EICMA Series Ep.3 - After the show: how to capitalize on the EICMA Effect 23 Oct 25

The lights of EICMA may have gone out, but the real work starts now. For motorcycle dealers and industry brands, the show is just the starting line. In the following months, the difference will be made by those who can turn all that excitement and attention into measurable results.

After days of announcements, posts and interviews, the challenge is clear: keep your customers interested and turn that attention into concrete actions — inquiries, appointments, and sales.

— Update and Optimize Your Digital Ecosystem

Once the show is over, the first step is to organize your entire digital ecosystem. Every detail should be up-to-date, consistent, and easy to find — because customers immediately start searching for information about the new models unveiled in Milan.

• Product pages: rewrite descriptions with SEO-optimized copy including prices, specs, availability, and test-ride booking options. Add local keywords — city, province, and model name — to improve search visibility.
• Dedicated landing pages: create a page for each key model, complete with images and contact forms integrated with your CRM. This lets you collect qualified leads, track them, and see in real time which models generate the most interest. And if you don't have one, contact us: we may have the right solution!
• Google Business Profile: refresh your photos, reviews, and “Request info” buttons. Add direct links to new models, news articles, or landing pages — a simple way to convert people already searching for you.

Being first on Google means being the customer’s first choice. If you want to boost your visibility, request our SEO Audit: we analyze your positioning, keywords, and opportunities to grow your site’s organic traffic — a small investment for long-term results.

— Build Your Marketing Plan (we mean, for Real)

After EICMA, you need a structured plan. A marketing plan isn’t a static document — it’s an operational tool that connects communication, sales goals, and product profitability. It defines priorities, timing, and budgets, clarifying where to focus resources and what return to expect.

• Plan monthly activities around market milestones (new launches, seasonal peaks, promotions).
• Distribute your investments according to each model’s profitability and every channel’s return.
• Analyze past results and monitor KPIs: traffic, leads, conversions.
• Know your historical cost per lead, the number that tells you how much you truly spend to generate a sale.

If you don’t know it, we can calculate and track it with Performing Lead, our CRM built for motorcycle dealers. It shows where your leads come from, how they evolve into appointments, and how much each opportunity costs. That’s how you build a measurable, repeatable strategy.

— Keep Your Customers Engaged

Your relationship with customers doesn’t end when the show does — in fact, this is when it can grow stronger. Riders have seen the new models online, but now they’re looking for a real point of reference to guide them from curiosity to purchase.

Here’s a post-EICMA operational plan to keep engagement high:

• Record all contacts gathered at EICMA in Performing Lead, tagging them by model or interest. This makes your follow-ups targeted and relevant.
• Send a newsletter featuring your Top 5 highlights from the show and some expert insights to position yourself as an informed local reference.
• Host an open day or test-ride event with Performing Ride — letting customers test the bikes is the fastest way to turn curiosity into sales.
• Launch remarketing campaigns for anyone who visited your site or engaged with your posts during EICMA. With the right message and clear offer, you can re-ignite their interest and drive conversions.

By coordinating these activities across your channels — website, social media, email, and events — you’ll create a continuous flow of communication and trust. That’s how EICMA’s buzz becomes real, lasting business.

EICMA never really ends. Those who structure the following weeks with method — updating content, planning investments, and tracking results — gain a competitive advantage that lasts all year.

To understand how to make the most of the opportunities offered by the fair and do so using our digital tools, request our free audit: we will help you transform the EICMA effect into real, measurable sales!

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