Friday Fun linkpile

This week in bikes…

Janette Sadik-Khan gets what she deserves.

Copenhagen gets bike congestion. ‘Build it and they will come’ seems to be operating well here, but the lesson is the same – when they come you need to keep building!

Y’all will know I bought a Burley Travoy trailer a little while ago. Now I’ve found out the back story I’m even more pleased to have it. So much that was bad has come out of September 11, so I’m stoked to have a connection to something good that resulted.

This Singapore bike shop does the loveliest things with vintage bikes.

Greater Wellington Regional Council is ramping up promotion of cycling for transport. But why do we once again get the sporty look and the frock-unfriendly bikes? Think about your target markets, guys.

And finally, something local and awesome for the kids. The New Dowse (which is excellent, by the way) is showing 100 Bikes Project: Part 1. I’ll be interested to see Part 2, when it comes.

Happy riding, everyone.

By http://www.flickr.com/photos/trec_lit/ (http://www.flickr.com/photos/trec_lit/38609221/) [CC-BY-2.0 (www.creativecommons.org/licenses/by/2.0)], via Wikimedia Commons
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2 thoughts on “Friday Fun linkpile

  1. Simon Kennett

    The photo on Greater Wellington’s Bike Buddies web page is simply a shot of a new bike commuter and her ‘bike buddy’ (brought together by the scheme last summer). They weren’t asked to wear or ride anything in particular, so they’re just wearing what they feel is comfortable and convenient. Each to their own.

    I think the target market for schemes like this should include the 25% of Wellington region residents who own bikes (for recreation) but choose not to cycle commute. I hope the Euro-style of commuting pictured above grows, but to market the bike buddy scheme to that niche would be pretty limiting at this stage.

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    1. This is where we differ, Simon. I strongly disagree that the Euro-style of commuting is a niche market.

      Commuters ride in their ordinary clothes in ALL the successful cycle cities and countries I’m aware of in Asia, the Americas, and Europe. The places that have low commuting numbers are places where bikes have a sport focus. Example: New Zealand.

      The other thing here is that successful marketing is both relatable and aspirational. In general, councils’ marketing is neither.

      Marketing cycling as aspirational (commuter-style bikes) and relatable (work/ordinary clothes) is still inclusive of the 25% of people who have recreation bikes in the garage. They can, after all, relate to wearing clothes, yes?

      A common comparison made is car marketing. You certainly don’t find ads for car accessories, oils etc highlighting what people have already got. They go for aspirational (race car!) and relatable (cleanliness).

      I forgot the final point I was going to make.

      Anyway, here’s a (surprisingly good) powerpoint of a successful bike-riding marketing campaign http://www.fietsberaad.nl/library/repository/bestanden/Wigand.pdf

      Like

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