Know-How Exchange : Strategy

What makes the motorcycle better than the competition (besides being locally made)? If it's about the ride, do a blind-folded ride (salesperson drives). If it's better looking, show the bikes. If it's faster, compare their speed. Focus on the emotional reason that someone would want to purchase motorcycles from the competition.

You understand the Phrase "Unique Selling Proposition", so you should be able to answer the question, "why should I buy your motorcycle above all other options including doing nothing at all". If you can get that part right, then you won't be competing with the other brands. You'll carve out your own niche.

I would go back to my customer base and ask them to fill out your Customer Satisfaction Survey to get their response as to why they bought your product versus the competition. Call them, e-mail them, mail them, get them to be part of this project. Have a testimonial contest with a big prize and post them on your marketing material, your website and your place of Business. there's a reason why infomercials use a testimonial format for selling.

Your link doesn't work so I couldn't see your site. Who is your target market? Is it existing motorcycle owners, is it first time buyers, male or female? Once we figure that out then we will know where to go to market them.

Don't rule out any media type for marketing as long as you've perfected your message to match your market. Testing and measuring response to each ad placement will tell you what's working and what's not.

If you're not getting the response you want from your marketing you probably look the same as your competition and you're getting the same response their getting. You can't outspend them so use more Direct Response in your marketing.

The internet is a good place to test if you have a website that can capture visitor information with a compelling opt-in. Just buy some relevant traffic and monitor the results. I meet a businessman who sold pool tables on line. He closed his bricks and motar location because he sold 5 times the volume on line versus in store...and that included an $800.00 to $1,500.00 delivery and set-up fee on top of the purchase price.

There's no magic pill, just a systemized approach to your Marketing Campaigns that build a database of prospects for sequential follow-up. So, your marketing should focus on trading prospects information for your information that provides a solution for their needs wants and desires...and positioning your company as the experts in your field.
Ron Romano
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Take a look at the guerrilla marketing tactics employed by Harley Davidson. While they have the brand recognition, budget, and audience to easily prove effective, you could learn a lot by researching the tactics.

Several that stand out are their members-only motorcycle clubs, membership events at dealer locations showcasing new models alongside a BBQ party or other event, etc. Not knowing your exact audience, I don't know what would appeal to them, but you could look at setting up social networking or email groups where members would receive special pricing/promotions, opportunities to win free gifts or invites to events, etc. Tie in an incentive for members to invite friends to join, or to forward information along.

Also, I would like into alternate venues where you could showcase the vehicles (minor league sporting events, concerts, outdoor venues, shopping malls, etc.) - they are typically much more cost effective on a per-person basis than traditional advertising, and allow the dealers to contact prospective buyers directly at the site.