Ride With Us is evolving. The industry's market expansion initiative led by the MIC, now has a revised strategy built around targeted online content and a new partnership with a marketing technology provider to generate sales leads.
"Since the launch of Ride With Us in 2021, we have gathered a huge amount of data surrounding potential new riders across the nation, through research, surveys, through digital engagement, and through the many Moto Intro events we've hosted," said Cinnamon Kernes, MIC Vice President of Market Expansion and Events. "Ride With Us will be employing an enhanced strategy that better meets future riders where they are. It's based on what we've learned from prospective motorcycle customers and building on what we've done to date. Knowing the Motorcycle Safety Foundation RIDE Days have been so effective in tapping into communities with first-ride experiences, Ride With Us now has the ability to focus on content, casting a much wider net than before, to create awareness and inspiration."
"We know there are many different things that bring people into motorcycling as well as some preferred behaviors that our program can lean into," Kernes said. "For instance, we know that customization is an extremely popular and aspirational element of motorcycling. We also know that some of the younger demographics are attracted to rental over ownership. Working with MIC members and stakeholders, Ride With Us will create more original content featuring experiences, lifestyle, and community based on these preferences and behaviors. These 'stories' will be widely shared across our digital platforms including RideWithUs.com, a website designed to provide information and resources for new and returning riders. And that will help us achieve one of our main objectives – generating solid sales leads and, consequently, nurturing these leads through the journey of becoming a rider."
New this year, Ride With Us is partnering with Rollick, Inc., the marketing technology provider with proprietary software that will help pursue those valuable leads through personalized communications and outreach.
"We'll be able to tell, based on how visitors to RideWithUs.com are interacting with the site, where they are in their journey to becoming a rider, and we'll be able to steer them to online content that's best for them at the time," said Andre Albert, MIC Director of Sales and Marketing. "Maybe they need more inspiration at the moment. Maybe they're ready to explore more about specific motorcycles or training. Maybe they're ready for connection with dealerships. Rollick will enable us to better supply them with the content that best helps their next move to becoming a motorcyclist."
"We are excited to partner with the MIC and support the mission of getting more riders riding more, and connecting the industry with consumers in meaningful ways," said Bernie Brenner, CEO of Rollick, Inc. "Integrating Aimbase marketing technology will empower the MIC to engage more effectively with current and potential riders, fostering a more connected and vibrant motorcycle community. Aimbase, already trusted by over 130 recreation OEMs, is renowned for its precision in delivering industry-leading solutions designed to enhance consumer experience and drive sales."
The Ride With Us team also will invest in creating more original content and stories for the website.
"Two great projects on the near horizon are the 'Make It Your Own' and the 'Fly and Ride' series," Albert said. "The 'Make It Your Own' series meets several key objectives. First and most important, it allows us to connect with our future riders and show the diverse lifestyles that riding serves, and that some may not be aware of. Maybe they thought only experienced riders could do it. For example, we are partnering with BMW and using the G 310 GS to show that adventure riding is accessible to everyone. Customizable seats, handlebars, and other bolt-on options allow owners to custom fit such bikes for maximum comfort, and little to no experience working on bikes is needed."
"Second, this series will help potential new riders further connect with the community by establishing their own unique rider identity," he said. "We want to show that customizing your ride can start from day one – you don't need to be a fabricator. And it helps us achieve an overarching MIC objective: promoting the industry by encouraging dealer visits and aftermarket sales. So, OEM and aftermarket partnerships are key in helping us create this video series."
BMW Motorrad USA is already engaged in one of the first such partnerships.
"Adventure riding is one of the fastest growing segments and Ride With Us does a great job of creating inspirational and relatable content that demonstrates how accessible adventure riding is for riders of all skill levels," said MIC board member Shawn McLean, Product and Accessories Manager for BMW Motorrad USA. "BMW Motorrad is excited to participate in the MIC's Ride With Us market expansion initiative."
The Ride With Us 'Fly and Ride' series will tell a different lifestyle story.
"As new generations place more and more value on experiences, we're partnering with rental and tour company EagleRider, an MIC member, to show that there are opportunities to easily experience many diverse rides on different bikes and in different bucket-list locations – with the convenience of arriving at the destination and renting their dream bike," Albert said. "This is a key factor in attracting many younger riders, who we know like having a rental option, or maybe they want to experience different types of riding without having to own multiple bikes – something that might come later for them."
"As part of our content-driven strategy, in addition to these and future series to come, the day-to-day Ride With Us content will prioritize three channels to wholly support the 'inspire, explore, engage, and integrate' phases of the new-rider journey," Albert said. "We want positive, inclusive, and welcoming content. We want to promote the Ride With Us website – and knowledge-based resources through our social media channels – to help riders better understand the steps to becoming a lifelong rider, and how to do so in the safest way possible. And we want to highlight individual experiences about and by real people, sharing their moto stories to help future and new riders connect with their community. With the investment in Rollick's lead-nurturing software, we will be with them every step of the way."
