How to ensure your offline marketing game gets results
Over the past 10-15 years online marketing has played an increasingly important role for motorcycle industry brands, with businesses focusing their efforts on social media, digital advertising, SEO and email marketing, especially those selling B2C. However, it's important not to overlook the power of traditional offline marketing, whether your focus is B2C or B2B. Clever marketing merges online and offline tactics strategically and the expert team here at Motorcycle Marketing are here to help you do just that.
Let us guide you, as we explore how to put together a robust offline marketing strategy, provide examples of successful offline marketing in the motorcycle industry, discuss how to link offline and online marketing effectively, and offer insights into potential future trends to look out for in offline marketing.
The building blocks of offline marketing
Offline marketing encompasses methods such as direct mail, event sponsorship, PR and traditional advertising methods, such as print, billboard, radio & television.
Millions of riders attend festivals, track days, ride-outs, bike launches, trade shows and races, at national and international level every year, so having visibility at these events allows you to communicate key messages with your target audience.
While it may seem at times that digital marketing has taken over, offline marketing still holds significant value, particularly in the motorcycle industry. Motorcycling enthusiasts often appreciate the immersive experiences offered by events, exhibitions and races.
In 2022 for example, with Covid restrictions finally relaxed, the MotoGP World Championship was watched by more than 2.4 million fans at trackside, with 232,002 fans attending the German Grand Prix at Sachsenring alone.
Many riders, especially those with high disposable income, are from an older demographic. Whilst they may be just as digitally savvy as younger riders, it is a demographic group that may be easier to move along the marketing funnel with a strong combination of online AND offline touchpoints.
Offline marketing - key tactics
When developing an offline marketing strategy specifically for the bike industry, it is wise to consider the taking following key steps:
- Identify your target audience and their preferences. Understanding their demographics, interests and purchasing behavior will help you target and tailor your offline marketing efforts (as is the case with online).
- Engage with motorcycle-specific print publications, such as magazines and newspapers, to reach your target audience. PR and advertising campaigns with key media can produce powerful results. If you have an interesting CEO, CTO, Head of Engineering or similar spokesperson you can offer up as an interviewee to a traditional media outlet, you can establish authority within the industry.
- Research sponsorship opportunities of motorcycle-related events, such as races, rallies, trade shows, ride-outs and festivals. Display your brand intelligently at the event if you do decide to go ahead with this tactic, offer product demonstrations or test rides, and engage with attendees to create a memorable experience.
Sponsorship often opens the door to speaking opportunities at trade shows and festivals and whilst you might not want to go on the hard sell during a presentation, you can certainly entertain and add value when you know how to present effectively.
You can back up your PR and sponsorship with offline advertising through print, radio, television and ‘outdoor’ (billboards) as they call it in the ad industry. And don’t forget good old fashioned direct mail, if you can find a supplier of reliable potential customer names and addresses.
Successful examples of ‘offline’ in the motorcycle Industry
Ducati have started to organise and host DRE - Ducati Riding Experience - events in various locations across the UK and Europe. These are no ordinary test ride days.
These events allow riders to try Ducati motorcycles and experience their performance firsthand, with some of Ducati’s World Championship level riders on hand to provide tuition and with the gatherings hosted at some of the world’s best race tracks. By providing an immersive and memorable experience, Ducati enhances brand awareness and builds strong customer relationships.
Triumph Motorcycles, meanwhile, have become closely involved in the increasingly popular Distinguished Gentleman’s Ride, which raises their visibility and enhances their reputation as a partner of charitable causes.
In their own words, ‘Triumph decided that the Distinguished Gentleman’s Ride captures everything to be celebrated about motorcycling, and has supported the event for a number of years, seeing DGR grow to a global event in the process.’
The brand have even launched a DGR Limited Edition Bonneville T120 Black model in conjunction with the annual global event. Offline marketing at its finest.
Monster Energy’s presence in the motorcycle industry seems to expand with every passing year, with sponsorship of riders, events and championships. However, it is their partnerships with particularly cool, niche events such as the awesome Big Hill Jam held in Oregon each year that shows they truly understand the off-road scene and know how to market effectively to riders.
Connecting offline to online effectively
To maximize the impact of offline marketing efforts, it is crucial to connect them with your online marketing strategies. Whether at trade shows, festivals, ride-outs, elite level races or in dealerships, there are specific tactics you can use to bridge the gap between offline and online marketing.
Utilise social media effectively to create a buzz around your presence in physical spaces, both before, during and after events take place. Use relevant hashtags, share behind-the-scenes content and encourage attendees to connect with you IRL (in real life!).
Build an email list of event attendees (incentivise them to give you their details) and send them personalised follow up messaging, special offers and exclusive content.
Use content marketing to publish videos, photos or blog posts on your digital channels, highlighting your involvement at events, the products or services you are showcasing and any special promotions.
At any event where you want potential customers to engage with your brand offer them immersive or unique experiences, display your digital content, website address, QR codes and/or hashtags prominently and employ ambassadors to represent your brand professionally in person.
The future of offline marketing
In the years ahead, offline marketing in the motorcycle industry will continue to evolve, adapting to changing consumer behaviors and technological advancements.
We can expect more brands to incorporate AR (Augmented Reality) technology into offline marketing initiatives to offer customers interactive and immersive experiences. For example, motorcycle dealerships could use AR to allow customers to visualise how different motorcycle models will perform in various environments and conditions.
We expect influencer collaborations to have a continued resonance. The smart brands will continue to partner with influential figures in the motorcycle industry, such as professional riders or motorcycle lifestyle influencers, to promote their brands simultaneously both offline and online. Influencer relationships will become longer term partnerships, increasing in sophistication and mutual benefit.
Innovative brands such as Cake will continue to create engaging and interactive events where potential customers can book online to participate in physical workshops, skill demonstrations and races.
The forward-thinking Swedish brand are also backing individual riders with specific offline initiatives such as the first unassisted African continent crossing on an electric motorcycle, cleverly linking the activity to their online marketing campaigns.
By creating a robust strategy, linking offline to online marketing effectively, and embracing future trends, businesses can ensure their offline marketing game gets results and builds lasting connections with riders in any market of their choice.
If you’re looking for support to link your offline and online activities and maximise your results, make sure to reach out to us.
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