2014 03-14 MCM Marketing and Social Presentation

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

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2014 03-14 MCM Marketing and Social Presentation

  1. 1. A tailor made local authority training package WELCOME
  2. 2. 2 MODULE 5: PROMOTING AND MARKETING CYCLING  Aberdeen, 14/03/2014  William Wright Providing training to deliver solutions
  3. 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. 4 WHAT ARE YOUR LEARNING OBJECTIVES ?
  5. 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. 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. 7 THE ROLE OF MARKETING & PROMOTION
  8. 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. 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. 10 EXERCISE: PROMOTING CYCLING?
  11. 11. 11Scottish Bike Show Sportive Launch, November 2011
  12. 12. 12 Bikeability Scotland Launch with Graeme Obree, March 2011
  13. 13. 13 Give Me Cycle Space 2011 Launch, Barrhead
  14. 14. 14 EXERCISE: PROMOTING CYCLING? Image: Vissi
  15. 15. 15 PROMOTING CYCLING ? Image:BikeFortCollins&CSUHealthNetwork,helmetadvert
  16. 16. 16
  17. 17. 17  High Vis, Lycra & Helmets The Safety Message
  18. 18. 18 Role of Marketing - Summary  Encourage greater cycle use  Present cycling as aspirational and mainstream mode of travel  Highlight local facilities and programmes
  19. 19. 19 THE PRINCIPLES OF MARKETING
  20. 20. 20 KEY PRINCIPLES  Markets are complex, segmented and constantly changing  Consumers buy benefits not features  Consumers don’t have the same motivations as providers
  21. 21. 21 THE MARKETS TO AIM FOR
  22. 22. 22 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
  23. 23. 23 TARGETING AND SEGMENTING THE MARKET
  24. 24. 24 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
  25. 25. 25 IDENTIFYING MARKET POTENTIAL  Considerable scope for increasing cycling among three segments:
  26. 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. 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!
  28. 28. 28 TARGETING SPECIFIC MARKETS  Can you think of specific markets to target?
  29. 29. 29 TARGETING SPECIFIC MARKETS  Commuters  Schoolkids/The School Run  Shoppers  Active professionals  Women
  30. 30. 30 TARGETING SPECIFIC MARKETS Images: Push Bikes
  31. 31. 31 TARGETING SPECIFIC MARKETS
  32. 32. 32 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
  33. 33. 33 MOTIVATIONS FOR CYCLING  Keeping fit and healthy  Fun and sociability  Freedom and enjoyment  Convenience and speed  Cost  Habit  Helping the environment  Reducing congestion IndividualsCommunity
  34. 34. 34 PROMOTING THE WIDER BENEFITS Image:WestMidlandsTravelWiseWeekProjectTeam What benefits?
  35. 35. 35 PROMOTING THE WIDER BENEFITS What benefits? Image:TransportforLondoncyclingcampaign
  36. 36. 36 PROMOTING THE WIDER BENEFITS Image:NorthYorkshireCountyCouncilAgency:RobsonBrown What benefits?
  37. 37. 37 PROMOTING THE WIDER BENEFITS What benefits? Image:BikeStation/BetterWaytoWork
  38. 38. 38 THE MARKETING MIX
  39. 39. 39 THE MARKETING TOOL KIT  Design and Print  Media coverage  Cycling events  Websites/social media
  40. 40. 40 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?
  41. 41. 41 THE MARKETING TOOL KIT Design and Print
  42. 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
  43. 43. 43 Examples ATTRACTIVE DESIGN
  44. 44. 47 EXAMPLES OF BAD PRACTICE…
  45. 45. 48 THE MARKETING TOOL KIT Media coverage
  46. 46. 49 THE MARKETING TOOL KIT  How best to attract the public?  How best to attract and keep media attention Media coverage
  47. 47. 50 Press releases – what they need:  Human interest angle  Concise editorial style  Photo opportunity  Famous face  Personal relationships with the press THE MARKETING TOOL KIT
  48. 48. 51 PRESS AND MEDIA
  49. 49. 52 PRESS AND MEDIA
  50. 50. 53 PHOTO OPPORTUNITY
  51. 51. 54 Cycling events THE MARKETING TOOL KIT
  52. 52. 55 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
  53. 53. 56 Cycling events Strategy options include:  Hiring somebody to run your event  Organising events yourself and… THE MARKETING TOOL KIT
  54. 54. 57 SUPPORTING SOMEONE ELSE’S EVENT
  55. 55. 58 ON-GOING PROGRAMME OF EVENTS Images: Perth and Kinross Council
  56. 56. 60 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
  57. 57. 61 Websites THE MARKETING TOOL KIT
  58. 58. 62 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
  59. 59. 63 ATTRACTIVE DESIGN
  60. 60. 64 EASY TO NAVIGATE
  61. 61. 65 Examples of out-of-date Design
  62. 62. 66 Examples of out-of-date Design
  63. 63. 67 EASY TO FIND FROM THE COUNCIL’S HOMEPAGE
  64. 64. 68 SUMMARY We have covered:  The role of marketing and promotion  Basic principles of marketing  Tools and methods available
  65. 65. 69 Conclusion  Invest in good design  Present cycling as mainstream activity  Don’t highlight safety concerns  Don’t let marketing be an afterthought
  66. 66. ANY QUESTIONS?
  67. 67. THANK YOU William Wright Providing training to deliver solutions
  68. 68. Social Media for Cycling William Wright Events & Communications Officer
  69. 69. 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.
  70. 70. We’re working to establish cycling as an acceptable, attractive and practical lifestyle option
  71. 71. Social Media
  72. 72. 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
  73. 73. Increase number of contacts on mailing list Increase amount of facebook likes Increase amount of twitter followers WHY? We will look at ways to
  74. 74. 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?”
  75. 75. 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
  76. 76. 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
  77. 77. Twitter Following the right type of people Using twitter tools effectively: @, #, RT’s/DM’s and pictures Interesting tweet content
  78. 78. 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
  79. 79. Mention (@): how to directly reply to another user, i.e. a customer, a blogger, a brand ambassador, a VIP, or a celebrity
  80. 80. Hashtag (#): To categorize tweets: excellent way to search twitter for specific information and to follow conversation between people you don’t follow.
  81. 81. 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.
  82. 82. 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………………
  83. 83. The Perfect Tweet TWEET
  84. 84. 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
  85. 85. 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?
  86. 86. 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
  87. 87. 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!"
  88. 88. 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
  89. 89. 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
  90. 90. 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
  91. 91. 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
  92. 92. 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.
  93. 93. General features on website and blog - Links to social networks - List and links of services - Contact - News - Training opportunities
  94. 94. To finish…… Why is social media important
  95. 95. Learn from the competition 1950’s cycling advert
  96. 96. THANK YOU William Wright william@cyclingscotland.org

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