EICMA Series Ep.1 - From pre-EICMA to 2026: the winning strategy for motorcycle dealers 08 Oct 25

EICMA has always been the benchmark for the motorcycle world, but the 2025 edition will mark an important evolution.

It will not only be a showcase, but also a testing ground that will reveal which motorcycle dealers have built a solid, consistent and high-performing digital presence.

Everyone now repeats that “a physical showcase is no longer enough”. But few really explain how to translate this idea into concrete actions, without getting lost among followers and poorly measurable results.

A dealer is the local point of the brand but also a digital presence: it must attract, convert and maintain relationships with customers and prospects.

– Where to start (and why to do it)

The period leading up to EICMA is the perfect time of year to review your motorcycle dealership's digital ecosystem. During the fair, Google search volumes and social media conversations explode: words such as ‘EICMA news’ or ‘new motorcycle models’ generate thousands of clicks. Being already present means positioning yourself as an authoritative source of information and service. 

– Checklist for arriving at EICMA

You probably already know which models will be presented, even if the details remain top secret. The goal is to arrive prepared, having finalised the content and activated what has already been prepared.

— Get organised in advance (yes, it seems obvious, but...)

• Make a note in advance of the new models your brand will be presenting at EICMA.
• Create a dedicated folder with related material: images, texts, ideas.
• Define who is responsible for what (website, campaigns, social media, leads, etc.).
• Prepare the team to answer customer questions and explain: ‘...what will happen after EICMA’.

— Website: prepare the pages for the new models.

• Create the pages first and leave the spaces “empty” (you will add photos, prices and technical specifications after EICMA).
• Add the “request information” or “book your motorbike” buttons now.
• Prepare the final URL: /motorbike/[brand]/[model-year].
• Prepare the lead collection forms: e.g., name, telephone number, email address, city, opening hours, etc.
• Prepare the frequently asked questions: price, delivery times, etc.
• Create a landing page or news item and insert links to the product pages

— Google Ads: prepare the search campaigns

• Set up the campaigns with words such as ‘price [model]’
• Write the adverts, then fill in the details: e.g., price, specifications, etc.
• Set the geographical area and the showroom's telephone number.

— Meta Ads: prepare Facebook and Instagram campaigns

• Set up draft adverts with texts such as 'Discover what's coming soon'
• Think about the audience you want to reach: e.g., area, competitor brands, etc.

— Newsletter: prepare the first exclusive content

• Publish content, posts or stories that hint at the upcoming news
• Prepare a newsletter for your most loyal customers to send on the day of EICMA dedicated to operators (perhaps including a video of your stand explaining some interesting details)

— Leads: organise contact management

• Prepare automatic responses to website forms and decide who will respond immediately afterwards
• Prepare lists of customers interested in specific models and notify them when they become available: e.g., create Ducati Multistrada Rally and Multistrada V4 lists and inform customers when they will be able to see the new Multistrada V4 Rally 2026.

– Building your structure today means selling better tomorrow.

Anticipating the market is not just a question of visibility: it is a choice of method. Every action taken before EICMA serves to build a more solid, more digital and more measurable sales machine. In a sector where customers research online long before entering a showroom, digital preparation is the new competitive advantage.

– Optimise your presence for 2026

Want to understand how to optimise your motorcycle dealership's digital presence before EICMA? Request our free audit: we analyse your website, campaigns and lead management to show you where you can grow immediately.