Pro-Tour Activation Tours
The Challenge
Unlike road-going products, the Competition segment is challenging for potential Yamaha customers to test due to the racing focus of the machines. The models need to be experienced in a safe, controlled environment whilst highlighting the product benefits in combination with Yamaha’s Racing DNA.
The Brief
Develop and coordinate a marketing communications and logistical operation to provide customers with the opportunity to test the full range of competition models on track. Provide a full-service operation including a professional race environment with technical support.
The Solution
We developed a platform for Yamaha distributors to engage with their local markets by running pan-European activation tours. We delivered the on- and off-line marketing and communication tools and provided all logistical requirements. These included mechanical support, technical responsibility and event coordination on-site. Depending on the sales period for the various ranges the Pro-Tour Trucks focus on the MX, SuperSport or Enduro segment.
A 360degree service that showcases the diversity and flexibility of our team.
The Outcome
- Thousands of Yamaha customers and potential clients have been able to test the new Yamaha models across the different ranges
- The Pro-Tours offered a premium quality customer experience in a professional race setting, including support of pro-riders and racing mechanics on dedicated racetracks across Europe
- Distributors have been able to meet their sales targets with a valuable tool to meet, engage and activate their client base
- A consistent brand image has been created for all distributors by offering a MarCom tool kit for a pan-European campaign
The Outcome
- Thousands of Yamaha customers and potential clients have been able to test the new Yamaha models across the different ranges
- The Pro-Tours offered a premium quality customer experience in a professional race setting, including support of pro-riders and racing mechanics on dedicated racetracks across Europe
- Distributors have been able to meet their sales targets with a valuable tool to meet, engage and activate their client base
- A consistent brand image has been created for all distributors by offering a MarCom tool kit for a pan-European campaign
