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Brand Launch, Dealer Development and Event Management
As the second largest motorcycle manufacturer in Europe with excellent European and Asian brand recogni- tion, Aprilia recently set its sights on the US Market. EVI was chosen as the strategic partner to provide communica- tions services for the US launch of this renowned line of Italian bikes.
Since 1999, EVI has been involved in most aspects of Aprilia’s brand launch and dealer development effort, includ- ing: communications strategy, print and television advertising, dealer marketing materials, dealer training, road tours, product launches and dealer meetings. The end result for Aprilia has been a
complete integrated communications solution. EVI continues to use its expe- rience in the recreational/transportation products industry to help Aprilia exceed all of its annual goals and build upon what has become a tremendous follow- ing in the US.
In just three short years, Aprilia USA has grown from a start-up company to
a serious contender in the motorcycle and scooter industry. Conducting annual “State of the Business” meetings with the dealer network has been an impor- tant part of the dealer development strategy from the outset. Aprilia’s initial dealer meetings were with small groups of dealers at regional locations, with appropriate support materials being produced by EVI to ensure maximum effectiveness.
By year three, Aprilia was ready for
a full-scale national meeting with
a general session, breakout meetings and entertainment. EVI was responsible for all aspects of the development and production of this pivotal event, from the thematic creation and invitational campaign, to general session content creation and direction, to staging and technical execution, product reveals and the unveiling of an entirely new showroom concept.

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