When we first started handling the public relations for Electra Bicycle Company, I was thrilled.  Now let me start by saying that I am not a bike enthusiast by any means.  I am more likely to be found at a mall than a bike path.  I didn’t read bicycle or fitness magazines, and I am probably not what many would consider the target demographic for bicycle marketing.

I do, however, own an old, beat-up bike, and though I don’t bike far or often, every now and then, I will take a leisurely ride around the bay.  While I may not be on the market for a bicycle, if I saw a bicycle that spoke to me, I would definitely consider buying it. For my lifestyle, bicycles are more of a fashion statement and a means for self-expression rather than a fitness tool, and I am most likely to look at bicycles in a fashion magazine.  And I am not alone.

It is important for bicycle brands to grow their market segment by targeting a larger audience that may not know they love bicycles yet, but could become fans of your brand.   With Electra, we not only target fitness and bicycle publications, but fashion, celebrity, design and travel publications, too.  By expanding our outreach, we are reaching a much larger audience of bicycle fans and would-be bicycle fans.  I am a prime example of that… I may not have been in the market for a new bike and I may not be a hard-core bicyclist, but I have already picked out which new Electra bike I will be purchasing this Fall.