The Japanese equipment manufacturer Niterra, which includes NGK and NTK, is expanding its two-wheel marketing strategy to new areas. The group has just become a partner of Sarah Lezito, pilot, stuntwoman and influencer. A charismatic personality, who brings together a younger and more diverse community than that generated by racing stables.
NGK et Designer have been involved for a long time in the competition. A strategy who goes through his products but also by a marketing support overall. Many speed and endurance racing teams display the colors of the equipment manufacturer. However, since change of name of the group for the benefit of Niterra, this effort is accompanied by a notoriety work to establish this surname among the professionals like individuals. A strategy that is deployed not only in Japan for a partnership like the one led with Ferraribut also at regional levels. So, l’Europe manages the WRC and the MotoGPwhile each country builds its local partnerships. A set that covers the carthe two-wheeler but also the boating and the motoculture. Historically, NGK’s presence in the motorcycle industry and competition has given the brand a fame forte. THE coverage rate range of Japanese candles would thus reach 98 % motorized two-wheelers. Enough to create a certain attachment to the brand, as explained Marjorie Mezghichemarketing manager for France at Niterra. « For bikers, the spark plug is NGK and vice versa. This is not necessarily the case in cars because the passion is more present in two-wheelers ». Despite this observation, the equipment manufacturer is still investing in this sector. « We could say to ourselves : why finally insist ? But we must always get our message across », underlines the manager.
Communicate with an evolving audience
The world of two wheels evolvingNiterra must s’adapter. « We must continue to work with an evolving audience. New generations are coming and we must address them », continues Marjorie Mezghiche. Even in his relationships with professionalsthe equipment manufacturer would like to speak to all the actors. « We could just invite our distributors for example, but that is not enough. All layers count. We need to reach everyone, including the end user », remarks the manager. The firm therefore works with teams like the GMT94, Kawasaki Webike Trickstar et Tati Team Beringer Racing. « It is very pleasant to work with these teams because they are humble people. », observes Marjorie Mezghiche. However, the firm also wants to address other two-wheel enthusiastswho are not necessarily interested in competition. This is the reason why she joined forces with the influencer Sarah Lezito. « We target a younger and broader category of bikers », confirmed Nicolas PérardAftermarket communications manager at Niterra. Very followed on several social networks, Sarah Lezito goes beyond the framework of Stunt thanks to his personality and its role as stuntwoman for large productions Hollywood. A universe wider than motorcycles, from which Niterra benefits. Enough to consolidate the position of the NGK brand among a wide audience.
How does Niterra ensure its influencer marketing collaborations, like the one with Sarah Lezito, align with its brand values and resonate authentically with target audiences while mitigating potential risks?
## Interview: Niterra’s MT and Sarah Lezito: Expanding Horizons in the Two-Wheel World
**Introduction**
Welcome to World Today News. Today, we’re diving deep into the exciting world of two-wheelers and the strategies behind building strong brand presence. Joining us are two esteemed guests: Marjorie Mezghiche, Marketing Manager for France at Niterra, and Nicolas Pérard, Aftermarket Communications Manager at Niterra.
**Section 1: Evolution and Adaptation in Two-Wheel Motorsports**
* **Interviewer:**
The article highlights Niterra’s dedication to adapting its marketing strategy to the evolving world of two-wheelers. Can you both elaborate on the specific challenges and opportunities you see in reaching new generations of riders?
* **Marjorie Mezghiche:**
* **Nicolas Pérard:**
* **Interviewer:**
Niterra’s long history with racing teams is evident.
But the article mentions that the company is looking beyond traditional motorsport partnerships. How do you ensure that your communication resonates with a wider audience who may not be diehard racing fans?
* **Marjorie Mezghiche:**
* **Nicolas Pérard:**
**Section 2: The Power of Influencer Marketing**
* **Interviewer:
The partnership with Sarah Lezito, a renowned stuntwoman and influencer, is quite an interesting move. Why was Sarah chosen, and how do you envision this collaboration impacting Niterra’s brand image and reach?
* **Nicolas Pérard:**
* **Marjorie Mezghiche:**
* **Interviewer:**
Influencer marketing can be a double-edged sword, with potential for both positive and negative publicity.
How are you navigating the complexities of this approach to ensure brand authenticity and positive associations?
* **Nicolas Pérard:**
* **Marjorie Mezghiche:**
**Section 3: Building Lasting Connections**
* **Interviewer:**
The article emphasizes Niterra’s desire to connect with all stakeholders in the two-wheeler community.
Beyond influencers, how are you fostering relationships with distributors, mechanics, and the wider motorcycle enthusiast community?
* **Marjorie Mezghiche:**
* **Nicolas Pérard:**
* **Interviewer:**
Building brand loyalty goes beyond marketing campaigns. What strategies are in place to ensure customer satisfaction and ongoing engagement with Niterra products and services?
* **Nicolas Pérard:**
* **Marjorie Mezghiche:**
**Conclusion**
* **Interviewer:**
Thank you both for sharing your insights.
What final message would you like to leave our readers about Niterra’s vision for the future in the world of two-wheelers?
* **Marjorie Mezghiche:**
* **Nicolas Pérard:**
We wish Niterra continued success in their exciting journey!
