At Suzuki, we are very much on the right track with our marketing strategy. In response to Paul Hunter (MW September 18), Suzuki is, and has been, focusing its efforts on the consumer and the practical advantages that a motorcycle can provide.
In 1996, Suzuki Motorcycles launched a successful campaign with the theme “unlock the gridlock”, which placed emphasis on the growing concern of traffic congestion, clogged streets and lack of parking.
The campaign used the dealer network to drive forward the message that a Suzuki motorcycle or scooter can unlock this gridlock and is a reliable, economical, comfortable and, yes, fun alternative to the car.
More recently, we have been exploiting the resurgence of popularity in scooters as a fashion statement with a nationwide bus poster initiative enticing the younger generation to become more independent, more mobile with the theme “give yourself the edge”. To reinforce this message a national cinema ad campaign was launched featuring the new Suzuki Katana.
In addition we ran a nationwide UK competition on MTV Europe with product commercials to support offering five Katana Scooters as prizes.
Moving away from the lightweights and scooters, Suzuki has been using some of the more popular men’s lifestyle magazines for product advertising, in addition to the motorcycle press. Promotions with Total Sport and FHM proved to be a success when readers were given the opportunity to be a part of the magazine’s “bloke test” and ride various models from the Supersport GSX-R600 to the classic commuter GS500E.
So while it is recognised that the lucrative born-again bikers exist who want enjoyment, thrill and adventure at the weekend, we will be continuing with our strategy to encourage more and more people of either sex to take to riding for fun commuting.
Director marketing services