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.

SRAM serious about road group

Apparently, the recent leaked photos of SRAM's road components were not just a publicity stunt.  These products are the real deal and are already making waves at Eurobike in Germany.  Check this bit just reported on BicycleRetailer.com:

Meanwhile, SRAM was drawing crowds with the first public display of its road group, along with displays of a new 9-speed internal hub and a freeride concept bike that includes a new long-travel RockShox fork. All three are expected to be on ’07 lines.

And this quote from SRAM's PR guy:

“We’re actively selling this to OE’s right now,” ...he said about the road gruppo, which will include shifters, brakes, bottom bracket, cranks and cassette. Zimberoff said the group will likely be released at two high-end price points."

Kerkove suspended for forum comments

Wow.  This one is hard to believe.  Authors of PR textbooks, get ready to add to your "Bad PR Case Studies" chapter.

Stuart Dorland, founder of 24 Hours of Adrenaline, a race promotion company, has decided to suspend professional endurance racer Jeff Kerkove for one year.  The reason?  Jeff expressed his opinions about the high-price of Stuart's events in an MTBR forum.  Dorland, afraid Jeff's comments would hurt his company's image, engaged Jeff in series of personal emails that ended up in Jeff being suspended immediately...just days before the 24 hour world championships.  (Read more on Kerkove's blog).

Given what I've heard and read, this is a bad decision by Dorland. Kerkove is influential and respected in the endurance racing community.  Along with being one of the top racers in the country and a true evangelist for 24 hour racing, he has a popular blog, he's a shop mechanic, he's active in Internet forums and he's a race promoter.  Kerkove is the archetypal opinion leader, an influencer, a network hub, he's all the marketing buzzwords rolled up into one.  He is the LAST guy any company should alienate.

The painful irony for Dorland is that he suspended Kerkove out of fear that his comments would influence a lot of people...but now it's that same influence that will damage the brand and bottom line of Dorland's company.   Just read the posts to the MTBR thread...the dog-pile has already begun. 

Note to Dorland and others:

There is a new reality in the marketplace.  It's called a conversation and you don't own it any longer.  Your customers are not just passive recipients of your goods and services.  They have a voice that is more powerful than ever because of blogs, forums and the rise of consumer generated media.  You have the choice to either engage, respect and listen to your customers, or ignore them and treat them like dirt.  If you want to make money and be successful, I strongly recommend the former.

My advice to Dorland.  If you think your decision is justified, explain it to the community, but if you think you made a bad decision, it's not too late to change it.  If I were you I'd apologize to Jeff then send him a first class plane ticket to Worlds and buy him a few pints when he gets there.

Wald profiled on NPR

National Public Radio's "Day to Day" show recently featured an interesting profile on Wald.  Wald manufactures the ubiquitous metal baskets seen in thousands of bike shops around the country.

A brief summary:

"Most bicycle accessories are now manufactured in China, but one family-owned American company is determined to stay in the business. Noah Adams talks with Madeleine Brand about his visit to the Wald company in the rural Kentucky town of Maysville, where workers still make and ship bicycle baskets all over the world."

Interesting factoids about Wald:

• Been in the same family for 100 years.
• They still make everything in the U.S.
• They've survived by diversifying and they now make parts for GM trucks, among others.
• They sell 250,000 bike baskets per year.

Full story:   U.S. Firm Keeps Toehold in Bike Basket Business

Blogs cause Trek to backpedal on dealer show fees

Last week I reported that Trek didn't do a great job in communicating the fees for their dealer only show.  Their lack of disclosure about charging $200 bucks per head didn't sit well with at least one loyal dealer.

Now, I get word that because of a "stir on the Internet" Trek is changing their policy.

"It appears that because of this (chatter on the Web), Trek is working out an "amicable solution" for this years show attendees, but that there may be a policy change for future shows. As I understood the situation as of last Monday, Trek was going to charge $100.00 for any number of people from our shop over two. So, only $100.00 would cover everybody."

This is the first time I've heard of a major supplier changing its policy due to pressure from the blogosphere.  The bottom line is that blogs are giving more and more power to the voice of the little guys and even Trek, the world's biggest bike brand, must take this into account. 

My advice?  If you can't beat 'em, join 'em.

Electra on the "O" List

A few weeks ago, BRaIN reported that Electra's "Rosie" cruiser was featured an issue of "O, The Oprah Magazine."

This is great exposure for Electra and for bikes, no doubt about it.  But how many non-cyclist Americans will consider taking "Rosie" up against traffic on their morning commute?

It would be great if something other than cute cruisers could get this kind of exposure.  These Electra cruisers (and others) have gotten tons of press because the mainstream, lifestyle media is smitten with their retro-metro look and flashy graphics.  What the bike industry needs is a bike with the fun visual appeal of the "Rosie", the utility of a Breezer, the distribution of a Trek, the durability of a Surly, and the exposure of an Electra.

This new line of bikes would be hip, beautiful, utilitarian, durable, affordable, simple, and available.  I know they'd sell well in Portland and other bike-centric towns and who knows, with some luck, maybe even the editors at O Magazine would like them.

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.

Litespeed pulls up to Tour PR buffet

Everyone is getting on the Tour bandwagon to get a little PR.  Litespeed (who supplied Lance's Tour TT bike in 1999) landed this nice profile in the business section of their local paper just for "considering to sponsor a Tour team."

Some good info in the article:

"The company [American Bicycle Group] produces about 14,000 bikes a year and will have revenues of about $30 million this year. Last year's revenues were about $28 million.  The company sells about 70 percent of its bikes in the United States and 30 percent abroad."

Don't miss the cool slide show with the awkward captions.

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.

Study: Journalists turn to blogs

[via micropersuasion]

A new study has found that a majority (51%) of journalists are looking to blogs for story ideas and research.   Clickz has the full story.

Here's an excerpt from their post:

Weblogs seem poised to wield a greater influence over journalists -- and therefore over the stories they disseminate via the mainstream media -- in the coming year. Sixty-eight percent of respondents believe that blogs will become a more popular tool for corporations seeking to inform consumers.

With The Tour fast approaching there will be hundreds of journalists surfing the web for cycling-related story ideas and facts.  With blogs being so search-friendly, I'm sure they'll be bumping into them much more than standard websites.  Will they bump into yours?