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.
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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