Buy Where You Ride is a new campaign from the NBDA that encourages web shoppers to visit their local bike shops.
The program includes a new logo that both dealers and suppliers are being encouraged to use on their websites and for suppliers to use with their dealer locator.
"With a lot of the current dealer locators, you type in your zip code and you see a listing or a map, but they are really devoid of information. The consumer learns about the (supplier) brand and their products, but little about the benefits of shopping at the local dealer," Grant said.
Grant said the idea for the program was suggested by the NBDA at a Bicycle Product Suppliers Association board meeting this spring, which Grant attended. Supplier representatives at the meeting encouraged the NBDA to develop the program.
"Everybody already has a site, now we just need the message. We see this as a real opportunity to create a transactional message and a connection between the retailer, manufacturer, and most importantly, the consumer."
The logo is an asset available for use by all current NBDA Members in promoting their own stores in advertising, on shop apparel, their shop website or other marketing avenues including social media.
The logo reinforces the notion that a brick and mortar store is a part of your community, something online retailers can't offer. It was developed with Anthem Branding, a Boulder, Colorado, creative agency. It will be made available in a variety of formats with accompanying style guides and some associated recommended copy, a few paragraphs about the advantages of shopping locally.
If you are a current NBDA Member and would like to receive the BWYR brand guidelines and creative files, please complete the form below and submit. We will follow up.