Just Riding Along

Getting press, getting customers

Rocking Danica to sleep and I started to think about how the keys to getting media exposure are the same as winning over your customers.  Here's a list of things that could be the guts of a Powerpoint presentation on either topic:

• Make it easy to "buy"
• Establish a friendly, authentic relationship
• Become a trusted source of information, guidance, expertise
• Help them out, even when it doesn't benefit you directly
• Know as much as possible about who you're dealing with
  
• The customer/media is always usually right (but honest and direct communication is essential).
• You always have time for the customer/media
• Customer service is the same as good media relations
• Stay in touch after the "sale"

That's it for now, maybe I'll expand on these a bit more down the road.

Old school vs. "neo" marketing

From the Creating Passionate Users blog, comes this great comparison of "old-school marketing" and what they call "neo-marketing".  Every marketing, PR, and sales person should print this out and stick it in their cubicle.  These are not just buzzwords and trends, they are the new reality.   

The larger, dominant brands in the bike industry that are still clinging to the old-school paradigm are at risk of slowly but surely losing market share.  And do I even have to mention that a well-executed company blog can achieve everything in the neo-marketing column? 

When you read through this, which brands come to mind?  Is your company still "old-school"?

Soma Fab buys ad on blog directory

Just noticed that Soma Fabrications is the first bike company to purchase ad space on this popular bike blog directory.  Currently, the "Bicycle Blogs" directory lists 168 blogs, making it the most comprehensive directory on the web (although a new one has recently sprouted up).

Is this the first ad buy from a bike industry manufacturer on a blog-related site?  If it is, kudos go to Soma for leading the charge.  This trend will continue as more of the industry realizes that blogs are reaching an ever-increasing number of their potential customers.

Lance Armstrong as Discovery's superhero

Looks like The Discovery Channel has found a creative way to leverage Lance's heroic status.  They've produced three new animated videos that connect some of their own characters (like the Crocodile Hunter and those chopper guys) to the Discovery team.

The quirky little videos portray Lance and his teammates as a team of superheros with the slogan, "We Can Do Anything."

This is a smart viral marketing move for The Discovery Channel, as I'm sure these will spread like wildfire through the web.  I like how they've waited long enough after the Tour media frenzy to help avoid Lance burnout and I think the public is ready to accept Lance into his new role as The Ambassador of Cycling.

[hat tip to Adrants]

Donna Tocci stands up for Kryptonite

Almost a year after the crisis, Kryptonite's PR Manager Donna Tocci has re-engaged the blogosphere.  Being the responsible PR person she is, she is monitoring blogs for mention of her brand.  In doing so recently she came across the Naked Conversations blog.  They're writing a book about business blogging and their chapter titled, "Doing it Wrong" features many references to Kryptonite.

Tocci contacted them and several emails ensued.  The result is a very illuminating post from Naked Conversations.  I highly recommend looking through the dialogue in the comments...it's an amazing look at how a company deals directly with feedback (and it's not all good).

There is also a follow-up post that asks the questions:

1. Has Donna Tocci's comments changed your opinion of Kryptonite?  If so is it for the better or for worse?

2. If you had a bike would you buy a Kryptonite lock for it?

Again, be sure to read the comments by some very respected PR/blogging experts.

Interestingly enough, the same day I noticed the Naked Conversations post (I read that blog nearly every day), I received an email from Donna too.  We've been emailing back and forth and I will post something about our conversation in the next day or so.

VeloNews seeks web brand manager

Inside Communications (publisher or VeloNews, VeloNews.com, Inside Tri, etc...) is looking for a tech-savvy "Interactive Brand Director."  Whoever gets the job should get them blogging ASAP.  They've got a ton of talent on their masthead and I think they could really extend their brand online by empowering their staff with blogs.  Here's more from the job description:

...to manage its high-profile Web sites and interactive businesses. The successful candidate should have experience in creating interactive media concepts, managing multiple interactive projects, e-commerce, budget development and implementation specifically geared toward controlling costs and optimizing profitability within the brands...Must have strong Internet, emerging technologies and computer knowledge. HTML programming skills required. Additional programming skills (php, Flash, etc.) a plus. Cover letter and resume to: Human Resources, Inside Communications, Inc., 1830 N. 55th St., Boulder, CO 80301-2700. E-mail: jobs@insideinc.com.

Read the full description here.

Specialized invests in web analysis

Specialized Bicycles has hired Portland-based WebTrends to help them gain a better understanding of their site's visitors.  Here's a quote from the press release:

"The top goals for the Specialized web site are to improve its customer's brand experience and deliver those customers to Specialized Dealers, and the company is intelligently utilizing web analytics to further those initiatives."

Those are certainly fine goals, but I think Specialized should consider coming up with a blogging strategy.  People want to become involved with brands and make them their own.  They are not just passive receivers of information, waiting to be analyzed and "converted."  A properly executed blog would give Specialized more ROI than any amount of tweaking to their website and it would give them an opportunity to engage their customers in a constructive dialogue.  Isn't that the kind of experience customers deserve?

 

New pro team is a good omen

The day after Lance retires and the beat goes on.

Kelly Benefit Strategies, a group insurance broker and consultant specializing in healthcare...has signed a multi-year partnership agreement with Circuit Global Sports Management to be the title sponsor of the KELLY Professional Cycling Team.

See full release here.

Charity rides reach tipping point

Most of us have seen it happening for a long time.  But now since the NY Times has written an article on charity rides, I think it's safe to say this phenomenon has reached a tipping point.  Seems like everyone is doing something to raise money for someone.

My next door neighbor trained religiously with her Team in Training crew and had a great time at her first triathlon. The result?  Not only is she in great shape but she's fallen head over heels in love with cycling (and Lance Armstrong).  This weekend I'm helping her decide on a new bike (something all carbon, for around $2,000).

The real irony is that these organizations are doing a much better job at getting Americans on bikes than the bike industry ever has.  I think we should be thankful that these charity organizations are doing so much marketing and recruiting for our sport.  Dealers should stay abreast about charity rides in their area and plan their marketing, promotions and product selection around them. 

This charity riding trend might fizzle out, but once we've hooked people on riding bikes, they'll be enthusiasts for life.

Giorgio Armani taps Bianchi for new bike

Noticed this little tidbit in the most recent Bike Europe Newsletter (go here to subscribe).

"Giorgio Armani  has designed his own Emporio Armani bicycle, which made its debut on the menswear catwalk last week.  Produced by Bianchi, it will go on sale in December."

Is it just me or does it seem like there's been a ton of fashion-related news in the bike world recently?

-- Cannondale buys Sugoi
-- Nautilus buy Pearl Izumi
-- Nike Launches 10//2 (and The Washington Post weighs in)

I hope all this fashion news means we'll finally start seeing more fashionable, yet functional bike clothing.  In my opinion, if this sport is to really cross over into the lifestyle realm of surfing or skating, we've got to start making more stylish, comfortable, and affordable bike clothing.  I think this company is really onto something and I hope more follow suit.

Bike ads go too far

Has anyone else noticed Giant's new ad campaign for the Magenta Reign?  Here's the tagline:

It's all about: Going over anything that gets in your way.

Wait, is this an ad for a bicycle...or an SUV?

Think of the irony:  on one hand we've got  IMBA working their butts off to convince politicians and anti-biking groups how nice and friendly mountain bikes are...and on the other hand we've got ads like this from manufacturers who want so badly to cash in on the extreme riding image that they produce taglines no different than what automakers are using to sell SUVs.  Sad but true.

I know it's cool to appeal to young, aggro, freeriders and sponsor teenagers that throw bikes over cliffs (the parties alone must be worth it).  But these ads promote irresponsible trail use and give riders the green light to bomb down the local singletrack on a Saturday morning in full body armor.

Sorry for the rant, but if you've ever had your favorite trails threatened to be closed because of a few punk downhillers that "ride over anything that gets in their way," you might feel the same way.