EICMA Series Ep.2 - During EICMA: how to create content that makes a difference 15 Oct 25

During EICMA, the motorcycle world is buzzing: new models are unveiled, brands share their vision, and media attention reaches fever pitch. But for a dealer, this isn't just a time to watch: it's an opportunity to create content that engages their customer community.

During the days of the fair, dealers have a unique advantage: they can see, touch and talk about the models that will arrive in showrooms only weeks or months later. This means they can become the first authoritative source of information for their local customers, even before they see them in person. What actions need to be planned?

— Turn your visit into a content plan

Every video, every photo and every frequently asked question can become useful content. The goal is to convey the impression that the dealer is already an expert and well-prepared, rather than a spectator gathering information like everyone else. After researching new product launches by manufacturers, it will be useful to create an editorial plan for content to be created at the show and distributed on your channels. Some examples? Here they are!

• Short (vertical!) videos for social media: show the most relevant lines, details and technical innovations — but do it in your own tone, not that of the brand.
• Longer videos for newsletters or websites and product sheets: describe the model, the differences from the previous version, your first impressions.
• Mini “behind the scenes” clips: show the fair from the point of view of someone who experiences it as a professional, not just a visitor. Press presentations, events for professionals, meetings with drivers and testimonials: these are all opportunities that can be reported on!

Please note! The goal is to be personal, but also authoritative: use a conversational and immediately recognisable tone, but don't forget to touch on technical topics and data that can demonstrate “how much you know”.

— Position yourself as a local authority

When customers return home after reading the official news, they will look for someone who can really explain the new model to them. If they find your post, story or newsletter, you become the local expert, ready to answer their questions and address their concerns.

• Create a dedicated column: talk about the most interesting models, news or trends
• Conduct short interviews with technicians or product managers at the stand (if possible)
• Publish content quickly: immediacy counts more than perfection
• Use stories and reels to maintain spontaneity and refer to the newsletter or website for further information

— 3 content formats that work during the show

👉 The “first look” video

• First impressions of the new models
• Duration: 30–60 seconds, vertical format
• Focus: first impressions, emotion, visible technical details.
• Where to publish it: Instagram, Facebook, TikTok.

👉 The technical review for newsletters or YouTube

• A more extensive format, which explores the technology and new features of the most relevant models
• Duration: 90-120 seconds, horizontal format
• Focus: target audience, price forecasts and arrival times.
• Where to publish it: YouTube, website, newsletter.
• IMPORTANT! Include a CTA: ‘Book your preview at the dealership’.

👉 The ‘expert among the new bikes’ reportage

• Photos and mini videos collected during the visit.
• Describe what strikes dealers and what trends are emerging.
• If possible, include mini-interviews with relevant figures to increase humanity and empathy.
• Where to publish it: Stories on IG and FB

EICMA is not just a trade fair: it is a content factory

Those who know how to document, narrate and share with their audience take a step forward in terms of authority, visibility and trust. If you want to understand how to transform your presence at the trade fair into an effective editorial plan, request our free audit: we will analyse your website and your digital ecosystem to help you identify areas where you can grow and improve immediately.

Would you like to see how we can help your business take the next step? Book a 15 minute call and let’s talk.