Client
Goodwind Moto Tours – Creators of Premium Motorcycle Tours in India & Abroad
Services
Marketing Strategy for International & Domestic Markets, Social Media Marketing, and Creative Services
Year
2019-2023
Started by 3 close friends with a drive to do good, GMT made traveling on motorcycles enjoyable for those who wanted great & remarkable experiences wherever they went. And by that, we mean enjoying luxuries & local experiences that are not a part of budget moto tours organized across India.
The plus point?
Every time someone took a trip with GMT, a part of the proceeds were donated towards the welfare & healthcare of the underprivileged. The patrons would feel good (from travelling) and do good in the process.
We had the privilege of working alongside team GMT to help them find their ideal customers in the Indian market.
Problem Statement – Finding the Ideal Customers
When GMT started in 2019, the concept of luxury moto-touring was still new to India. Consequently, the primary challenges were –
- To reach the relevant audience – premium motorcycle owners (think: Harley Davidsons, Ducatis, Triumphs, BMWs, and at least the 650 cc cousins in RE)
- Convey the value proposition correctly – the kind of experiences they were delivering & what the customers could expect on a typical GMT tour.
Social media is free for all. While you’re attracting BMW & Triumph riders (sales-qualified), you are also attracting Hero Honda & Moped riders (interested in the concept, but not the right fit for luxury travel offering).
Our Approach – 2-pronged Action Plan
- Creating Intrigue & Social Proofing via Social Media –
- Telling stories through photos & videos
- Educating & enchanting the audience
- Getting people interested with stories from the places hey could experience with the tours
- Keeping the audience engaged with day-to-day updates from the road (during tours)
- Reaching the Relevant Audience via Performance Campaigns – We drew up consumer personas based on age, demographics, spending habits & power, and linked them to interests, a taste in food, music, and more to reach the relevant audience and deliver action-oriented communications for generating tour sign-ups.
