GT Bicycles has come up with a fairly unoriginal (but still not all bad) way to promote their brand through word of mouth - get grassroots folks to do it. GT is sponsoring 35 amateur mountain bike racers to ride the newest GT machines in at least 6 IMBA sponsored races. They are calling this the "Dirt Coalition." While this is a good idea, what I think is particularly good is some of the things that the company is looking for to sponsor. Specifically:
In other words, they are looking for vocal and opinion-leader people, because having a sponsor who goes to races and then goes home without talking to anyone is not really very helpful and completely misses the point to their investment. But bike shop folks who are active in the cycling community through either advocacy or organization are very likely to be those with many connections and that's who this program is targeting.You might be right for the Dirt Coalition if…
- You live to ride and race your mountain bike
- You currently/have ever worked at a bike shop
- You’re a leader in your cycling community
- You coach other mountain bike riders/racers
- You’re an active IMBA member or local trail advocate
- You lead rides or organize cycling races and events
- You compete in cyclocross, too
Read the details a little closer though, and the wheels start to come off the grassroots part of the program... this expands the reach (or actually probably replaces some) of the GT marketing reps. GT is likely thinking this will get more representation to smaller races, to grassroots events, trail maintenance days, etc. The theory (I'm guessing) is that by having individuals who are vocal and people know, and who aren't paid by GT represent GT at races, it will improve the affinity for GT. Here's the details on what these "grassroots" reps have to do at each race:
- Race and represent GT at a minimum of 6 mountain bike races (including mountain bike tris) between Apr. 1 – Dec. 1, 2009.
- Spread the GT gospel. Know the goods on GT’s patented Independent Drivetrain, what makes their carbon lay-up process the best in the biz, etc.
- Fly the GT flag at races
- Race and train exclusively on your GT Marathon Pro or GT Zaskar Pro
- Set up your 10x10 GT Dirt Coalition tent on the race premises and prep there
- Race in the GT Dirt Coalition kit…always
- Hand out GT stickers, brochures and cool swag at each of the events
- Get to know your local GT dealer and connect other riders with him and the GT brand
- Act as an ambassador for the International Mountain Biking Association (IMBA) at races
But perhaps the hope is for deeper reach into more local events. If so, then the challenge to the marketers will be one of measurement. Sure, I get what its supposed to do. But how will GT know if it worked (particularly if this is used as a trigger to end representation at some other events or events that will now have the Dirt Coalition attending)? At the end of the season, how is GT management going to know whether the investment paid off? My gut says, they won't. The marketing chaps that came up with this will spin it and will lay out a big jargon-filled explanation of what GT's getting from it, but at the end of the day, they won't know and GT won't be able to see it.
As I said, I don't think this is an all bad idea, but I think it needs a little refining. If I were the guy managing this, I'd change a few things:
- Dump the Tent - they seem to be doing a good job of targeting opinion leaders, so let them be that without placing them in the confines of a sales space - if you are going to give them a tent, then call it a sponsorship and give the other participants a reason to visit (free massage, free juiceboxes, free beer - well, that's what I'd want anyway)
- Do Some Communicating - if the sponsored rider doesn't have a blog, myspace, facebook page, then get them on it. Make sure that they are doing some updating about the ride, the bike, the feeling of being sponsored. Make it interesting and make sure its something that gives some honesty to it
- Maybe Some Viral Marketing? - This seems like it could be an excellent tool for building a new viral campaign. Arm some of these new coalition members with a helmet cam and let them catch the action or do interviews. Place videos online and invite other racers to come get their videos.
- Get Some Numbers - No doubt - these kind of campaigns are difficult to measure. But let's make sure we're working with dealers to understand whether GT traffic improved after a race. Watch the links to GTbicycles.com from the blogs/facebook/etc. Sales would be an ideal measure, but in the current climate, I'm not so sure that measuring sales pre/post racing season is really going to reveal whether its worked or not. (But I certainly wouldn't completely ignore that either!)
2 comments:
It does not surprise me in the least to read about such "grass roots" marketing efforts. Under the gathering grey clouds (what gathering? they're here!) of our economy I'm betting we see a metric ton more such initiatives set forth by companies, probably in ever expanding and - if they take advice like yours - more clever ways.
Interesting.
I agree. Particularly for products that typically get strong brand advocates (bikes, beer, cars, colas, etc.). Having a unique way to get some good word of mouth will definitely pay more dividends than pumping dollars into advertising right now. The question is whether a company can do it without tipping their marketing hat and making it seem like just another lame ad - this seems a bit like GT is showing their hand to me.
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