Motorbike Advertisement in Singapore TV

[ladder4949]

It's fairly common to see Lexus, Mercedes, Saab and other automobile advertisements when one watches the mainstream TV. I was just wondering why, in my entire 23 years of life, have I never seen Yamaha, Honda or other motorcycle advertisements on Chan 5/8 etc?

 

Is it because the government, in its effort to discourage people from riding or doesn't want making motorbiking to seem like a desirable lifestyle, have banned them from airing?

 

Or is it because the motorbike companies see no need to advertise since both Yamaha and Honda are both quite the duopoly in the motorbike market, especially for

 

Those living in the east and can tap the Indonesian channel, I'm sure you'd see its quite a regular thing to promote those cup kias.

 

Expert opinions?

[DeusExMachina]

Most motorbike dealers are small timers. They can't afford air-time.

 

And if they could, what do you want to see?

 

Some ah beng boss or sales "executive" who looks like one of the "able-bodied 40-yr old" hawkers/thugs/collectors in Newton Hawker parading around the bike "showroom", which probably looks like a slum, introducing you the latest 2009 models with a heavy Hokkien accent?

[diddy the patient]

hahahahahahaha

[deckard]

the profit margin for bikes are very low.

[Nicholai]

Most motorbike dealers are small timers. They can't afford air-time.

 

And if they could, what do you want to see?

 

Some ah beng boss or sales "executive" who looks like one of the "able-bodied 40-yr old" hawkers/thugs/collectors in Newton Hawker parading around the bike "showroom", which probably looks like a slum, introducing you the latest 2009 models with a heavy Hokkien accent?

 

That's a good one!!!!

[Refugee]

i think 5 years ago dun even have local magazines for bikers lor.

 

we've progressed.

[proradar1]

thailand, indo u can see shopping centres display bikes ( kups) as prizes for lucky draws but in singapore only got see cars.

[stanco]

It's fairly common to see Lexus, Mercedes, Saab and other automobile advertisements when one watches the mainstream TV. I was just wondering why, in my entire 23 years of life, have I never seen Yamaha, Honda or other motorcycle advertisements on Chan 5/8 etc?

 

Is it because the government, in its effort to discourage people from riding or doesn't want making motorbiking to seem like a desirable lifestyle, have banned them from airing?

 

Or is it because the motorbike companies see no need to advertise since both Yamaha and Honda are both quite the duopoly in the motorbike market, especially for

 

Those living in the east and can tap the Indonesian channel, I'm sure you'd see its quite a regular thing to promote those cup kias.

 

Expert opinions?

 

because cost > benefit.

 

Most motorbike dealers are small timers. They can't afford air-time.

 

And if they could, what do you want to see?

 

Some ah beng boss or sales "executive" who looks like one of the "able-bodied 40-yr old" hawkers/thugs/collectors in Newton Hawker parading around the bike "showroom", which probably looks like a slum, introducing you the latest 2009 models with a heavy Hokkien accent?

 

they where will ride bike. they v rich 1 leh... 8 prawn for $200 over... everyday sell 8 prawns only, they can afford to drive pretty much any car if they want to.

[contrarian]

Small market size - about 10,000 bikes are registered each year

 

Do the distributors or dealers advertise? Yes, through other means - print ads in targeted media.

[contrarian]

thailand, indo u can see shopping centres display bikes ( kups) as prizes for lucky draws but in singapore only got see cars.

 

You didn't see the 50 Vespas given away by Coca Cola in Singapore?

Or the one given away by Aqua Panna?

[hors3m3n]

You didn't see the 50 Vespas given away by Coca Cola in Singapore?

Or the one given away by Aqua Panna?

 

huh??? 50 vespa?? im looking for one eh! haha..

[allenkey]

a few yrs ago... i think ard 2004, Piaggio launched the new Vespas... there was a contest to vote the best designed paintwork. the vespa's paintwaork were designed by local celebrities i think. winner of the lucky draw gets to ride away the winning design.

[quikslvr]

yeah i remember one of the contest.this person won a vespa but he sold it off coz he already got a bike

[proradar1]

nice.... i wan a free vespa too =X

[Constructicon]

In SG, I wonder if there's any point to advertise for bikes.

Most 2B/2A are narrowed down to that few, logical choices.

For Cl2, there's always the Internet for reviews and such.

 

Think there's no need to lauch a media blitz for a new bike. Not as if any authorised dealer is waiting to sell 2000-3000 GXRs, R1, CBR...etc a year.

[WildCard]

Most motorbike dealers are small timers. They can't afford air-time.

 

And if they could, what do you want to see?

 

Some ah beng boss or sales "executive" who looks like one of the "able-bodied 40-yr old" hawkers/thugs/collectors in Newton Hawker parading around the bike "showroom", which probably looks like a slum, introducing you the latest 2009 models with a heavy Hokkien accent?

 

I'd agree on you for the first part.

Air-time, especially around prime-time slots, are damn expensive. $25K upwards.

And no small-margins business would want to make that same investment when a cheaper alternative like print ads or SBF would do the same job on a targetted crowd and have the same, if not better, results than a TV ad.

 

But, should a dealer be able to afford one, need not use a local ad in context.

They could always 'borrow' or 'lease' a foreign ad for the same bike.

 

So we can avoid, as you described, ""able-bodied 40-yr old" hawkers/thugs/collectors in Newton Hawker parading around the bike "showroom", which probably looks like a slum, introducing you the latest 2009 models with a heavy Hokkien accent"...

 

[Fly_Boy]

I have seen Yamaha ads in Star Sports during Motogp telecast, and felt it was cool!!

 

Touching your hearts!!! Really...

 

How I wish I can watch it more often and in local channels...

[Uknight]

I think in singapore, motorbike ads will be real tough, considering how motorbikes are already not taking part in motor shows. Though thats what I've read from 2wheelers magazine when I passed 2B this year...

 

The profit margin isn't justifiable to promote the ad on TV unless bikes like Harleys sell like hotcakes...

[Tyrian]

good thing needs no advertisement

[ladder4949]

But do you think if there were bike advertisements more ppl will be drawn towards bikes rather than cars or busses? 10 000 registered bikes a year as contrarian mentioned, but with advertisement, do you think the demand would go up to as much as 15 000?

 

And yes, no substandard advertising please! Lease the professionally done ones from the manufacturer themselves, you know, something like this:

 

http://www.youtube.com/watch?v=IVdSs1OcjTs

(of cos this video is the movie version, on tv it'll be a super cut 30 sec version)

 

I see already I motivated to work hard to buy myself one!

[DeusExMachina]

Ads specific to a certain bike model/make will usually be paid for by the agent.

 

That is.... if they can be bothered to spend money in support of their retailers.

[contrarian]

But do you think if there were bike advertisements more ppl will be drawn towards bikes rather than cars or busses? 10 000 registered bikes a year as contrarian mentioned, but with advertisement, do you think the demand would go up to as much as 15 000?

 

No, because the supply of COE determines the number of registrations yearly.

[allenkey]

motorbikes and bikes related products/services are considered niche market in S'pore.

consider this...

out of 100 TV viewers, how many of them ride bikes or want to buy bike? compare this ratio to Thailand, Philippines etc.

 

so whats the best media to advertise? here we r... SBF look ard ur browser page... and also MCA

[s4dreamer]

motorbikes and bikes related products/services are considered niche market in S'pore.

consider this...

out of 100 TV viewers, how many of them ride bikes or want to buy bike? compare this ratio to Thailand, Philippines etc.

 

so whats the best media to advertise? here we r... SBF look ard ur browser page... and also MCA

 

I agree with you! The bike market is simply too small in Singapore and it's a niche...

 

So, I think having bike advertisements on TV in S'pore might not be the wisest thing for bike companies to spend their advertising dollar on... advertising on television is NOT cheap at all!

[DeusExMachina]

Airtime is not the only thing they have to pay for. They're gonna have to pay for some ad agency to come up with the script, actors, props and ad shoot. That costs plenty.