Corporate America Investing in YOU!
by
LuLu
If you ride on two or three wheels to major rallies
anywhere in America, you have almost certainly met
some of the faces behind major corporate businesses
that appreciate motorcyclists. Their support of the
motorcycle rallies can mean huge financial contribu-
tions to cities or venues in forms of sponsorships,
large budgets for product giveaways and employees
to meet and greet you, and an investment in time and
travel!!! As I have traveled from Sturgis to Key West,
Laconia to Galveston and too many places in between
I have been amazed at the generosity of a few of
these big businesses and their loyalty to motorcycle
enthusiasts. I took the time to track down a few and
asked what makes them go to the time, effort and in-
vestment to be noticed by us on our bikes and trikes. I
was pleasantly surprised by their candid answers and
reasons for being involved in our world.
Bayer Corporation’s original involvement with mo-
torcycling was at Bike Week with Bruce Rossmeyer
at Destination Daytona over eleven years ago. Larry
Bond stated that what started as a sponsorship at the
care packages. It is amazing that Bayer sees that personal connections can be
more effective than a TV spot to build loyalty and goodwill for their product. Look
for their tent at Iron Horse Saloon during Biketoberfest!
to name just a very few. They give back an enormous amount of money and time
to the riding community. Look for their friendly staff at Bruce Rossmeyer’s Day-
tona Harley-Davidson complex during Biketoberfest!
Chuck Koro, founder Russ Brown, Jim Romag
Florida rally has evolved into a “rally tour” over the last ten years and quite a
financial commitment. Bayer has spent over $1.5 million dollars building product
loyalty at the grassroots. Having friendly faces dishing out free samples of cures
for aches and pains, sunburns, allergies and even footcare makes a personal
connection with potential consumers. Their demographic is the average rider.
Motorcycles are not cheap to own, traveling motorcyclists need protection from
the sun, walk for hours from vendor’s row to concerts and generally eat and drink
too much, requiring a “quick cure all”! The rallies also bring non-riders to listen
to music, eat, drink and party so their product exposure isn’t only the riders. The
Aleve, Claritin, Alka-Seltzer, Coppertone and Dr. Scholl’s products are much
needed samples, which is obvious if you watch the line and the smiling faces walk-
ing away with their goody bags like kids at Trick-or-Treat. Larry stated, “We don’t
have to do it, but with retail changing and E-commerce growing we set ourselves
apart by building product loyalty with face to face goodwill!” I ask that as bikers we
appreciate that and when you walk in your local retailer that you remember Bayer,
Aleve, Claritin, Alka-Seltzer, Dr. Scholl’s and Coppertone. Something else Mr.
Bond said that struck a chord was
that just their involvement with
Rolling Thunder’s Run to the Wall
on Memorial Day weekend makes
the investment in the motorcy-
cling community well worth the
time, money and energy devoted
from their budget. Being involved
in such a great cause and being
there for our veterans, gives the
company an opportunity to show
a deep sense of appreciation for
their cost of protecting our free-
dom. Having volunteered at their
booth in DC I know for certain that
the sense of appreciation goes
both ways. Weary bikers who
travel cross country for that event
are always thrilled to receive the
24 Thunder Roads Magazine LA/MS Gulf Coast | November 2018 | www.thunderroadslams.com
Another booth you will see all over the country at venues from bike racing to
concerts is Russ Brown Motorcycle Attorneys. I spoke with Wendy who has
been their marketing director for seven years. The main office is based out of
Studio City, California where Russ’ practice began in 1975. Russ was the original
“motorcycle attorney” and lifetime rider, only retiring from riding in his eighties. He
is very proud of the legacy he built. As a rider first and a lawyer second, he saw a
need to specialize in motorcycle law as he observed insurance companies taking
advantage of motorcyclists. What began as advocating for fellow riders evolved
into a personal relationship with all major rallies and the entire motorcycling com-
munity. Russ Brown was inducted into the Motorcycle Museum Hall of Fame in
Sturgis for his lifetime commitment to motorcyclists. He also developed through
face to face marketing two million volunteers nationwide for BAM (Breakdown
Assistance for Motorcyclists) which through face to face marketing has grown
to two million volunteers nationwide. This is a free program that only requires your
volunteering to help other riders in need. The number you call is 1-800-4-BIKERS.
As a participant you get roadside assistance, an Emergency ID card, free legal
advice and a connection to vetted local lawyers handpicked for their skill and
experience in motorcycle law. They are NOT a pay-to-join referral group and you
cannot buy the right to be a Russ Brown attorney. Managing partners Chuck Koro
& Jim Romag in the California firm are also life-long riders, and even Wendy’s
grandfather was an Indian rider. Russ Brown’s sponsorship nationwide includes
Sturgis Rally, Daytona Bike Week, Buffalo Chip, and American Flat Track Racing
A newcomer to the world of motorcycle rallies is Sunstar Americas, Inc. Tracy
Nunziata, Chief Marketing Officer, said they started consumer sampling at rallies
in January 2018, after research found motorcycle enthusiasts to be heavy users
of Soft-Picks® from the GUM® branded product line. Sunstar found that those
traveling on two and three wheels had oral care needs that their products could
address. Tracy noted that product sampling has been a great way to interact with
consumers. At rallies, people are traveling light, eating and drinking on the run and
it is as if they are a captive audience when the Sunstar tent is set up near food
tents. The rally circuit has been a great investment and a natural fit for their oral
care products. Other than professional sampling in dental offices, this is their first
step into sampling at major events. Not only is it a way to interact with custom-
ers, it is a chance to educate the public on dental care products, which may be
especially important to those who have not visited a dental office recently. Tracy
loves riding on the back of a bike and says the rally exposure has been a fun
experience. Sunstar will be set up at Iron Horse Saloon at Biketoberfest. Be sure
to check out Soft-Picks!!
A big thank you to these companies that realize the effectiveness of grassroots
participation in our world of motorcycling. Let them know you appreciate their ef-
forts by being loyal consumers!!
www.thunderroadslams.com | November 2018 | Thunder Roads Magazine LA/MS Gulf Coast
25