Get on the Bike

I'm an ex-bike store owner come web designer who is DYING to see specialty retailers start blogging. Bike shops are a perfect example of how blogs can build business. All of the info mentioned is valid, but I'd add buying tips, sizing info (how to find the right sized bike), info on buying used bikes and more. In my experience though, my bike business brethren are not quick to pick up technology or marketing trends. I expect to see antique dealers and other specialty retailers get on the blog train long before bike shops get on board.

As a long-time "industry veteran", I would have to agree with comments that the cycling industry, though built on technology and innovation, is frequently slow to adopt new technologies that are not created by the cycling world. Blogging has become a strategic element of how I am trying to build my own brand and reconnect with consumers. The cycling industry can learn a lot from the near-instant dispersal of information and the ease of collecting feedback from the very people you hope to sell products to.

Not being the most technically savvy individual, the ease of operation and functionality of blogging makes navigating the electronic highway much easier than originally believed. Having a mind for words and communication, blogging is a "no brainer" for me, since I can reach out to my consumers, retailers, suppliers and the whole of the industry (and the world) each and every day.

Other industries have shown that blogging can be an effective business tool and only requires somebody to take a little time to post updates. With the availablity of free blog sites and simple systems to track the traffic you get, it really does make you wonder why more people in more industries are not blogging.

Tim Jackson
Brand Manager
Masi Bicycles

It's really fascinating and surprising to me to hear that the bike industry isn't as fast to use technology when it comes to reaching out to their audience. I say this only because I have some friends who are big bike junkies (They follow the Tour de France rabidly, ride to work everyday, etc.) and they are real tech heads. They're apartments spill over with iPods, Apple computers, and boxes of things they have bought online--including bike wheels, lights, etc.

Heather,

It really is a fascinating duality in the business. The consumers are frequently far more educated about the products and the sport than a lot of retailers. The retailers are slow to adopt new things, since the old things are all they have really invested in over the years. On top of it, most retailers in store front locations (without having a succesful web business as well) are barely getting by and are struggling to stay afloat. Even when you throw the word "free" at them, they are still hesitant to try something new. It's sad, really, but things are very slowly turning the other direction. The shops that have finally recognized that they need some sort of electronic presence in the world are beginning to work their way into it. Better yet, manufacturers (like myself) are also becoming involved. I started my blogsite as a way to reach my customers, both retailers and consumers, and give them a view into what I do and why. It's part business journal and entertainment, but the hope is that they will connect to me and the bikes and therefore develop a relationship with us both. In my opinion, the brands in my industry that have had a dynamic personality associated with them (in whatever capacity that takes on), have done well. People take ownership of products and companies when they feel they have some kind of personal relationship with them.

Who knows if it will work? In the end, it's just a lot of fun for me.

Tim Jackson
Brand Manager
Masi Bicycles

Hey Tim,

Would love to hear more about how you thinking blogging is helping you. Is there an anecdote that you think shows how blogging can help you in your job? Or of clients or customers connecting more with you and your company as a result?

Heather,

I'd love to say that I have a lot of data to back up my claims, but since I have only been blogging since early March and only added Statcounter to the site at the end of April, I don't have a lot of empirical data... yet. However, the traffic to the blog site continues to grow in total number of page loads and in both new and return visitors. I get comments from retailers and consumers both regularly and know that my blog is getting linked to other blogs and retailer websites. My outside sales force frequently uses the blog site as a tool to show the retailers that Masi (my bike brand) is working hard to make a connection. The interactive nature of blogging has created a way for me to get nearly instant feedback from people. Much of the feedback tends to be funny or sarcastic (as you can see if you visit the blog), but it is still a connection. Many of the people who leave a comment once end up coming back again and again.

Has it turned in to sales yet? Yes, if the people who have contacted me have made the purchases they have said they would make. I have given my actual direct email address on the blog, so I have created a way for people to get directly to me. As a "people person", I like that kind of direct link, but the blog also gives people an anonymous route to me.

The proof will come in the coming months as the new products I am working on begin to come to market and I connect my customers to those products through the blog first, rather than through the corporate website (which also has a link to the blog and is where many visitors come from). It generates a bit of excited buzz, as people get the chance to feel like they are on the "inside".

Tim Jackson
Brand Manager
Masi Bikes

Blogs would also give local bike shops a weapon to compete against the "big box" retailers they've been complaining about for years. A blog is a cheap and fast way to establish credibility, expertise and to communicate the value-added benefit of buying bikes and parts from a "real" bike shop.

Thanks for the insight, Tim. I have been reading through your blog today (love the photo of the shiny silver shoes). Your approach sounds really smart and thoughtful.

Heather,

Thanks for the positive feedback and dialog. I am an admitted un-techno geek, so much of all of this is new and uncharted for me, but I learn a little everyday and really do enjoy all of this. I hope to be blogging from now on and continuing to grow the little following of the faithful.

I guess we'll have to "talk" again in a year and see where this has all gone.

Tim Jackson
Brand Manager
masi Bicycles

Great article blogs are an essential part of informing customers and keeping return customers to your website.