Cycling Scotland presentation and workshops on delivering marketing and social media to allow cycling to become mainstream.

1. A tailor made local authority training package
WELCOME

2. 2
MODULE 5:
PROMOTING AND MARKETING CYCLING
 Aberdeen, 14/03/2014
 William Wright
Providing training to deliver solutions

3. 3
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

4. 4
WHAT ARE YOUR LEARNING
OBJECTIVES ?

5. 5
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

6. 6
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

7. 7
THE ROLE OF
MARKETING & PROMOTION

8. 8
WHAT CAN MARKETING
DO FOR US ... ?
 Make sure cycling facilities get used
 Help raise cycling levels on a long term basis

9. 9
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.

10. 10
EXERCISE: PROMOTING CYCLING?

11. 11Scottish Bike Show Sportive Launch,
November 2011

12. 12
Bikeability Scotland Launch with Graeme Obree,
March 2011

13. 13
Give Me Cycle Space 2011 Launch, Barrhead

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EXERCISE: PROMOTING CYCLING?
Image: Vissi

15. 15
PROMOTING
CYCLING ?
Image:BikeFortCollins&CSUHealthNetwork,helmetadvert

16. 16

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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

19. 19
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:
Table:ERCDT

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IDENTIFYING MARKET POTENTIAL
 Considerable scope for increasing cycling
among three segments:

26. 26
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:
Table:ERCDT

27. 27
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?

29. 29
TARGETING SPECIFIC MARKETS
 Commuters
 Schoolkids/The School Run
 Shoppers
 Active professionals
 Women

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TARGETING SPECIFIC MARKETS
Images: Push Bikes

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TARGETING SPECIFIC MARKETS

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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
IndividualsCommunity

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PROMOTING
THE WIDER
BENEFITS
Image:WestMidlandsTravelWiseWeekProjectTeam
What benefits?

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PROMOTING THE
WIDER BENEFITS
What benefits?
Image:TransportforLondoncyclingcampaign

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PROMOTING THE
WIDER BENEFITS
Image:NorthYorkshireCountyCouncilAgency:RobsonBrown
What benefits?

37. 37
PROMOTING THE
WIDER BENEFITS
What benefits?
Image:BikeStation/BetterWaytoWork

38. 38
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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THE MARKETING TOOL KIT
Design and Print

42. 42
THE MARKETING TOOL KIT
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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THE MARKETING TOOL KIT
Media coverage

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THE MARKETING TOOL KIT
 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
THE MARKETING TOOL KIT

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PRESS AND MEDIA

52. 52
PRESS AND MEDIA

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PHOTO
OPPORTUNITY

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Cycling events
THE MARKETING TOOL KIT

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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…
THE MARKETING TOOL KIT

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Cycling events
Strategy options include:
 Hiring somebody to run your event
 Organising events yourself
and…
THE MARKETING TOOL KIT

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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)
THE MARKETING TOOL KIT

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Websites
THE MARKETING TOOL KIT

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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?
THE MARKETING TOOL KIT

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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

69. 69
Conclusion
 Invest in good design
 Present cycling as mainstream activity
 Don’t highlight safety concerns
 Don’t let marketing be an afterthought

70. ANY QUESTIONS?

71. THANK YOU
William Wright
Providing training to deliver solutions

72. Social Media for
Cycling
William Wright
Events & Communications Officer

73. 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.

74. We’re working to establish cycling as an acceptable,
attractive and practical lifestyle option

75. Social Media

76. 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

77. Increase number of contacts on mailing list
Increase amount of facebook likes
Increase amount of twitter followers
WHY?
We will look at ways to

78. 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?”

79. 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

80. 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

81. Twitter
Following the right type of people
Using twitter tools effectively: @, #, RT’s/DM’s and pictures
Interesting tweet content

82. 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

83. Mention (@): how to directly
reply to another user,
i.e. a customer, a blogger, a
brand ambassador,
a VIP, or a celebrity

84. Hashtag (#): To categorize
tweets:
excellent way to search
twitter for specific
information and to follow
conversation
between people you don’t
follow.

85. 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.

86. 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………………

87. The Perfect Tweet
TWEET

88. 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

89. 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?

90. 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

91. 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!"

92. 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

93. 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

94. 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

95. 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

96. 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.

97. General features on website and blog
- Links to social networks
- List and links of services
- Contact
- News
- Training opportunities

98. To finish……
Why is social media important

99. Learn from the competition
1950’s cycling advert

100. THANK YOU
William Wright
william@cyclingscotland.org