Brand awareness

Sponsorship logos on the MotoGP motorcycle of Jorge Lorenzo.

How to ensure maximum sponsorship ROI for your motorcycle brand

Sponsorship logos on the MotoGP motorcycle of Jorge Lorenzo.

How to ensure maximum sponsorship ROI for your motorcycle brand

Sponsorship remains a strong tactic for brands in the motorcycle industry to expand their reach, engage with customers and drive sales. This edition of the Motorcycle Marketing blog delves into some key strategies for ensuring maximum ROI for your motorcycle brand with sponsorship. 

With members of the Motorcycle Marketing team having expertise from working on prestigious events like the Dakar Rally, MotoGP and the WorldSBK World Championship - where sponsorship plays a pivotal role - there's a wealth of knowledge in our crew on how to make the most of these opportunities for your brand.

We also attend all the major European motorcycle industry events each year such as EICMA, Motorcycle Live, ABR Festival, MOTORbeurs Utrecht, Salon de 2 Roues and MaxlRIDE, which together attract hundreds of thousands of riders in person and a huge media presence. Sponsorship and securing brand visibility at these events requires planning and well-considered execution.

Getting your sponsorships right and maximising ROI

One of the most effective ways to quickly gain huge exposure through live events and get a direct line of communication with your target audience is through sponsorship.

Worthwhile sponsorship in the motorcycle industry entails meaningful partnerships that resonate with the target audience and align with a brand's values. Brands sponsoring events, championships, teams or individual riders should look beyond the initial financial commitment in order to maximize their investment. This could involve collaborative advertising and marketing campaigns, exclusive access for fans, co-created content or co-branded merchandise.

Alexandra Puig Rom is an experienced member of the Motorcycle Marketing team who has worked directly with brands at live events to optimize their sponsorship agreements, for example when collaborating with our founder Thalassa van Beek on the PETRONAS Motorsports account at MotoGP races. 

When it comes to maximising sponsorship deals around racing and live events Alexandra states, “Simply placing your company logo on a bike, or a rider’s helmet or leathers provides visibility and awareness to any brand, but there's much more that you can and should do beyond that. First and foremost always add into your sponsorship agreements the option to make content with the riders, team or event that you sponsor. This can be content for social media and also for commercials or campaigns, such as photoshoots with your product.”

The values of those you sponsor should align with your values

Alexandra adds, “Professional riders and teams are familiar faces, everyone knows them or at least your target audience will, so if your brand or product is seen together with them this automatically makes your brand or product a familiar one. This association also happens with values: your chosen rider's values will be transferred to your brand.”

“Ask them to make your product visible, to use it, not only during live competition but also during their free time. It's not only about awareness but also consideration and even conversion. ‘People's subconscious works like this: if this rider uses the product it is good, so I'm going to use it too.’” 

She concludes, “Include in your sponsorship agreement some time with the riders and team principles for your brand's events. Having them at product presentations, exhibitions, or even in a Meet & Greet with stakeholders means having more participation, more visitors or simply just making your stakeholders happy.”

Different sponsorship options around live sport and events

When planning how to gain visibility for your brand there are a plethora of sponsorship and partnership options available to you.

If you’re going to sponsor a rider, some initial research should reveal whether the individual or their management team are easy to work with and even whether they actually like the commercial side of the game. Can you play it smart and pick a rising star, a rider who can grab surprise poles, holeshots, podiums or wins? 

Maybe you want someone whose riding style is particularly spectacular rather than a consistent winner or maybe you want someone whose personality stands out from the crowd. Jack Miller in MotoGP ticks both those boxes. 

Or are you looking for a rider of a specific nationality, in order to gain traction in a defined market? If the U.S. market is key to you, you could pick out a rider such as Garret Gerloff - currently the only American rider on the WorldSBK grid - or Mason Klein, a young Californian who has impressed at the last two editions of the Dakar.

Sponsoring teams and championships

When it comes to working with teams again the opportunities are numerous and know-how is crucial in terms of spotting the right partnerships for your brand. Is a title sponsorship right for you, or are you better off as an official supplier?

Could you strike a deal to sponsor the team in specific championships or key markets? LCR Honda have offered an interesting model in MotoGP for many years, switching up the prominence of their main sponsors depending on the location of their races.

Sponsoring championships rather than teams or individuals can also be advantageous. Working with event organizers such as Dorna, who run MotoGP and WorldSBK, ASO who organize the Dakar, or Infront Moto Racing, who manage the rights of MXGP, may give you the type of global exposure your brand needs and give you access to negotiated racing content. These organisations have dedicated teams to assist their sponsors with activating agreements and achieving maximum reach with their branding.

For manufacturers themselves, their commitment to go racing - and their choices of which riders and team principles to employ - is in itself a huge investment. Their choice of marketing professionals and press officers can also have a big impact on the perception of their brand in racing and the brands that sponsor their teams. Chinese-backed brand Kove have quietly arrived in road racing and have also impressed in recent Dakar performances, though they are yet to make a big splash with European audiences about their racing activities.

Spin-off projects gain further visibility

With the Ténéré Spirit Experience – which Motorcycle Marketing manages the comms of – Yamaha have taken a different approach, allowing them to gain exposure around Rally-Raid racing whilst also taking VIP customers into the heart of the action. This is another step on from sponsorship in terms of gaining exposure with key audience segments.

Yamaha also organize competitions such as the Yamaha R7 Cup and their on-road and off-road bLU cRU series, which help the brand resonate further with customers, create their own action and racing narratives and discover the next generation of racing talent. Red Bull have made a similar investment with the Red Bull MotoGP Rookies Cup over many years and with the various racing series they organize or support.

Smaller brands can start with initial ventures into sponsorship, event organisation and event partnerships in order to create that all important link with both ‘off-line’ and online audiences.

Away from racing it’s also important to understand how the major motorcycle industry events work, which type of customers/riders they attract and how to increase your visibility if you’re sponsoring or exhibiting at those events.

The team at Motorcycle Marketing have the expertise to assist your brand with identifying the right events and championships for your brand to sponsor or to get involved with, depending on your objectives, your target demographic and the products or services you offer.

Measurement and analysis are crucial

Tracking metrics such as social media engagement, website traffic and brand sentiment around sponsorship and racing - or other live events - allows brands to gauge the effectiveness of their efforts and make informed adjustments for future sponsorship initiatives. Companies such as datapowa can help match brands and potential sponsors with sports ‘properties’ in the motorsports industry in order to reach a desired audience and measure the effectiveness of those sponsorships and partnerships over time.

In conclusion, sponsorship in racing and at live events represents an invaluable opportunity for motorcycle brands to elevate their presence, engage with specific rider segments and drive business growth.

If you need help gaining additional visibility for your brand, you can arrange a free consultancy session with the Motorcycle Marketing team to see how we can potentially collaborate and help you achieve your goals.   

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How to Maximise Your Digital Impact Around Trade Shows

Motorcycle Marketing 2023-01 How to Maximise Your Digital Impact Around Trade Shows

How to Maximise Your Digital Impact Around Trade Shows

If you are planning to exhibit your products at a motorcycle trade show it’s well worthwhile to consider how to maximise your digital impact around the event. Let’s face it, most attendees at events spend half their time on their phones anyway, so creating a strong link between your physical presence at a show and your associated online marketing content is a wise strategy.

The overlap between the digital world and ‘real life’ has become increasingly significant in recent years and the Covid-19 era only enhanced that trend. Customers and industry players will hit the major motorcycle trade shows in big numbers in 2023 and the hunger for face-to-face contact, plus the urge to see new bikes and products up close is still strong. The key point to set your brand apart from your competitors is by linking that footfall at shows to your digital goals.

Let’s Get Digital

Trade shows are important events that can generate leads and provide a boost to your business network and sales. However, they also require a significant investment. Before attending one, it is a good idea to create a strategy, defining the steps you’ll take before, during, and after the event, to maximize your digital impact.

The first step to optimizing your digital results around trade shows is to set the right goals for the event and make a plan accordingly. Your goals might be to increase your customer email database, to recruit more dealers, to promote specific pieces of online content about your product, to announce a new partnership with a big name influencer or directly to sell more motorcycles thanks to your presence at the exhibition.

If you’re still unclear what your goals are, or you need help with figuring out how to make and execute a plan to hit your key objectives, contact the team here at Motorcycle Marketing and we’ll put you on the right track.

Then it’s about creating a tailored plan around your goals before the show and setting up the digital infrastructure to support the physical marketing presence you’ll have at your exhibition stand.

If you have not been to a motorcycle industry trade show before, or if you’ve not attended one for a few years, it’s probably worthwhile going to a few shows just as an attendee if you can, simply to observe trends and examples of best practice. You could even attend trade shows from other industries which are local to you.

There are often good examples of innovators and brands getting it right at any exhibition of repute and attending a well renowned show could give you all the inspiration you need to make a splash when it’s your turn to set up a stand of your own.

What To Do When It’s Showtime

During the show, be sure to share your marketing materials with the attendees. Sounds obvious, but some brands still don’t do this. They simply turn up and display their products. Make it easy for expo attendees to digitally connect with your brand at or immediately after they visit your stand.

You could offer an immersive content experience with VR headsets or headphones to allow those visiting your stand to dive deep into your online content at the show, rather than seeing incoherent content on background screens. For tips on how to efficiently create strong content check out our blog post on just that topic.

There are several other ways to create a digital hook at your stand. Perhaps offer superfast wifi accessible via email registration through a mobile router at your stand. Often at events mobile networks and free wifi networks become swamped, so offering attendees a superfast alternative will quickly make you popular.

You can also create online contests to win your products and potentially consider creating interactive games to increase the buzz around your products and exhibition. You might also make exclusive influencer led content available only via your stand.

You can invite media and content creators to generate video and audio material at the event. Creating a small media studio where journalists and creators can record podcasts, live interviews or features with your CEO, CTO and/or brand ambassadors can lead to robust online media output from the show.

If you want Motorcycle Marketing to take care of inviting the right industry players, media contacts and influencers to your stand at a trade show, just let us know and we’ll use our extensive contacts list to make that happen.

You can also brief those hosting your stand well, to encourage visitors to interact, visit your website, join your email newsletter database and follow your brand’s social media channels.

Providing slickly produced videos about your product and giving that material to media and other attendees on high capacity pen drives (carrying your company logo) will raise brand awareness beyond the event, leaving a lasting and positive impression.

Something More To Take Away

Royal Enfield made a big splash at EICMA 2022 with the Super Meteor 650 but it was their marketing around their annual Rider Mania event in Goa just after EICMA which allowed them to double the hype on the launch of the new bike.

Similarly, Kawasaki caught the eye at EICMA with the display of their hydrogen engine, derived from the supercharged H2 motor, which got plenty of attention from visitors. It is Kawasaki’s extensive, supporting online material around their hydrogen project which makes it more intriguing and exciting though.

Attendees of trade shows have so much to take in, which makes following up around any launch or announcement at a big show so important. Only a fraction of your target audience will actually be in attendance at a show anyhow.

Actually BMW have significantly reduced their trade show participation in recent years. BMW Motorrad and the individual national and regional branches of the company did not attend EICMA 2022 or Intermot 2022. Instead of fighting to stand out from the crowds, they prefer to do their own thing, with events such as BMW Motorrad Days.

When you have a brand presence so well established and respected as the folks from Bayerische Motoren Werke you make your own rules when it comes to marketing. Their impressive launch of the awesome 2023 BMW M 1000 range one month before EICMA 2022 showed they know exactly what they are doing.

What Shows Should I Be At?

Now that we’ve looked into strategies on maximising your presence at trade shows, let’s take a look at the main events taking place in 2023 and 2024.

EICMA - held in November each year in Milan - is one of the most popular motorcycle trade shows in the world and connects professionals, the press and two wheeled enthusiasts. This expo is a platform for all manufacturers of bikes, accessories, parts and aftermarket products.

EICMA includes many elements that make it a must for any motorcycle industry professional. These include the MotoLive area, which features live competitions, trial acrobatics and freestyle motocross. Amongst the most exciting features of EICMA are the Start-Up and Innovation areas. They allow visitors to shop for new products and watch demonstrations from industry leaders.

Another well-known motorcycle trade show is the AIMExpo. As the largest North American motorbike trade show, the event is produced by the Motorcycle Industry Council. Visitors can expect to meet hundreds of exhibitors and distributors and the 2023 event takes place in February in Las Vegas.

Intermot is a biennial international motorcycle trade show that takes place in Cologne, Germany. The event is attended by over 200,000 people and it will next be held from 1st-6th October 2024.

Likewise, taking place every two years in Australia, Moto Expo Melbourne is one of the largest expos in the southern hemisphere. Visitors have the opportunity to see a range of different motorcycle models, accessories, parts and apparel, but like Intermot it is not taking place this year and will be back on the calendar in 2024, so take note if you like to plan well ahead.

Here are a few dates for your diaries for 2023 motorcycle trade shows. Depending on your goal and audience, you might want to secure your spot!

If you’re looking for any help selecting the right events or identifying the best strategy for your brand, make sure to contact us.

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A motorcycle salesman selling a motorbike to a biker customers in a motorcycle dealership store.

Your 3 Step Guide to Selling More Motorcycles

A motorcycle salesman selling a motorbike to a biker customers in a motorcycle dealership store.

Your 3 Step Guide to Selling More Motorcycles

Dealerships and brands, this one is for you… Competition for sales of new models is fiercer than ever. Your prospective customers want increased flexibility with payments and are looking for cool, informative content, as they increasingly purchase higher ticket items online.

8 years ago, already 54% of 18-34-year-olds preferred to shop online, and this number has only increased. If 50% of US bikers are aged 50+ in 2014, this number is even greater now. This leaves you to attempt to win over the millennial majority for great lifetime ROI, but they are less likely to walk through your dealership!

Elon Musk suggested closing most of Tesla’s dealerships in favour of online sales because everyone was buying online, especially in the post Covid era. And it’s no different for motorcycle dealerships. Studies show that people get intimidated by dealership staff who work in lavish showrooms. Meanwhile, with so many brands offering wider ranges of models and getting evermore creative with financing options, the competition means it’s a buyer’s market and customers don’t go to dealerships to spend hours negotiating prices either.

The only advantage to going into the store is to test how a bike feels. There’s nothing stopping customers from trying a bike in your store and then buying it cheaper with your competitor’s easy-to-navigate online store.

You need to improve your digital marketing game.

Let’s find out how…

1) Know Your Audience

Market research helps you understand the things that your target market gets drawn to and what they’ll avoid. Recent studies from Hinge Marketing found that those who do frequent market research will have 2.7% better growth and 9.2% bigger annual profits than those who do occasional research, and a whopping 7.8% larger growth and 9.7% more profit than those doing no research.

For example, many millennials get drawn to the on-trend bikes with an urban appeal or a retro look (like our photographer, Berenger or our content writer, Jasmine with their Café Racer and Street-bike styles!) Or emphasise a better value-price ratio for smaller and better insurance savings for smaller bikes or a minimalist design.

Knowledge is power, and market research like this will give you the power to sell better, grow faster and make more money. Knowing your audience is absolutely key.

2) Marketing Online

Build Trust with Customer Reviews

Reviews are one of the best weapons in your marketing strategy. Think about the times you look at reviews on Amazon before you buy something.

Statistically, 91% of the 18-34-year-olds trust online reviews equally to personal recommendations, with other studies finding that 93% of customers state that online reviews directly influenced their decision to buy.

Build Your Google SERP

One of the best ways to improve your SERP (placement on the search engine results pages) is through regular content marketing, blogs and social media campaigns. You can use SEO keywords in your blogs to get ranked higher by Google and other search engines. This gets more visibility for your dealership store online and subsequently more sales in person.

Build a Better Online Store

Online customers, especially millennials, like convenient online experiences. Every obstacle that stops them from easily and simply purchasing your product will lose you sales:

  • 99% of customers abandon their online carts before purchasing.
  • 59% of these customers say that it was due to some inconvenience of the website.
  • 48% said it was due to extra costs like shipping, tax and fees being too high.

You need to make it easy to buy online. Improving your e-commerce site can give you a 35.26% potential increase in conversion rate if you improve your check-out design! Online customers are fickle and have many other options, and younger customers know how to find alternatives. Try to give them as few reasons to do that as possible by improving your online store and marketing presence.

3) Selling in Person

Know Your Bikes

Almost every advice forum and article online recommends researching thoroughly, such as Cycle Trader and Begin Motorcycling. With 90% of millennials being online each day, let’s assume that they know more than you think they do about specs, price comparisons and reviews.

Promote In-store Benefits

You can do this through your new awesome online presence. You can add extra incentives like discounts and deals for those who are willing to come into your dealership.

There are innate advantages to buying in-person, like test drives, size and weight checks, and that ineffable feeling of “that’s the one for me” as they see the bike romantically from across the room. This provides you with perfect opportunities to interact one-on-one with your customers, who have already been convinced by your online reputation, which is likely to lead to better sales figures.

Create Rapport

This will stop them from buying elsewhere. Once you’ve got them in the door with a good deal, interacting with a human as opposed to an online entity causes better customer retention through building a good rapport with the business. With 81% of customers stating trust as an important factor in making a purchase, you can make sure they buy from your motorcycle dealership and not your competitor’s.

We always look at what Motocorsa are up to, given that they’re widely regarded as one of the best Ducati dealerships in the USA… with the numbers to prove it. They build and maintain an awesome rapport with their audience and customers through in-store events, regular meetups and track days, workshops and MotoGP viewing parties.

Making sure you know your audience and improving your online presence will drastically help you sell more bikes online and in-store.

For further support, get in touch at hello@motorcycle.marketing and don’t forget to check out our other articles to help you with your social media, influencer and content marketing.

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Your Introductory Guide to Brand Awareness

Motorcycle Marketing - 2022-08 Your Introductory Guide to Brand Awareness

Your Introductory Guide to Brand Awareness

Brand awareness is one of those terms used in marketing, but what does it mean for your motorcycle brand? How can you increase it and measure it? We have put together this short guide in 3 easy sections to answer just that.

Firstly, what is brand awareness?

Simply put, it’s how ‘aware’ your customers are of your brand. Will they think of your company when they think about getting new tyres or next season’s motorcycle jacket?

It’s about using your marketing efforts to make sure people know who you are, what you do and communicate why you are the best.

1 ) Why Brand Awareness Matters

If people can’t see you on social media or websites, you don’t exist. Nobody can buy from you if they aren’t aware of your products and services!

71% of customers said it was vital that they recognised a brand before they bought from them.  In another study, 52% stated this familiarity with a brand to be the biggest factor in their buying decision.

This awareness is a crucial part of the buying process for every business, but it is especially useful for brands that are:

  • Starting up and entering a new market.
  • Smaller brands with many competitors.
  • Premium brands that take more consideration from the buyer.
  • Companies that rely on specific high seasons of income.

Brand awareness matters for 3 key reasons:

  • It creates trust for the brand.
  • It associates actions and products with the consumer.
  • It increases a brand’s value.

All of these 3 reasons end in a sale conversion, which builds your business.

2 ) How to Increase Brand Awareness

Social Media

People expect to see brands on social media. If they search for you and find a dead Facebook page, for example, they will think you are not in business anymore.

Over 91% of people keep up with the businesses they like/use, and 63% assume they can receive quick customer service from those same pages too.

You need to research where your audience is and what they want to see to build your awareness and convert this into revenue. Remember that consistent posting is not a substitute for having a strong social media presence. You need to create a plan for your social media posts that is in line with your marketing strategy to get any results.

Blogging

Blogging is another marketing staple that nurtures your potential leads into sales.

There’s a reason why 90% of brands have used blogs in the last year to build brand awareness in their marketing campaigns. WordPress reports a whopping 70 million new blog posts every month in 2022!

When done correctly, blogging brings authenticity to your company name and can set you apart from your competitors. The informative content in a blog builds an authoritative voice in your industry. It shows you are a reliable and trustworthy brand to learn and buy from.

Blogging also includes Search Engine Optimisation, which helps you get seen on the search engines by driving traffic to your store or website.

Influencer Marketing

Influencer marketing is a hybrid between a review/testimonial and a social media campaign.

We all rely on word-of-mouth recommendations or look to the review section on an Amazon product, and Influencer marketing is no different from this. 49% of customers depend on this kind of marketing to buy a product/service.

This marketing tactic helps build trust as these influencers know their audiences well. Their followers are more likely to believe the products are of great quality and will suit their lifestyle as the influencers have been building their audience through their authentic content.

Check out our other blog for specific support on Finding Great Influencers here.

3 ) How to Measure Brand Awareness

As noted by HubSpot: brand awareness can be difficult to understand and measure as it cannot be analysed in a ‘traditional sense’. Yet, there are quantitative and qualitative brand awareness measures that they suggest:

1. Quantitative Metrics

(The Amount/Quantity of Brand Awareness)

  • Direct traffic to your website from knowing and typing in your name/URL.
  • Record all site traffic numbers.
  • Measure social engagement like comments, retweets etc… on your page.

2. Qualitative Measures

(The Quality of Brand Awareness)

  • Use Google Alerts that tell you when your brand is mentioned.
  • Use social media management tools to see who is talking about your business / using your hashtags.
  • Have brand awareness surveys that request direct feedback from your customers or people in your market.

Most importantly, you need to make sure your team knows exactly what brand awareness means to the business. Every company is different and will have a different way to measure its success online. Have regular conversations with your team and stakeholders about specific goals to achieve this.

How you choose to increase and measure your brand awareness should be decided by the marketing goals and strategies you have from these brainstorming sessions.

If you need further support for increasing your brand awareness, get in touch at hello@motorcycle.marketing or view our other blog resources here.

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