How can manufacturers do a better job of marketing to women? I don't really know the answer to this, but something I'd personally love to see is a woman of color (let's be honest, we hardly see women of color, fully clothed anyway, in these ads), FULLY geared up. I don't care if it's a cruiser, sportbike, dual sport, dirt, standard, supermoto, chopper, whatever. Just show me something ELSE than the same tired bikinis, babes, and squids.
After reading this article on the Huffington Post about Bic's stupid marketing campaign by making a pen for Her (WTF?? I didn't realize I was having such a hard time writing this whole time using my man pen), I thought about what a horrible job motorcycle manufacturers are doing 'trying' to market to us. Because they're not marketing to us, they're marketing to your male friend, husband or boyfriend to try and get you to ride. Why not market to us directly? Stop ducking the issue and bring it to me.
And seeing a woman in a half helmet wearing absolutely nothing in a tv ad doesn't count. Advertising motorcycles to women should move women forward, and inspire them to gear up or try something new. Whether it's a basic rider course, a track day, a dirtbike class, a supermoto school or an advanced street course. How about prioritizing safety over sexy?
Frankly, I'm sick of it. I look forward to the day where women are in charge of these marketing campaigns. A day where companies are willing to take a risk to put out a positive message to (potential and existing) women riders. And PLEASE PLEASE put down the pink pens, pencils, crayons, whatever it is you idiots use to 'color' these ads. I personally hate pink, and although not all women hate the color, it's unfair to label us all as pink lovers. We're not men, we aren't distracted by bright colors and boobs. Stop it.
Guess what, it's not 1950 anymore. You don't have to spend billions of dollars advertising in print ads. How many of us get our news online these days?
I know our numbers are only ~20%, but one way to get our number to 50% is to present meaningful, positive change in the way women are portrayed as motorcyclists. And stop spreading the old, tired message of the 'biker lifestyle' whatever that is.
Interesting Facts: MIC Women Rider Fact Sheet, courtesy of the Motorcycle Industry Council
ps. this post is in no way endorsed, promoted or encouraged by suzuki. I just happen to adore my SV650 :)
