Robin Thurston’s Post

The Power of Experience in 5 Steps Why SCOTT partners with shows and experience events Scott Sports SA, a leading bike manufacturer, understands that building awareness and fostering consideration requires more than just an online presence and relationship with dealers. That's why they heavily invest in shows, demo days, and their experience 'SCOTT Experience Tour' to fuel their marketing funnel. Here's why: 🌟 Unforgettable Impressions Shows and demo days provide a unique opportunity for cyclists to experience Scott bikes firsthand. By offering test rides and demonstrations, Scott creates impressions beyond online product descriptions and images. 🌟 Touch and Feel Cycling enthusiasts value the tactile experience of a bike. Being able to touch, feel, and ride a Scott allows potential customers to assess the quality, comfort, and performance before purchasing. This hands-on experience enhances their connection with the brand. 🌟 Expert Guidance Scott's partnerships with test ride shops ensure that customers receive expert guidance and support during the evaluation process. Cyclists can seek advice, ask questions, and receive personalized recommendations, helping them make informed choices that align with their cycling goals. 🌟 Building Trust Scott is committed to engaging with the cycling community by actively participating in shows and demo days. This physical presence builds trust, as potential customers can engage directly with Scott representatives and fellow riders, fostering a sense of authenticity and reliability. 🌟 Amplifying Word-of-Mouth Positive experiences at shows and demo days often lead to enthusiastic word-of-mouth referrals. Cyclists who test-ride Scott bikes share their experience, spreading their excitement and recommendations within their networks, further expanding Scott's reach. In a digital era, Scott's investment in offline experiences proves invaluable. By offering opportunities for cyclists to engage with their bikes, seek guidance, and create memorable connections, Scott nurtures awareness and consideration, building a strong foundation of trust and loyalty that leads to sales. #Cycling

Marketing in the cycling industry is not broken. Ok, it just looks like it’s broken. 🥴 Just like your old whip on the wall isn’t broken. Sure, it doesn’t boast the vanity metrics, hashtags & sparkly accolades like your most recently launched addition to the stable, but it’s more than able! Stop buying social media ads, organize a group ride & buy pizza instead. Stop lurking the same accounts on your phone & follow those that aren’t just a clone. Invite outliers, outsiders & newcomers. Hell, go somewhere & see something new yourself… on your bike! (Shoutout wander.earth) Jealous of a competitor’s campaign? Complement them, join their events, they’ll join yours. Or not, then THEY’RE missing out. Ever heard of the rising tide lifting all boats? That works for bikes too! Critical of what you see? Don’t tell me, show me. Share your strategies, successes & insights.  Imagine being the only person who could change a flat on the group ride but didn’t tell anyone cuz they wanted the KOM. Don’t be that guy. In many ways, bikes & the cycling scene are cooler, more inclusive & exciting than ever. It’s just male, pale & stale bland branding sucking our wheels. People want to ride. People need to ride. Bikes will save the world. Now that’s a goal towards which we all can roll! ♥️ 2024 will be the best year yet for commuting, racing, exploring & just riding around with your (new) friends. Lead from the front! : ) p.s. if you haven’t checked out Wyatt’s podcast, The Business of Cycling, you should!

We got a cracker of a question emailed to us today about the gamified social media templates… “Are they all about cycling?” Here was my response: “We’ve released lots of gamified social media templates over time and we have named the different packs funky names so that it’s easy for people to remember which ones they’ve bought. They aren’t all about cycling, I promise! Each one has lots of examples included so you can adjust them to your industry regardless of what you do. We have simply added some cycling references here and there for a bit of novelty. To help explain further; the previous pack was called the turtle template pack, but they weren’t just about turtles! I can understand the confusion though and I think I’ll need to do another email explaining this as I’m sure you’re not the only one who thinks it.” So here I am, writing about it…. What are they, then? They are Canva templates for social media posts for your business. Each pack has different categories of games you can play with your audience and each category has different designs included. They are designed to help you increase engagement, generate leads, increase your audience and do market research to learn more about your potential customers. Find out more: https://lnkd.in/gDNHSPsa

We got a cracker of a question emailed to us today about the gamified social media templates… “Are they all about cycling?” Here was my response: “We’ve released lots of gamified social media templates over time and we have named the different packs funky names so that it’s easy for people to remember which ones they’ve bought. They aren’t all about cycling, I promise! Each one has lots of examples included so you can adjust them to your industry regardless of what you do. We have simply added some cycling references here and there for a bit of novelty. To help explain further; the previous pack was called the turtle template pack, but they weren’t just about turtles! I can understand the confusion though and I think I’ll need to do another email explaining this as I’m sure you’re not the only one who thinks it.” So here I am, writing about it…. What are they, then? They are Canva templates for social media posts for your business. Each pack has different categories of games you can play with your audience and each category has different designs included. They are designed to help you increase engagement, generate leads, increase your audience and do market research to learn more about your potential customers. Find out more: https://lnkd.in/e7UZJ3TC

𝗘𝗻𝗵𝗮𝗻𝗰𝗲 𝗬𝗼𝘂𝗿 𝗕𝗶𝗸𝗲 𝗦𝗵𝗼𝗽'𝘀 𝗥𝗲𝗮𝗰𝗵 𝗶𝗻 𝗥𝗲𝗱 𝗗𝗲𝗲𝗿 𝘄𝗶𝘁𝗵 𝗮 𝗖𝘂𝘀𝘁𝗼𝗺 𝗪𝗲𝗯𝘀𝗶𝘁𝗲! Hey bike and repair shop owners in Red Deer! As the cycling season ramps up, it's the perfect time to boost your business with a professional website. A dedicated online presence not only showcases your bikes and repair services through eye-catching galleries and detailed service descriptions but also attracts more local cyclists looking for top-notch gear and services. Your website can become the go-to resource for everything cycling in our community, from the latest models to essential maintenance tips. Incorporating an online booking system for repair appointments adds incredible convenience for your customers and streamlines your operations, enhancing overall satisfaction. Plus, by optimizing your site for search engines, you’re more likely to catch the eye of someone searching for the best bike shops around Red Deer. This increased visibility translates into more foot traffic and, ultimately, more sales. At Promark Business Solutions, we’re passionate about helping local businesses like yours flourish online. With web design packages starting at just $198 for setup and $39.97/month, we offer affordable solutions tailored to meet the specific needs of bike shops. Ready to pedal ahead of the competition? Let's connect and discuss how we can turn your website into the ultimate tool for growing your business this cycling season.

I am fascinated by how much influence the online ‘best of’ lists have on product sales, especially for customers new to the sport. Ever since the inception of the internet in the late nineties, the ‘best of’ list has been hugely popular in terms of traffic. They provide a quick and easy comparison of a series of products in a specific category to understand pros and cons in a fast and efficient way.   On the latest 'The Business of Cycling' blog I break down the dynamics of these lists and try to understand the forces that influence the effective rankings. #cycling #velo #ciclismo #businessofcycling

Attention cycling industry marketing directors, managers, and media buyers ~ This is for you...   With a bleak year ahead predicted for all sectors of the cycling market, advertising your brand, products and services has never been more vital to your survival. "Out of sight, out of mind" has never been more relevant. The brands who advertise in the coming months will survive and thrive when the market rebounds. Those who don't will suffer, many will disappear.   2023 saw the demise of many long running cycling publications, channels, and brands. But as we at PEZCycling begin our 23rd year, I have proof that road cycling enthusiasts - the same valued customers to many of your brands - remain interested, engaged and loyal to us as a trusted source for their daily road cycling and racing news, entertainment, and information to help them decide which products to buy.   Working with us, unlike Google or Facebook, is that we offer living & breathing people at our end of the phone / email / video call, who not only add value to your marketing plans, but genuinely care that your business succeeds. We don't use an algorithm, instead we offer literally hundreds of years of collective experience in modern road cycling, from the end of the Merckx-era through 4+ decades of grand Tours, Classics, heros & villains, cycling tech and trends.   In addition to my own passion for cycling, I offer over 35 years of marketing and advertising experience to help bring our advertisers' products to the forefront of our readers' consideration and buying choices.   Bottom line is that I truly believe that working with us will be good for your business.   We're looking for a select few clients who: • value a collaborative work ethic with real people • truly care about the success of cycling, and the success of your own brand • want to work with media who give a damn about cycling • appreciate that we can offer higher value than simply adding another midlevel marketing person to your staff, or supporting big tech platforms • can use more media, editorial asset creation and distribution   The PEZ Promise We will continue to produce and publish original feature style articles born from our shared love of road cycling, racing and adventure riding. We do not use artificial intelligence to create our stories - we write our own stuff.     The new PEZCycling MEDIA KIT is now available and ready for your 2024 advertising planning.   Drop me a line with your best email and I'll send one over. - It's not too late to get started.   If you’re interested in working with us, let's have a conversation - find me here, or at manager@pezcyclingnews.com   - Richard #digitalmarketing #advertising #socialmediamarketing # #bigdata #instagram

🚴♂️ Find the Best Power Meter for Your Cycling Needs 🚴♀️ Discover the top power meters to enhance your cycling performance. This comprehensive guide reviews the best options, their features, and benefits to help you train smarter and ride stronger. Whether you’re a seasoned pro or a cycling enthusiast, understanding power meters can significantly improve your training and overall performance. Explore different types, compatibility, and price ranges to find the perfect match for your needs. Gain insights into how power meters can provide precise data to optimize your workouts and achieve your cycling goals. Learn more and choose the best power meter for you: https://lnkd.in/ehQN7r3Z #Cycling #PowerMeter #Training #Performance 🚴♂️💪

What does 2024 hold for the cycling industry? 🔮 Thankfully we don't have to rely on crystal balls any more! It was really interesting hearing Doug Baker from SHIFT Active Media talking about ‘What’s Next 2024: A Data-Driven Look at Riders’ Appetite for Cycling in the Year Ahead’. Two very useful insights I gained were: 1) The customer journey is lengthening as people are taking longer to do research before making discretionary purchases. The recommendation was for cycling brands to be linking up with "endemic media" to get exposure via those important touchpoints. 2) The Cookieless Future is fast approaching. The buzz word was "contextual targeting" - again having to come up with new ways of getting in front of a target audience, especially from Q3 when the Google Chrome changes take effect. It was really good to get validation that the work we're doing at Cycle Sprog to allow more touchpoints for brands wanting to access the parenting audience are aligned with what the cycling industry needs in 2024. (Big sigh of relief!) Some other general trends are the growth of E-bikes in general, plus E-MTB's and Gravel at the expense of traditional mountain bikes. I've been saying for years I need an E-MTB to keep up with the Sprogs - maybe 2024 will be the year I finally succumb??

Owning a StarCycle studio is about more than just dynamic cycling classes—it's about creating multiple revenue streams to ensure your business thrives. One significant avenue is retail. From branded apparel to premium workout gear, our retail offerings not only enhance the member experience but also boost your bottom line. Imagine your members sporting stylish StarCycle gear both in and out of the studio, showcasing their commitment and spreading the word. Interested in learning more about maximizing retail revenue? Let’s chat about the endless possibilities!