Vespa bets social site will boost US scooter sales

If you're looking for better way to connect with consumers and engage them with your brand, look no further than scooter king Vespa's new website. With a combination of product information and interactive activities - like a 'Community Ride' area and a 'Vespa vs. Auto' gas gauge - the site invites consumers in and then engages them so that they stay.

by Kristina Knight

The site launched this week.

"The Vespa brand appeals to both the emotional and rational side of the brain, and the new site offers a world of content that speaks to both," said Paolo Timoni, President and CEO, Piaggio Group Americas, Inc. "With more consumers than ever considering a scooter as a personal transportation option, we have created a one-stop resource center that provides all the tools, information and inspiration any consumer needs to join the nation's rapidly growing scooter community."

In addition to the miles per gallon pages, the site gives a history of the scooter brand complete with songs used in advertisements. The 'Community Rides' section gives consumers the ability to post about an excursion or talk about an already-posted ride; consumers can also map new rides, get destination shortcuts and ideas for weekend outings.

With the nature of the Internet becoming more social, consumers interested in scooters are certain to turn out. Other marketers can take the Vespa idea and run with it as well by considering all types of content. In addition to simple product information, give consumers tips and tricks, alternative uses for your product and even let them talk about new uses they have found for your products. By inviting consumer participation, brands can create a sense of loyalty in consumers.

Tags: brand recognition, loyalty marketing, social marketing, social websites, Vespa