C ity Cycling 101 :
description
Transcript of C ity Cycling 101 :
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City Cycling 101:Selling to a New Urban Bicycling Market
Mike BenningtonGrant McLean
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Drivers to Promote Cycling
Lake Sagaris, 2012
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Bicycle Sales Trend In Canada
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Bicycle Sales - Market Channels
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Bicycle Sales - Market Channels
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Shift towards Pavement bikes
Bicycles for pavement riding have increased in sales.
Mountain bikes no longer the dominant product category.
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Competition for the Enthusiast Customer
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Cycling Participation Trend
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Participation Frequency
The “hardcore” frequent cyclist is the minority type of cyclist.
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Canadian Participation
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Urban Cycling Participation Trends
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Downtown Toronto Cycling mode share
Cyclists in North American cities often spend more money per capita than drivers and transit users:
In Toronto and Portland, after pedestrians, cyclists are responsible for the largest monthly per capita spending within a particular area.
-OTREC, 2012; TCAP, 2009; 2010
In New York’s East Village – where bike lanes are in place – cyclists top all groups, including pedestrians, in monthly per capita spending.
-Transportation Alternatives, 2012
Bikeportland.org
Data Sources: City of Toronto Open Data 2012 and Transportation for Tomorrow Survey, 2006 Emily Watt, 2012
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Montreal Downtown Cycling
Bikeportland.org
source: Godefroy and Morency, 2012
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Participation Summary
New cycling Opportunities
• Urban• Young riders• Female cyclists• New Canadians• Moving up
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Changing Transportation Behaviour
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Word on the Street
What’s your local bike store?
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Traditional Marketing - Appeal to Enthusiasts
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Experiential Marketing - New/Potential riders
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Experiential Marketing - Engage
● Get out there!
● Unconventional
● Fun
● Music
● Food
● Social events
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Experiential Marketing - New/Potential riders
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BUT…
Who has the time and resources???
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Attracting New Cyclists through Partnerships
Local Independent Businesses
Be a community catalyst and co-produce events to mix customer
bases.
● Share resources
● Cross pollinate
● Create experiences
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Attracting New Cyclists through Partnerships
Photo courtesy of Dandyhorse Magazine
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Organizational Partnerships
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Curbside Cycle, 2012
ACKNOWLEDGE
On The Sales Floor
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Curbside Cycle, 2012
On The Sales Floor
QUALIFY
DKNG Studios
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Curbside Cycle, 2012
ENGAGE
On The Sales Floor
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Curbside Cycle, 2012
On The Sales Floor
LEGITIMIZE
Linusbike.com
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GET THEM RIDING!
On The Sales Floor
smithratliff.com
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Conclusion and Take-Aways
1.Opportunity for IBDs
2.Understand and accommodate Barriers
3. Change your sales approach