November 24, 2010
Inside a bike launch
I really admire the technical abilities of guys like Chris Reid and John Bayliss. These two Yamaha legends could probably break down, bolt by bolt, how each Yamaha snowmobile or motorcycle works. I, on the other hand, can only tell you how they handle, or if the seat is too soft. I wish that I could offer more technical insight but, much like my singing ability, I just don’t have it. (Although, my acting skills have received favourable reviews…)
What I can offer you, though, is some insight into the “Launch” of a new Yamaha.
The FZ8 takes in the beauty of Huntsville, Ontario.
Have you ever wondered what goes into a “Press Launch” of a new motorcycle? Not to be confused with the actual development of a bike (John Bayliss does a great job of detailing that process here); I’m referring to the release of a new bike to media and, soon afterwards, the public. As a kid, I drooled over magazines featuring new bike reports. I could only dream of what it would be like to be there, riding brand new machines that hadn’t even hit dealerships yet—and the best part, I wouldn’t be required to fix or wash them!
Most recently, our marketing team organized the Canadian launch of the 2011 FZ8 and Fazer 8. (Actually, I’m lying. Our latest launch was for the new Stryker cruiser and early release 2012 Super Ténéré. But that was a lower scale, one-day deal held at the Yamaha office and not as “exciting” as others.) After all was said and done, it’s safe to say the FZ8 launch was a success. Things ran smoothly, weather cooperated (which is always huge, especially when riding on the street) and media were very positive about the new bikes.
Here is a rundown of what went into Yamaha Motor Canada’s 2011 Fz8/Fazer 8 press launch:
There is usually one guy who leads each event. For the FZ8, that guy was Mr. Renegade, Bryan Hudgin. Actually, come to think of it, he coordinates most of our product launches. (I make sure there is plenty of paper and pens.)
After reviewing comments from the earlier European launch, we knew we needed to find roads that offered plenty of turns, hills, off-cambers, and twisties to really showcase the playful character of the FZ8/Fazer 8.
WHEN
The first step is setting a date. The FZ8 was to be released to public on Wednesday June 9th, along with several other bikes and ATVs, so we wanted to arrange a press launch at least a month prior. We chose May 25-26. We hold it earlier to allow media ample time to prepare content and include it the most timely issue – cover really sweetens the pot – but not too much headway as they may leak out details … then it spreads throughout chat rooms … and then we get a spanking from the Mothership.
This was not as relevant for this launch, as the bike had already been released in Europe. We often have media sign an embargo or confidentiality agreement that they will not share or publish anything until the official release date … though, that doesn’t always work out.
Le Guide de la Moto’s Bertrand Gahel, and Motoress founder, Vicki Gray, work together to create a nice atmosphere shot for their respective pubs.
WHERE
Due to the FZ8’s sporty, agile and nimble design, we wanted to find a locale that offered long, winding roads, minimal to no traffic and beautiful countryside. Somewhere that best suits “fun” ride character. We settled on Huntsville, ON, and stationed ourselves at Delta Grandview, a beautiful resort which complemented the sleek and sexy sport bike perfectly. The resort and their staff accommodated us well, providing a meeting room for our new model presentation to media, a private dining hall and excellent swimming hole for the wicked heat we were about to experience.
WHO
Time and place, check. Now we need to find people to ride the bikes. For those of you who have planned a wedding, you can appreciate the difficulty in this step. You have a limited number of chairs (budget and bikes) and far too many possible guests. Our budget, unfortunately, doesn’t allow for the “it’s not a party unless everyone’s invited!” theme. You gotta make some cuts.
We’re fortunate to have a very unique and talented group covering motorcycles in Canada. Each brings their own flavour, especially Cycle Canada’s Neil Graham. His story telling ability is quite impressive, not because he has the best stories, but it’s the way he delivers them. He could make a trip to the grocery store for eggs and milk sound interesting!
We try to include members of the mainstream media (or horizontals, as we call them), the verticals (or motorcycle specific media) and those who freelance or do a great job of spreading the word through various platforms (Facebook, Twitter, YouTube, blogs, etc). We also want to make sure our guests are well qualified; riding is one thing, but the ability to ride and analyze the motorcycle’s design, engine and functions is another. We need test riders who can then communicate these changes effectively to their readers.
For this particular launch, we had three FZ8’s and one Fazer 8. We also had a 2010 Stratoliner Deluxe for media to experience for the first time, and many of our newer bikes to ensure everyone’s butt had a saddle (R1, FZ6R, V-star 950).
[Ed note: Danny was particularly excited about this launch, because it was his first opportunity to ride many of Yamaha’s street bikes. His boss, Tim, didn’t feel quite the same way after hearing many of Danny’s “it wasn’t my fault” stories.]
Oh and let’s not forget about Yamaha staff; it’s important we have a nice mix of people who know how to talk (marketing) and people who can talk the talk (service). For this event, Bayliss and Dave Shepherd managed the presentation and technical questions, while Huggy, Aaron Dowden and I entertained media with interpretive dance. After that, we looked after setting up a pit area with bikes, stands, tools, cleaners and canopies, and make sure the “little things” are covered.
Patience really is a virtue when it comes to motorcycle photography. You’ve got several riders to shoot, you need shots from every angle and you’ve got traffic to deal with. And riders must remember they are judged on style (not speed) when the photographer’s shooting….
But when do we get to ride?!? Soon. When we arrive, Huggy makes sure all of the media’s rooms are prepared (we usually include a small token of appreciation for attending, like a helmet bag or jacket) and our meeting rooms are booked and clear. Meanwhile, Dowden and I set up our pit area, “Yamasize” the resort and get everything ready to go early the next day. As media arrive, we welcome them, hand them an itinerary, press kit and detailed ride route.
During the ensuing presentation, media learn about Yamaha’s motivation behind developing this new bike, how we did it and what it means to riders. Bayliss and Shepherd do a great job working together on this and their knowledge of motorcycle technology is impressive. Following “class,” everyone enjoys dinner, a few drinks and conversation. It’s a great chance for media and corporate to mingle. Stories are shared and lies are told.
Up and at’em! We like to kicks things off early the next day; trying to organize a group of chatty, excited motorcycle media is like trying to organize a group of girls entering a Justin Beiber concert. We need to nail down photo-ops, video, lunch, and make sure everyone has what they need for their editorial. Each ride is structured according to the group, location/roads and weather. On this day, we began with an organized loop, lunch and then a more laidback, free-ride to cap things off.
Riders prepare for a corner shoot.
In the organized loop, we have Yamaha reps leading and following the pack, along with a rep and photographer (Richie Tripp) behind in a support vehicle. This was my role during the FZ8 event; I was the photographer’s butler. Not a ton of physical work, but it’s a never ending job keeping these artists happy. So demanding… In between fetching Richie water and escargot, I managed to shoot footage for a short “first impression” video which you can watch here. I’m no Steven Spielberg but it gets the point across.
During the first loop, we stopped 3 or 4 times for Richie to snap pics of the media. During the second loop after lunch, media were free to go where they wanted, unchaperoned by Yamaha staff. I’m sure they all adhered to local speed limits….
At the end of the ride, media return to the resort, pick up a DVD of images, have any remaining questions answered and then they’re free to go. Then we wash the bikes, re-fuel them and do it all over again for media group #2! (Wait a minute, in my childhood dreams, I didn’t wash them!)
There you have it, a glimpse into the glamorous world of motorcycle press launches. If you’re curious to know any other tibits about a press launch, comment here and we’ll do our best to answer.
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OMG… this is almost beyond belief. Are you telling me John Bayliss and Chris Reid are still alive!? … and working at YMC,
Yikes.
Who’d a thunk it.
I do believe that Bayliss owes me a lunch, I remember? having a couple of drinks at Ye Ole “Landing Strip” during some dealer show or other, maybe it was after our ride to YMC from PEI (Freedom Cycle) on a couple of YSR 50′s… who knows, and the big guy said he’d buy me lunch if I filled him in on that adventure. I’d get to pick the place… well I have. How about Berthe’s? Fine Mex cuisine prepped on the spot, Playa Coyote Baja CA Sur.
In any case, Howdy to the boys both… and keep up the Blog, you’re a lernin’
Dr. N.
Enjoyed the
November 25th, 2010 at 10:07 am