#ridersunite€¦ · the progressive®. international motorcycle shows® attract powersports...

# R I D E R S U N I T E

2019-20 TOUR SCHEDULE

DALLASJanuary 3-5, 2020

WASHINGTON DCJanuary 10-12, 2020

CLEVELANDJanuary 24-26, 2020

CHICAGOFebruary 7-9, 2020

MINNEAPOLISJan. 31 - Feb.2, 2020

DENVERJanuary 17-19, 2020

LONG BEACHNovember 22-24, 2019

NEW YORKDecember 6-8, 2019

The Progressive® International Motorcycle Shows® (IMS) is the world’s

largest consumer motorcycle show tour. With 38 years of experi-

ence, the IMS Tour provides brands with the most powerful method

of engaging buyers – face-to-face interaction with highly qualified

powersports enthusiasts PLUS new prospects that are just entering

motorcycling.

The IMS Tour showcases the best of what the motorcycling lifestyle

offers enthusiasts of every kind. When IMS rolls into town, the 2, 3 and

4-wheel communities converge for a weekend that’s all about getting

ready for their next open-air adventure. Consumers can swing a leg

over hundreds of new models, learn how to ride, score the hottest

parts, gear and accessories and stay for hours of entertainment.

#RidersUnite at IMS.

WELCOME TO THE TOUR

38 YEARS of Experience

HOURS of entertainment

The country’s

LARGEST gathering of qualified powersports enthusiasts

$2.1 million in marketing support

A platform for

FACE-TO-FACE interaction, sales and lead generation

A

ONE-STOP SHOP for buyers

CONTENTS

WELCOME ..................................... 3

THE ATTENDEES ...........................2

DELIVERING NEW CUSTOMERS .. 6 THE MARKETING MACHINE ......... 9

MEDIA COVERAGE .......................10

JOIN THE TOUR ............................11

MAXIMIZING YOUR INVESTMENT................................15

IMS SUPPORTERS .......................16

CONTACT INFO .............................16

motorcycleshows.com 3

The Progressive® International Motorcycle Shows® attract powersports enthusiasts, emerging new riders, and the highly desirable under 35 year old audience. IMS attendees are affluent and ready to purchase, engaged with the sport and lifestyle, and influenced by the brands they meet. The top two reasons enthusiasts attend the shows are to see new bikes and to evaluate and purchase aftermarket parts, accessories and gear.

WHO THEY ARE

97%ARE ACTIVE OR PROSPECTIVE RIDERS

67% ride 2 or

more times a week

Riders

36%

Riding Experience

CRUISER

40%35%

ALL RIDERS (red)NEW RIDERS (blue)

SPORTBIKE

34%32%

TOURING

24%9%

ADVENTURE / DUAL-SPORT

17%11%

OFF-ROAD

9%5%

ATV / UTV

7%5%

SCOOTER

5%5%

TRIKE / 3-WHEELER

2%1%

What They Ride

= percentage increase/decrease over prior Tour

5

1

1010%

87%

3%

Prospective riders

Riders

Non-riders

THE ATTENDEES


are new to riding(5 yrs. or less)

THE IMS ATTENDEE BY THE NUMBERS

Of all attendees say IMS has influence future purchase decisions

20%

37%

of vehicle owners at IMS are female

report annual household incomes of

$100k or more

GenderALL ATTENDEES

33%of IMS

attendees are under 35

years old

The median HHI of IMS attendees is

$81,94434% higher than the US

Median*

AgeIncome

44%

IMS attendees are “in-market” to buy a vehicle, and

47% ordered/

purchased product at the show

$488AVERAGE SPEND

77%

Spending Habits

= percentage increase/decrease over prior Tour

5

18

1


ATTENDEE BUYING POWER

23% female

77% male

1% < 18

10% 18-24

22% 25-34

17% 35-44

22% 45-54

21% 55-64

8% 65 +

75%plan to purchase within the

next 12 months

83% say IMS has influence over

their future puchase decisions

*US Census, published September 2018

THE ATTENDEES

22

11

34

114, 792 (38%) of attendees are affluent riders, making them highly qualified buyers

DELIVERING NEW CUSTOMERSIMS is dedicated to delivering new prospects for our partners and exhibitors; nurturing a younger generation of enthusiasts and develop-ing new riders. We target these segments through digital marketing initiatives, targeted attractions on the show-floor and more vehicles showcased that are built for these audiences.

visited IMS for the first time

NEW Attendees new or prospective riders

returning under 35 year olds

are new* or prospective riders

are under 35 years old27% 43% 33%

of new riders are under 35

10%

5% non-riders

prospective riders

* A new rider is someone with 5 years of experience or less

Nearly all (95%) of New Attendees are current or prospective riders

IMS attracts new impressionable riders; more than half being under 35 years old

IMS focuses on driving youth to the shows to cultivate the next generation of riders and customers. More than half were returning customers

58%

N E W A T T E N D E E S N E W & P R O S P E C T I V E R I D E R S

Y O U T H


NEW CUSTOMERS BY THE NUMBERS

81,562 129,896

54,82885% are riders

are returning customers

55%

DELIVERING NEW CUSTOMERSTARGETED CONTENT & ATTRACTIONS

Over the past two tours, IMS has introduced new attractions that are targeted towards growing seg-ments of the industry; providing a more curated, in-depth experience to drive new customers and brands to IMS.

The motorcycle industry cannot exist without new riders. Discover the Ride by IMS is a bold initiative to expose non-riders and new riders to the world of mo-torcycling through active riding experiences; a place to learn the basic elements of motorcycle operation, and educational sessions with industry experts.

After its first Tour, Discover The Ride succeeded in bridging the gap for non-riders to experience the thrill of 2-wheels, providing a source of growth for the in-dustry and sport of motorcycling like no other program in Powersports.

6,075ADULTS

1,923KIDS

PARTICIPANTS 126 millionpotential Media impressions

40 millionMarketing &

Advertising impressions

37Media Hits

After the 2018/19 IMS Tour:DISCOVER THE RIDE’S REACH

KIDS ZONE PRESENTED BY ALLSTATE DYNO EXPERIENCE

XDL WHEELIE EXPERIENCE

NEW TO 2

NEW RIDER COURSE

Shift at IMS is a curated, lifestyle-inspired, space cre-ated for the next generation of riders. Shift attracts the growing number of lifestyle-oriented motorcycle brands that represent a new culture of motorcyclists, successfully engaging new and emerging riders that are looking for products and gear that speak to them directly. The space allows attendees to shop, social-ize, explore and discover in a unique environment on the show-floor of IMS

Adventure Out! debuted on the 2017-18 IMS Tour to encourage attendees to get out and ride, specifically in the Adventure and Touring segments. A motorcycle themed campsite stands at the center of Adventure Out! with an experienced rider hosting talks, telling stories and getting attendees excited to ride. Adventure and Touring related brand exhibits surround the campsite, offering riders the ultimate one-stop-shop for planning their next trek or tour.


TARGETED CONTENT & ATTRACTIONS

hosted by Backcountry Discovery Routes and Rider Magazine

DELIVERING NEW CUSTOMERS

Subject: Don'tMissThis#1RatedA3rac6on-BuyNowAndSave

Date: Friday,January25,2019at6:01:56AMPacificStandardTim

e

From: MotorcycleShows

To: MeredithLozaView this Email in Your Browser

VINTAGE MOTORCYCLES AT IMS

Buy your tickets now to the Progressive® International Motorcycle Show® in Chicago, February 15-17 and

experience IMS Vintage, the #1 rated attraction. Don't miss these historic motorcycles from local vintage

clubs and collectors, including Ton Up Chicago, Chicago Norton Owners Club, and AHRMA.

AHRMAA beautiful 1982 BMW R65LS in action!

CHICAGO NORTON OWNERS CLUB

The venerable Vincent Black Shadow

S H I F T B R A N D S P O T L I G H T

A Marketing Machine drives returning and potential new attendees to the shows through a $2.1 million marketing and advertising program. Millions of targeted impressions are achieved across the Tour through digital and traditional channels.


DIGITAL ADVERTISING: PRINT ADVERTISING:

Targeted Display / Search / Mobile / Video / Social

Facebook / Instagram / Twitter Dealerships / Clubs /

Media Outlets

National & Regional Publications

SOCIAL MEDIA: PARTNERSHIPS:

60.8 millionimpressions

8 millionimpressions

16.9 millionimpressions

circulation of

2 million

300,000+ subscribers

700,000+ followers

Participating manufacturers subject to change and may vary among the markets.

Subject: NewModelsMakingTheirD.C.DebutThisWeekend!Date: Wednesday,February6,2019at6:01:03AMPacificStandardTimeFrom: MotorcycleShowsTo: MeredithLoza

ViewthisEmailinYourBrowser

NEW MODELS MAKING D.C. DEBUTAn Icon returns at the Progressive® International Motorcycle Show in Washington D.C. Suzuki pays tribute to

the original KATANA's breathtaking look, combining modern, state of the art performance with a retro, yetcompletely contemporary stance that harkens back to the original. See the Suzuki KATANA and more 2019

new models at IMS this weekend!

KAWASAKIThe ultimate in sport touring supercharged

perfection. The Ninja H2 SX XE.

HONDAThe Neo Cafe CB650R is a middleweight with power

and style.

S H I F T B R A N D S P O T L I G H T

$3 OFF TICKETSand a FREE GIFT!

Share the thrill of2 - W H E E L S !Bring your non-rider friends to IMS for their first test ride**instructors and gear provided, no license needed

Ticket discount is online only. See back for details.

THE MARKETING MACHINERADIO/TV/BILLBOARDS: EMAIL & DIRECT MAIL MARKETING:

IMS hosts over 300 press across the seven stops, resulting in 138 media hits on the most recent Tour and garner-

ing a reach of more than 231 million across the United States. Representatives from Business Insider, USA Today,

Forbes, Men’s Journal, The Washington Post, among many more attended across the seven stops. IMS also hosts

three media days in Long Beach, New York, and Washington, D.C., which enable press to get a sneak preview of

new models and engage with OEMs and Sponsors in a more intimate setting.

Los Angeles Times: Motorcycle show pres-ents new bikes and goes after new riders

Business Insider: Take a look at all the awesome bikes and gear at the 2018 NY motorcycle show

Gear Patrol: The Best of the 2018 New York Motorcycle Show

Motorcycle.com: International Motorcycle Shows Grabs New Riders by the Horns

RideApart: Justin’s Thoughts From The New York International Motorcycle Show

MEDIA COVERAGE


Motorcycle Cruiser: 5 Ways The 2018 International Motorcycle Show Has Become More Interactive

Cycle World: IMS Makes It Easier to Learn to Ride with New to 2

Rider: New Rider Initiative at This Year’s IMS Events: Discover the Ride

The Washington Post: At The New Progres-sive International Motorcycle Show, Everyone Gets to Ride

News 12 The Bronx: ‘Discover the Ride’: Int’l Motorcycle Show returns to Javits Center

Join the 2019-20 IMS Tour with standard exhibit space in the

markets that are right for your brand.

STANDARD EXHIBIT SPACE INCLUDES:Raw Space

Standard Pipe and Drape

Booth ID Sign

PACKAGE PRICING:(10' x 10' space = 1 unit)

1 – 4 Units = $1,250

5 – 9 Units = $1,175

10+ units = $1,060

PREMIUMS:Corner Booth = $300

Island Booth = $600

Booth transportation packages are available. Contact your account

representative for details.

JOIN THE TOUR


STANDARD EXHIBIT SPACE

An interactive retail space allowing consumers to touch, test, and buy the latest gear,

parts & accessories from key aftermarket brands. Specialists are on hand to educate

introduce products, answer questions and help customers finalize their purchase

through The Marketplace Online Shop.

The Marketplace presented by Cycle Gear is a turnkey and cost effective solution for

taking your brand on the IMS Tour to meet, influence and sell to retailers and consumers

across the country. You will save money and time by having IMS build and transport your

display and products PLUS staff your display with product experts as needed.

HOW IT WORKS:


WE BUILD W

E MOVE WE ASSIST

THE ALL-INCLUSIVE MARKETPLACE PROGRAM INCLUDES:• A custom-designed Standard (8' x 8') or Intermediate (4' x 4') product display

• Transportation and drayage of the display and products

• Install, dismantle and maintenance of the display

• A dedicated team of product specialists representing your brand

• Promotion of your brand via IMS marketing channels

• Use of The Marketplace Online Shop to facilitate real-time sales from the show floor.

TOTAL COST* STANDARD | INTERMEDIATE = YEAR 1: $38,900 | $29,500YEAR 2: $40,500 | $31,100YEAR 3: $42,120 | $32,720*Based on three-year agreement motorcycleshows.com 12

THE MARKETPLACE

JOIN THE TOURMARKETING DELIVERABLES:As a Marketplace Exhibitor, your brand can benefit from extensive promotion

to the IMS audience and motorcycling community in each market. Marketplace

brands have the opportunity to receive the following promotions, reaching approximately half a million impressions.

• Email: 119,000 impressions 1 per show (7 total) 1 Marketplace National E-newsletter

• Social Media: 200,000 impressions

9 – 12 posts / stories / videos

• Website: 77k MUV Logo inclusion on

motorcycleshows.com

• Blog Post Product highlight in an IMS

Continue The Ride blog post

Contact your sales representative for more details.

Impression counts are approximations based on average email/social post performance.

A unique shopping experience for attendees to browse, buy and interact directly with

brand specialists from key aftermarket brands.

The Retail Pavilion program provides your brand with a turn-key solution for selling products to the hundreds

of thousands attendees PLUS introducing product lines to new and existing dealers that attend the shows.

IMS provides a professionally designed booth, premium placement and transportation of the display, allowing

you to focus on selling product and interacting with customers.

HOW IT WORKS:

WE BUILD W

E MOVE YOU SELL

YO

U M

ERCHANDIS

E

THE RETAIL PAVILION PROGRAM INCLUDES:• A professionally designed booth with your graphics and the fixtures needed to

merchandise product

• Transportation of the booth throughout the tour*

• Install, dismantle and maintenance of the booth throughout the tour

• Electrical and Carpet

• Promotion of your brand in a seven-month integrated marketing program

BOOTH PRICE PER SHOW:Including booth space

10' x 10' = $2,500Includes: 2 high units

and 1 low units


and 2 low units


and 3 low units

Pricing based on standard set-up. Modifications may result in pricing adjustment. Corner and island fees are additoional.

* Merchandise transportation not included, but available at an additional cost.motorcycleshows.com 13 motorcycleshows.com 13

THE RETAIL PAVILION

JOIN THE TOUR

ADVENTURE OUT!If you are an ADV or Touring related brand or service, we invite you to be

a part of the Adventure Out! section.

EXHIBIT SPACE INCLUDES:• Raw Space

• Adventure Out! Pipe and Drape

• Booth ID Sign

• Placement surrounding Adventure Out!

• Adventure Out! Marketing Added Value*

• Access to sponsorship opportunities and promotion within the Adventure Out! space

PACKAGE PRICING:(10'x10' = space = 1 unit)

1 – 4 units = $1,250

5 – 9 units = $1,175

10+ units = $1,060

SHIFT AT IMSShift at IMS is a curated space that is juried by the IMS Sales and Marketing

Teams. To be considered for inclusion in Shift at IMS, please send us the

following information:

• Brand name you would be exhibiting as

• Website

• Link to catalog or product listing

• What products will you be showcasing?

• Do you plan to sell direct from the show floor?

• Who is your target customer?

• What IMS show(s) are you interested in?

• List of any consumer events that you exhibit at

Email to Christina Anders at [email protected]

Corner Booth = $300

Island Booth = $600

Booth transportation packages are available.

*Contact your account representative for more details about being and Adventure Out! exhibitor and additional display and sponsorship options. motorcycleshows.com 14

ADVENTURE OUT SHIFT AT IMS

JOIN THE TOUR

Once your brand is part of the Progressive® International

Motorcycle Shows® there are countless way to maximize your

investment.

• Generate Brand Awareness in major US markets

• Educate customers on your products

• Launch New Products

• Facilitate Product and Consumer Research

• Generate New Customer Leads

• Support Your Local Dealers

• Acquire New Dealers

• Make Sales! Complete sales directly at your booth,

online or through exhibiting and local dealers.

AND MORE! Talk with your account representative about

how you can add even more value and exposure to your

brand’s participation through sponsorship opportunities.

MAXIMIZING YOUR INVESTMENT


BMW Motorrad

R A C I N G

IMS TOUR SUPPORTERS:

CONTACTS:


Motorcyclist Training Courses®

MIKE AUSECSales DirectorP: 310-857-7564E:[email protected]

PATTI ROSAccount RepresentativeP: 310-857-7366E: [email protected]

PETE MARTINIAccount RepresentativeP: 310-633-0935E: [email protected]

GRADY PFEIFFERV-Twin ConsultantP: 310-962-5626E: [email protected]

CHRISTINA ANDERSSales CoordinatorP: 310-857-7328E: [email protected]

#ridersunite€¦ · the progressive®. international motorcycle shows® attract powersports...

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