's values. Brands sponsoring events, championships, teams or individual riders should look beyond the initial financial commitment in order to maximize their investment. This could involve collaborative advertising and marketing campaigns, exclusive access for fans, co-created content or co-branded merchandise.

Alexandra Puig Rom is an experienced member of the Motorcycle Marketing team who has worked directly with brands at live events to optimize their sponsorship agreements, for example when collaborating with our founder Thalassa van Beek on the PETRONAS Motorsports account at MotoGP races.

When it comes to maximising sponsorship deals around racing and live events Alexandra states, “Simply placing your company logo on a bike, or a rider’s helmet or leathers provides visibility and awareness to any brand, but there's much more that you can and should do beyond that. First and foremost always add into your sponsorship agreements the option to make content with the riders, team or event that you sponsor. This can be content for social media and also for commercials or campaigns, such as photoshoots with your product.”

The values of those you sponsor should align with your values

Alexandra adds, “Professional riders and teams are familiar faces, everyone knows them or at least your target audience will, so if your brand or product is seen together with them this automatically makes your brand or product a familiar one. This association also happens with values: your chosen rider's values will be transferred to your brand.”

“Ask them to make your product visible, to use it, not only during live competition but also during their free time. It's not only about awareness but also consideration and even conversion. ‘People's subconscious works like this: if this rider uses the product it is good, so I'm going to use it too.’”

She concludes, “Include in your sponsorship agreement some time with the riders and team principles for your brand's events. Having them at product presentations, exhibitions, or even in a Meet & Greet with stakeholders means having more participation, more visitors or simply just making your stakeholders happy.”

Different sponsorship options around live sport and events

When planning how to gain visibility for your brand there are a plethora of sponsorship and partnership options available to you.

If you’re going to sponsor a rider, some initial research should reveal whether the individual or their management team are easy to work with and even whether they actually like the commercial side of the game. Can you play it smart and pick a rising star, a rider who can grab surprise poles, holeshots, podiums or wins?

Maybe you want someone whose riding style is particularly spectacular rather than a consistent winner or maybe you want someone whose personality stands out from the crowd. Jack Miller in MotoGP ticks both those boxes.

Or are you looking for a rider of a specific nationality, in order to gain traction in a defined market? If the U.S. market is key to you, you could pick out a rider such as Garret Gerloff - currently the only American rider on the WorldSBK grid - or Mason Klein, a young Californian who has impressed at the last two editions of the Dakar.

Sponsoring teams and championships

When it comes to working with teams again the opportunities are numerous and know-how is crucial in terms of spotting the right partnerships for your brand. Is a title sponsorship right for you, or are you better off as an official supplier?

Could you strike a deal to sponsor the team in specific championships or key markets? LCR Honda have offered an interesting model in MotoGP for many years, switching up the prominence of their main sponsors depending on the location of their races.

Sponsoring championships rather than teams or individuals can also be advantageous. Working with event organizers such as Dorna, who run MotoGP and WorldSBK, ASO who organize the Dakar, or Infront Moto Racing, who manage the rights of MXGP, may give you the type of global exposure your brand needs and give you access to negotiated racing content. These organisations have dedicated teams to assist their sponsors with activating agreements and achieving maximum reach with their branding.

For manufacturers themselves, their commitment to go racing - and their choices of which riders and team principles to employ - is in itself a huge investment. Their choice of marketing professionals and press officers can also have a big impact on the perception of their brand in racing and the brands that sponsor their teams. Chinese-backed brand Kove have quietly arrived in road racing and have also impressed in recent Dakar performances, though they are yet to make a big splash with European audiences about their racing activities.

Spin-off projects gain further visibility

With the Ténéré Spirit Experience – which Motorcycle Marketing manages the comms of – Yamaha have taken a different approach, allowing them to gain exposure around Rally-Raid racing whilst also taking VIP customers into the heart of the action. This is another step on from sponsorship in terms of gaining exposure with key audience segments.

Yamaha also organize competitions such as the Yamaha R7 Cup and their on-road and off-road bLU cRU series, which help the brand resonate further with customers, create their own action and racing narratives and discover the next generation of racing talent. Red Bull have made a similar investment with the Red Bull MotoGP Rookies Cup over many years and with the various racing series they organize or support.

Smaller brands can start with initial ventures into sponsorship, event organisation and event partnerships in order to create that all important link with both ‘off-line’ and online audiences.

Away from racing it’s also important to understand how the major motorcycle industry events work, which type of customers/riders they attract and how to increase your visibility if you’re sponsoring or exhibiting at those events.

The team at Motorcycle Marketing have the expertise to assist your brand with identifying the right events and championships for your brand to sponsor or to get involved with, depending on your objectives, your target demographic and the products or services you offer.

Measurement and analysis are crucial

Tracking metrics such as social media engagement, website traffic and brand sentiment around sponsorship and racing - or other live events - allows brands to gauge the effectiveness of their efforts and make informed adjustments for future sponsorship initiatives. Companies such as datapowa can help match brands and potential sponsors with sports ‘properties’ in the motorsports industry in order to reach a desired audience and measure the effectiveness of those sponsorships and partnerships over time.

In conclusion, sponsorship in racing and at live events represents an invaluable opportunity for motorcycle brands to elevate their presence, engage with specific rider segments and drive business growth.

If you need help gaining additional visibility for your brand, you can arrange a free consultancy session with the Motorcycle Marketing team to see how we can potentially collaborate and help you achieve your goals.

Content Marketing

From Sale to Loyalty: How Motorcycle Brands Keep Riders Engaged

Delivering Exceptional Post-Sale Customer Service

Creating a Brand Community Riders Want to Be Part Of

Making Riders Feel Valued Through Personalised Engagement

Encouraging User-Generated Content & Brand Advocacy

Offering Long-Term Value with Accessories, Services, and Exclusive Content

Supporting Industry Events & Partnering with Influencers

Turning Customers Into Lifelong Brand Advocates

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Why Motorcycle Brands Should Shift from Product to Community Focus

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The importance of owning first party data for motorcycle brands

Let’s define first party data

The decline of third party data

Why first party data matters specifically for motorcycle brands

Leveraging first party data for success

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How To Create a Content Calendar For the Year Ahead

What Content Would You Publish In an Ideal World?

Getting Practical

When Should I Publish My Content?

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Marketing strategies for a new racing team

Mission and brand

Rider recruitment and securing sponsorships

Creating relevant content

A strong digital presence

Winning on social

Press and communications

Bringing it all together

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How to market to riders of different age demographics & skill levels

Appealing to younger and inexperienced riders

A plethora of options in the 125cc market

The electric conundrum

The impact of live events

How to market to older and established riders

Advanced features to enhance the experience

Online targeting to reach only the demographic you require

Working with the right influencers

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Effectively localising your marketing strategy for international markets

Demonstrate local knowledge in copywriting and content creation

Influencer marketing and learning about local scenes

Live events provide a doorway into a market

Marketing beyond borders: seasons and regions

The all-important American market

British motorcycling: heritage & tradition

Looking north: Scandinavian values

Dutch market: Practicality and cost-awareness

Tapping into the French rider market effectively

Marketing to German riders: Copywriting is key

Europe: not just one big market

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Crafting the ideal press release for the motorcycle media

Understand your audience first

Working towards defined objectives

Structure your press release appropriately

Distribution and follow-up

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Creating effective marketing strategies for motorcycle dealers

Tailored marketing strategies for different markets

Maximising results of online and offline marketing campaigns

Collaborating positively with manufacturers

The importance of the human touch

Upselling and cross-selling strategies

Keep on reading...

How to ensure maximum sponsorship ROI for your motorcycle brand

Getting your sponsorships right and maximising ROI

The values of those you sponsor should align with your values