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Anonymous

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Guy Procter  says:

10 things bike firms could learn from their own ads

Look at bike ads from decades past and you come away thinking some manufacturers today aren’t fighting hard enough for the customers they could have. What happened to having the balls to compare yourselves to your competitors? When did pointing out there are compelling reasons to ride other than fulfilling a trackday fantasy become a dumb idea? Why did you...

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  • Posted 3 years ago (07 November 2011 14:36)

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wings1372

Joined:

Aug 02

Posts: 359

wings1372 says:

Too true

Well said MCN. The bike industry needs to wake up and all those marketing execs need to earn their money. The only bike adverts I see on TV are during bike racing on eurosport, only really preaching to the converted. Why do they not focus adverts on performance car magazines like Evo? or advertise the bikes during football matches or car racing to try to bring in new customers?

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wings1372

Joined:

Aug 02

Posts: 359

wings1372 says:

Too true

Well said MCN. The bike industry needs to wake up and all those marketing execs need to earn their money. The only bike adverts I see on TV are during bike racing on eurosport, only really preaching to the converted. Why do they not focus adverts on performance car magazines like Evo? or advertise the bikes during football matches or car racing to try to bring in new customers?

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GasmanDan

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Dec 10

Posts: 8

GasmanDan says:

. . As much as I like Suzi 500's

. . . . Yea.  I'm with ANichol on this one.  It's the Dodge, I'm afraid.

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jacksonc001

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Nov 11

Posts: 1

jacksonc001 says:

Brilliant..

Mr Procter, congratulations, this is possibly the most important article anyone of your profession will write this year, and I couldn't agree more.. The Kawasaki 'Think even smaller' advert could be updated with a new picture, and price, and be run tomorrow! It's almost shocking to see how relevant it remains, and yet nothing like that has appeared in the national press recently (that I can think of). Yes, there will always be a market for the 'dagger-eyed' sportsbikes, and fair enough, they capture the imagination of da yoof nicely; but there's a massive amount of people out there who's lives would be immensely improved by getting out of their cars and onto two wheels for their daily commute - not to mention the benefit to the environment and the state of the roads. According to the RAC, "British commuters have the longest average travelling times to work in Europe - at 45 minutes per day," but "the main reason given for using the car to drive to work was that it was quicker than other options." How crazy is that? I used to commute in and out of Oxford on a BMW R1150R - about half of the trip involved passing almost stationary queues of cars. I never understood why I felt so alone! I wanted to wear a sign on my back that said "This could be YOU! Ask me how." There must have been about 400 cars in our office car park. And about 4 motorbikes. And we had changing rooms, showers, even a dedicated parking area near the building. As you so eloquently put it, it's not about getting more people to join our fraternity, as if being a biker is an alternative way of life. It's about simply getting everyone to embrace biking as a brilliant solution to some big problems. The more successful the industry is, the better for everyone - whether it's cheaper kit prices, better awareness of bikes by other road users, or simply more motorcycle parking bays. The fact is that car users are the majority, and anything that swings the balance back in the bikers favour is a good thing. For everyone. There is another element to consider though, and that doesn't seem to be the fault of the manufacturers or their lazy hidebound ad agencies.. and that is a cultural one. If you take a look around the rest of Europe, they don't seem to have the same hang-ups about bikes as we do in the UK. In France, it's almost a rite of passage to own a 50cc scooter when you turn 15 or 16. Take a look inside any garage in Sweden and you'll probably find a motorbike. The Italians have their Vespas, and so on.. A couple of years ago I was working in Issy les Moulineaux, a sort of office district of Paris, and every pavement edge was covered in bikes and larger capacity scooters. And they don't care if it's cold or raining, they stick big mittens on the handlebars and install what looks like a sleeping bag for your legs (just on the scooters of course) - Fashionable? Not exactly, but very practical. The industry could start changing UK attitudes to biking if they would only follow your advice and stop treating biking like it's difficult. And we as bikers could sometimes do a bit more to lose our 'alien' image and promote biking. We all need to reach out to our friends, family and colleagues, and get them to understand that we are just people who took some lessons, passed a test and bought a bike. We're not superheroes or freaks, we're just that little bit smarter than the rest ;-)

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madmac66

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Jun 09

Posts: 7

madmac66 says:

Brilliant, thank you

I've been banging this drum for some time now. Great to hear someone else share my sentiments. The bike industry is guilty of bashing one another with performance figures or race win stats. It nothing more than preaching to the converted. We need to get more fresh flesh into biking and change the overall perception of bikers as bad boys. This is why I hate Sons Of Anarchy so much. It perpetuates that myth. Wheres the TV show about dispatch riders, a bloody sitcom if I ever thought of one. An On The Buses for two wheels. Anyway, its way worse over here in the states, the land of the automobile. Motorcycle advertising is scant, its only ever seen on SPEED, and its always race inspired. Its a big cultural thing but if the motorcycle industry worked together to the betterment of the whole family, then we might see a shift in perceptions.

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geoffb61

Joined:

Sep 08

Posts: 37

geoffb61 says:

jacksonc001

you sir should not be buying MCN - you should be writing for it!

Brilliant response to a great article.

Interesting to see how capacities and power values differed back then - quite content to push sub 500 (and in a lot of cases sub 300)cc bikes and power levels that would be impossible to sell now. We have all come to expect 100bhp as a minimum and preferably upwards of 150 and I think that's sad, especially as bikes like that are not used as bikes should be, and not as they are being promoted in all these ads. Trackday and sunday afternoon blasters, but not at all useful for commuting.

Classic example is the new Ducati Panigale - great bike, great engine (apparently) and looks so cool I nearly fainted, but really - who the hell is going to ride that to work?!?  I'd really love to see Duc make a sub 1000cc faired, low end grunt (for real riding), comfortable, 55mpg+ machine (oh! and much less than 15 grand as well please!) that we could use to commute and would still be good for a weekend ride out. Make that and I'll beat your door down waving £20 notes at you.

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Westcroft

Joined:

Oct 10

Posts: 5

Westcroft says:

Yes, I agree bikes should be promoted more than they are.  Where do you see posters showing new bikes?  Adverts on TV? In general magazines? Unfortunately, everyone I speak to about motorcycles who dont ride, tell me they are dangerous!  More education is called for, perhaps teach someone to ride a bike before they learn to drive a car?  We may have more consideration from other road users if this happens?

I do feel that a vast market for motorcycling is still missing.  What about the females who ride?  More ladies are learning to ride but this side of the market seems to be completely ignored.  Sit a pretty lady on a bike to entice men to buy it, what about enticing a girl to buy it?

I passed my test in 2009 and we are still living in the 50`s?  So whats so special about Steve McQueen, surely other men are famous for riding bikes who are still alive?

So many questions, perhaps I should find some answers myself...........

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rlf3

Joined:

Jan 10

Posts: 421

rlf3 says:

Winter

So long as Britain continues to have snow and ice in winter PTWs will not be a reliable year round transport solution.

There will always be days when using a PTW simply isn't possible.

What's needed is a solution to the problem of snow and ice.

The problem bike manufacturers face with selling their wares is trying to convince people to spend money on an expensive transport solution which can't be used all the time.


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CBRJGWRR

Joined:

Aug 11

Posts: 508

CBRJGWRR says:

I would rather the dodge too...

But that is cause you can sell it for more...

What the dealers should do is specialise in 125's move to the city centre, put ads up for them, and then that would get more people on bikes.

Like the 278 miles for a tenner one for the CBF 125 one down at my local honda dealer.

I had a scooter once. it did 130 mpg, and 77 mph. At the same time. (Or at least thats what the speedo said. On the grounds I was overtaking someone at the time in a 60 limit...)

 

I know blokes who commute on superbikes. I also know people who do trackdays on scooters.

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CBRJGWRR

Joined:

Aug 11

Posts: 508

CBRJGWRR says:

I managed to out run a 911 off the line...

on my CBR125. I don't think he realised we were having a drag race though...


 

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