If the bottom line intent is to attract new riders (which was mentioned somewhere a page or two back) then I suppose you need to address where those new riders are coming from.
Are they Gen X, Gen Y, Gen Z or The Boomers?
Let's take that in reverse order...
The Baby Boomers I & II (1946 - 1965)- most of these (us) have already made the decision to ride or not. Few new entry folks from this generation.
Gen X (1966 - 1976) - there's potential for new riders in this group. Mostly from those whose family dynamics have changed (kids left house, etc) and let them seek "adventure" or a distant memory there-of.
Gen Y (1977 -1994 - aka Millennials) - this is where the potential for most "new" riders will come from as they have left school, got a job and are seeking their independence and expanding horizons.
Gen Z (1995 - 2012) - some new growth from this group but they are still (mostly) using the internet for their adventures and discovery. Little outside time to explore their localities.
I work at one of the last Mom/Pop moto shops in the South Bay (Bay area?).
We often talk about how to draw in new riders. We focus on getting the new riders early experience to be a pleasant one, such as starting small and working up in moto size. Determining and choosing the proper ride style (standard, sport or cruiser) for each individual. Getting the proper gear for safety and comfort. Recommend further training. Suggest mentors.
The shop has also just started monthly customer training seminars as well as weekend group rides into the nearby hills. From basic maintenance to Sena use/operation.
Just last weekend (Saturday) we hosted a gathering of lady riders lead by Local stunt rider, Robyn Diamond (
Robyn Stunts). 26 or 27 ladies participated in this ride on bikes ranging from a Grom to Harleys and an African Twin.
Here's a pic from inside the shop as Robyn gives the pre-ride briefing...
Bottom line...
To grow the sport we need to provide fun, interesting and safe environments and the necessary tools (bike/gear) for the new rider's entry experience.
Need to get folks interested in outdoors and destinations instead of indoors and LED displays.
The old time marketing tools are something to learn from...
- Let the Good Times Roll!
- You meet the nicest people...
- The road starts here. It never ends.
The roll of the internet is obviously very important to the newer generations so presenting verbal and visual stimulus with the intent to lead to actual participation in "The Moto" is key.
Implementation is the difficult part.
That requires understanding the generational wants and desires and marketing to those. Be that economy, or ease of use/storage or just plain old escapism fun.
edit to add - source for Generations