Stay on Top of Your Marketing this Spring

Now is the time to think about your marketing this spring. Most bike shops are about to ramp up their sales or already have as spring begins to appear across the country. As business increases, it is straightforward to get sidetracked and forget to keep talking to your customers. I am guilty of these mistakes and know many others are as well. Once you get busy, it is easy to overlook some basic marketing needs. Don’t forget that the best time to go fishing is when the fish are biting. Here’s a few items to not overlook.

Email Marketing

Try and aim for at least a monthly email newsletter highlighting what is new in the shop, items that may need to be moved at a discount, and any other news that you feel sharing. Highlighting new employees is always fun. Keep it brief in the newsletter, but include a link to your staff page on your website to drive a little traffic to your site. I was always impressed by how much traffic the About Us – staff page garnered. People like to know who they are buying from, so help them learn! Make sure that items you are highlighting are linked to your site as well. Try to drive traffic to your website as e to keep the email recipient engaged as long as possible.

Social Media

Again, it may seem easy to get lax on your posting due to your busyness, but now is the time to capitalize on all the great content possibilities! All the “new bike day” posts, fresh new items getting unboxed, etc. can drive extra customers. I have noticed that many shops post more when it’s slow and then go silent when they are busy. Make sure to drive traffic to your store by showing how active and exciting your business is. Again, people are finally looking – speak to them.

Keeping Website and Social Media Seasonally Relevant

Having seasonally relevant content on your website and social media pages may be the one simple thing that drives a customer to your store. Imagine logging onto a few local shops’ websites and pages, and you see outdated seasonal content for winter on one, and the other is exciting and oriented to spring. Who would you feel is the more professional business? It is these little things that can separate you from the competition. Highlighting key holidays such as Easter, Mother’s Day, Memorial Day, Father’s day, etc. can make your sites stand out. Stay on top of the seasons and holidays.

Say Yes To The Media Requests

Have you ever had a media outlet call looking for an interview on a story? Say yes!! Make sure to tell your entire staff that the answer is always yes if you are tied up. I have heard from newscasters/reporters that it is shocking how many businesses turn down media requests. Do not turn down free advertising!

Shop Dress Codes

While shops are all over the map regarding dress codes, I believe that having some form of shop shirt or apron is a big plus. Professionalism starts with what you and your staff are wearing. Make sure that staff is not wearing faded or out of date shirts as well. Spend a few dollars on some fresh new shop attire this spring to help energize the team and look sharp. It is hard to quantify, but a great looking shop shirt will add confidence for you and your team, and I guarantee your customers will notice. Making the attire available to customers for purchase as well – it is great advertising!

Bonus Points

If you are doing flat repair clinics, group rides, or a new product or service being offered, write up a press release and fire it off to the media outlets, and bike clubs. You may not get anywhere, or you may get a free story or article about it. Many papers have a local business “heard on the street” column that may run your content. You may be surprised how easy it is to get some free publicity.

I understand that when it’s busy, you can feel overwhelmed, but do not neglect to keep your foot on the gas with your marketing regardless of how active you are. Staying in front of your customers is always essential. Even more so when they are making decisions about where to buy.

Words by David DeKeyser

David DeKeyser and his wife Rebecca Cleveland owned and operated The Bike Hub in De Pere, Wisconsin, for nearly 18 years. In 2018, they sold the business and real estate to another retailer based in a nearby community. David now writes the Positive Spin series on Bicycle Retailer and Industry News and he writes articles for the NBDA’s blog, Outspokin’. David also provides business consulting through the NBDA’s P2 Consult Program.

 

The NBDA has been here since 1946, representing and empowering specialty bicycle dealers in the United States through education, communications, research, advocacy, member discount programs, and promotional opportunities. As shops are facing never-before-seen circumstances, these resources offer a lifeline. Together, we will weather this. We at the NBDA will not waver in our commitment to serving our members even during this challenging time—but we need your support.

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