Two-Wheel Conveyance: Facing The Challenges of Bringing In Young Riders

On episode 4 of Centerstand: A Motorcycle Industry Podcast, host Robert Pandya has a conversation with JP Stacey, Account Director of Experience at Match Marketing Group, and Grant Longenbaugh, General Manager of Janus Motorcycles, on facing the industry challenge of reaching new and young riders. The guests discuss how they’ve successfully reached new riders through various marketing techniques and give actionable advice on how to connect with these new buyers.● 00:00:00 00:00:13o Host Robert Pandya introduces Episode 4 where listeners will hear about Powersport industry challenges from aging core demographic to marketing strategies.● 00:00:00 00:00:45o Meet the guests, JP Stacey, Account Director of Experience at Match Marketing Group, and Grant Longenbaugh, General Manager of Janus Motorcycles.● 00:00:00 00:01:42o JP shares his experience with the Powersports industry including the launch of the Spider demos and the implementation and success of the Flo’s Chop Shop activation.● 00:00:00 00:06:04o Grant shares his background with Janus and how the direct-to-consumer model works for the brand.● 00:00:00 00:09:43o Grant continues to explain the Janus consumer demographics and how they cater to each of them in different ways.● 00:00:00 00:13:47o JP addresses the challenges in experiential marketing for dealers due to COVID-19 and how Match Marketing Group is pivoting to meet needs of powersports consumers.● 00:00:00 00:17:50o JP answers to the marketing tactics that are appealing to Millennials and Generation Z consumers.● 00:00:00 00:21:42o Grant adds to the discussion, positing that “one-size-fits-all” is not an effective approach for younger riders.● 00:00:00 00:22:11o Grant shares what type of Janus models appeal to younger/older demos, the types of questions they ask, and their preferred sales experience.● 00:00:00 00:30:25o JP adds the importance of breaking down stigmas in the industry to evolve with the new generation of buyers and lists successful trends/companies serving the younger demo.● 00:00:00 00:37:19o Grant shares his advice to dealers.● 00:00:00 00:39:22o JP shares his advice to dealers.● 00:00:00 00:42:05o Robert closes the episodes with his final thoughts and shares the details for Episode 5.