Category Archives: powersports

m-b to sell smart ev scooter in 2014

mb’s smart ev scooter is set to sell

I take last week’s news of Daimler’s entry into the green scooter market come 2014 as more of a solidification of their alt transport low-zero emissions SMART brand than any sudden two-wheeled epiphany. Miniscule financial risk, max pr value, and a lot of genuine utilitarian functionality backed by diamond plated quality control, first class marketing, global distribution, and built-in market affinity even though Smart car sales haven’t exactly soared as first envisioned.

The news accompanied the announcement by Reuters of this summer’s Smart ForTwo four-wheeled ev launch.

How tough will it be to convince yacht sailing, pied-á-terre dwelling, polo pony riding ‘Benz owners to swipe their debit card and pick one up – I see a discreet POS gift card offering by the cashier’s window – on the way out of the dealership? Answer: not too. You’ll look in vain, by the bye, for these same folks at a local indie scooter store.

Not everyone’s convinced. This Automotive News critique after the initial 2010 announcement pans not just M-B, but the entire scooter riding universe. Oh well. For Daimler it’s almost all about reputation: expecting however many scooter sales to add significantly to the bottom line is hallucinatory. Much easier to boost profits selling Dyson cordless vacs as P&A. A rolling ev test bed, on the other hand, is not, and that’s scaleable.

For in-depth analysis of M-B’s 2-wheeled move, Martin Racing Performance’s blog goes on at length and in great detail on Daimler’s decision, with insider perspective on what it means for the nascent EV scooter/mc channel overall.

Magic 8 Ball: if this does work out, might the technology be licensed to existing badges? One might well imagine.

powersports pays price for poor pr

 

the slippery slope to silliness

Several years ago I put together an easy to follow guide that offers solutions for three of the most common errors made by DIY publicists. Since then I’ve noticed a significant increase in the number of powersports announcements distributed under the hi-jacked heading of FOR IMMEDIATE RELEASE! So poorly constructed they’re cause to wonder if a Kazakhstan goat herder isn’t ghost writing for the crowd source marketplace, they neither inform nor promote. No offense to my herder friends.

There’s a phrase common enough to pr practitioners (hack) that’s either a label of shame or badge of some distinction, if only among peers. Without naming names – and, sadly, you probably don’t know who you are – I’m gobsmacked at what the aftermarket seems willing to accept under the guise of published, presumed to be positive, information about products, services, and events by the former.

This isn’t about the errant comma, occasional misplaced modifier, or missing apostrophe. I’m raising the alarm over the wholesale abandonment of fundamental principles of grammar, any notion of style, and the essentials of literacy. Who needs complete sentences when an odd lot assortment of disjointed words strung randomly together into incoherent phrases passes as sense.

“air quotes” run amok amid out of control malaprops

I’m usually not a hard-core stickler for AP style, but. The increasingly sloppy gibberish masquerading as product praise not only offends my professional eye, but to the point does serious damage to a manufacturer’s online reputation and in-store brand. Unless, that is, the brands footing the bill think LOL ridicule is a desirable goal.

And it’s permanent. Once published to the web, these unintentional examples of no-talent hilarity circle the internet forever, ghost ships of puff piece silliness showing up on Google search “doh!” in perpetuity.

If you can’t hire a pro – and by that I mean someone possessed of a) basic writing skills and, b) a fundamental understanding that English, not Farsi, is North America’s marketing lingua franca – please take advantage of my basic tips for improving reputation and readership.

pri to sema move signals big change

pri announces sale of event to motorsports giant sema

The Performance Racing Industry racing aftermarket manufacturers event announced the sale of their popular mid-winter event, held in recent years in Orlando’s Orange County Convention Center, to event competitor Specialty Equipment Market Association, known internationally for their hugely entertaining Las Vegas mega-show.

For event background and photos read my coverage of SEMA here, and my PRI experiences here. Both shows offer numerous educational and motivational opportunities.

According to the press release, PRI staff will remain in Laguna Beach, while the long-running event will remain in Orlando.

Both venues are extremely popular with their respective audiences, and enjoy a fair amount of crossover attendance from other segments, including powersports. SEMA’s profile skews more towards automotive and, by extension, motorcycle customizing, with emphasis on paint, accessories, and electronics.

PRI, on the other hand, is a big tent. This cross channel, hard core racing and performance venue aters to racing organizations, their fans and members. Representing everything from entry level karting to NASCAR Cup competition to ALMS to NHRA, if it uses an engine – whether tractor pulling, boat racing, a road circuit or speedway event – PRI is the marketplace for manufacturers. Notably absent: powersports, although this is prime territory for exploitation and well worth the investment.

What this might mean in the long run is unknown. At the very least, I’d expect SEMA to leverage the PRI venue as some kind of enhanced exhibitor bonus. Having attended SEMA seminars at PRI in the past, they’re no strangers to the racing market profile specific to PRI.

dealer expo credibility gets shredded

everything coming up roses? not so fast

The continuing struggles of the powersports market coupled with the rise of social media haven’t been kind to Advanstar’s Dealer Expo signature event, even less so to its flagship b2b pub Dealernews. This fact was painfully born out when Joel Martin, head of Martin Racing Performance and a leading scooter segment authority, blasted the media giant on his blog for their spin describing last month’s 44th annual trade show. Then he reloaded. In the background I could hear Foster The People humming Pumped Up Kicks.

Mr. Martin took it personally when, after extensively documenting the event for his own blog and YouTube channel, he failed to recognize the franchise version of the very same show.

There’s no disguising how much the exhibitor base has shifted since I vBlog’d the event in 2008 or last walked the show in 2009 while questioning Dealer Expo’s marketing strategy as showing serious signs of strain, an opinion that’s since proven both prophetic and accurate. Meanwhile, Advanstar’s continued attempt to revive a zombie V-Twin show within a show came up snake eyes – again.

winners 0 losers 2

There are no winners here. A shrinking powersport dealer network that depends on industry press for an accurate picture of how the market is performing, where it’s going, and trends to watch for, gets shortchanged on reality. And there’s the brand that is Advanstar, and the issue of trust and reputation management. Independently verified opinion polling? Missing in action – just the self-congratulatory quotes from corporate employees.

It’s true that, especially for first time attendees, the view is more that of green meadows and perpetual sunshine. But for long time participants well aware of the meteoric rise in market performance from the mid ’90’s to the mid ‘oo’s, there’s no masquerading the increasingly dire situation facing brick and mortar retailers.

time to make lemonade

Who then to fault? Aftermarket manufacturers, industry media, and dealers themselves. All can be called to task for repeatedly failing to ask critical questions, invest in essential marketing, and for blindly continuing to embrace a business plan that’s lost its mojo. Other industries have adapted to similar challenges – Performance Racing Industries’ Orlando event comes to mind.

The industry desperately needs a venue or venues that, like any other dedicated channel, provides a well managed opportunity for buyers and sellers to gather in a common marketplace for a couple of days to assess, visit, become informed, learn, and above all profit. It’s a void Marketplace Events hopes to exploit with their newly launched American International Motorcycle Expo set to open next year. Stay tuned.

performance racing industry pri expo

Performance Racing Industries Returns To Orlando

PRI has found a permanent home at the Orange County Convention Center. Though exhibitors and attendance was somewhat smaller than in years past, the net result was an event that was easier to navigate and absorb. The 2011 event featured live, knockout kart racing and a list of vendors that represented every sector of automotive related performance. Read the complete article here.

cycle world sold – again: to bonnier ab

The saga of Cycle World’s future existence continued today on news of the venerable publication’s sale to Field & Stream publisher Bonnier AB, a family held privately owned media group headquartered in Stockholm, Sweden. Self-described as, “… a culturally progressive, humanistic organization (with) knowledge-sharing goals,” the European publisher is also involved in book publishing, broadcast, digital, cinema, cultural events and educational efforts.

Many of the company’s best known titles were acquired as part of the Time print selloff in 2007.

News of Cycle World’s (re)sale was predicted before the ink was dry on the June, 2011 sale by HFM to Hearst. Shortly after the transfer, rumors began circulating that the familiar CW brand was for sale by owner, no reasonable offer refused. Bonnier’s titles also include Popular Science and Parenting. In a statement announcing the sale, Cycle World is slotted for Bonnier’s special interest Outdoor channel. The amount of the sale was not disclosed.

Bonnier’s portfolio of titles is impressive, and includes such special interest lifestyle nameplates as Saveur, the Transworld active collection, Motorboating and Yachtbroker. Given the production quality and editorial value of their offerings, Cycle World seems likely to maintain their leadership in print while enjoying a much needed web makeover that could be transformational.

product design hits and misses

Fast Company Cries Foul

since you put it that way, what was erik thinking?

Who says you can’t beat that dead horse? Fast Company compares Ulysses to Barcolounger! Whoop! Buell gets a posthumous dressing down over on Fast Company’s Design channel. Their current pictorial serves up a night and day visual of the role design plays in the consumer acceptance cycle. Message? I guess you know it when you see it. Screw around too much and you’ll pay the price: see iPod vs. (M.C.) Hammer clown pants over on the United States of Design for rock solid proof of usually avoidable consequences based on (bad) taste alone. Which is why the t.v. audience for Boise State home games will never exceed friends and family.

temp tattoos from tattly

no committment, no worries

Tattly, the latest effort from talented designer and founder of Swiss Miss graphics blog Tina Eisenberg, offers witty, low cost personal entertainment and a tempting opportunity for powersports brand and marketing managers.

The collection of expertly designed messages and icons includes “knucks,” the answered prayer for every personal injury attorney who enjoys masquerading on weekends as a Sons of Anarchy patchholder. Add fighting rings and you’re done.

clues to cycle world’s future hinted

wsj reports on hearst new media aspirations

One of the first departments to get the ax after Hearst announced last June the completion of the HFM media sale that included Cycle World among others was that brand’s social media department.

That was followed last month by a rumor on the alt-lifestyle site Hell For Leather (subscription required) that the title was already up for sale, again, possibly to the first bidder willing to step forth and make an offer. Any offer.

Today’s Wall Street Journal announcement has Hearst looking very closely at the digital components of their extensive media empire, which now includes 15 dailies, 38 weeklies, nearly 200 magazine titles, and an eclectic collection of local t.v. and cable outlets ranging from A&E to ESPN.

WSJ points out the obvious: Hearst is caught in the same dilemma as very other purveyor of traditional media; namely, a no longer debatable downward spiral of sub and ad based revenue that, like Rosebud, is lost forever.

And it is to that end that corporate strategy now seems heavily focused on building out Hearst’s Interactive Media group and with it a pronounced shift in emphasis from old to new media and with it all the promise offered by the tech sector.

Too soon to tell if any of this will spill over to the Newport Beach offices of America’s most popular two-wheel journal. But if it does, that can only be good.

online spending: search vs. display

The gap in spending between online search and online display is closing, and quickly, according to this June, 2011 forecast by online marketing firm eMarketer.

While search captured the early sweepstakes as the category offering the best ROI, that out-of-the-gate lead is narrowing. The prediction now is that sometime in mid-2014 the advantage will shift to display as the favored category, coupled with analysis that shows overall growth slowing from a 2011 high of 20.2% ($31.3B) to a 2015 assumption of 8.8% ($49.5B), nearly doubling today’s spending.

Technology, opportunity, metrics and platforms are all reasons for this growth. The opportunities presented by mobile coupled with the emergence of HTML5 and a host of other visual solutions likely account for the change in velocity.