This article ran in the June issue of Bicycle Retailer & Industry News, part of our monthly series of articles about digital retailing.
If you’re reading this, then you’re, by definition, an industry insider, neck deep in cycling culture. In line with recent discussions about getting new blood into our sport, I’d argue that digital marketing presents our best opportunity to reach new riders, cultivate occasional ones, and ultimately lower some of the barriers to entry, which are often psychological as much as anything else.
First things first, we’re going to look at how we can tap into the general audience of people interested in fitness, rather than just people interested in bikes. Talk about expanding our audience! Looking at this from the perspective of a former Category 1 Roadie, that’s essentially going from the Ultra Runner audience to the 5K Turkey Trot folks, but that’s where we need to go to really reach critical mass for our sport and rebuild cycling as a national interest. As a former coach of mine once said, “roadies eat their young.” Meaning that we can be a cliquish group, more exclusive than inclusive. It turns out that has not served our sport well for expansion.
This is a brief excerpt from news.google.com, shared for news aggregation purposes. Read the full article at the original source.
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