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REALRIDER® & Anywhere eSIM proudly join forces

REALRIDER® & Anywhere eSIM proudly join forces

REALRIDER® & Anywhere eSIM proudly join forces

[PRESS RELEASE] Partnership further enhances REALRIDER’s life-saving technology for motorcycle riders in the UK

REALRIDER is proud to unveil a game-changing collaboration with Anywhere eSIM, designed to bring unmatched safety and connectivity to motorcyclists everywhere in the UK.

REALRIDER SOS® provides life-saving crash detection and emergency alerting service, automatically sending a rider’s location and vital details to the nearest ambulance service if they crash and can’t call for help. 

In an exclusive partnership, REALRIDER + Anywhere eSIM ensures rider safety is even stronger. The Anywhere eSIM works alongside any existing SIM card to provide a truly network-agnostic data connection. If the rider’s regular network (Vodafone, EE, O2, or Three) loses coverage, the eSIM kicks in - automatically switching REALRIDER SOS® to any available network to send the emergency alert.

This now means that if riders using REALRIDER SOS® + Anywhere eSIM crash in an area with no coverage on the rider’s main network, the eSIM takes over. This groundbreaking partnership delivers next-level safety, connection and confidence for motorcyclists who ride beyond the limits of traditional coverage.

The Anywhere eSIM doesn’t just support emergencies - it also powers REALRIDER’s Group Ride feature. If riders are out of range for regular network coverage, their location continues to update, so their riding group can always see where they are.

Andrew Richardson, Co-Founder of Realsafe Technologies Ltd and the creator of REALRIDER commented, “Thanks to our partnership with Anywhere eSIM, REALRIDER now becomes a fully network-resilient service, delivering true peace of mind to riders, no matter where the road takes them.”

“Like all connected tech REALRIDER requires a working mobile data connection and with Anywhere eSIM our users will be safer than ever. Thanks to the Shared Rural Network giving 4G coverage for all four major UK mobile operators, with our Anywhere eSIM partnership we can offer our subscribers 95% coverage even including the most remote parts of the country. We’re delighted to be working with them and to add this feature to an already powerful offering.”

Matthew Todd, Account Director at Anywhere Sim commented on the collaboration “We are delighted to be able to partner with a likeminded, dynamic organisation to provide reliable connectivity to riders on the road where they need it most. The highly respected REALRIDER app is the perfect fit for our Anywhere eSIM product enabling us to protect riders safety through providing emergency connectivity in areas which aren’t serviced by any individual network operator. We are looking forward to working with Andrew and the team to provide an uninterrupted user experience for all of our valued customers.”

“Anything that increases the mobile coverage footprint is a huge positive when comms is needed at critical times – and especially in rural areas where Riders are most at risk of losing connectivity” says Duncan Swan, Chief Operating Officer at British APCO.  “This takes REALRIDER SOS to the next level in ensuring riders are safe and connected – and is a fantastic example of a 999 Application that has genuinely saved lives.”

The Anywhere eSIM is available as an add-on via the REALRIDER website (Add Weblink - Get the Anywhere eSIM Add-On Now) for just £50 per year and includes 10gb of data.

An emergency data packet sent to the emergency services when a REALRIDER user is unresponsive is equivalent to 1.5kb. An 8 hour group ride with several connected riders may use approximately 200mb. It is estimated that a similar group ride may use around 25mb of the eSIM’s 10gb annual allowance, meaning REALRIDER subscribers using the Anywhere eSIM package are amply covered when outside the range of their regular network.  

About REALRIDER
REALRIDER SOS® is an award-winning, trusted emergency alerting system designed for motorcyclists in collaboration with emergency services. It uses auto-pause technology and post-impact validation to provide advanced, reliable assistance, ensuring unmatched peace of mind.

Ride smart. Ride safe. Ride REALRIDER.
www.realrider.com

About Anywhere eSIM
Anywhere eSIM is an all in one easy-to-install eSIM that works wherever there’s coverage from any of the UK’s four major networks.

 

We sent out the above press release on behalf of REALRIDER. If you're looking for support with your own media relations, don't hesitate to contact us or find more information by clicking here.

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How Integrated Campaigns Fuel Real Results in Motorcycle Marketing

2025-06 | How Integrated Campaigns Fuel Real Results in Motorcycle Marketing

How Integrated Campaigns Fuel Real Results in Motorcycle Marketing

In the motorcycle industry, it’s easy to fall into the trap of thinking marketing means just “running a few ads” or “posting on social now and then.” But brands that rely on isolated tactics often end up with scattered results and no real momentum.

That’s because modern motorcycle marketing isn’t about standalone efforts. It’s about creating campaigns that connect the dots across channels, audiences, and buyer stages. In this article, we’re exploring why integrated motorcycle marketing campaigns deliver stronger results than any one tactic on its own, and how you can apply this strategy to your brand.

What Do We Mean by “Integrated”?

An integrated marketing campaign is a coordinated effort across multiple channels—paid, organic, offline, and online—that works toward a shared goal with a consistent message and brand experience. It’s not about doing everything at once; it’s about making sure everything you do is connected and intentional.

That might look like launching a new product with teaser posts, ambassador content, a press release, and a landing page all built around the same story. Or it could mean promoting a tour by combining newsletter storytelling, paid retargeting ads, and being present at events. Even a smaller campaign becomes much stronger when every element supports the same message and goal.

What it’s not: running a discount ad without updating your website, launching a product without informing your ambassadors, or posting about an event long after it happened, without anything tying it to the bigger brand story.

Why Integration Works

In a well-integrated campaign, each touchpoint strengthens the next. But what each channel achieves depends entirely on your strategy and the stage of the customer journey.

A paid ad might be used to build brand awareness among new riders, or it could serve as a gentle retargeting reminder for those who already interacted with your brand. A newsletter might work as long-term nurturing for interested leads or as the final nudge during a product launch. An ambassador post can introduce someone to your brand or add the final layer of trust that leads to a conversion. Even a conversation at an event might either close a sale or plant the seed for a longer-term relationship.

None of these pieces is meaningless on its own, but they become dramatically more effective when they work together. Think of a rider who sees your ad, then recognises the brand again in a friend’s social post, clicks through a helpful newsletter, and finally meets your team at a show. That purchase isn’t the result of one single ad; it’s the outcome of a thoughtful journey.

Each part of the funnel works on its own, but combining them multiplies the effect. It’s not about one thing working better, it’s about everything working together.

What to Watch Out For

Despite good intentions, many brands fall into common traps. They might run ads with no supporting content, or push out ambassador posts but fail to reshare or engage with them. Sometimes they send a newsletter to an audience that hasn’t heard from them in months, or forget to give each channel a clear, shared message. The biggest mistake? Treating each tactic as a separate effort, rather than tying it into a larger campaign strategy.

How to Get Started

Building an integrated campaign doesn’t mean you have to be everywhere at once. It just means being intentional about how your brand shows up and making sure your efforts are working together.

Here’s a simple framework to get started:

  • Clarify your campaign objective. What’s the one thing you want to achieve—awareness, engagement, bookings, or sales?

  • Choose the right platforms. Focus on where your audience is active and where you can show up consistently.

  • Create aligned content. Every piece—whether it’s a post, email, or ad—should reinforce the core message.

  • Set a realistic timeline. Don’t try to do everything at once. Space it out, build momentum.

  • Track results and refine. Look at performance across channels to learn what’s working and where to improve.

Keep the tone, visuals, and call to action aligned across everything. If you’re driving toward bookings, clicks, or trust, make sure that’s reflected in every touchpoint. And as always: measure what you can, adjust as needed, and learn for the next round.

Final Thoughts

In today’s motorcycle market, visibility isn’t enough. Riders need consistency, connection, and credibility. Integrated marketing campaigns don’t just help brands stand out; they help them stay top of mind, build deeper relationships, and turn one-time buyers into long-term fans.

At Motorcycle Marketing, we specialise in creating campaigns that don’t just make noise, they move riders through the journey. From ads and email to events and ambassadors, we know how to connect the dots. Reach out to see how we can help your brand.

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red bull rookies cup riders on race track

Marketing strategies for a new racing team

red bull rookies cup riders on race track

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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Peak Design Launches the World’s First Qi2 Wireless Charging Motorcycle Mounts

Peak Design Motorcycle Mount

Peak Design launches the world’s first Qi2 wireless charging motorcycle mounts

[PRESS RELEASE] Peak Design, the worldwide leader in carry solutions and mobile accessories, is proud to launch their nex-gen Motorcycle Mounts: a best-in-class suite of motorcycle phone mounts featuring blazing-fast Qi2 wireless charging, fastest-in-class phone attachment, and superior vibration protection. Released as part of Peak Design’s 12th Kickstarter, Peak Design Moto Mounts provide riders of all motorcycles, ATVs and scooters a convenient system for mounting, accessing and now charging their mobile phones while throttling around.

The biggest advancement in Peak Design’s new Moto Mounts is the incorporation of Qi2 wireless charging. Qi2 is a new global charging standard that is faster, more powerful, and more efficient, allowing 2x faster peak charging speeds. When using your phone for power-hungry tasks like backroad navigation, Qi2 can be the difference between arriving at your destination fully-charged versus less charged than when you started. Peak Design is the first company to introduce locking motorcycle mounts designed to meet the Qi2 standard.*

Peak Design’s updated Moto Mount suite also features two new mounts—the Brake/Clutch Mount and Mirror Mount—for vastly expanded bike and scooter compatibility. The rest of the line has also received functional and aesthetic updates, most notably the V2 Bar Mount, the company’s most popular Moto Mount.

All Peak Design Moto Mounts boast proprietary SlimLink™ connection technology, which allows users to rigidly lock their phone just by holding it against the mount. Attachment and removal can be done 1-handed and without looking. Peak Design Moto Mounts also have a built-in vibration damping system with best-in-class protection against motorcycle engine vibrations that can be harmful to a phone’s delicate internal components.

“You may not think of Peak Design as a motorcycle brand, but the fact is many folks at Peak Design ride, and we like to design solutions to problems that we ourselves have” said Peak Design Founder and CEO, Peter Dering. “Traditional moto phone mounts are bulky, difficult to use, and unattractive. So, we went to work and fixed it, creating a line of mounts that are gorgeous, fast-charging, and things you’d actually be excited to attach to your bike.”

From July 9 through August 12, 2024, Peak Design’s next-gen Moto Mounts will be available to preorder on Kickstarter for up to 34% off MSRP (MSRP $49.95 - $169.95, depending on the product). Products are expected to ship to Kickstarter backers and become available on peakdesign.com, Amazon, and motorcycle accessory retailers worldwide in December. Customers who pre-order on Kickstarter will also receive a free three-month membership of REVER Pro, the leading app for motorcycle route-mapping and tracking.

*As of July 8th Peak Design Moto Mounts are in the very final stages of Qi2 certification and are fully expected to be officially certified by the end of their Kickstarter campaign.

For more information please visit: http://www.pkdsn.com/ks

About Peak Design

Since 2010, Peak Design has been building innovative carry solutions with a simple overarching design directive: make the best things. The idea for our first product was born on a motorcycle trip through Southeast Asia and has since expanded to include a cross-functional ecosystem of bags, pouches, slings, straps, and clips. We’ve won applause along the way, but we’re most proud of the fact that we’re 100% crowdfunded and 100% employee-owned. We’ve raised $36 Million through 11 Kickstarter campaigns to become the world’s most successfully crowdfunded company. This allows Peak Design to stay investor- free and focused on the things that matter most: designing great products, fostering happy employees, and taking care of our customers and the natural environment. Learn more at peakdesign.com.

We sent out the above press release on behalf of Peak Design. If you're looking for support with your own media relations, don't hesitate to contact us or find more information by clicking here.

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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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How to achieve maximum motorcycle media exposure with press releases

2024-04.2 - How to achieve maximum motorcycle media exposure with press releases

How to achieve maximum motorcycle media exposure with press releases

To achieve maximum exposure with press releases in the motorcycle industry, brands and companies need a strategic approach that targets key media outlets with relevant content. Here's a step-by-step guide to getting the greatest amount of traction possible with your media outreach.

Get your content right

Before distribution even begins it’s fundamental to ensure you are only ever sending out well-written and meaningful information about your company and its products or services. This is a topic which we covered in depth in our previous blog post on ‘Crafting the ideal press release for the motorcycle media’.

That article underlines the importance of making sure your press release is newsworthy and relevant to your target media and their core audience.

Having clear objectives with what you want to achieve by publishing or distributing a press release will definitively impact the content and the distribution methodology. Your aims with the press release might be one or more of the following:

  •       Launching new products/services
  •       Announcing news (such as changes in leadership or company structure, joint initiatives with other brands)
  •       Building brand awareness and engagement
  •       Driving website traffic & improving search engine rankings
  •       Expanding reach and exposure in new sectors or markets
  •       Driving sales and conversions
  •       Crisis Management
  •       Clarifying a company stance on a specific event or matter

When planning and writing your press release, briefing your comms department or briefing a credible external agency - such as Motorcycle Marketing - having those objectives clear will make all the difference to the relevancy and impact of your final results.

Whether it's a new bike launch, a significant upgrade to an existing product, an event announcement, the presentation of a new brand ambassador campaign or some significant industry analysis based on exclusive data, your press release should capture attention. Packaging that content up well and delivering it to journalists in a professional manner is the name of the game.

Identify your target media

If you will be undertaking press release distribution yourself you’ll need to research which are the most relevant media outlets to be approaching. Then you need to know how to reach them and ensure that they will even read your email, which can be extremely time consuming if you’re new to these workflows.

Beyond the typical media segmentation of online, print and broadcast, you’ll need to consider the most relevant media targets per market. Is it mainstream media you are targeting, or might it be motorcycle focussed titles such as Motorcyclist, Cycle World, Motorcycle News or Bike Magazine where you want to publish your content? You may be getting even more niche focussed than that and specifically wish to target off-road media such as Dirtbikerider.com, VitalMX.com or Racerxonline.com.

Other media segments you may want to target could include general business press, industry sites & newsletters such as blackbookmotorsport.com, local media, newswires and agencies, respected freelance motorcycle journalists who have vast networks of media contacts and followers, or industry bodies and their networks including the Motorcycle Industry Council in the US or the MCIA in the UK.

Maybe your press release and associated content will be best received by bloggers, influencers or content creators, such as Dutch female adventure rider LNR Moto, UK custom builder Jish or U.S. based street-bike focused YouTuber Yammie Noob. With riders and creators like this sending them a press release might just be one small element in a wider collaboration.

Perhaps your approach will be much simpler and you just want to publish a press release on your company’s website and social media, then let your audience pick up your announcement from there.

If it’s unclear to you how to figure out which target media is the most important for your press release and the rider audience you should be communicating with, the expert team here at Motorcycle Marketing can do that for you.

It’s also worth considering the concept of owned, earned and paid media. Owned media could be your company website & social media accounts, earned media would refer to PR-driven exposure you receive from the wider media and paid media can include advertorials, paid placements & advertising to drive views to your press release. All have their place in the marcomms toolbox.

Get some expert advice

Once your press release is ready for publication and you’ve prioritised which media you want to target it’s time to distribute your content. There are many ways of going about this and the Motorcycle Marketing press team has a specifically effective methodology.

Our founder Thalassa van Beek explains, “Our philosophy is simple. Deliver great press releases to the most relevant and influential people in the media, then use our connections to ensure they read what we send them and eventually publish that information.”

“This is a process we’ve gone through many times over the years and have gradually refined to get the maximum amount of exposure for our clients. We have a network of hundreds of international media contacts, but it’s not just about blanket distribution. It’s about setting it all up effectively with the best journalists and other media contacts that we’ve built up at events, races, shows, festivals, track days, launches and ride-outs over the years. That’s what really gets results.” 

Using tools such as Mailchimp to efficiently deliver plain text and HTML versions of press releases to targeted media - via a cleansed and up-to-date media database - is a crucial step. For big corporate announcements it can also be considered to use a press release distribution service such as PR Newswire or Business Wire, but this comes at a cost and the targeting will never be laser focussed at specific motorcycle media.

Management of visuals is vital

Further to the good quality design of an HTML-based press release it’s important to create, distribute and store relevant assets for the media, such as graphics, photos and videos, in a considerate manner.

It's essential to make content files easily accessible to journalists and you can include links to downloadable high-resolution images and videos in your press release. Alternatively, host them on a dedicated press page on your website where journalists can easily access and download them. Make sure to label files clearly with descriptive filenames to aid journalists in identifying and using them.

Additionally, consider embedding multimedia elements directly into your press release when distributing digitally through platforms that support this feature. Providing compelling visual content alongside your press release enhances its appeal and increases the likelihood of coverage by media outlets.

Additionally, tactics such as offering your press release to one or two outlets as an exclusive, giving them the scoop on your news or potentially a one-shot interview with your company management or brand ambassador, can often be highly effective. 

Similarly, if you make an announcement or launch a product at a live event it’s important to have a good offline and online PR strategy around that. This primarily means enabling journalists present at your event and also those not attending to have all the relevant information from your press release and any accompanying audio-visual content available in their email inboxes and/or accessible to download easily.

The follow-up

After distributing your press release, follow up with journalists and media contacts to ensure they received it and inquire if they need any additional information or may like to schedule an interview with a relevant stakeholder. Personalised follow-up emails, DMs, WhatsApp messages or phone calls significantly increase the chances of getting coverage.

We also recommend tracking the performance of your press release campaign by monitoring media coverage (often a Google News alert does this job effectively), website traffic, social media engagement, and other relevant metrics. Analyze which tactics were most effective in generating exposure and adjust your approach accordingly for future outreach.

By following the guidelines set out above you can achieve outstanding results, producing a measurable uplift on the visibility of your brand and the commercial performance of your company.

If you’re looking for assistance with press release writing and distribution, contact the experienced Motorcycle Marketing team today. We’ve written, translated and published press releases and content for the likes of KTM, Red Bull, Dorna and various MotoGP teams and can help raise your PR game to the next level.

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The 2025 KTM 250 SX-F Adamo edition celebrates a champion

the 2025 ktm 250 sx-f adamo edition celebrates a champion

The 2025 KTM 250 SX-F Adamo edition celebrates a champion

[PRESS RELEASE] In celebration of Andrea Adamo winning the 2023 MX2 World Championship, KTM unveils the KTM 250 SX-F ADAMO EDITION. After a superb run to the title that saw four moto wins and 19 additional podiums, KTM celebrates that success by applying some very special touches to a machine inspired by the bike that Andrea Adamo will ride in 2024 to defend his cherished MX2 title.

It was an emotional day when Adamo clinched the 2023 FIM MX2 Motocross World Championship at the Grand Prix of Italy, at the penultimate round of last season. Securing the title on home soil at Maggiora Park meant the Italian concluded a consistent first season as a Red Bull KTM Factory Racing rider by delivering the team a 15th title in 20 years. In doing so he became the tenth different racer to clinch the gold plate with the KTM 250 SX-F.

Building on this success the KTM 250 SX-F ADAMO EDITION holds at the heart of it the very same READY TO RACE ethos that comes with all KTM models. With this being the ADAMO EDITION, KTM wanted to make sure it truly had that factory feel. The KTM 250 SX-F ADAMO EDITION is a special version only offered to customers in the EU. It's produced in limited quantities to commemorate Andrea Adamo winning the 2023 MX2 World Championship. In honor of this milestone, only 80 units of the KTM 250 SX-F ADAMO EDITION will be produced – just like Adamo’s race number #80.

Starting with the brand-new Connectivity Unit Offroad (CUO) - which is also available for the entire KTM SX-F range and included with the 2024 KTM 250 and 450 SX-F FACTORY EDITIONS - this two-part system offers both engine behavior and suspension settings adjustment via the KTMconnect App, allowing riders to tune their bikes to exactly how they want them to ride and feel, making sure everyone can find their preference. Official affiliation with LitPro means riders can dive into the deepest of detail to take a closer look at their racing lines, lap times, gearing, throttle position, G-Force, jump distance and so much more. Whether riders use it to chase a lap time, perfect their setup, or just compare with friends, adjustment and the information offered are all easily accessible in the KTMconnect App.

When it comes to looks, the KTM 250 SX-F ADAMO EDITION closely resembles the aesthetics of Adamo’s race bike for the upcoming 2024 MX2 World Championship. To add to the presence, the KTM 250 SX-F ADAMO EDITION comes with an incredibly special item that is a complete front mask with the iconic championship leader red plate featuring Adamo’s race number #80 and signed by the Champion himself.

As this item is not available to order separately, it’s a real collector’s piece that Red Bull KTM Factory Racing and Adamo fans will take great pride in owning and carrying on their bike. The #80 red plate will also include Andrea’s signature and the limited-edition motorcycle will come with a separate #80 sticker for putting on the number boards of the race bike if so desired.

The KTM 250 SX-F ADAMO EDITION comes with the Pirelli SCORPION MX 32 MID SOFT both on the front and rear. Being the championship-winning tire, it’s an obvious choice. Offering excellent traction that guarantees maximum power transmission to the ground, the MX 32s then also provide the precision and feel needed to find and hold your line into corners due to the layout of the front lateral knobs. With the tire developed by some of the most prestigious motocross racers in the world, including MX2 World Champion Adamo, it will have riders feeling at one with their KTM 250 SX-F ADAMO EDITION on the track.

The hardware of the KTM 250 SX-F ADAMO EDITION shares the core details of its sibling the KTM 250 SX-F FACTORY EDITION. The frame, weighing 300 g less than that of the standard bike, features the same updated engine mounts that allow for optimized flexibility which has led to improved cornering characteristics. The strategic repositioning of rotating mass within the frame has allowed for a better center of gravity too, offering greater traction and anti-squat behavior out of the corners. The KTM 250 SX-F ADAMO EDITION also comes with a newly designed carbon-reinforced skid plate as standard, ensuring even the biggest hits barely leave a scratch.

The 250cc engine is not only light at 26.1 kg but also remarkably powerful and reaches an incredible 14,000 rpm rev limit. Supplementing that power is the Akrapovič slip-on line exhaust that boasts titanium construction to fall in line with weight-saving and mass centralization as the main criteria of the KTM 250 SX-F ADAMO EDITION.

Fully adjustable WP suspension keeps riders in plush contact with the ground thanks to the 48 mm WP XACT front fork offering 310 mm of progressive and consistent damping. The FACTORY START DEVICE, and Brembo hydraulic clutch system, will also leave riders with no problem getting the holeshot. At the back, the WP XACT rear shock’s advanced damping provides unbeatable traction and energy absorption. An added bonus of the WP XACT front fork and rear shock is that they are both fully adjustable by hand, no tools required.

Getting things stopped, Brembo’s 260 mm front disc and 220 mm rear disc provide superior braking power, with the material of the rear brake lever now stiffer to take the big hits, no problem. Durable strong black rims with orange CNC machined hubs also stand up to the rigors of motocross and, with their lightweight construction, they only enhance the stopping performance, due to less rotating mass.

The KTM 250 SX-F ADAMO EDITION is a rare gem that takes the READY TO RACE motto to the next level and the specs list speaks for itself.

2025 KTM 250 SX-F ADAMO EDITION specs:

  • Red Bull KTM Factory Racing CTG (Race Season 2024)
  • Red plate of World Championship Winner included #80 and signature in buy pack
  • Updated tank spoilers
  • Orange glossy ‘Factory’ frame
  • Connectivity Unit Offroad system & compatible front fender
  • Updated stiffer suspension settings
  • WP XACT AER 48 mm front fork & WP XACT rear shock
  • Factory Racing Start device
  • Factory Racing Seat
  • Factory Racing Triple Clamps
  • Factory Racing Frame Protection Set
  • Factory Racing front brake disc guard (carbon version)
  • Factory Racing skid plate (carbon version)
  • Factory Racing wheel set (black rim, black spokes, orange hubs, orange nipples)
  • Semi-floating front brake disc
  • Pirelli Scorpion MX32 Mid Soft tires
  • Engine mounts (black incl. cut outs)
  • Orange Rear Sprocket
  • Golden Regina Chain
  • Akrapovič “Slip-On Line” exhaust
  • Hinson Outer Clutch Cover
  • Number #80 in buy pack
  • Vented airbox cover in buy pack

The latest iteration of the KTM SX-F range is a highly advanced technical platform that will form the basis of Red Bull KTM Factory Racing’s championship ambitions. The potential of the KTM SX-F foundation is beyond doubt, and boasts the DNA of countless wins, podiums, and titles in the upper echelons of motocross and supercross competition through the last decade.

Keep an eye out for the KTM 250 SX-F ADAMO EDITION in authorized KTM dealers now: to pick up, reserve or try the bike for yourself! For more information visit KTM.com.

We produced the above press release for KTM SPORTMOTORCYCLE GMBH. If you're looking for support with your own media relations, don't hesitate to contact us or find more information by clicking here.

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