Motorcycle Event Checklist: Plan, Promote, Manage 05 Jun 25

Hosting an event at your dealership—whether it’s an open day or a weekend of test rides—can be a powerful opportunity to generate leads and build customer loyalty. But only if it’s planned the right way.

Here’s a practical guide broken down into 6 key phases to help you avoid surprises and get the most out of your event.

1. Start with Clear Goals and Planning

Before you book anything, define the objective:

• Are you trying to generate leads?
• Promote new models?
• Strengthen customer relationships?

Once that’s clear, choose the right date and location, keeping in mind logistics like:

• Parking
• Weather conditions
• Accessibility for guests

Pro tip: Assign clear roles to your team from the start. Who’s handling registrations? Who’s guiding test rides? Who’s in charge of safety?

Also, prep your demo bike fleet, and have all necessary paperwork ready:

• Liability waivers
• Privacy forms
• Insurance documents

🛠️ Use a shared scheduling tool like Performing Ride to manage bookings and avoid last-minute confusion.

2. Promote Your Event Like a Pro

Start early and spread the word across all channels:

• Social media
• Your website
• Email newsletters

Enable online pre-registration right away so you can begin collecting lead data and organizing appointments.

💡 Add a “Book Your Test Ride” button to your website that lets users:

• Choose their preferred time slot
• Pick a specific model
• Connect directly to your CRM

3. Register Participants the Smart Way

This is where lead quality starts to show.

Don’t just collect names and emails—ask about:

• Which models they’re interested in
• Whether they have a trade-in
• Their expected timeline for purchasing

📩 Automate confirmation emails and reminders to reduce no-shows and keep things organized.

Performing Ride does all of this for you—saving time and keeping your team focused on what really matters: converting interest into sales.

4. Set Up the Event Space for Success

First impressions matter. On the day of the event, make sure everything runs smoothly from the moment participants arrive.

Here’s what to prepare:

• A check-in station with tablets or smartphones
• Printed or digital event programs
• Clear, visible signage to guide guests
• A dedicated area with helmets, gloves, and riding gear
• A refreshment zone with food and drinks
• Branded giveaways or small gifts for attendees

Everything should reflect professionalism, safety, and your dealership’s attention to detail.

5. Manage the Flow During the Event

Keep things organized and running on time by monitoring real-time attendance vs. bookings.

Ensure:

• Every participant is greeted and guided
• Staff know their roles
• Ride leaders (“apristrada”) are familiar with the test routes and trained to handle any surprises

At the end of each test ride, gather feedback—either verbally or through a short form—to better understand:

• Which bikes drew the most interest
• What kind of buyer you’re dealing with
• Whether a follow-up is likely to lead to a sale

6. Follow-Up: Where Sales Are Made

Once the engines are off, the most strategic phase begins: the follow-up.

Here’s your checklist:

• Send a thank-you email with a clear call to action:
  • “Book a consultation”
  • “Schedule another ride”
• Assign leads to your sales team via CRM
• Review the data:
  • How many attendees?
  • How many qualified leads?
  • Which models had the most interest?