You’ve got to know who your customers are before you can set your business strategies and maximize your profits. The answers to the following questions are not merely “nice to have;” they’re essential:
Which consumer group should I target, with which parts and which message?
Are there any new consumer groups I’m missing with my marketing?
Where and how are consumers buying?
What motivates consumer purchase behavior?
Which parts do consumers buy and/or want to buy?
The new 2012 SEMA Consumer Segmentation Report can help your business:
Identify target consumers. By looking at product purchases, vehicle usage and interests, you can identify the segments that are likely to be your company’s core customers. Understanding the needs of these key consumers can help you better serve your customers.
Expand customer base: Expansion opportunities may exist with customers you haven’t previously targeted.
Secondary segments: By recognizing different needs and interests of consumers, you may be able to tailor services to a wider variety of customers.
Vehicle platform and usage: Your target segments may show that owners of vehicles you don’t currently support have similar needs or interests in your product types.
Messaging: Consumer needs and benefits, along with interests and hobbies, can point to refined and targeted messaging that will resonate with your customers.
Marketing: Purchase and research sites, hobbies/interests and vehicle usage can be used to refine your marketing strategy and advertising channels.
Product development/product mix: Vehicle usage, interests/hobbies and parts purchase patterns can spark ideas for new products, line extensions, feature enhancements and cross-selling opportunities for target consumers.
I spoke with Dar Holdworth of Brass Ball Bobbers about his interest in changing out my Crazy Horse 100″ engine in my 69 Chopper for a new S&S 111″ mil. It turns out that he couldn’t get a new engine from them until May 2013. They have closed production down to retool their business.
Crazy Horse Motorcycles is based in Kent, Washington and is the manufacturer of the “V-Plus” aircooled 45 degree V-Twin motorcycle engine. They are an OEM supplier of this engine to individuals and custom bike builders. If you saw any of Paul Jr’s show last year then you have seen this engine.
I met with the owner, John White, last year to document his production process for Bikernet and Cycle Source Magazine. While photographing the engine assemble I saw an illustration of a retro motorcycle on the wall.
It turns out that John is interested in building an American Indian-styled motorcycle for the Chinese marketplace. He has been sourcing product and looking for domestic suppliers to fulfill his dream. After I spoke with Dar I jumped over to the Crazy Horse website and found a new illustration for the Thunderdreamer.
John sent me a text that he may have the bike available for the upcoming Ultimate Builder Custom Bike Show in Seattle, WA. We are hoping to see his latest creation in December.
4-cycle, 45-degree V
Number of Cylinders:
Bore and Stroke:
3.875 in x 4.25 in
85 bhp at 5750 rpm
95 ft-lbs at 2300 rpm
A Crazy Horse Kustom Choppa
This is the 69 Choppa from Brass Balls Bobbers with the Crazy Horse V-Plus option. This sled made the 2011-2012 Ultimate Builder Custom Bike Show circuit and was sponsored by Foremost Insurance.
Concept drawings of an expanded Sturgis Motorcycle Museum & Hall of Fame were released Monday at a public meeting in Sturgis.
The drawings were created by Forefront Design, a Rapid City, S.D., firm hired by the City of Sturgis, the Sturgis Area Chamber of Commerce and the Sturgis Economic Development Commission. The museum plan is part of a downtown revitalization project that a community task force has been working on for four months. Besides the museum, other projects aimed at making downtown Sturgis a year-round destination include a downtown plaza for events, a prototype mixed-use building with retail on the main floor and apartments above, and a splash park.
“The drawings that were made public at last night’s meeting are conceptual in nature, but are based on input from the Board of Directors of the Sturgis Motorcycle Museum,” Dave Davis, museum board president, said Tuesday. “The museum board is ready to move forward into a feasibility study phase to determine the full scope and time frame for making an expanded museum like the one represented here a reality. We want the community and all the constituents of the museum to understand that we are excited about growing our museum into an iconic structure that draws visitors to Sturgis on an ongoing basis.”
The current museum was established in 2001, and it’s home to an ever-growing variety of motorcycles dating back to 1907, exhibits, photographs, memorabilia and Sturgis Motorcycle Rally history. Learn more about the museum by clicking here.
For the 3rd year in a row the Progressive International Motorcycle Show in the NORCAL town of San Mateo, CA met with overcast skies and blasts of rain coming off the San Francisco Bay. Even so, motorcycle enthusiasts headed toward the city’s convention center to see the latest and greatest from the manufacturers and the creative artists participating in the J&P Ultimate Builder Custom Bike Show.
As they walked the red carpet in the expo halls they were treated to custom bike displays from internationally recognized builders like Kirk Taylor, Zach Ness, Jim Giuffra, Bryan Schinke and up and coming builders like Dalton Walker and Rick Bray.
Rick Bray’s Pala Duro won the J&P Ultimate Builder Custom Bike Show in San Mateo, CA and took the win with his Harley-Davidson 80 inch Shovelhead. The bike has a finned theme from the Kirk Taylor built engine and rocker boxes to the frenched in gas tank panels to the beehive oil tank.
Rick Bray brought his custom bike to the Ultimate Builder Custom Bike Show in San Mateo, CA and took the win. The bike’s name is Pala Duro, which means Hard Shovel in Spanish and that’s good because the bike is running a Harley-Davidson 80 inch Shovelhead. It’s low and slender and has just the right stance. Rick is an off-road race car builder by trade and his fabrication work shines through. All of his brass components from the gas cap to the fasteners are from scrap metal that he turned on a lathe.
The bike has a finned theme from the Kirk Taylor built engine and rocker boxes to the frenched in gas tank panels to the beehive oil tank. After the bike was built in raw metal, it was torn down and sent out for paint. Rick has worked with his painter, Kool Hand Luke, for so long that he just drops off his parts for paint and it comes back right every time. Rick bought the roller from his brother to start the build and the rest, as they say, is history.
Rick Bray – Pala Duro, 1981 Kustom Kustom
Gino & Denise Ilacqua – Cadamia 300, 2009 Custom Pro Street
Ron Ramos – Freak’n Pan-A-Rican, 2005 Panhead
Wicked Beauty, a 2003 Harley-Davidson Fat Boy, took 1st place in the NORCAL edition of the J&P Ultimate Builder Custom Bike Show. Bruce Boldon went for the big bore kit, Scrhttps://bikerpros.com/wp-admin/theme-editor.phpeamin’ Eagle cams and diamond cut heads. If the bike isn’t chromed then its powder coated. Ridewright wheels are engraved and diamond cut. The frame is chromed and engraved. An outstanding build.
Halia, hailing from the AFT Customs stables, is a testament to girl power as 60% of the bike was built by the AFT models. The bike was purpose built for custom bike shows and running on the salt in Bonneville. The little v-twin sports an AFT Power Package, which includes new pistons with ported and polished heads. Barnett clutch, K & N filters, Leo Vince muffler and Dynatek coils fill out the power upgrades.
Jim Giuffra, AFT Customs – HALIA, 2012 Honda VT750BR
Joe Fratis of Motion Pro brought in Dirty Knuckle and won the Retro Mod Class at the NORCAL Ultimate Builder Custom Bike Show. It features a Duane Ballard leather seat, Baker tranny, 13” Braking Wave Rotor with Brembo caliper and master cylinders riding on Ridewright Wheels.
Javon Samonte worked with Roie Pozas to assist him in completing his 2004 Yamaha YZF-R1 build. Results? 1st place in the Ultimate Builder Custom Bike show in San Mateo. Jovan upgraded suspension, drivetrain and brakes. The bike boasts an Akrapovic titanium exhaust system, 2006 R1 swingarm, OZ Racing magnesium wheels and Brembo brakes.
Javon Samonte – 2004 Yamaha YZF-R1
Russell Sotto – Kandee, 2008 Yamaha R6
Toni Renzi – Fast & Furious, 2001 Roadstar
Show Dog Award
The Show Dog Winner is Ron Ramos The Ultimate Builder Show Dog award is given to the dealer or builder that has shown exemplary effort in engaging the audience and furthering their marketing goals and objectives. The award for the effort is a biker chain wallet from Rocking K Customs Leather, a $200 value.
The Ultimate Builder Custom Bike Show is produced by www.bikerpros.com. At each round of the competition Biker Pros photographs each bike and makes them available in their Flickr gallery at www.flickr.com/photos/bikerpros.
The second round of the 2012 Ultimate Builder Custom Bike Show kicked off in Dallas, TX with 37 bikes featured down the red carpet. The FreeStyle and MOD Street winners in Atlanta made the trip to Dallas and took the gold and the glory for the second weekend in a row. Warm fall weather and free motorcycle parking got the crowds in over the weekend event.
Kyle Shorey of Shadetree Fabrications took 1st place in the FreeStyle class with Speedmetal. To date Speedmetal has taken two first place trophies, in Atlanta and Dallas, and has won the coveted IronWork’s Magazine Editor’s Choice award.
Speedmetal exhibits an organic design that the firm is known for. The wheels, engine, brakes and tranny were salvaged from the customer’s donor bike, a Saxon Crown chopper. Then just about everything else was hand fabricated by team Shadetree.
Ceasar Ramirez, Misfit Baggers – Kings Ransom, 2000 Road King
Joseph Russell of Flying Tire Motorcycle won the MOD Harley class with his orange 2010 Harley-Davidson FLTR that features 96” engine with a Stage 3 engine upgrade. The two features that catches the eye are the paint and 26” wheel. The orange and gloss black paint was provided by Other Side Custom.
Joseph Russell, Flying Tire Motorcycles – 2010 Harley Bagger
GIO, Blacksmith Motoring – El Puro Vato, 2005 Deluxe
Juan Gandara, Lubbock Custom Cycles – Bonita, 1997 XLCH
Derek Johnson took a strong second place two years ago and came back in 2012 with updates like wheel spinners, frame paint and extended swing arm that was enough to move him up one position and take the win in Performance Custom class in Dallas. TX. The bike features a full complement of performance upgrade and chassis mods to keep the bike planted during high speed runs.
Derek Johnson – Da Busa, 2002 Suzuki Hayabusa
Cody Kitchen – The Green Mile, 2005 Kawasaki 636
Speed Dealer Customs – 1978 Yamaha SR500,
Jeff Halstead of Halstead Customs built Miss Guided, a 1974 Harley-Davidson Ironhead Sportster and won the Retro MOD class. Halstead built this little bobber by reimagining it with today’s technology. The thing that you notice about the bike is the integration of the parts and color, which really makes the bike pop. The red rims are accented by the red strips on the tank and fender. It’s no mystery why Halstead did so well at his first Ultimate Builder Show as he was riding shot gun to the show with his good friend and celebratory builder Larry Moore, an Ultimate Builder winner and AMD Team USA Member.
Jeff Halstead, Halstead Customs – Miss Guided, 1974 H-D Sportster
GIO, Blacksmith Motoring – El Vaquero, 1977 Goldwing
GIO from Blacksmith Motoring drove in from his win in Atlanta to show off his brace of bikes at the Dallas round of the Ultimate Builder. His latest build, El Vendetta, took the win in MOD Street. The 2008 Yamaha Retroliner is turbo-charged and rocks the tarmac with 120ci stroker that is making 200+ HP. It’s built with forged pistons, lighten crank and Blacksmith heads & intake. The bike rolls with a 26” front wheel, air ride and 6 piston Hawg Halters brakes.
GIO, Blacksmith Motoring – El Vendetta, 2008 Yamaha Roadliner
Chop Shop Motorsports – 1980 Kawasaki KZ750
Dan Klein, Rock n Roll Custom – 2004 Honda CBR 600F4I
The Show Dog Winner is DeMarkus Sheppard of Live Fast Customs. The Ultimate Builder Show Dog award is given to the dealer or builder that has shown exemplary effort in engaging the audience and furthering their marketing goals and objectives. The award for the effort is a biker chain wallet from Rocking K Customs Leather, a $200 value.
Leading Money Winners
Leading money winners are Kyle Shorey of Shadetree Fabrications at $5,000 and GIO of Blacksmith Motoring with $3,500.
The 2012 Ultimate Builder Custom Bike Show kicked off in Atlanta, GA on November 2-4, 2012 with outstanding sleds from custom builders. Kyle Shorey of Shadetree Fabrications drove in from Texas with 3 bikes and took 1st and 2nd in the FreeStyle class. His winning bike is named Speedmetal. Enter your bike at http://www.motorcycleshows.com/ to compete with your local 2-wheel heros.
Kyle Shorey of Shadetree Fabrications took the win in the FreeStyle class at the Ultimate Builder Custom Bike Show in Atlanta with Speedmetal. The bike doubled up on trophies as it also took IronWork’s Magazine Editor’s Choice award and will be featured in the magazine in an upcoming issue. The bike began life as a customer’s Saxon Crown chopper. The wheels, engine, brakes and tranny were salvaged from the donor bike. A key feature of the bike is the prototype springer, which will be available to the public shortly.
Kyle Shorey, Shadetree Fabrications – Speedmetal
Kyle Shorey, Shadetree Fabrications – Black Betty
Don Parkinson, Biker’s Dream – Shake Spear
MOD HARLEY – Ultimate Builder
Modified Harley was won by a builder new to the Harley market, Blacksmith Motoring won MOD Harley in Atlanta’s Ultimate Builder Custom Bike Show . The bike features 8 stage candy paint with ghost graphics, cholo exhaust system, acid etched ape hangers Blacksmith Diamond 21” Front, 16” Rear and Remote Air Ride.
GIO, Blacksmith Motoring – El Puro Vato, 2005 Deluxe
Dell Battles -Orange Crush, 2009 Roadglide
Steve Studstill, Biker’s Dream – Top Gun, 2006 Roadking
Michael Lewis of Violent Choppers took the win in Retro Modified with Flat Busted, a 1947 Harley-Davidson UL Flathead. The rigid custom retro bobber features a Harley Flathead 80” engine, a S&S Super E Carb and a deep black paint job by Kelvin McKeig.
Michael Lewis, Violent Choppers – Flat Busted, 1947 H-D UL Flathead
Garwood Custom Cycles’ Neptune Crisp took the win in the Performance Custom Class at the Ultimate Builder in Atlanta. The 2007 Suzuki GSX-R 1000 features a 19″ Front Wheel, 300 Wide Tire kit with Chrome RC Component Wheels, Air FX Air Ride System and Braided Brake Lines. Dual blue/ white light kit with remote and headlight halo makes the bike glow.
GIO from Blacksmith Motoring drove in from Chicago to debut his latest build, El Vendetta, and took the win in MOD Street at Ultimate Builder. The 2008 Yamaha Retroliner turbo-charged Blacksmith 120ci stroker with forged pistons, lighten crank and Blacksmith heads & intake. The bike rolls with a 26” front wheel, air ride and 6 piston Hawg Halters brakes.
GIO, Blacksmith Motoring – El Vendetta, 2008 Yamaha Roadliner
Custom Chrome announced that Kurt Peterson is the company’s new media and events manager. Peterson’s initial focus will be on public and media relations, advertising, event and market presence and market research, according to a company press release.
The US Championship of the Ultimate Builder Custom Bike Show is scheduled for Indy on February 15 -17, 2013. So polish up the chrome for an action-packed weekend of competing with the best-of-the-best custom builders from across the nation.
The Championship is a feature of the Progressive International Motorcycle Show. The prize money doubles with $14,000 on the line and the winner of the MOD Harley class takes home a Screamn’ Eagle 120R engine.
The International Motorcycle Show is packed to the rafters with manufacturers, vendors, and seminars. The manufacturers that will be in attendance at Indy include:
Winners at the Ultimate Builder receive Double Prize Money
FREE Photo Booth @ Ultimate Builder
“We are excited to be bringing the US Championship to the The Racing Capital of the World,” said Bob Kay, Partner. “We will be seeing a significant amount of innovation and outstanding artistry.”
Custom Bike Presentation @ Ultimate Builder
Each Bike Has the Identical Presentation
Each bike at the Ultimate Builder is presented on a black mat, steel ring and a Do Not Touch sign. This allows enthusiasts to walk 360 degrees around the bike to see all aspects of it. It also keeps a barrier from the crowd.
There will be a free gear check in booth at the entrance so you can keep your gear safe and secure while you visit the show.