Well yesterday at our club meeting my Vice Prez was a little flustered because I am a die hard cruiser gal. He rides a Suzuki and didn’t want to go on the ride to Cali because it was Harley based.
So I want to let him know that Suzuki doesn’t have an all out campaign interest in black bikers or latino bikers, well to sum it up in marketing terms, urban bikers.
The last consorted effort Suzuki made to attract urban bikers was in 2008 and the website was called Busa Beats.
Suzuki relied previously on enthusiast magazines to do their marketing and because of extreme competition in the sport bike market they had to make a change in how they acquired more urban bikers to purchase their bikes. They had to become more aggressive in marketing by pushing into core markets, which in essence is the Urban Biker Market, at that time it accounted for nearly one-third of its sales.
In particular, the effort strived to reach African Americans and Latinos, which account for about 40 percent of Hayabusa buyers, according to Robert Elliott, advertising manager at Suzuki.
While African-American and Hispanic consumers tend to use the Web less overall, Elliott said it didn’t apply in making media choices for this campaign, which will spend half of its undisclosed budget on digital initiatives.
The misconception was African -American and Hispanic consumers don’t use the internet as much as white consumers. That truly isn’t the case . You have to reach them on sites of interest to them.
[youtube=http://www.youtube.com/watch?v=5LgGzwl7kZQ]
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