Motorcycle riders represent a niche market, so it’s important to target these customers with the right marketing mix.
According to the U.S. Small Business Administration, marketing is all about satisfying customer needs. For a motorcycle business, this means satisfying the needs of a unique, niche market segment. Motorcycle enthusiasts are a select group of consumers, and your marketing messages need to promote your motorcycle business in a way that resonates with your customers. Know your customers and their demographic information so you can figure out what will work for your business.
Direct mail is one of the best ways motorcycle businesses can market their products. You will need to find a reputable list vendor, which is a company that puts together direct mailing lists of specific customer profiles. These companies can help you identify a list of targeted motorcycle enthusiasts you can send marketing messages to about your business. Many list vendors have specific demographic profiles for motorcycle riders you can use. Try sending a variety of materials, such as sales letters, postcards, fliers and brochures. Always communicate the benefits of what the motorcycle rider will get out of your motorcycles—these are the “reasons why” a customer should buy from you. Track and measure each direct mail campaign you send out, note which campaigns are most successful and duplicate these in future mailings. Direct mail is a way to market your business directly to customers in an efficient and measurable way.
Social media websites are a great way for motorcycle businesses to market their products to consumers. Make a page for your business and invite current customers to join or follow. Try to connect to their friends through them. Include relevant content on the page that will resonate with your fan base, including videos and tips for riders. Communicate special deals, discounts, events and exclusive offers for fans of your page.
Referrals are one of the best examples of word-of-mouth marketing, which is a type of marketing in which consumers spread the word about your business. Offer some type of incentive for current customers who refer another customer who buys a bike from you. The incentive can be a gift card or special savings on a future purchase from your motorcycle shop. You can partner with other businesses like repair shops, and provide incentives to them for referring customers to your motorcycle business.
There are plenty of motorcycle events, and these are excellent opportunities to market your motorcycle business. Find motorcycle events in your local area or nationally, and contact the event manager to see if you can promote your business at the event. Show up at a bike rally with information about your business. Showcase your bikes and network face to face with customers at motorcycle shows. Pass out literature and marketing materials about your business at trade shows, and show videos and other multimedia that communicate the benefits your bikes offer. Charity events are also good venues to market your business.