DareToBrand

Bicycle Retailers - A New Approach Part I

2011-11-03T15:15:00.000-05:00

So you're a bicycle retailer eh? You have the shiny new bikes all set up in a row and all the supporting hard goods and soft goods sell to the first timer. Helmet...check, clothing...check, gloves...check, spare tube, tools and inflator...check, water bottles...check! All done… right?

Assuming your personality and customer service have been spot on with your new customer and you have properly fit them on the best bicycle at the right budget for them, your job is done.

Now it's up to them to ride themselves into a happy new sport and come back repeatedly for new tires, parts, advice, clothing etc.

Not so fast! What if your new customer goes out on their first ride and because they are undernourished or dehydrated they feel horrible on their maiden voyage? What do you think they’ll reflect on most after that ride? Will it be what a great deal they got on the bike? Will it be the salesperson’s great smile and happy disposition? Perhaps it would be looking forward to that next bike upgrade?

How we FEEL drives our desire does it not? The feel of a good price for a bike or a pleasant salesperson severely under weighs the physical sensations we have during and after exerting ourselves on that new bicycle.

Overcoming objections in sales is a huge part of everyday life. So how do you deal with the objection a person has if it is about how they feel on the bike? This happens more than you think. It becomes each person’s internal strife to make themselves get back on that bike again and again which is especially difficult if they do not feel good when riding the first time. How do you even influence this if you aren’t around when they are having this difficulty?

This is where nutrition sales come in. When should you bring this subject up? How do you follow through? I’ve spoken with many retailers from around the country over the years and have some great ideas on how to maximize the potential of keeping that new customer not only for your store, but for the industry as a whole. More to come in Part II!

Please subscribe to my blog so you can be alerted as soon as I post Part II.

Cheers!

Sports Nutrition Company Making Second Run at US Market

2011-06-26T14:10:00.001-05:00

A couple of weeks ago I received a phone call from Sharon Ellis, President of Medion Corporation, makers of e load™ Endurance Sport Drink and EMEND™ Sports Recovery Drink to tell me that they are coming back to the US.

Many may know that the first launch in the US was marred by a series of unfortunate events. These all happened at the same time which forced the company to draw back. This included their US distributor being purchased by another company who dropped all other brands, an employee who defrauded Medion Corporation, and the global financial crisis which deterred any other distributors from adding foreign products at that time.

Despite the withdrawel of the brand from the US market in 2007, almost all of the original shops who picked it up still carry it. Due to it's popularity, even a couple new shops added it to their inventory including Lance Armstrong's Mellow Johnny’s despite having to order it from outside the US.

With no ads, representation or distribution in the US, e load™ sales continued to grow.

Now with a broader range of products including chewable electrolyte tablets called e DISCS™, the higher dose electrolyte capsule 5x Zone Caps™, FLY™ Carbohydrate Fuel and soon to come e load™ Energy Gel in single serving packets as well as bulk containers, the brand is ready to re-launch in the US. They will be putting out more information and press releases soon! Look for them at Interbike too!

Follow e load on Facebook and Twitter

About Medion Corporation

Medion corporation was cofounded in 2000 by Dr. Douglas W. Stoddard, a Canadian sport medicine physician and an avid endurance athlete, and Sharon Ellis, formerly an international level 400m track athlete and Australian Institute of Sport Scholarship holder, now an age group triathlete.

Medion Corp. created e load™ and EMEND™ brands, the most streamlined, efficient nutrition for your performing body. Formulas are low acid, and contain NO nuts, NO Gluten, NO artificial Colors, NO artificial flavors, NO artificial Preservatives and NO resistant starches.

Medion (e load™ and EMEND™ sport nutrition brands)

Sheppard Centre

2 Sheppard Ave E / Suite 601

Toronto Ontario M2N 5Y7

Canada

T: 416.222.3218

TF: 1.888.606.7511

www.eload.net

5-Time World Champion Triathlete Conrad "The Caveman" Stoltz Signs With Cool Palms

2011-05-26T11:56:00.000-05:00

Cool Palms® Proud Sponsor of Conrad “The Caveman” Stoltz, Professional Triathlete

For Release: May 24, 2011

Contact: Brett W. Warner, Cool Palms LLC at 512-608-4850, brettwwarner@coolpalmsllc.com

Cool Palms LLC announced today it has become the official cooling sponsor for Conrad “The Caveman” Stoltz, professional Triathlete from South Africa. Stoltz is a 2X Olympian, 4X XTERRA World Champion, 1X ITU Cross Tri World Champion, and all-time XTERRA wins leader with 40 career victories.

Cool Palms is the leader in thermoregulation products for athletes. Cool Palms’ flagship product is the BEX Runner, a reusable, palm-sized cool-gel-pad effective up to an hour in-use. The BEX Runner works by maintaining a cool surface to the palm, effectively drawing heat from the body core through a unique system of blood vessels called Arteriovenous Anastomoses (AVAs) found under the palm surface. Palm cooling is shown to sustain peak performance periods in athletes and delay fatigue.

“I definitely benefit from using the BEX Runner. I’m a big guy with a lot of muscle and I generate a lot of heat. The BEX Runner keeps my body temperature down and gives me a competitive advantage from T2 to the finish line.” Conrad Stoltz, Professional Triathlete.

“We are absolutely thrilled to be sponsoring The Caveman! Conrad is a great ambassador for Triathlon and a role-model for athletes of all levels. Our goal is to help Conrad close-out races with a strong run using the BEX Runner.” Brett Warner, Cool Palms Founder.

About the BEX Runner

The BEX Runner is a reusable palm-sized cool-gel-pad effective up to an hour in-use. Perfect for world-class Triathletes and weekend warriors. BEX Runner keeps runners cool!

About Cool Palms LLC

Established in Austin, TX in 2009, Cool Palms LLC scientifically developed its performance cooling products with the support of leading researchers and universities. Cool Palms has patented the BEX Runner and is developing a complete line of products for endurance and multi-sport athletes. Traditional methods of cooling by types of garments and wet towels provide surface cooling, giving the perception of feeling colder. In contrast, Cool Palms Products effectively remove heat from the body core through a unique system of blood vessels called Arteriovenous Anastomoses (AVAs) found under the palm surface and help cool the body from the inside out.

For more information go to www.bexrunner.com.
Cool Palms Press Contact:
512-608-4850 or info@coolpalmsllc.com

Don't Be "Too" Kind To Cyclists

2011-03-09T20:04:00.000-06:00

First, to my cyclist friends and industry colleagues I want to assure you I am not a turncoat. Lately I have seen a disturbing trend in some driver's actions toward cyclists. Frankly, some are just being way too kind!

Being a driver and a cyclist I've seen both sides of the fence. I have been irritated by some of those cyclists who give other cyclists a bad name as well as being damn near killed by drivers trying to beat me to a turn or just not paying attention and drift out of their lane toward me. I am also friends with a wonderful advocate for cyclists rights, Al Bastida who has fought long and hard to create and build his non-profit called Please Be Kind To Cyclists.

So what's the problem? What I've been experiencing lately is something that endangers more than just me and it's all because a driver, being all about the "Be Kind To Cyclists" mentality stops while exiting roadway to insist that I cross. Now this may not be such a big issue except that for the last 2 times I've been out on the bike they have stopped other traffic behind them, nearly causing a wreck. The first time this happenned I was already aware that there was a lot of traffic coming so I came to a complete stop, as far right as I could and wasn't even watching for an opening. I was amazed to have a driver come to a dead stop from 55mph and wait for me to realize they had stopped while they held up a line of cars behind them. OMG! Really? Have they really done something THAT bad that they need to endanger a bunch of people just so they can get some good karma? Not sure if that's gonna work. They may even become the target of road rage or be responsible for someone's injury or death!

Really, the cyclist can wait a few seconds for traffic to go by, just as they would do if they were in a car. It's not that big a deal. You aren't saving the world or anything, but you could be wrecking it for someone. Sure, it's okay to pay close attention to the cyclist along the side of the road. It's okay to make sure you give at least a 3' space between your car and the lycra clad wind sucker. It's even okay to be prepared to swerve if the oxygen deprived gear grinder suddenly loses focus and makes a hard left into traffic. But please, don't stop in the roadway out of the blue and hold up other traffic-goers who are not remotely expecting someone to come to a complete stop in a 55mph zone!

Please Don't Be TOO Kind To Cyclists, but please DO make a donation to Be Kind To Cyclists and remember it is totally okay to be too kind when giving financially.

Cheers!
Darren

New Year, New Brands To Watch

2011-01-13T13:34:00.001-06:00

For 2011 I wanted to talk a little bit about some up and coming brands. These little known new companies are on my list of those who I expect to do well and grow fast in 2011. Keep your eyes on these!

Of course if you or your company see the value in these that I do, you may contact me directly about wholesale and distributor opportunities.
BEX Runner by CoolPalms LLC is the world's first wearable core cooling device and sure to be a hot seller starting this spring.

I ran across a study done about 3 years ago where it was determined that cooling the palm of the hand was the most effective way to keep body core temperature down. The palm of the hand is scientifically shown to be a natural radiator point on the body. Special blood vessels found under the palm surface called arteriovenous anastomoses, bring heated blood from the body’s core and dissipate heat. The cooled blood from the palm is brought back to the core and helps maintain peak performance periods for heart rate, temperature and muscle output.

The problem with this study is that the equipment and methods originally being used were large machines which were very expensive. Enter BEX Runner, a small, comfortable, affordable device strapped to the hand which gives the same results.

Being able to draw heat out of the body so efficiently and so cost effectively is bound to make this new product a huge seller at $30 retail. Let's face it, the price for performance can be staggering, but this new product seems to be the best bang for the buck I have ever seen. Right now it is designed to be used for runners (for a window of about an hour and a half) and for fast recovery from any exertion (football, weightlifting, wrestling, cycling, soccer etc). I could even see this being used for construction crews, fire fighter rehab and more! Be assured there are other similar designs in the works to extend the duration of the effectiveness and to make the same performance benefits available to other specific sports.

Fit Desk Bike Pro finally converges exercise with productivity by making a platform which straps to most any type of bicycle or exercise cycle. You can finally get work done, surf the net or even do some gaming while getting in some base miles!

Now I know what most of my cyclist peers are thinking, that there is no way they can do a training session while typing on their laptop. This is where the video below comes into play. It will give you an idea of intended use which is slow and steady pedaling. This is fantastic for recovery days, building a base, or just stretching out your legs when you feel the need but don't have time to step away from your computer.

I got my Fit Desk Pro around last September and I absolutely love it! What I especially like is that even though my bars are a rare integrated design by Selcof, the construction material of the Fit Desk Pro allows me to customize it for my bars with very little effort.

For those non-cyclists in our lives who also want the convenience of the FitDesk Pro but don't want to spend the money on a bicycle and a trainer, there is the Fit Desk base model which incorporates the desk into a cycle trainer which weighs only 35 pounds and is collapsible for easy storage. I purchased one of these for my parents and they love it!

The FitDesk is currently selling at $199.99 retail and the FitDesk Pro sells for $79.99.

I would like to take this opportunity to start a rumor that there may or may not be a Gran Fondo event being planned in Austin Texas for the fall of 2011 and I may or may not be involved with it (wink, wink). If you would like to be in the loop to hear more about this rumor for sponsorship opportunities or participation, just follow my blog.

Don't forget about the Capital Of Texas Triathlon either! I am working with R&B Sports for my second year to help develop this epic 20 year old event. This year we have become a part of the larger LifeTime Fitness Triathlon Series as the 2nd event of 2011 which takes place Memorial Day Weekend, May 30th. Drop me a line if you want to get in on sponsorship for this incredible event, time is running out!

Here's to a great year, good health, fantastic friends, successful business, and growing love and peace! Cheers!

Why Do You Do What You Do?

2010-07-19T13:43:00.000-05:00

I received this short newsletter from Rick Margiotta (event director for CapTexTri) yesterday that I just had to share. I want to say that the person Rick speaks about, Nicolette Maroulis is an amazing individual. She's not immune to bad days just as any other human, but she does chose, every day, to get back up and fight with everything she has to move forward. Please read on and make sure to visit her blog.

"Why do you do what you do? I get asked this question quite often while we are setting up for the CapTexTri, and even more in the days immediately following the event. Sure there are answers like "I do it for the athletes", or "I love the sense of accomplishment we get", or "I really get off on the organized mayhem", and every now and then my answer is "I do it for the money", though that answer usually gets me some odd looks because anyone in the business knows that can't be the case.
The real answer can be found in Nicolette Maroulis. Please, please, please, go to her website http://www.nicolettemaroulis.com/ and read her blog about her ride from San Francisco to Virginia Beach. You will be moved.
We chose to support the Wounded Warrior Disabled Sports Project with the Capital of Texas Triathlon in 2009. After meeting the first group of wounded warriors at the race last year, Brad and I knew we made the right choice to use the race to raise money for these amazing individuals. This year, we created the Wounded Warrior Dinner to be the primary fundraising event during the Memorial Day Weekend in Austin. In preparing for the Dinner, we had the great fortune of meeting Nicolette. Many of our organizing committee members had the privilege and honor of also meeting Nicolette, and other wounded warriors who came to participate in the CapTexTri. Nicolette could not stay for the Dinner nor the triathlon, since she was headed off to San Francisco to start her ride in late May. I am looking forward to her return home to Austin once she completes her coast to coast journey. I hope we can give her a hero's welcome.

So when I am asked "Why do you do what you do?", a big reason why is that I do it to honor those men and women of the Armed Forces who have given so much to keep us free.

Thanks for letting me introduce you to Nicolette"

Sunblock Staining Clothes: Product/Active Ingredient Alert!

2010-07-06T10:02:00.001-05:00

I felt it important to share what I have just experienced with a product I've been using for years which seems to have suddenly changed some of it properties thus staining 3 of my favorite cycling jerseys. Jerseys aren't cheap so I'm really not too happy right now. I hope I can save someone else some trouble and money with this information.

For years I have been using Coppertone Sport and have been very pleased with it's performance. I've recently restocked my supply and noticed that now my white jerseys have suddenly turned yellow. So you know, I put sunscreen underneath my jersey especially across the back of my shoulders. I learned from a dermatologist some years ago that the rays that cause skin cancer are not the same rays that cause your skin to darken. The cancer causing rays go through your clothing so it is wise to put the sunscreen even on in areas which are covered.

I noticed that Coppertone now has "replenishing antioxidants!". I contacted Coppertone and they tell me that if I have not machine dried my jerseys there may still be hope. Now I'm not totally sure if it's the new antioxidants that they have added or if they have changed something else, but the reason they give for the staining is an active ingredient called Avobenzone of which Coppertone Sport has 3%. Since I only hang dry my jerseys they tell me that I can try to use OxyClean or Shout stain removers.

So if you own any jerseys or other clothing that is white, beware of the chemical Avobenzone in ANY sunblock you may be using. If you hang dry your jerseys and they are already stained, you may still have hope to return them to a pristine white. I am going to go try to fix mine now. Wish me luck!

Oh, and sorry Coppertone brand, YOU'RE OUTTA HERE!

Sunblock followup:
Wanted to share some additional information I've learned since my post. I took a look at several brands and pretty much all of them have Avobenzone but in different concentrations. Like I said, Coppertone Sport has 3% (forSPF 50) and does state that it may stain some fabrics. I found that Banana Boat Sport has only 1.5% (forSPF 50) but has no warnings of possibly staining clothing. I still think that something else was added to Coppertone Sport, possibly the antioxidants which caused the staining since the brand had not previously stained my jerseys. I myself will steer clear of anything with antioxidants in it just in case. Sounds like a marketing gimmick anyway. :)

Jim from Whisper Cycles was kind enough to share with me what they used to remove sunblock staining from their new kits. He said that after trying many things they found that their shop hand cleaner Stout did the best job. Stout is a gritty, pumice filled concoction that you rub in by hand. My initial search online to find some only turned up soap made of beer which seems a bit sacrilegious. Someone needs to be held accountable for doing this with beer! Jim did get back with me and provided this link for Stout. http://www.abccompounding.com/abc/catcode_1110_137100.php

At the end of the day there are just too many fabric types/coatings and sunblock chemicals to really know for sure what will work well together or not. As much of a pain as it is, the only way to know for sure is by doing a test patch of the sunblock you intend to use on your jersey in an inconspicuous spot and see what happens. If it stains, DON'T put it in the washer and definitely DON'T put it in the dryer. Use Stout (or OxyClean or maybe even Dawn) to get stain out by hand, then go find another sunblock.

Cheers!

Capital of Texas Triathlon & Wounded Warrior Championship

2010-03-09T13:10:00.005-06:00

“No person was ever honored for what he received.

Honor has been the reward for what he gave.” – Calvin Coolidge

Wounded Warrior Project Benefit Dinner announcement as of April 15 - Frank Denius will be the keynote
speaker! http://www.woundedwarriordinner.com/

This year I am doing some work with the Capital of Texas Triathlon which is celebrating its 20th Anniversary this Memorial Day Weekend. Not only does this give me an opportunity to increase my knowledge of yet another segment of the cycling/multisport industry, but allows me the chance to support the Wounded Warrior Disabled Sports Project which is the beneficiary of CapTexTri.

The Wounded Warrior Disabled Sports Project is a partnership between Disabled Sports USA, its chapters and the Wounded Warrior Project, providing year round sports programs for severely wounded service members from the Iraq and Afghanistan conflict and the Global War on Terrorism.

Forty-one years of experience has shown early intervention with active sports results in successful rehabilitation, leading to employment. The “Wounded Warriors” and their family members are provided these opportunities free of charge, including transportation, lodging, adaptive equipment and individualized instruction in over a dozen different winter and summer sports.

Programs take place at sites throughout the United States of America offering Wounded Warriors the opportunity to integrate as participants and mentors in their home communities.
The Capital of Texas Triathlon wishes to honor those who have given so much for our country by building Memorial Day Weekend around the Wounded Warrior Disabled Sports Project. Starting off with a benefit dinner on Thursday May 27th, a proposed ride with wounded veterans on Saturday the 29th, and culminating with the Wounded Warrior Championship Race on Monday the 31st, this weekend is for them.

How can you or your company help our heroes?

Your company:
Event sponsorships (see brochure with demographic info)
Multisport and Fitness Expo
Sponsor a Wounded Warrior athlete to compete at CapTexTri
Wounded Warrior Disabled Sports Project Benefit Dinner (Thur. May 27th at the Austin Hyatt)
      Corporate Table Sponsorship starting at $1,500 (recognition and table seating 10)
      Donate items for raffle, live or silent auctions
Email Sponsorships@CapTexTri.com and please reference DareToBrand so I can follow up with
you directly.

You: If you live in Austin we need:
Volunteer committee members for CapTexTri
Volunteer committee members for Wounded Warrior Benefit Dinner
      Email for committees at Sponsorship@CapTexTri.com and reference specific committee you can help

Race day volunteers (Memorial Day, Monday May 31st)
Register as race volunteer here http://captextri.com/triathlon-volunteer.php

I invite you all to take advantage of this opportunity with me to show our disabled service men and women how much they are appreciated. Our help can make a difference in their lives.

Please contact me direct at DareToBrand@gmail.com for detailed sponsorship information.

Concept Designs In Cycling/MultiSport

2010-03-03T12:16:00.003-06:00

Everyone has heard of the Detroit Auto Show, right? This is where all the big names come out to show off their visions of the future of automobile manufacturing. We love to see the amazing new designs, the elegant curve of a fender, the bold statement of chrome a grill, the unusual way the doors may open, etc. This is their way to show the world what wonderful new boundaries they are pushing in style, technology, function and safety.

Concept designs naturally bring about the curiosity in us. We all get excited when we hear that XYZ Company is going to unveil a new technology or design and we can't wait to see it, right? This is true even if it may be something that isn't completely ITU or UCI legal... for now. Concepts are the best way to show the consumer just how far ahead you are thinking as well as how hard you are studying the sport and the needs of the consumer/athlete.

The lack of concept designs in the cycling/multisport industry has kept technology from moving forward as much as it could. For the most part, all technological advances that we see at shows like Interbike are built within current UCI/ITU standards and are part of regular product line to be delivered to retailers the following season.

So why hasn't the cycling/multisport industry typically made use of concept designs? Coming from the manufacturing side of multisport I can tell you that there are two sides to this issue.

Manufacturers in this industry are stretched thin from what I've seen. This means very little if any research is done in coming up with new materials for their own brand. Materials used are most often the ones most easily found and broadly marketed. Yes I do understand about supply as well, and some super high tech materials are produced in low quantity due to price and/or demand. One thing that producing concept designs does is start the process of demand which eventually requires these materials to produced more readily. If no one ever started designing aircraft out of carbon fiber, the abundance would not be near what it is today.

Factories have a pretty set list of materials to use for what they assemble. If you go to them and tell them you want a wetsuit for example, they give you a list of materials that they use and you pick which ones you want them to make it with in order to hit a certain price point. You may also submit your own patterns or work with them to develop some with you. This process almost discourages thinking out of the box because it takes time and money and the factories are usually reluctant to come up with new techniques for assembly and even new equipment to achieve what is needed. Factories can and must be coerced to step beyond their current limitations in order to move ahead.

The companies in the cycling/multisport industry who invest in concept designs are the ones who will ultimately succeed in not only standing out from the crowd, but earning credibility as the authority on the design of a particular product.

Here's a thought, in order to consider something a concept doesn't mean it has to be that from top to bottom. How about "concept on a budget"? That is, take a product from your sellable line and plug in a part, section or feature that is conceptual. In some manufacturing instances this may not work but you will have to figure that out on your own.

Back up your concept. A concept product that looks like everything else, is, well nothing really. At least in the consumer's eyes if it fails to look, function or feel special you will hardly get any attention with it. This also falls in with marketing. The other thing to keep in mind is what it will do for the consumer. A concept design should do something better. Faster, stronger and lighter are all barriers we try to break through in sports. Talk is cheap; you need verifiable numbers that can prove what you are accomplishing.

Include your sales and marketing people in your proposed concept design BEFORE you start. They should be able to tell you if what you propose is something that the retail buyer and consumer needs. Producing concepts which are not congruent with these needs in mind is a waste of time and money, not to mention that you will lose credibility from the industry and consumer.

Don't make the mistake of starting a brand with a concept if you don't have a sustainable, sellable line. What happens in this case is that the consumer says "Wow! That's really cool! So what do you make that I can afford/use right now? Nothing? Oh, well I guess I'm going to have to take my excitement and go purchase something from someone else.” No matter how cool or advanced your concept is, if you don't have something right there to direct the excitement and money toward that they CAN buy, you will inevitably look like, well... a schmuck.

So what are you waiting for? Make this part of your budget and get to work!

Snow Mobile Modification

2010-02-23T08:50:00.001-06:00

Due to the snow in Austin, the city has recommended the following modification to your vehicle...

Appears that the instructions have been stolen by a foreign country. A full investigation will get underway as soon as I have breakfast. In the meantime, please enjoy the rest of my blog. Cheers!

Company & Product Launch

2010-01-11T13:10:00.000-06:00

First I'd like to say welcome to 2010! It's going to be an exciting year with many new ventures at hand. I wish you all a successful, happy and healthy year.

Now let's talk about launching a new company/product. The first and most important part of this to keep in mind is that you only have one chance to launch. That being said it is vital that you spare no effort in finding out exactly what you need to do, when you need to do it, and how THE CONSUMER will view your new product.

Need:
One of the biggest reasons people in cycling/multisport create a new company and product is because they want to provide something to the consumer that they believe can be made better, look better, and fill a role better than the next person. Many of these attempts end up falling short because of the incredible amount of detail required to design something that truly fulfills the role more completely and stands out among all the other products competing for that role.

Research the need. Is it possible that this type of product already exists or something very similar? If you believe there is a need, the buck can't stop there. Call retailers nationally, speak with athletes from all corners. Do internet searches. Make room to hire people who can guide you and who have experience in the industry. Perhaps your idea has been selling like hotcakes in Europe and that company is about to launch in the US with full distribution and a huge marketing budget. Can you afford to not research this?

Product Design:
The best type of person needed to create such a product is someone who not only understands technology and design, but has experience with all perspectives from the actual use of the product as an athlete, to construction, through the process of planning how it will be sold. Let's face it, you simply have to know the mind of not only the athlete, but of the athlete as a consumer. That isn't all. You must also know the mind of those who do the buying for the retailers you want your products to be sold through. I've seen many a buyer who has lost the twinkle of excitement in their eye due to the overuse of gimmicks. There is a big difference between gimmicky and hard truth, and a good buyer will know when you have to give a lot of fluff. Make sure your product doesn't need fluff in the design phase, not the often afterthought marketing phase. Marketing must be a part of the whole design, especially when dealing with a highly educated demographic such as triathletes.

Timing:
When do you launch your product? Do you have someone who can make your product? What is their manufacturing schedule? When do you need samples made? When do you need supporting materials in hand? When will you need to go to production? When will you need to deliver your production to the market? The answers to these questions will vary depending on your market. For instance, products released for triathlon will not meet the same timetables as they would for swimming. The region of release may also vary due to climate. I have listed a few of the questions that need to be answered, and missing any can create as little trouble as a headache, to major problems with your company's sales and credibility.

Passion:
Make no mistake, having passion for the sport and your product IS NOT A SUBSTITUTE for tons of research and relentless planning/design. Passion IS a huge asset when you know when to separate emotion from what research is telling you and common sense. I've seen glorious passion completely obliterate companies because it was allowed to override good sense, sometimes even from inception.

The larger a company becomes, the harder it seems to keep that passion and vision. When work gets doled out it is often a mistake to hire people who don't share the same passion or knowledge of the sport. I would use the analogy of an actor who just reads a part instead of "being" the part. Trust me, the ultimate success of a product is best served by people who have the passion, not who are just paid to do the work.

Promoting the launch:
A company/product launch can be a complete disaster if you don't have the right connections and relationships in the industry. On your own it can literally take years to develop a network of industry leaders and outlets for media attention. The people who know and accept your product to start with are critical to credibility. Non-competing manufacturers, athletes, product review sites, industry magazines, podcasts, retailers and governing bodies to name a few are all resources which can make your product highly visible and credible very quickly. Again, it's worth it to get help with this from people who have those relationships already in hand, otherwise your grand launch may only fizzle. As with everything else I've spoken about, timing is critical. Winter is not the best time to launch a hydration product, and a triathlon specific transition bag is not best launched at a mountain bike race. I know this sounds a bit dim, but sometimes the mentality is that the more places promoted at, the better. This really isn't the case. Get established in places focused on activities that your product is tied in with.

The bottom line is that there is much more to this than meets the eye. It's no wonder there is such a high failure rate of small businesses. Too often passion crushes good sense, and without a road map and people with the experience on your side you are taking a much greater risk than you need to. Are you risking your credit, your home, your life savings, your family? You have choices.

Best wishes in 2010!
Cheers!
Darren

Sponsors And Brand Alignment

2009-12-11T08:37:00.000-06:00

Everyone is familiar with what sponsors are for and what they do, but knowing who to pick can go a long way in telling the story of what your brand is and what you are about.

Most may count on their mission statement to convey this message, but you must also consider what your sponsorship alignment says about you. For instance, an event raising funds for AA may not want a generous sponsorship from a company producing alcoholic beverages. Likewise, although a particular sponsorship may not be in direct conflict with your brand, you should consider if there might be any potential questions regarding a sponsor's ethics which could negatively affect your brand. A big bank sponsor may not be the best if it is seen spending tons of marketing dollars shortly after being bailed out by the taxpayers.

Sometimes sponsorship alignments may not seem to be of direct alignment, but the services or industry networking angle may be that which you may find beneficial for your exposure or future growth. Pick sponsors that you can develop a long term, mutually beneficial relationship with and put that to work. You will go much further this way then just fielding whoever throws money your way. Remember, you need to shop for and even interview sponsors, not just take whoever you can get. Spend time on this and it will pay off for both you and your sponsor.

This being said, I am helping some amazing people shop for sponsors for the Capital of Texas Triathlon which will take place Memorial Day at the end of May 2010. The CapTexTri is a Pro Cup event as well as Olympic qualifier who's main beneficiary is the Wounded Warrior Project. For details, email me at DareToBrand@gmail.com

Happy Holidays!

Product Strategy - Retailers and Manufacturers

2009-11-25T11:13:00.000-06:00

Bicycle retailers continually face the challenge of what products to carry and why, especially when first opening a store.

There are many things to consider including your store location, region, proximity to competitors, what your competitors carry, and of course who your customers are. There may even be some businesses or services which a shop can work with in order to create its own personality and give it credibility in the community. Services should certainly be considered in your product lineup as they can help to round out what your company/brand is all about.

Manufacturers similarly face the dilemma of exactly which products they should make. This should fall back on what the brand is about and the brand's position. All products designed and manufactured should be in line with a particular goal. For instance, a brand which specializes in electronic hardware should not up and decide to make nutrition products. As well, a hard goods manufacturer would not be best suited for all of a sudden putting out a clothing line. I can think of a couple in the industry who have done this and although it might not cause the demise of a company, it is by no means the most efficient or effective way to do it.

So, back to the retailer. Should a bicycle specific shop start carrying running shoes? For the most part, probably not, but again it depends on a number of factors including location and your clientele. For instance, your bicycle shop is located by a running trail, your clientele is made up of a high percentage of triathletes who use that trail for training, and there aren't any good running shoe stores in your area. Then perhaps you should look into it. Next look at your retail floor space and how much you have to offer for the new shoe section. If you only have a couple styles to chose from, your customers probably won't feel like you know what you are doing or are committed. To that end, you'd better have someone on staff at all times who is VERY knowledgeable in running to sell the shoes, otherwise you risk losing credibility.

I've seen a lot of retailers "try" to get into selling other specialty products. There is no try or try not, it IS do or do not. But always keep in mind your location and who/what your competitors are.

Still need more detailed information about your particular direction?
Contact:
Darren Zielinski
DareToBrand@gmail.com

Happy Thanksgiving to all!
Cheers!

Marketing Surveys

2009-11-05T09:49:00.001-06:00

We are all familiar with marketing surveys in the cycling/multisport industry talking about age ranges, income, marital status, gender etc, but I'd like to hone this information to better help manufacturers and retailers decide what to make or stock, how much to make or stock, and what the consumer is interested in buying.

Retailers and manufacturers please take a moment to vote (on right side of page) on which question might be of most value to you. This only takes a moment and your support can help build a new survey angle which you will ultimately benefit from.

Thank you for your help!

Expo Fail

2009-10-30T17:07:00.000-05:00

Whether you are a retailer or manufacturer, presentation and sales of your products and services directly to the public at event expos is the best way to make an impact with the consumer.

In an ongoing study of products, services and marketing ideas I recently went to a couple expos here in Austin. I saw everything from the very well funded big corporate booths to very small non-profit organizations. Some had giveaways, fun games, raffles, and others even had celebrity spokespersons.

The one major factor that everyone needs, no matter what the size is knowledge. It doesn't matter if you are a retail shop, a non-profit, or one of the big bicycle manufacturers, you must know what you are doing there.

I was appaulled that after being offered a free sample of a product, the person handing it out couldn't tell me anything about it. Now I know most people who have been to expos have run across their share of booth babes who were hired per event simply to attract attention and hand out goodies, but this was definitely not the case. What's worse is that this was a simple, single product.

So here's about how it went down...
Me "So there are so many of these on the market, what makes this one different?"
Company Rep "Unlike other brands, this is... (insert one word description like faster, durable, healing)"
Me "Oh, so how does it do that?"
Company Rep "Well, I'm not an (expert/doctor/etc.)"
Me "I see, so you are new? You aren't familiar with this product?"
Company Rep "I know about the product".
Me "Great! So how does it do it's job differently than others?"
Company Rep "I said I'm not an (expert/doctor/etc.)"
At this point I set the sample down and walked away in dismay.

Does it make sense to purchase a booth, load up your product, pay staff and spend the weekend away from your friends/family/cycling to create a poor perception of your company or product? It took me less than 5 minutes of my time online to get the answer to my question about this product . I'll tell you that the only reason I cared enough to do this after my experience was in order to make a point on this blog. Had I known the difference right then at the booth, I'd have taken a sample and tried it out. Unfortunately for them I am already turned off from the brand.

It's best to have a team meeting with your staff before every expo so that you can review the basics of what you are promoting. Make sure everyone knows your basic theme, technology or purpose. If for some reason someone asks you a question you don't know the answer to, let them know that you will find out that answer for them and then either find someone who does know, or ask for contact information so that you can get back with that person. A little effort will go a long way in creating credibility for your company, brand or product. I'd rather have the perception of a person as that of someone who cares and wants to help, than the perception of someone who couldn't care less and just plays it off as "not being an expert". There is no excuse for that!

If you are a retailer or manufacture in need of assistance to figure out your company position, product direction, or brand strategy in the market place I am availalbe for a consultation.

Darren Zielinski
DareToBrand@gmail.com

To Tri Or Not To Tri - Retail Market Shift

2009-10-20T21:23:00.000-05:00

Over the last couple of years I've seen an increasing number of bicycle retailers who have not previously carried triathlon products edge toward that market. The big question is should they? It's not as easy as basing it on the simple fact that the triathlon industry is quickly growing or that they have had a few customers come in looking for triathlon products. It's important for each retailer to qualify their need to carry those products as well as know who their competition is and how they can set themselves apart, if at all.

I've heard from retailers all too often that they have brought in a few tri products but "it just hasn't taken off".
Why is this?

First, one must consider the demographic of triathletes which is historically highly educated with an average household income of $126,000. I would say that this would have to be changing however since race promoters have been doing very well at broadening the market by creating races which can be completed with much less training. The second thing to keep in mind is that being a triathlete has been viewed as a status symbol, like those wearing a Rolex with a nice tan and having tons of pictures of themselves in exotic places. As status symbols go you can bet that many people want to find a way to emulate it. In triathlon it comes in the form of shorter distance events and lower priced gear. There is still a balance to keep in mind, and anyone willing to tackle a competitive sport which spans three disciplines will have to be at least somewhat education driven and have some expendable cash.

Are there any triathlon specific shops in your area? If so, you need to learn about them and their clientele. Ask your customers questions. Go to some triathlons and ask participants about where they shop, what they look for and best yet, ask about their good and bad experiences with shopping. It's important to learn from the mistakes of others. Remember though that no matter how good the shop is, not everyone will be satisfied 100% of the time. Use this information to figure out how you might be able to make your shop stand apart.

Do you have any tie-ins with the triathlon community? Having good customers or friends who are triathletes or even triathlon coaches can help your shop bridge up to becoming a worthy tri supplier. If no one knows you or if you have no experience in triathlons, credibility will be difficult to attain. Develop relationships with coaches and clubs and plan on hosting seminars and product demos. Along with that thought, you must at all times have an experienced triathlete on staff if you do decide to carry.

Your shop must also be inviting to the beginner yet have the ability to go the distance with more experienced triathletes. Creating a "beginner package" is a fantastic way to cater to new people to the sport and make it easy for them. Being three disciplines, purchasing equipment for triathlons is very confusing and overwhelming for the newbie. Having all the basics laid out in a package at a reasonable, entry level price will help build your shops reputation and customer loyalty. Don't forget to have some nice bling in the shop that people can look at and aspire to purchasing as they feel more confident in their abilities. You don't want to lose the customer base you've cultivated to the high end shop down the road.

Commitment is a big part of becoming a triathlon retailer. You must be willing to devote at least 20% of your space and budget to support this move to start. I have seen this throughout the country in various shops where only 5% or 10% is devoted. Customers can smell the fear of shops "testing" it out. There is no "testing" about it. Either you do it or you don't. This is by far the biggest mistake I see. This space devoted must also be separate from other equipment. Make it stand out so that there is no mistaking that you have a triathlon section. I will reiterate that having an experienced triathlete on staff at all times is very important.

I've mentioned some of the basic questions and ideas that bicycle retailers need to ask themselves if they are thinking about catering to triathletes. Sometimes the best answer is to leave it to the tri specific shop down the road and continue being the best bicycle shop in town. Don't stress out if it looks like you should stay where you are at. It's good to re-evaluate what you do and what your community needs from time to time and to hone your shops position.

Lastly, if you decide to delve into the world of retailing triathlon products, don't do so quietly! Have a launch party and put out announcements and flyers. Invite the triathlon community and friends. Shake hands and kiss babies. Introduce your experienced triathletes on staff. Make it an occasion and show your confidence. This will go far!

Keeping It Straight

2009-10-13T09:48:00.000-05:00

A few years ago I saw a series of commercials from two different products from a particular brand which conflicted with each other.

The brand's explanation for their products of various levels was that different levels of athleticism needed different levels of their product. In the world of sports (as well as many others) this is not uncommon and is even a welcome thought process from both the consumer and the manufacturer point of view.

The problem with this was that they not only got their message crossed between products but they ran a long campaign of commercials of the two products on television at the same time.

Their lessor product was plugged in earlier campaigns for mid level athletes, however when the campaign I'm referring to came about they were clearly advertising that it was used for the most severe levels of climate and bodily stress that one could endure. At the same time they were trying to say the same thing about their top of the line product designed for the top athletes, however this commercial was much less impressive in representing the needs of the top athletes.

It seemed apparent to me that two seperate groups had a job to design and distribute an advertising campaign about their own level of product, and no one between the two communicated as to how these would look or compare next to each other. A lot of money was spent on these commercials which only caused discredit to the brand.

Did the company still make money from the advertising, probably. But was it as effective as it could have been? Definitely not.

Marketing STARTS with the definition of the product line and continues with product design. It's important to state specific levels of performance, comfort, etc. for each product level from the beginning so that what you design and ultimately market can be kept straight. You never want a lessor product to out perform your higher end product. Marketing as such will only work to discredit your brand. Credibility is all too important, especially in a day where there is so much competition.

Interbike 2009 / Branding

2009-10-05T21:12:00.000-05:00

For the first time I was able to attend the bicycling industry's trade show called Interbike as a free agent, allowing me to stroll through and look at all the brands and marketing attempts at my leisure (outside of my meetings to secure business). Previously I've been stuck in a booth with little or no time to explore and study what else was out there at the show.

Wow! It's amazing some of the lack of thought and education that is behind some products. I can certainly appreciate one's passion for sports and the desire to build a successful business in the industry, but PLEASE people, pay attention to what you are making!

With the rapid growth in the fitness business and spread of knowledge on the subject of nutrition, companies really need to consider all aspects of what make up their product as well as the mind of their intended customer.

The basic building blocks for a nutrition brand IS NOT a huge marketing budget! It's ingredients and GOOD, CREDIBLE and RECENT science! Including ingredients in which a simple Google search will turn up a big mosh of arguments for and against the safety of said ingredient probably won't do well for your product, especially if your targeted demographic is highly educated. If you think not many people know about it now and it won't affect your sales down the road, don't bet on it.

More on other topics soon to come!