X
Marketing Strategy for Buzz E-bike
Buzz, a subsidiary of Huffy, hopes to restart the e-bike business. The planning began at the end of 2019, but due to the epidemic, there were major problems in transportation and factories. In 2024, Huffy decided to restart the project.
In January, Buzz came to us looking for an on-strategy marketing
guide to better understand their users in their new demographic of the
motorsports industry. From this, our goals were to create a:
-
Competitive Landscape
-
Target Demographic Engagement
-
Regulatory Compliance and Advocacy
Our Client
Found In
2019
Headquarter
Dayton, OH
Tagline
#buzzthroughlife
Differentiation
Delivering premium adventure at an affordable price.
The Challenge
The client's challenge to us was in two steps.
Step One
United Wheels (supplier) is interested in better understanding the path to purchase of electric bikes, including product category awareness, purchasing decisions, and influences driving conversion of potential customers on the brand's website.
As the eBike market becomes increasingly saturated, what is the consumer experience and motivations when purchasing an eBike, and how is it different from purchasing a traditional bike?
Step Two
Once we gathered our research we will recommend an omnichannel marketing strategy that would allow the company to use this information to target their new customer segment and
appeal to their riders.
Research
What're the pain points of Buzz?
Low social media presence on Instagram regarding video content.
1
SEO engagement to be improved.
3
Need to target the ideal customer in regions that allow e-bikes within state regulations.
2
Lack of use of AI tools that could cut down time when making posts.
4