Issue link: https://read.dmtmag.com/i/183375
m www.PowersportsBusiness.com MOTORCYCLE Carbon parts maker acquired, will expand kr Pirie Performance Products becomes P3 Composites e re 0 Powersports Business • October 7, 2013 • 39 The California 1400 attracted Moto Guzzi fans into dealerships, showing an 11.2 percent rise in sales in the first half of 2013. Scottish actor Ewan McGregor does advertising testimonials for the brand. Bike brands target shoppers via mobile Vespa, Moto Guzzi identify shoppers who have been to dealerships Sense Networks, a company that delivers mobile ads based on mobile location and behavioral targeting data, has launched two campaigns for Piaggio Group Americas (PGA), the North American importer of Italian motorcycle and scooter brands Vespa and Moto Guzzi. The Vespa and Moto Guzzi brands targeted scooter and motorcycle enthusiasts using Sense Networks' Retail Retargeting solution — the first solution of its kind to market, according to the company — enabling the brands to identify shoppers who have been to their retail location and to then retarget these shoppers with timely and relevant mobile ads. Sense Networks, partnering with PGA's digital agency partner, Resolute Digital, retargeted mobile users who had visited Vespa and Moto Guzzi dealers in the U.S. and demonstrated lifestyle and demographic attributes, such as motorcycle enthusiasts (mobile users who have visited other motorcycle dealers) and high household income. By applying machine-learned modeling during the campaign, click-through rates (CTRs) for modeled segments reached 0.75 percent versus an untargeted CTR of 0.16 percent. This was an increase of 4.69 percent over the untargeted segment. Interstitial ads reached 2.33 percent CTR — a 14.56 percent increase over untargeted ads. "Sense Networks' unique approach to mobile targeting helped us to reach our key audience," said Melissa R. MacCaull, vice president of marketing, Piaggio Group Americas. "While other mobile advertising providers may have simply geo-fenced targets and sent ads to anyone near a Vespa or Moto Guzzi retailer, we worked with Resolute Digital to seek a more strategic approach that goes beyond traditional locationbased campaigns. We wanted to reach consumers who are considering a scooter or motorcycle and P36x40-PSB13-Cycle.indd 39 Eric Pirie's Pirie Performance Products, based in Charleston, W.Va., has been acquired and is relaunching as P3 Composites, LLC. Pirie has built a reputation for producing high-quality carbon composite protection products for off-road motorcycles. P3 Composites intends to maintain quality levels while increasing production in a 7,500 squarefoot manufacturing facility located in Hurricane, W.Va. Pirie will stay on as a consultant and provide product development services to P3 Composites. P3 is known for skid plates, pipe guards and heat shields for off-road motorcycles but the new company has intentions of expanding its applications to include coverage for expanding European brands such as Beta and Sherco, an all-new product line for Japanese motocross bikes and products for street bikes, including the new KTM 1190 Adventure. "We hope to build on Eric's reputation for high-quality, made-in-the-USA products while increasing availability and expanding our product lineup," said P3 Composites CEO Jamin Jones, who also heads up Appalachian Offroad MC (AOMC.mx) and the KTM parts store, ktm arts.com. "Our first priority is to p start getting products out the door to customers as quickly as possible." P3 is also accepting new dealer applications. "Production is scheduled to get rolling on Oct. 1, at which point we will begin to expand our dealer distribution network both domestic and international," Jones said. PSB have a lifestyle that makes them a legitimate prospect, based on past behaviors. Sense was able to help execute on that vision." Since launching Retail Retargeting one year ago, 85 percent of Sense's clients are now leveraging Retail Retargeting to deliver mobile ads targeted towards a prospect, based on their historical shopping behavior. Sense has built 165 million user profiles, allowing the company to target the most relevant prospects, based on location, behavioral and lifestyle attributes. Providing a greater level of campaign insights, Sense is now delivering Interactive Performance Maps of click and redemption locations. Based on individual user behavior, the maps show where mobile audiences are located when clicking on ads or redeeming mobile coupons. Brands can review hot spots of mobile audience activity to inform future marketing activities. "Sense has been perfecting its Retail Retargeting technology, enabling brands to understand who they should retarget and when," said David Petersen, CEO, Sense Networks. "By analyzing mobile location data and its context, we have built 165 million behavior-based user profiles to help brands understand their ideal target audiences. Now we are able to deliver even greater insights into how consumer location correlates to behavior and campaign success with Interactive Performance Maps. These real-time maps allow brands to understand who is clicking on ads and where they are located to deliver a new level of consumer understanding." PSB Consumers interested in scooters such as the Vespa Sport are able to be targeted via their mobile location. 9/25/13 11:57 AM