High-Powered Retail Performance Program

The growth of the “lifestyle” motorcycle category means the Yamaha brand is broadening to reach to new target audiences whilst offering attractive alternatives to existing Yamaha customers.

• Who are these new customers?
• How do we talk to them?
• What marketing is effective?

The objective being a clear understanding of what the brand stand for, strategic growth opportunities and to further connect with all customer segments.

Online study of a representative sample of motorcyclists and Yamaha exiting customers. Sent via email.

• 1,542 successful valid responses.
• Limbic Insights™ consumer profiling, Limbic Insights™ Brand positioning and Biocode® explicit reaction testing.

Research showed who are the customers for this new “lifestyle” category. Both existing customers who currently owned a Yamaha bike and those who were not yet familiar with the brand.

• Awareness of the Yamaha and Yamaha Star brand in the market. Emotional perceptions relating to the Yamaha brand.
• Understanding what drives awareness in the market for those not yet aware of the Yamaha brand. Giving recommendations to how to attract and convert these consumers.
• Understanding customer perceptions of major competitors to develop competitive strategy and point of difference.
• Detailed emotional drivers to be taken into marketing strategy including tone of voice, images and conversion tactics.
• Development of optimum marketing channels to focus on increasing customer awareness and conversion through detailed customer journey maps.