Old dogs … and old bikers do learn new tricks that change everything
I have never owned a real “bike”. Certainly not a Harley. So, why go to Sturgis, South Dakota for the annual bike Rally? Let’s just say it was on the bucket list for experiences. It’s not the “Running of the Bulls”, but kind of similar and much closer. This year was the 75th Anniversary of the Sturgis Rally, drawing over 600,000 “biker” people. As a photographer, I expected photo opps … and there were several thousand. What I was not expecting was a first hand, graduate education in retail! Omnichannel is alive and thriving among the bikers on the streets of Sturgis! Both marketers and retailers need to experience how old dogs (and bikers) have learned new tricks that are literally changing all facets of retailing.
Why this is important: Many associate omnichannel with millennials. Few speak of how “aging boomers” have adopted omnichannel behavior as a lifestyle that dramatically impacts how marketers and retailers must engage.
Sturgis Bike Rally – A most unlikely setting for pervasive omnichannel!
The Sturgis Rally occurs annually the first full week of August. The roots of this event are traced back to the original Black Hills Classic held in 1938, which was a motorcycle race with 9 participants and a small audience. The “Sturgis Rally” became a major event drawing thousands when the streets of Sturgis, South Dakota were closed to accommodate both bikers and vendors.
The 75th Anniversary of the largest bike rally is projected to have drawn over 650,000 to the city of Sturgis, population 6,883. Mega kudos to this small town who understands their target audience, and how to market a one week experience that accounts for as much as 50% of annual sales for many vendors. What Sturgis and surrounding communities understand is that the Rally is all about the “experience”. And, the adoption of omnichannel behaviors by bikers is changing that experience, and what is required to market and sell to them.
1. Experiential
Yes, bikers can enjoy their bikes riding anywhere. But, that is simply not the same as gathering your BFFs and going to the “Woodstock” of bike festivals! The best and latest bikes will be on display. Bikers from all over country, and as far ways as Australia, will be gathered in one place to swap stories. It is all about who has done what to their bike. Who has the most outrageous outfit, and of course, some rock and roll and a little drinking about it. In short, Sturgis Rally is a “pilgrimage” of diverse people rallying for one week to have an interactive experience around a passion they share and enjoy.
2. Mobile
In walking the streets of Sturgis for a day, I only saw three other photographers carrying big DSLR cameras and multiple lenses (and they were journalists). Yes, there were some GoPro style video cameras strapped to helmets to record video. But, what continued to amaze was sheer number of smartphones! It was almost impossible to find a biker without a smartphone or tablet. Well duh, there is little storage on a motorcycle and they are highly mobile. But, there is something else much more significant going on here! Even the aging boomer cyclists have adopted the smartphone as their portal for recording their experience, sharing their experience … and engaging in their experience.
3. Social
By the very nature, a rally event is social. A primary reason for coming is to network with old and new friends. But, mobile devices have changed the very nature of social interaction before, during and after the rally! Bikers showed me how they had used their phones for months to engage others on social networks to plan “meetups” and events. As they cruised down Main Street, almost every biker held up their phone to shoot photos and videos they could post on Facebook and YouTube. And when not riding, they checked their phones religiously to see who was posting what, and where friends were. Quite amazing to see aging tattooed bikers more addicted to phones than millennials!
4. Personal
Ok, I don’t know a lot about bikes, but I did not see two bikes a like on the streets of Sturgis! Even for couples that drove matching Harley’s, they had something different in terms of accessories, paint, or “bike bling”. It’s not just a bike, it is highly personal! And, the vendors understand that market -- “personalization” not bikes. This carries over into everything, especially apparel. Both women and men planned for months what they would wear to Sturgis. And, while there, they were constantly using their phones to search for unique items to personalize their bikes, and themselves. And one more thing, those smartphones … became indispensable recorders of other bikes and bling so that they could be researched as potential purchases later.
5. Connected
Mobile changes everything! It enables connections anytime and everywhere. Imagine attending Sturgis 20 years ago. No smartphones = no email, no Facebook, no internet! People had to collect photos and stories and then wait to share them when they got back home. With smartphones, the experience itself changes. Not only can it be shared immediately, but the connections made morph and change the experience itself. Groups and meetups ebb and flow based on what is tweeted and texted. Smart vendors literally make connections via check-in services and mobile apps. That is not to say bikers don’t put their phones down and enjoy, but the number one accessory were Bluetooth headphones and earpieces, not to mention connecting phones to built-in LCD screen on many bikes.
6. Innovation
Yes, there were many Harley’s at the rally. Harley’s are the mainstay of the older bikers. But, the challenge for motorcycle vendors is that average age of bikers continues to rise. The other problem is that gender tends to be split 92/8 male to female. To thrive, retailers and Sturgis have to attract younger riders, more women, and couples who can enjoy the passion together. Product innovation is a critical aspect of new owners and more women. There where an amazing array of new bikes that did not look like your father’s Harley! There were lots of “trikes” that couples could ride together, or women choose to pilot themselves. And, there were some “Back to the Future” style vehicles that are simply way too cool to be called a “bike”, or “trike”.
7. Omnichannel
Omnichannel is not just for millennials. It is the “new normal” for how we all engage, connect and share anytime and everywhere … regardless of age. While most bought some kind of hat or t-shirt commemorating the 75th anniversary of Sturgis, much of the “shopping” will continue well after the event based upon the photos collected and sites visited on smartphones. Motorcycles are a passion that is highly personal. The purchase is process, not an event.
Quick case study of all this mean for retailers and marketers
The traditional way of “working a booth” at a major event is to display some product innovation, and then have prospects register for something in order to get an address to snail mail a brochure. Yep, there were vendors doing that, but at least many were trying to get an email address.
The real innovators “had an app for that”. Instead of painful paper, some used touchscreens to collect. Some vendors had a “check in” app like ShopKick. The really smart ones had some kind of NFC, near field communication for “touch and go” registration via smartphone!
The bottom line take away is that today’s consumers ARE ALREADY CONNECTED. Retailers need to plug into their network, not vice versa! The new normal is based upon giving customers a choice on how they would like to connect, and make it easy. The point of contact is NOT for the show, but a lifetime connection in the customer’s omnichannel lifestyle.
To receive more information and sound bites from IMS follow IMS Results Count on Twitter, Facebook, Pinterest and Google+.
Sources:
- Photos: Courtesy of Chris H Petersen
Great shots! Great story. Cool to see the technology – smart phones and selfie sticks. But these 'dogs' need GoPros to really get it going.
Posted by: John Parham | September 02, 2015 at 08:44 AM