7. YOUR CHALLENGE TO US
Our view of the digital ecosystem... and how we’d create
a cohesive online strategy
Our proposed digital strategy for increasing dealer leads
and sales... and how we’d create the most compelling
digital campaign in your history
Our proposed strategy for engaging consumers and
creating and sustaining a passionate social community
Our recommendations to support your multi-brand
dealer network
RAZORFISH / BRP 13
9. FIRST, WE TOOK A LOOK AT
WHERE YOU’RE SHOWING UP...
RAZORFISH / BRP 15
10. MECHANICS
1 wheel in front / 1 or 2 in back
Leaning turns
No cabin
APPEALS TO
The gearhead
WE LOOKED AT The adventurer
The rebel
BIKES LEADING COMPETITORS
Harley
Honda
BMW
RAZORFISH / BRP 16
11. MECHANICS
2 wheels in front / 2 in back
Steering turns
Convertible cabin
APPEALS TO
Empty nester
WE LOOKED AT Roadtripper
Motor Trend Readers
AUTOS LEADING COMPETITORS
Mazda Miata
MINI
RAZORFISH / BRP 17
12. MECHANICS
Various wheel configurations
Steering, leaning or gyroscope turns
Various cabin configurations
APPEALS TO
The hobbyist
WE LOOKED AT The powersport enthusiast
The techie
TOYS LEADING COMPETITORS
Segway
Go-karts
ATVs
RAZORFISH / BRP 18
13. WE REALIZE THE ROADSTER
TRANSCENDS
SUCH SIMPLE CATEGORIZATION
RAZORFISH / BRP 19
14. SO WE SHIFTED OUR
FOCUS FROM THE
PRODUCT TO THE
PERSON WHO BUYS IT
RAZORFISH / BRP 20
17. COMFORTABLE
“ It’s not like a 2-wheel
bike where you get tired
“ It’s probably the most
comfortable ride that
I’ve ever been on.
after so many miles...
you can ride these things
all day long.
” ”
“
It’s different than
a bike. It’s very
comfortable.
”
RAZORFISH / BRP 26
18. SAFE
“Antilock brakes on
all 3 wheels is a
“ I was surprised how
stable it was going
75 miles an hour in
wonderful thing...
”
the rain on the
interstate.
” “
I feel like there’s
more stability with
two wheels in front.
”
RAZORFISH / BRP 27
19. COMMUNITY
“ ...I heard there are
Spyder clubs... I like
“The fact that I’ve met all these
other people that ride Spyders...
it’s just made my life full.
all that kind of stuff.
”
”
“ I’d like to find out more about
trips... One I liked was 100
miles to PA and back and then
a BBQ after. That stuff I’m
interested in.
RAZORFISH / BRP 29
20. THESE MODES EXIST IN ALL OWNERS AT VARIOUS
LEVELS AND WILL HELP INFORM OUR TARGETING
RIDE LIFE TOY
Appeal: THE RUSH Appeal: THE ATTITUDE Appeal: THE TECH
LOOKING KEYWORDS
speed, open road, fun, new, intriguing, original, advanced, high tech, new,
thrilling, exciting, freedom distinct, bold, young innovative
a fun weekend drive a bold adventure an impressive gadget
FOR
50%
EXAMPLE
Motor Trend Outside Wired
MEDIA
Edmunds Travel Engadget
Motorcycle.com Discovery Techcrunch
35%
FEATURED
RS, RT RT RS
15%
MODEL
RAZORFISH / BRP 32
24. EXAMPLE MEDIA TACTICS
AWARENESS Awareness media flighted for maximum impact utilizing higher
impact units (large / rich media)
VISITS DR Media evergreen to capture shoppers year round
LEADS Fully fund first party re-targeting subject to performance
SALES Purchase third party in-market and interest proxies
Develop look-alike targeting profiles (social and cookie based)
OWNERSHIP
Test search re-marketing (not Google) for conquesting
ADVOCACY
Test performance based pricing and Real-Time Bidding
RAZORFISH / BRP 38
92. CURRENT ECOSYSTEM
AWARENESS
PROGRAM SOCIAL
SEO DISCOVERY
PRODUCT COMMUNITY
PLATFORM PLATFORM
EVENTS
& DEALERS
93. PROPOSED ECOSYSTEM
AWARENESS
PROGRAM SOCIAL
SEO + SEM DISCOVERY
PRODUCT COMMUNITY
PLATFORM PLATFORM
EVENTS
& DEALERS
94. AWARENESS
PROGRAM SOCIAL
SEO + SEM DISCOVERY
PRODUCT COMMUNITY
PLATFORM PLATFORM
EVENTS
& DEALERS
SHARING EXPERIENCE
TOOLS PUBLISHING
OWNER
PLATFORM
