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C ity Cycling 101 :

C ity Cycling 101 :. Selling to a New Urban Bicycling Market. Mike Bennington Grant McLean. Drivers to Promote Cycling. Lake Sagaris, 2012. Bicycle Sales Trend In Canada. Bicycle Sales - Market Channels. Bicycle Sales - Market Channels. Shift towards Pavement bikes.

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C ity Cycling 101 :

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  1. City Cycling 101: Selling to a New Urban Bicycling Market Mike Bennington Grant McLean

  2. Drivers to Promote Cycling Lake Sagaris, 2012

  3. Bicycle Sales Trend In Canada

  4. Bicycle Sales - Market Channels

  5. Bicycle Sales - Market Channels

  6. Shifttowards Pavement bikes Bicycles for pavement riding have increased in sales. Mountain bikes no longer the dominant product category.

  7. Competition for the Enthusiast Customer

  8. Cycling Participation Trend

  9. Participation Frequency The “hardcore” frequent cyclist is the minority type of cyclist.

  10. Canadian Participation

  11. Urban Cycling Participation Trends

  12. 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 Emily Watt, 2012 Data Sources: City of Toronto Open Data 2012 and Transportation for Tomorrow Survey, 2006

  13. Montreal Downtown Cycling Bikeportland.org source: Godefroy and Morency, 2012

  14. Participation Summary New cycling Opportunities • Urban • Young riders • Female cyclists • New Canadians • Moving up

  15. Changing Transportation Behaviour

  16. Word on the Street What’s your local bike store?

  17. Traditional Marketing - Appeal to Enthusiasts

  18. Experiential Marketing - New/Potential riders

  19. Experiential Marketing - Engage • Get out there! • Unconventional • Fun • Music • Food • Social events

  20. Experiential Marketing - New/Potential riders

  21. Who has the time and resources??? BUT…

  22. 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

  23. Attracting New Cyclists through Partnerships Photo courtesy of Dandyhorse Magazine

  24. Organizational Partnerships

  25. On The Sales Floor ACKNOWLEDGE Curbside Cycle, 2012

  26. On The Sales Floor QUALIFY Curbside Cycle, 2012 DKNG Studios

  27. On The Sales Floor ENGAGE Curbside Cycle, 2012

  28. On The Sales Floor LEGITIMIZE Curbside Cycle, 2012 Linusbike.com

  29. On The Sales Floor GET THEM RIDING! smithratliff.com

  30. Conclusion and Take-Aways 1.Opportunity for IBDs 2.Understand and accommodate Barriers 3. Change your sales approach

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