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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