Marketing a bicycle brand
We’re the PR firm for Electra Bicycle Company. You might know that by now. Two weeks ago, we wrote about how doing PR for a consumer product is pretty much dictated by a magazine’s schedule, but if you’re wondering what else it takes to market a bicycle brand, here’s a peek at what else it entails:
- Following news and current events – Rising gas prices, holidays and even things like the winter thaw are important to us.
- Paying attention to several industries – These include fitness, fashion and the bicycling industry – all which have their own cycle. For example, we’re in the middle of Spring Fashion Week right now. Next week, it’s off to Interbike where Electra will debut its new Ticino line. We’ve placed Electra in everything from Fitness and Style.com to Bicycle Retailer.
- Knowing your audience – We use different communication styles for sales reps, bike dealers, consumers and media. Different levels of bike language, if you may.
- Being on celebrity watch – One of my favorite parts. Electra bikes are loved by celebrities. Recent celebs seen with Electras include Queen Latifah and Kelly Osbourne. An Electra Amsterdam was included as one of Ivanka Trump’s favorite things for fall. We have our sources, but we also stay on top of celebrity news.
- Reading everything – We’ve said this before, but I can’t stress how important it is for PR professionals to know the publications they’re pitching. Bicycle Retailer has become my Bible for the bicycle industry, and I also keep up with publications and blogs like W, Us Weekly, Shape, Men’s Health, BikeRumor.com, and more.
Call us crazy, but we love bikes and we love what we do.
I love their bikes. My dream bike is from their company. I’d like to know how you (and any agency) are addressing luxury items, or the perception of what is a ‘want’ versus a ‘need’ in this economy. (If I have to ask I must not be the target market, LOL!)
Hi Melanie!
Great to hear you love Electra bikes. Re: addressing luxury items, a majority of Electra’s bikes are actually priced in the entry level commuter bike price range. While industries across the board are having a tough year, something like rising gas prices can be of benefit to bike industry with more people choosing to commute by bike vs. car.
I think another part of it is weathering the storm and remaining optimistic about the economy, too. An example of this is Fashion’s Night Out, which was put together by Vogue magazine to promote retail, restore consumer confidence and to celebrate fashion.
By the way, what’s your dream bike? I love the Amsterdams and Townie Holiday.
The Karma! I think we’re all weathering the storm in one way or another. Thanks for the reply!