SHARK Helmets Utilizes IMS to Understand US Motorcycle Market

SHARK Helmets Utilizes IMS to Understand US Motorcycle Market

We caught up with SHARK Helmets after the 2018/19 tour to find out what they thought about their experience exhibiting in The Marketplace presented by Cycle Gear.

PREMIUM HELMETS - ABOUT SHARK HELMETS

SHARK Helmets was originally founded by two brothers and former professional racers from the South of France who were determined to create one of the world’s safest collections of helmets. Their ethos and product continues to push the technical boundaries of helmet safety standards and R&D teams constantly work to create new models for enthusiasts and professional riders. SHARK Helmets’ attention to detail and dedication to safety and innovation makes them a premier helmet manufacturer worldwide.  

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SHARK HELMETS CHALLENGE - EXPANDING INTO AN INTERNATIONAL MARKET

While SHARK is known throughout Europe, they are committed to further developing their presence in the American motorcycle market.  To do so, the brand requires a better understanding of the different regions across the country. “When venturing into new markets, especially one the size of the United States, it’s critical to understand the consumer base and the various types of riders from one region to the next,” said Sarah Benadjemia, Head of Sales and Operations for SHARK Helmets North America.  In addition to market research, SHARK was looking to increase their brand awareness and engage face-to-face with customers, for direct feedback. “We greatly value product feedback and engagement with our current and future customers to evolve the brand,” added Benadjemia. 
 

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THE SOLUTION - THE MARKETPLACE PRESENTED BY CYCLE GEAR

SHARK joined the IMS Tour as an exhibitor in The Marketplace presented by Cycle Gear, a space that offers established motorcycle brands a highly visible, premium, display, marketing support, and turn-key solution for reaching riders across the country. In addition to showcasing the latest helmets, and sometimes testing new graphics before launch, SHARK was able to sell product via The Marketplace Online Shop and the adjacent Cycle Gear booth.  While The Marketplace is staffed with industry experts to answer customer questions about each brand, a SHARK representative was also on hand to get a personal perspective of the US motorcycle market. With the booth design, transportation, merchandising, and staffing covered, SHARK was able to focus on achieving their US business objectives.

 

THE OUTCOME - POSITIVE ROI

With their participation in The Marketplace across the whole IMS tour, SHARK Helmets was able to get a better understanding of each region as it relates to the motorcycle market.
“By engaging with consumers directly in The Marketplace, we were able to test new graphics and models in advance of a product launch and to obtain consumer sentiments,” said Benadjemia. “Over the course of seven cities, we were able to see what works well and what does not. Participating at IMS from a market study perspective proved to be worthwhile investment for us in tailoring our approach to conducting business in the USA.” 

 

 

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