How does Electra Bicycles turn a tidy profit marketing products to a nonenthusiast customer base the rest of the industry is largely content to ignore? Electra Marketing Director Elayne Fowler knows. But aside from a few tantalizing hints, she’s not telling. Elayne Fowler is one smart cookie. While the rest of the industry has been [...]
Traditionally one of the reasons bike companies give for not advertising to non-enthusiast markets is that they’re just not cost-effective to reach. And while that may be true when advertising is limited to magazine pages and website banners in enthusiast publications, brands willing to market outside the box should have no problem reaching fresh–and potentially [...]
Just last week I talked about the Elephant In The Room Problem and how much I hoped folks would be willing to talk about it when I got to the Bicycle Leadership Conference later that week. So imagine my surprise when I got to Monterey and discovered that far from being ignored, it was a primary [...]
One of the most common complaints I hear from bike shop owners goes something along the lines of “Why do you guys even bother advertsing in those magazines (or on those websites)? 99% of my customers don’t read them. And even if they did, 99% of them don’t buy the kinds of bikes you advertise there.” And [...]
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