Press Release | November 15, 2024
Phase one of the customer relations management project for the Ride With Us market expansion initiative is now complete and is moving into phase two, formalizing “nurture tracks” to connect with potential riders, new riders, and experienced riders.
This is a press release from the Motorcycle Industry Council…
“This CRM [customer relations management] project enables us to lay the foundation for a future where potential riders can be inspired, educated, and directly connected to dealers or training once they’re ready to act,” said Andre Albert, MIC Director, Marketing and Events. “Since its launch, Ride With Us has built a new-rider resource in the shape of www.ridewithus.com and promoted it and motorcycling through an extensive advertising campaign reaching 28 million people so far.”
“After establishing our online presence and brand, we took the next step of identifying and cultivating new riders, leveraging a CRM that allows us to better track and engage each user in a more meaningful way, leading them through their journey to becoming a rider,” he said. “We spent much of 2024 developing phase one, which included integrating our website with Aimbase, a tool to track user activity and cultivate leads.”
“The streams we’re creating with Ride With Us are uniquely crafted for three riding levels—not yet a rider, new to riding, already a rider—and create paths for the users to follow, driving them to further engage with the riding community, lifestyle, and resources,” Albert said. “Our content aims to inspire, educate, present opportunities, and grow the user’s confidence, inspiring them to take the next step, no matter where they are in their journey.”
“As users engage with the content presented along each path, they can mature into a lead,” he said. “Based on the actions they take along the way, we’re able to score the user to better understand where they are at in their journey and their intention level, identifying the ideal time to connect them to dealers or training once they are ready. Once complete, the next phase of the initiative will fill the lead funnel through a targeted media campaign, will mature leads as they work through our nurture tracks, and ultimately pass warmed leads on to participating dealers.”
Learn more about the Ride With Us Initiative at https://ridewithus.com/
