2014 03-14 mcm marketing and social presentation

A tailor made local authority training package

WELCOME

2

MODULE 5:

PROMOTING AND MARKETING CYCLING

Aberdeen, 14/03/2014

William Wright

Providing training to deliver solutions

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OVERVIEW OF THE COURSE

Counts as CPD

“All round” introduction to cycling

We need to mainstream cycling as part of every professional’s “toolkit”

We need to retain and develop skilled people within local authorities to help deliver cycling projects

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WHAT ARE YOUR LEARNING

OBJECTIVES ?

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LEARNING OUTCOMES

Be aware of and able to explain:

The role of marketing and promotion

Basic principles of marketing

The markets to aim for

Tools and methods available

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What we hope you will take away…

Invest in good design

Present cycling as mainstream activity

Don’t highlight safety concerns

Don’t let marketing be an afterthought

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THE ROLE OF

MARKETING & PROMOTION

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WHAT CAN MARKETING

DO FOR US ... ?

Make sure cycling facilities get used

Help raise cycling levels on a long term basis

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Effective Communications

In order to market and promote cycling

effectively, local authorities need to adopt an

annual marketing strategy/plan for cycling with

an appropriate budget.

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EXERCISE: PROMOTING CYCLING?

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Scottish Bike Show Sportive Launch,

November 2011

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Bikeability Scotland Launch with Graeme Obree,

March 2011

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Give Me Cycle Space 2011 Launch, Barrhead

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EXERCISE: PROMOTING CYCLING?

Image: Vissi

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PROMOTING

CYCLING ?

Ima

ge

: B

ike

Fo

rtC

olli

ns &

CS

U H

ea

lth

Netw

ork

, h

elm

et a

dve

rt

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High Vis, Lycra & Helmets

The Safety Message

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Role of Marketing - Summary

Encourage greater cycle use

Present cycling as aspirational and

mainstream mode of travel

Highlight local facilities and programmes

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THE PRINCIPLES OF

MARKETING

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KEY PRINCIPLES

Markets are complex, segmented and constantly

changing

Consumers buy benefits not features

Consumers don’t have the same motivations as

providers

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THE MARKETS TO AIM

FOR

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KNOWING YOUR MARKET

Understand your market

Target ‘products’ to specific segments’

Don’t worry about the no-hopers

Above all … sell the benefits,

not the negatives

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TARGETING AND SEGMENTING

THE MARKET

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Segment Demographics Attitudes Behaviour/scope for change

Committed (7% of population) Strongly positive High levels, little scope to increase

regular cyclists Mostly male (8%) Strongly positive Scope for increased cycling

Occasional cyclists (15%) Generally positive Promotional messages could lead to substantial

increases

‘toe-dippers’ (5%) Fairly positive Scope for considerable increases in response to

positive promotion

‘unconvinced’ Two-thirds female (27%) Not an easy target Very low bicycle ownership or use

‘the unthinking’ (18%) Fairly positive Low cycle ownership, but positive promotion could

be effective

‘no-needers’ ¾ female, two-thirds over 44

(12%)

Not interested Do not cycle or even own a bicycle, very difficult to

change.

‘the self-conscious’ Almost all female, half under

26 (6%)

Not open to cycling at

the moment

Cycle occasionally, but a difficult lifestage for

promotion to tackle

‘youngish lads’ All male, half under 26, all

under 44 (3%)

Fairly positive, but not

open to cycling

None own a bicycle, difficult lifestage for promotion

to tackle

TRL ANALYSIS OF THE MARKET FOR

CYCLING:

Ta

ble

: E

RC

DT

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IDENTIFYING MARKET POTENTIAL

Considerable scope for increasing cycling

among three segments:

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Segment Demographics Attitudes Behaviour/scope for change

Committed (7% of population) Strongly positive High levels, little scope to increase

regular cyclists Mostly male (8%) Strongly positive Scope for increased cycling

Occasional cyclists (15%) Generally positive Promotional messages could lead to substantial

increases

‘toe-dippers’ (5%) Fairly positive Scope for considerable increases in response to

positive promotion

‘unconvinced’ Two-thirds female (27%) Not an easy target Very low bicycle ownership or use

‘the unthinking’ (18%) Fairly positive Low cycle ownership, but positive promotion

could be effective

‘no-needers’ ¾ female, two-thirds over 44

(12%)

Not interested Do not cycle or even own a bicycle, very difficult to

change.

‘the self-conscious’ Almost all female, half under

26 (6%)

Not open to cycling at the

moment

Cycle occasionally, but a difficult lifestage for

promotion to tackle

‘youngish lads’ All male, half under 26, all

under 44 (3%)

Fairly positive, but not

open to cycling

None own a bicycle, difficult lifestage for promotion to

tackle

TRL ANALYSIS OF THE MARKET FOR

CYCLING:

Ta

ble

: E

RC

DT

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IDENTIFYING MARKET POTENTIAL

Scope for increasing cycling :

Occasional cyclists 15%

Toe-dippers 5%

The unthinking 18%

Total market = 38%

Other segments can be ignored!

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TARGETING SPECIFIC MARKETS

Can you think of specific markets to

target?

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Commuters

Schoolkids/The School Run

Shoppers

Active professionals

Women

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Images: Push Bikes

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SELLING THE BENEFITS

What are the benefits (motivators) of cycling for:

The individual and

The community?

TASK: In groups come up with benefits for

the individual & the community

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MOTIVATIONS FOR CYCLING

Keeping fit and healthy

Fun and sociability

Freedom and enjoyment

Convenience and speed

Cost

Habit

Helping the environment

Reducing congestion

Ind

ivid

uals

C

om

mu

nit

y

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PROMOTING

THE WIDER

BENEFITS

Ima

ge

: W

est M

idla

nd

s T

rave

lWis

e W

ee

k P

roje

ct Te

am

What benefits?

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PROMOTING THE

WIDER BENEFITS

What benefits?

Ima

ge

: T

ran

sp

ort

fo

r L

on

do

n c

yclin

g c

am

pa

ign

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PROMOTING THE

WIDER BENEFITS

Ima

ge

: N

ort

h Y

ork

sh

ire

Cou

nty

Co

un

cil

Ag

en

cy: R

ob

so

n B

row

n

What benefits?

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PROMOTING THE

WIDER BENEFITS

What benefits?

Ima

ge

: B

ike

Sta

tio

n/B

ett

er

Wa

y to

Wo

rk

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THE MARKETING

MIX

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THE MARKETING TOOL KIT

Design and Print

Media coverage

Cycling events

Websites/social media

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MARKETING TOOL KIT EXERCISE

-1. How can I use this method to get across the key

messages/motivators to my target market?

2. How can we use this method to encourage more

people to cycle?

3. What are your top tips for using this method?

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Design and Print

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Leaflets / brochures

What to consider when producing a leaflet/brochure:

Who is the target market?

What are their interests, needs, desires?

What benefits should you highlight?

What images will appeal?

What information do they need?

What will stop them just binning it?

Design and Print

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Examples ATTRACTIVE DESIGN

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EXAMPLES OF BAD PRACTICE…

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Media coverage

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How best to attract the public?

How best to attract and keep

media attention

Media coverage

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Press releases – what they need:

Human interest angle

Concise editorial style

Photo opportunity

Famous face

Personal relationships with the

press


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PRESS AND MEDIA

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PRESS AND MEDIA

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PHOTO

OPPORTUNITY

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Cycling events


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Cycling events – what to consider

Who is it meant to attract?

How best to attract them?

How useful are they?

Key planning considerations?

How effective? Is it worth doing…


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Cycling events

Strategy options include:

Hiring somebody to run your event

Organising events yourself

and…


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SUPPORTING SOMEONE ELSE’S EVENT

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ON-GOING PROGRAMME OF

EVENTS

Images: Perth and Kinross Council

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Publicising your event

- Your own website

- Emails or E-newsletters

- Printed newsletters

- Specific flyers/posters (Design and Print)

- Press release (Media Coverage)


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Websites


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Websites

How best to attract ( and keep) an audience

What is the focus of the content?

How useful is it?

How effective is it?


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ATTRACTIVE DESIGN

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EASY TO NAVIGATE

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Examples of out-of-date Design

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Examples of out-of-date Design

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EASY TO FIND FROM THE COUNCIL’S

HOMEPAGE

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SUMMARY

We have covered:

The role of marketing and promotion

Basic principles of marketing

Tools and methods available

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Conclusion

Invest in good design

Present cycling as mainstream activity

Don’t highlight safety concerns

Don’t let marketing be an afterthought

ANY QUESTIONS?

THANK YOU

William Wright

Providing training to deliver solutions

Social Media for

Cycling

William Wright

Events & Communications Officer

Learning Outcomes By the end of this workshop, candidates will be able to:

1. Identify how they can influence the use of Social

Media including Facebook, Twitter, Youtube,

WordPress etc. within their workplace or community

to aid cycle growth.

2. Build, grow and retain a mailing list

3. Deliver the most relevant twitter/facebook message

to your target audience.

We’re working to establish cycling as an acceptable,

attractive and practical lifestyle option

Social Media

Effective Social Media Optimisation is not about trying to

infiltrate forums and blogs to promote your brand.

What we want to do is create interesting content with a strong

'hook' and bait other people to comment on it - to build our

brand into communications by providing information that is

remarkable and relevant to specific groups of people.

Enhance Brand Recognition

Increase number of contacts on mailing list

Increase amount of facebook likes

Increase amount of twitter followers

WHY?

We will look at ways to

Ways to increase amount of Facebook likes.

Update facebook feed on a regular basis, with “interesting” information linked to brand

and target group. Ideas:

Cycling Scotland Update: update on services

What services do we offer? Training Courses, Cycle Friendly, Events, Engineering, etc.

Links to interesting articles: blogs, magazine articles, websites

Style quiz/polls: “Are you cycle chic? *Yes *No *Maybe”

Interesting questions that will lead to a response: “It’s Friday where are you planning to go

cycling this weekend?”

Maintain Photo Albums

Present photos in clear albums, including all previous Cycling Scotland events

Add description to each photo, with product information (link to product page), and links to

twitter & Flickr.

Add tabs in header section for links to other social networks, notes/blog, sign up link for mailing

list, events and videos

2. Create Facebook Hooks/Competitions

Create content with a “hook” that will lead to interaction from facebook users:

Questions, Quizzes, Pictures, Videos

Create a facebook competition: “Like, share, tag a friend to win…”

75 likes 38 shares 3,500 views

Twitter

Following the right type of people

Using twitter tools effectively: @, #, RT’s/DM’s and pictures

Interesting tweet content

Target Market Customers

Colleagues

Bloggers

Celebrities

Target Market Pioneers: influential cyclists (Isle of Skye)

Socialites Industry Professionals Magazines/Editors

Finding the right people to follow

Twitter tools

Mention (@): how to directly

reply to another user,

i.e. a customer, a blogger, a

brand ambassador,

a VIP, or a celebrity

Hashtag (#): To categorize

tweets:

excellent way to search

twitter for specific

information and to follow

conversation

between people you don’t

follow.

Re-Tweet (RT): To repost a tweet by another user.

To use with positive feedback from customers/

VIPs/celebrities, tweet mentions, pictures.

Anything that is relative to Cycling Scotland.

Tweet-to-enter: Entering competition or

Sweepstakes via Twitter by including answer, reply

(@CyclingScotland) or hashtag (#CyclingScotland).

Tweet Content

Example of competition question:

What does SMIDSY mean?

Tell us at #CyclingScotland for your

chance to win a goody bag

full of winter essentials!

Tweet direct links to Cycling

Scotland website,

Flickr, facebook, youtube

In-house news updates: "Funding now

available through Cycle Friendly

Communities Fund! Find out more here! ”

Include bitly link………………

The Perfect Tweet

TWEET

Ways to grow and retain mailing list

Online or Offline contest/activity where customers have to sign up providing email

address

Quality over Quantity: Creative, memorable content & frequency

Give your e-newsletter a personal touch

Create tab on facebook page

Mailing List

Add 'subscribe' button to website (Newsletters)

Add 'forward to friend' and 'subscribe buttons to

emails sent out, so that customers can forward emails

to friends, and those friends can then subscribe.

Use other social networks to promote mailing list.

Use attractive incentives: giveaways, exclusive VIP

offers, VIP Events, etc.

Collect email contacts at events, provide cards/piece

of paper for customers to leave details.

What else can we do?

Blogging Gives Cycling Scotland a 'Face and Voice':

connecting/engaging with target audience, keeps Cycling

Scotland customers up-to-date and is cost-effective.

Brings in traffic and enhances search engine optimisation.

Bloggers are like journalists.

Create news releases, pitches and packages for bloggers

Bloggers product placement (Wiseman Bicycles)

Giveaways: for bloggers to promote a Cycling Scotland

event or issue giveaways on their blog.

Blogging & Bloggers

Guest blogger on Cycling Scotland websites or magazine (SPIN)

Blogger competitions, examples:

- "Write a blog entry including pictures of your favourite cycling route in

Scotland, to win 2 free entries into this year’s freshnlo Pedal for Scotland“

- "Write a blog entry about what you think makes the perfect cycle to work

commuter bike, and win a bicycle for yourself and a reader!"

- "Write a blog entry about a recent, Cycling Scotland event you attended -

where you went, how you got there (cycled), what was so amazing - in order

to win a blog feature on our website!"

Blogs that are relevant to Cycling Scotland

Fiona Outdoors http://bit.ly/UgAvKS

STV Live Blog http://bit.ly/1dMPncl

*It is important to contact contributing writers personally, as

they are mostly freelance and write for multiple outlets

(blogs/magazines/websites).

Blogger Competitions

http://www.fionaoutdoors.co.uk/

http://bit.ly/1dMPncl

Brand Ambassadors

Create a set of brand ambassadors within industry and target market, to be

featured in Cycling Scotland’s campaign, blogs (features), social networks,

events.

Local Celebrities

Mark Beaumont, Graeme Obree, Danny MacAskill

Brand Ambassadors/ Partnerships

Partnerships

Create partnerships with businesses/events that

target the same market segment.

Ways of promotion: event hosting, pop-up marketing

in stores, joint promotions, joint contests, promote

and use each others social network channels.

Universities (graduates)

Main corporations in Scotland

Spring/Summer races, networking events, cycling

conferences

a social media promotional activity, that addresses target

market, bloggers, editors, ambassadors, creates social

media buzz and enhances brand awareness

New services

Road show: The Riderz

Pop-up store: 'Decathlon' encourage freshnlo Pedal for

Scotland sign-ups

Events

How to make online media work

Consistency throughout online media tools, is key to make

messaging work

Consistent use of logo, key phrases, branding style and

colours, artwork, photos, etc.

Links to all social networks on website, blog posts, mails,

images (on facebook), print media, business cards, etc.

General features on website and blog

- Links to social networks

- List and links of services

- Contact

- News

- Training opportunities

To finish……

Why is social media important

Learn from the competition

1950’s cycling advert

http://www.youtube.com/watch?v=zC_234pgSx8

THANK YOU

William Wright

[email protected]