Ducati reaches out to tier II markets with roadshows executed by 70EMG
The Ducati Demo Road Show was conceptualized by 70EMG to help Ducati reach out to Tier II markets. The idea was to bring the Ducati Universe to cities where the company doesn’t have a dealership and to provide riders a chance of riding any motorcycle from the Ducati line-up available in India.
A customized 20ft shipping container became the mobile Ducati showroom, complete with a sales desk, merchandise display shelves, television, photo-wall, and other such elements, made the holistic brand experience accessible at any location around the country. 8 bikes travelled along with the setup to the 4 cities, and 7 more were brought by the respective dealer principal nearest to the venue.
After screening at the time of RSVP, more than 200 test rides were given in each city in marshalled convoys of 8 riders each. The controlled riding environment ensured safety of riders trying out these powerful machines for the first time.
The latest launches of the Ducati line-up including the 959 Panigale, the X-Diavel, the Multistrada 1200 Enduro, travelled with the setup starting from Bangalore. Travelling to Mangalore, Coimbatore, Gurgaon, then Goa, and finally heading back to Bangalore, the Road Show setup covered a total of more than 6,500 km.
A total of more than 800 test rides were conducted as part of the road show. The brand touched more than 2000 people during the course of the activity, with each show seeing a footfall of more than 500 people. The return on investment from the road shows reflected not only in the form of brand outreach, but also a significant number of sales leads were generated from each of the road shows. It was evident that given the chance to experience Ducati motorcycles, consumers are keen on looking at the brand as a serious option to invest in.
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