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10 Trends for Bicycle Culture
 

10 Trends for Bicycle Culture

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10 Trends for Riding Into the Future. April 2012 presentation given by Marian Salzman (Havas PR CEO) at the Interbike IBD Summit.

10 Trends for Riding Into the Future. April 2012 presentation given by Marian Salzman (Havas PR CEO) at the Interbike IBD Summit.

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    10 Trends for Bicycle Culture 10 Trends for Bicycle Culture Presentation Transcript

    • @ erwwpr TheNextCycle 10TrendsforRiding intotheFuture Marian Salzman Interbike IBD Summit April 18, 2012
    • @ erwwpr 2 WhyTrends? Whydowelookattrendswhen creatingactionableandinsightful strategiesforbigbrands?
    • @ erwwpr 3 WhyTrends? Whydowelookattrendswhen creatingactionableandinsightful strategiesforbigbrands? •To identify the driving forces behind today and the future and plan for long-term success.
    • @ erwwpr 4 WhyTrends? Whydowelookattrendswhen creatingactionableandinsightful strategiesforbigbrands? •To identify the driving forces behind today and the future and plan for long-term success. •To discover unexpected opportunities that can help transform brands and businesses.
    • @ erwwpr 5 WhyTrends? Whydowelookattrendswhen creatingactionableandinsightful strategiesforbigbrands? •To identify the driving forces behind today and the future and plan for long-term success. •To discover unexpected opportunities that can help transform brands and businesses. •And for us here today: To understand what trends are going to make a difference to people who are buying bicycle products and why.
    • @ erwwpr 6 Learningto SpotTrends It means tracking people social momentum companies radical breakthroughs brands economies
    • @ erwwpr 7 BeingaSuccessfulTrendspotter The qualities of a good trendspotter apply to any activities involving groups of people over time—B2C, B2B, sport, education, art, healthcare, travel … All-around awareness: Trendspotters cultivate a “radar” that picks up things near and far, from global to local. Smart retailers do this instinctively by noticing the different types of customers coming in, how they spend, what they talk about and what competitors are doing. Curiosity: Insatiable interest in what people are or aren’t doing and a desire to find out why is essential for a trendspotter. A way of being: Trendspotters aren’t just people who appear in the media and on stage; they’re also smart businesspeople who consistently tune in to their market. Contexts: Nothing happens in isolation— trendspotters relate what they observe not only to the immediate context but also to other contexts that might be relevant (what’s in the local news, changes in school rolls, outdoor activities that are getting popular, etc.). Future-ready: Always thinking about the future implications of current trends: How do I factor what’s happening now into the future I’m planning for?
    • @ erwwpr 8 Trendspotting •We are all hardwired to seek patterns in what we observe and to use them to make predictions about the future. •Trendspotting aims to find patterns and connections across less sharply defined fields of human behavior—it deals with many more variables where information is fuzzier. •Trendspotting draws on a range of disciplines: business, history, marketing, psychology, sociology, statistics. •News, journals, popular culture, social media and conversations all provide raw material for trendspotting. The point is not to make precise predictions (like who will win the Tour de France) but rather to spot currents that will flow into the future and help shape it.
    • @ erwwpr LocalIsthe Newglobal3. 9 Humans + Technology => Trends “First we shape our tools; thereafter they shape us.” •Virtually every twist and turn in human history has been influenced and shaped by some form of technology. •Every technology—from hand axes, weaving and wheels through gunpowder and sails, to internal combustion and microchips— has driven social trends. •Now, above all, it’s digital technology that’s involved somehow, somewhere in many of the trends we have flagged for 2012.
    • DigitalTechnology: ThereIsNoEscape •Sooner or later, digital technology shakes up the value chain of every industry, even solid, traditional industries. •Why? Because tech-savvy entrepreneurs will always find a way of using technology—robots, the Internet, microchips—to increase value and/or reduce costs. •Home appliances, cars, music, movies, photography, publishing, journalism, healthcare, telecoms, TV, retailing, sports—is there any industry that hasn’t been affected? @ erwwpr 10
    • @ erwwpr 11 TheSmartestTechnologiesEver? •In this IT-obsessed era, everyone thinks digital. But we’re forgetting the fundamentals: – How about the wheel? – How about levers? – How about vulcanized rubber? •Put them together and we have the bicycle, arguably one of the smartest, most efficient and most all-around beneficial combinations of technologies ever invented. •It’s not surprising that the experience of building bicycles enabled the Wright brothers to build their pioneering Flyer.
    • AligningBicycleswithTrends •We will look at some of the key trends that are relevant to bicycles, bicycle retailing and bicycle culture in the coming years. •The opportunity for astute retailers is to find ways of aligning their thinking and actions with the trends. •Social and economic conditions are shaping up perfectly for bicycle retailers to be at the heart of a fundamental shift in the way Americans live and enjoy life. @ erwwpr 12
    • @ erwwpr 13
    • @ erwwpr 14
    • @ erwwpr Healthand WellnessChallenge1. 15
    • 1. HealthandWellnessChallenge Trend •Vampires? Zombies? Far scarier is obesity, which brings diabetes, cardiovascular disease and cancers. •The U.S. spends more than any other country on healthcare, from expensive diets, pills, surgery and gadgets to coaches for weight control and growing depression and anxiety. •Businesses of every size are finding ways to promote wellness (and themselves); the gym, health and fitness clubs industry has maintained steady growth with membership initiatives such as corporate discounts. @ erwwpr 16
    • 1. HealthandWellnessChallenge Opportunities •People know they should exercise more, but gyms are expensive, running brings risks of injury, and any regular exercise sacrifices time and convenience. @ erwwpr 17 Create ways to encourage customers to cycle more. One example: Montague’s Corporate Incentive Program, including its “Drive and Cycle” concept.
    • @ erwwpr 18
    • @ erwwpr Anxious Parenting2. 19
    • 2.AnxiousParenting Trend •Every year, being a parent gets more complicated; this is the age of supermindful, high-anxiety parenting. •There’s plenty to fret about, including too much screen time indoors and too little physical activity, possibly leading to childhood obesity and early-onset diabetes. •Business and nonprofits are finding ways to help parents, like Shapedown’s weight management for young people @ erwwpr 20
    • 2.AnxiousParenting Opportunities •Getting today’s children and teens into bicycling is a smart way of guaranteeing a steady supply of customers now and in the future. •Bear Creek Elementary School in Boulder, Colo., has increased bicycling or walking to school from 25 percent to 70 percent in two years. @ erwwpr 21 Have answers for parents’ safety concerns at the ready, from developing safety kits (lights, helmets, etc.) and safety skills training to initiating or supporting Safe Routes to School
    • @ erwwpr EcoAwareness3. 22
    • 3. EcoAwareness Trend •Bye-bye, trucks and SUVs. Growing numbers of Americans are showing signs of eco awareness and even ecomania—yes, partly driven by energy prices—that encompasses everything from automobiles to eco-friendly appliances and vacations. •“Smart commuting” is gaining traction; take Commute Seattle, which runs workshops on themes such as local and federal tax exemptions and credits associated with employee commute expenses and programs. @ erwwpr 23
    • 3. EcoAwareness Opportunities •Forty percent of trips cover less than two miles, yet 87 percent of Americans use cars for those trips. If even slightly fewer people used bicycles, the environment would benefit. With gas prices above $3.20 for the past year, Americans are likely to be more interested than ever in bicycling. @ erwwpr 24 Make connections with eco-minded individuals and groups to explore possible initiatives or partnerships. (California Bicycle of La Jolla, for instance, burnished its already stellar reputation when it manned the refueling station for Bike to Work Day 2011.)
    • @ erwwpr RealGoodfor RealEstate4. 25
    • 4. RealGoodforRealEstate Trend •Sagging property prices and negative equity have weighed on Americans’ minds for five years. •Yet realtors from places like Delaware, Pittsburgh, North Carolina and Vancouver report that being near bike lines and facilities tend to have a positive effect on prices and quality of life. @ erwwpr 26
    • 4. RealGoodforRealEstate Opportunities •Repurposing land (such as railroad beds) for cycling, boarding, skating and leisure is a smart community investment as gas prices soar and local budgets tighten. •Identifying local bicycling-friendly initiatives and learning how you might support them. @ erwwpr 27 Making the case with local developers and authorities is easier with facts from other places. Find great, relevant info from Bikes Belong (check out the Resources section).
    • @ erwwpr Valuevs. Valuable5. 28
    • 5. Valuevs.Valuable Trend •Some consumers are dealing with the economy by looking for the cheapest deals on everything, made easy with the Internet. •But not everybody thinks “value” means lowest price—there’s also a yearning for things and experiences that feel valuable. @ erwwpr 29
    • 5. Valuevs.Valuable Opportunities •Products that are well designed, well made and work well create a lasting sense of value, hence the price premium and customer loyalty of Apple—and certain bicycle makers. •Services work the same way. Big Picture movie theater in Seattle surveyed moviegoers about their experience and started making changes that very night. Most were tweaks that didn’t cost anything but got raves from customers as they left. @ erwwpr 30
    • @ erwwpr 31 5. Valuevs.Valuable Opportunities •Retailers who understand and love their products and create a caring in-store environment give a valuable experience. Find out what counts as valuable to your customers and how it influences their buying. Ask them: • Why do you like shopping here? • What have your experiences been like at other stores? • What are the most important improvements we could make?
    • @ erwwpr Curationto TackleOverload6. 32
    • 6. CurationtoTackleOverload Trend •Most people can’t handle the growing tidal wave of information given their limited time, energy and attention. Curation—compiling the must- have info on any topic and using deep knowledge to make sense of it all for busy people—is becoming a valuable new skill and service. •Porter’s photo specialty stores in Iowa date to 1917 but compete with national chains by carrying massive stock, offering a deal of the week, and providing a live chat for advice, contests and a YouTube channel for tutorials. •Richardson Bike Mart in Dallas, the highest-voted shop in the U.S., has built its reputation by eliminating uncertainty in buying and adding value at many points—everything from spending time to do a quick-fit on a trainer in the shop for test rides, to making refunds extremely easy (the store has a very low return rate, by the way). @ erwwpr 33
    • 6. CurationtoTackleOverload Opportunities •Cycling is one of many areas seeing huge numbers of new products and accessories—daunting for newcomers and even occasional riders who would like to get into it more. •The sports footwear industry is a parallel: The best stores guide customers through the technicalities of shoes for different needs at various performance levels based on each customer’s needs. @ erwwpr 34 Check out which customer types and bicycling needs your store serves best, and which it could serve better. Then get curating and giving your customers the information they most need.
    • @ erwwpr Newsand LoveofLocal7. 35
    • 7. NewsandLoveofLocal Trend •Consumers are increasingly paying attention to local news; no wonder 40 percent of all online ad spending was local in 2010, up from 34 percent in 2009. •The trend is being driven by interactive and especially mobile devices. Yahoo, Topix, Examiner.com and Patch are just a few of those betting on it getting bigger. @ erwwpr 36
    • 7. NewsandLoveofLocal Opportunities •Cycling is perfectly aligned: People who cycle develop more connections with and knowledge of all things local. •As curators of cycling information, retailers can also become hubs for local news, from conditions on routes to stores with good offers along the way to who’s hiring to events on the horizon. @ erwwpr 37 Your store should own the role as the local source for all things cycling: events, places to ride, local cycling issues and more. Do research to learn what topics matter (or should matter) to your community.
    • @ erwwpr 38
    • @ erwwpr SocialMediaIs NotGoingAway8. 39
    • 8. SocialMediaIsNotGoingAway Trend •Social media keeps growing because it enables people to do what people like to do: Hook up and have conversations, even if they are typed rather than face to face. •The number of over-50s using social media is quickly growing. @ erwwpr 40
    • 8. SocialMediaIsNotGoingAway Opportunities •Unlike with traditional marketing and even websites, small businesses can get up and running on social media (Twitter, Facebook, Patch, etc.) quickly, easily and very cheaply—no marketing or IT specialists required. •With just 15 to 20 minutes a day, you can post news and check up on what locals are saying, interact with them, build awareness and find interesting connections. •Take Butter Lane cupcakes of New York, which manages effective blogs, groups, tweets and customer service through Postling, a one-stop social media manager. @ erwwpr 41 Check out @lacbc (L.A. County Bicycle Coalition), @pedalchic and @TempeBicycle, then set a target for making new connections.
    • @ erwwpr Boomers’ NewValues9. 42
    • 9. Boomers’ NewValues Trend •The vanguard of the 70 million–plus boomers is now well past 65, while the tail end is heading to 50, a large market of Americans who expect to stay young as long as possible. •Boomers are increasingly feeling vulnerable to aging, financial problems, weak home equity and talk of entitlement cuts—and they’re shifting from consumerism toward more purposeful activities with social engagement and environmental consciousness. @ erwwpr 43
    • 9. Boomers’ NewValues Opportunities •Cycling is perfectly aligned with (re-)emerging boomer values: Variants such as recumbents, comfort class and e-bikes are finding a keen market among older riders. •Bicycle retailers who love their work, know their products and enjoy relating to their customers have ideal attributes to connect with boomers. @ erwwpr 44 Make sure your staff (average age nationwide: 20-somethings) is consciously aware of the nuances of selling to and working with “older” customers.
    • @ erwwpr DigitalDetox10. 45
    • 10. DigitalDetox Trend •Millions of Americans are finding that their digital gadgets are not just useful but also addictive. •In a major survey, we found that 31 percent of adults (including 34 percent of those over age 46) rated themselves extremely or very worried about addiction to and overreliance on technology, and another 31 percent (29 percent of over-46s) were moderately worried. @ erwwpr 46
    • 10. DigitalDetox Opportunities •There’s no way to cycle on anything but a stationary bike if you’ve got your eyes on a screen. •Bicycles might have a few tech add-ons (like GPS) to keep the addicts happy, but mostly bicycles are reassuringly physical and mechanical—ideal for a spell of digital detox. @ erwwpr 47 Target certain audiences to help more people detox. Try offering casual, shorter group rides in addition to the traditional 18mph+ club rides. Or rides for groups that might prefer a more relaxed, conversational pace. Or women’s-only rides. And so on.
    • AndSo … •The trends are promising for bicycle retailers. •Bikes sit in the sweet spot where many needs and desires overlap—getting exercise, getting out and about, saving money, being environmentally aware, feeling connected to your community, loving smart design and feeling virtuous among them. •Just over a century ago, bicycle makers’ ingenuity ushered in the revolutionary new era of flight. The time is increasingly ripe for cyclists to help shape a new revolution, a social one in which Americans make smarter use of the ultimate hybrid vehicle. @ erwwpr 48
    • @ erwwpr 49 #thankyou