When Randy Kirk's Principles of Bicycle Retailing III was published in 1992, there were only 20 pages on marketing and advertising. In this new work, Principles of Bicycle Retailing for the Internet Age, the count is five times that. Moreover, he has established a members only portal at http://www.BikeShopOwners.com that will provide hundreds of specific examples, pictures, videos, tutorials and more. By purchasing the book, you are eligible for six-months of free access to this portal.
According to Kirk, "Marketing a Bike Shop in 2011 is potentially less expensive than 1992, but the complexity has increased exponentially. Moreover, the players and the way to play the game change daily" This may seem like an understatement, but Kirk promises to at least provide a primer on the current online marketing challenge, especially as it applies to visibility on page one for Google and YouTube searches.
The book also reviews important fundamentals for successful bicycle retailing including sales techniques, personnel management, employee training and motivation, customer service, store design, business planning and store profitability.
Kirk is best known for his four (now five) books on bicycle retailing, and his dozens of times at the dais of trade shows going back 30 years. Many also know that he was the president of American Quality Products, makers of tire liners and California Springs water bottles. After selling that business in 2007, he started Randy Kirk and Associates, a marketing consulting firm that specializes in small businesses (SMB).
When ordering this book, please select the appropriate shipping option because it is not available as a PDF file.
Table of Contents:
Introduction It All Started in Texas
Seven Reasons Why Bicycle Shops Succeed
Goals Create Action
Introduction to Marketing - Online and Off
Sales 1A For Bicycle Dealers - 21st Century Edition
Advanced Sales Techniques
Twenty-Five Ways to Sell More Tomorrow
Personnel Management Isn’t for Cowards
Introduction to Web Presence - and Glossary of Internet Terms
How Do Search Engines Work
Where on the Web Do You Need to be Found
How To Determine Your Key Words and Phrases
Building the Perfect Website for SEO and Client Conversion
What Are Local Search Engines, Directories, IYP’s? What Matters?
How to Set Up Local Search Engines
Google Places - The Listing that Can Make You or Break You
Google Places - How to Claim Your Listing
Google Places - How to Optimize Your Google Places Listing
Google Places - Ranking High on both Google Places and Blended Searches
Is Anybody Finding You On Google Places - Understanding the Analytics
Google Places - Final Thoughts
Micro Search Engines and Industry Directories
Mobile Search Engines for Smart Phones and Ipads
Online Reviews and Reputation Management
YouTube is the Foundation of Social Media Marketing (SMM)
YouTube Videos - Why and How To Create Shop VIdeos
How To Write and Optimize a Blog Post on Blogger
Facebook Pages - How To Create and Effective Presence and Why
Facebook Advertising - Rifle Shot Marketing
Twitter - How to Set Twitter Up and Why Tweet
Twitter - How to Get Relevant Followers
Twitter - How to Tweet
Multiple Online Channels - Should I have two blogs, FB Pages, Websites?
The Goal of Online Marketing - EMail is the Killer APP
Texting Your Clients - The Coming Revolution Is Already Here
Amazing Customer Service and the Ultimate Question
BIG IDEA - The VIP Club
Traditional PR - Almost Free and Still Works
Online PR - The Secret Weapon
Rides, Clubs, Sponsorships, and Clinics
Using Meetup.com to Promote Rides, Clubs, Clinics and Events
The Groupon Coupon Era
What is Changing on the Internet and Search that Will Effect My Business
Store Signage, Interior Layout, and Design
You're Never to Old to Create a Business Plan
Bike Shop Profitability
The Power of Purchasing
Appendix - Book List