How to make the most of motorcycle events when you’re not an exhibitor
Attending motorcycle industry shows without being an exhibitor with a stand can still be a highly productive and worthwhile activity. The team here at Motorcycle Marketing know this well - as it’s something we’ve done many a time – so let’s run through some tips for ensuring you make the most of your trade show visit as a non-exhibiting attendee.
Thousands of companies and industry insiders go to events like EICMA (Esposizione Internazionale Ciclo Motociclo e Accessori), Motorcycle Live and AIM (American International Motorcycle Expo) without being participating exhibitors and doing so can yield major professional benefits.
The top level motorcycle industry events are a big draw for enthusiasts, riders, businesses, and professionals from all corners of the world. Last year at EICMA, there were 1370 exhibitors and almost 40,000 visitors in attendance, whilst at an event like Daytona Beach Bike Week you will find around 500,000 bikers attending each year.
For some businesses, however, hosting a stand or booth does not make sense, either for financial, logistical or commercial reasons, but with huge numbers of potential customers and business contacts amongst those crowds simply attending events can be highly productive.
Grow your network effectively at live events
Networking is perhaps the most valuable aspect of attending motorcycle industry events, regardless of whether you are an official exhibitor or not. These events present numerous opportunities to connect with influential individuals and forge relationships that can benefit your business aspirations.
It’s important, though, to have a plan for the time you spend networking based around your specific business goals so that you can focus on which type of event attendee you want to network with. Those might be brand ambassadors, influencers, key B2B contacts at specialised companies, owners/founders/senior management of businesses or representatives of riders’ or owners’ clubs.
Working with brand ambassadors and influencers builds connections
Brand ambassadors and motorcycle industry influencers often have a deep understanding of the industry, can provide valuable insights, and can help expand your reach and create brand awareness.
Expanding your network of B2B contacts will assist your growth, strategic partnerships and potentially fruitful collaborations, so don’t be afraid to directly approach those professionals most relevant to your business – whether they are exhibitors or not.
Engaging with riders’ and owners’ clubs can help you understand the needs and preferences of riders of certain models and brands.
Keep an eye out for talented people and stands that create a buzz
If you are growing your own company then industry events can also be highly productive for recruitment, in terms of meeting talented people already working within the industry. The best events in the motorcycle industry regularly attract the most dedicated and skilled professionals in the bike scene, so keep an eye out for potential team members who share your passion and vision.
It is also worthwhile at large events taking the time to observe what works and what doesn't in terms of activity around stands and noting which brands are generating the most interest and footfall. You’ll see that some generate significant buzz, while others remain relatively quiet.
Some brands will have planned and executed their trade show participation well, combining online and offline tactics around the event to ensure they attract plenty of interest during and after their exhibition.
Try to analyse the factors that contribute to the success of certain exhibitors, take notes, take photos, take videos and talk to other attendees about what has impressed them. Is it the design of specific stands, their engaging presentations and video displays, or the quality of their products? These insights can be invaluable when planning your own future involvement at shows.
More in-depth market research – such as surveys of riders or potential business contacts – can be a powerful tool for business growth, but conducting it at industry events might require permission from event organisers. Taking notes from conversations you have – either formally or informally – can be a great way to gather insights into market trends, rider preferences and competitor strategies.
Attending industry events as a team can be fun AND highly productive
You can consider bringing along your junior staff or team members as a reward for their hard work. It's an opportunity for them to learn more about the industry, network and gain valuable insights. Additionally, having a team presence can help you cover more ground and make the most of the event. You could hold debriefs at the end of each day with your team to pool together and document your shared observations.
Most exhibiting companies use industry events as a platform to collect contact information for potential customers. Take advantage of this by signing up for their mailing lists, which will allow you to see how effective your competitors and other companies are with their follow-up marketing efforts. You can gain valuable insights into email marketing strategies, content and engagement tactics.
Book meetings in advance of events when possible
Before attending the event, it is good practice to arrange specifically timed meetings with industry contacts you want to connect with. Relying on bumping into people by chance is unwise, so whether you aim to speak with potential partners, distributors, buyers, dealers, country managers or collaborators, having pre-scheduled meetings ensures you make the most of your time at an event. It also demonstrates commitment, clear intent and professionalism.
LinkedIn remains a powerful tool for connecting with industry contacts and potentially setting appointments with key professionals before events such as EICMA. When connecting with someone you don’t already know on LinkedIn adding a note asking if they will be at EICMA or another forthcoming event and might be available for a conversation over a coffee can be a great ice breaker.
Asking a mutual contact to introduce you to another professional could also make a big difference, given the amount of random connection requests senior management figures at big brands tend to get.
Attending motorcycle industry events without being an exhibitor can be a highly productive and worthwhile endeavour. Through networking, recruiting, observation, market research, and strategic planning, you can leverage these events to advance your commercial and professional goals. The key is to approach these events with enthusiasm, an open mind, and a clear strategy.
If you want advice on how to make the most of your time at events such as EICMA and Motorcycle Live the experienced team here at Motorcycle Marketing are ready to help. Feel free to drop us an email today!
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