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1948
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1/15/2016
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Statesville, NC
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Fantasy
Saw this marketing banner on the site and had me thinking, Does Emig branding on anything, in this case a lever setup, bring any value or pull through to ASV? I just don't see it if it does. What would that collab cost ASV? 10% of each unit sold to Emig? Is it worth it? I would be interested in knowing if they saw an increase in sales velocity over this collaboration. Random thought. That is all
It's worth less than nothing to me with his name engraved on the levers. It's one thing if he endorsed it, but somebody else's name on your bike looks terrible to me. I really don't understand retired riders being ambassadors or having their name on products. I guess it works though.
I will try products based on them sponsoring the sport though. For example I tried the Weird Tea that sponsors Shimoda. It's terrible, but I tried it and would not have known it existed without their support of Jo.
Added value? Sure. Same reason everyone is buying Yamahas, fmf, etc.. The Deegan bump.
I agree with your take. I also think they extremely limited their potential audience making the color scheme red, white, and blue. You gonna put that combo on a Kawi? Would really only look decent on a Yamaha or Honda if someone chose to purchase the kit.
Head scratching marketing approach and I don't think Emig has the pull he might have once had. Who knows.
My guess is emig is getting far less than you're thinking for this.
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My only thought is that it must have been test marketed, and apparently they thought it was worth the $ they pay Jeff, and the tooling they needed to invest in to make them so ugly. That’s just me though, I’m usually just like a salmon…swimming against the current.
Must hate America with that take
I would almost say the recent package partnership with ASV has less to do with Emigs name vs. the successful product he helped design and has his name attached to at ODI. His grip is very successful and I think ASV knows everyone is changing grips and levers as soon as they buy a new bike, so they are trying to be attached to the best selling ODI grip that happens to have a somewhat known name to it. And the people buying grips and levers for a brand new bike are a older riders that most likely still have a memory of who Jeff Emig is.
You must not know what happens when you assume....
I question the relevance of using Emig for sure. May as well scratch Hannah on those levers and see what the results will be.
I'd prefer no rider name.
Though I'd purchase something with Hannah over the same thing with Emig!
I always thought that the Emig from Emig Racing was Jeff’s dad or brother, not Jeff himself.
Not everybody replaces levers on a new bike. My last 7 bikes have been Austrian and they come with high quality forged levers unlike the cast levers on other bikes. In well over 1,400 hours I’ve never broken a forged Austrian lever. I’ve had them bend but you can then heat them up and bend it back. The other manufacturers cast levers break quite often and snap if you try to straighten. There’s a reason the Austrian bikes cost more….
Post a reply to: Branding/ Marketing Question - ASV Emig Pro Pack