What
a start to 2008 for cycling. The news headlines of record bicycle sales
for 2007 (1.4 million) got the year off to a good start. Since then
there has no week gone passed without a reference to cycling in the
media mostly positive.
Cycling is now recognised as a great
way to get active, avoid traffic congestion and parking hassles and to
reduce their environmental footprint.
Newsletter Topics
Cycling Motivation
Cycling Commuting
Cycling to School: National Ride to School Day
Promotion and Marketing
Publications and Promotional Material
Cycling Promotion Fund Supporter Membership
Cycling Motivation
Did you know that fitness and health are the biggest
motivation factors for people to take up cycling? The Cycling Promotion
Fund has developed a fact sheet
Tip: Why not include some
of this information in a newsletter to your customers or in your shop
window? The Cycling Promotion Fund has fact sheets and posters you can
utilise.
Cycling Commuting
Cycling
to work has been increasing considerable in Australia. According to the
2006 census cycling to work has increased by 20% Australia wide, with
Melbourne topping the list with an increase of 42.5% since 2001.
More
than 90,000 people cycled to work on the 2006 Census Day, which is in
the middle of winter. Cycling counts on popular cycling routes over the
last year indicate that the growth in commuting by bicycle is
continuing and an increasing number of companies now actively encourage
their staff to ride to work by providing incentives.
Even Lance Armstrong has recognised that this is where the
future growth in the cycling is going to be and he plans to open a bike
shop in May this year. The shop will become a commuting centre and he
argues that the cycling industry has to play a more active role in
promoting commuting by bike and in putting pressure on Governments to
create more bicycle friendly amenities.
Armstrong is committed
to cater for the novice rider despite his experience as competitive
sport cyclists. “I rather encourage rookies to start riding than sell a
faster bike to a veteran cyclist. If you are commuter, you are just as
important to use as a state champion on a road bike”. Wise words from a
champion.
Tip: Display some bikes set up for commuting with racks, mirrors, mud guards and
lights in your shop and offer them as a package.
Include images and posters of commuters in your display and include
commuting tips in your e-newsletter. Did you know that most state
governments offer free cycling commuting maps and tips on how to ride
in traffic?
What a great value add to give to your customer at
no cost to yourself. The Cycling Promotion Fund has also a range of
publication which can be included as a package to go with a new bike
and we can assist you with Government contacts in your state.
Cycling to School: National Ride to School Day 12th March 2008
Finally
the tide is turning and the number of kids cycling to school is
increasing again. Child obesity together with congestion around schools
and concern about the environment are just some of the factors why
parents are starting to encourage their kids to cycle to school again.
Riding
regularly and for transport puts more strain on a bike than just riding
occasionally around the block. This generates an increased demand for
high quality kid's bicycles.
Tip: Promote the fact that
your shop offers quality bikes and peace of mind for parents. Many
people do not realise that bike shops assemble children's bikes and
offer after sale service.
Check out if your local
schools have a ride to school program and ask if you can include some
tips on what to look for when purchasing a bike for kids for the school
newsletter. You may offer an incentive for parents to purchase a bike
at the local bike shop. The Cycling Promotion Fund has many resources
and tips you can include.
Promotion and Marketing
Promoting
and marketing are vital tools in increasing sales and attracting new
customers to your shop. Unfortunately you have to compete with an
increasingly savvy leisure and recreation market and or the millions of
dollars spent on car advertising.
The Cycling Promotion Fund has developed a number of adverts
and advertorial material with tips on cycling. You are welcome to use
them and adapt them for your shop and circumstances. We also have an
excellent graphic artist who at an affordable rate can adapt them for
you. Tip: Look at the Cycling
Promotion Fund adverts and advertorial material and consider adapting
them for your promotion and marketing campaign.
The
Cycling Promotion Fund has developed a range of publications and fact
sheets targeted at novice riders. They are great promotional tools and
can also add value to a sale by including them with the sale of a
bicycle, to inspire customers to get more out of cycling.
We also have posters which can be used in displays to inspire
people and motivate them to purchase a bicycle to experience the joy,
the freedom and the health benefits cycling has to offer. Tip: Download our order form
and discuss with your staff how you can utilise the promotional
material to enable your shop to become a hub for cycling information
and tips.
Cycling Promotion Fund Supporter Membership
The
CPF committee has decided to reduce the supporting membership of the
Cycling Promotion Fund to $200 a year. In return supporters get the
Cycling Promotion Fund publications for free. If you are not a
supporter we will need to charge you a fee and postage.
Remember
the supporting membership assists us in promoting cycling not only to
individuals but also to businesses and governments to ensure Australia
is becoming more cycle friendly.
We look forward to working with you to take advantage of the great emerging opportunities for cycling.
Kind regards
Rosemarie Speidel
Program Director
On behalf of the team at the Cycling Promotion Fund
CPF News 
What
a start to 2008 for cycling. The news headlines of record bicycle sales
for 2007 (1.4 million) got the year off to a good start. Since then
there has no week gone passed without a reference to cycling in the
media mostly positive.