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Old 12-04-07, 11:36 AM   #26
Bionicycle
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Maybe bicycles would be more in demand and usage would go up if our stores/malls/shopping centers were more bicycle friendly. If the roads were designed for the casual rider. If there was a safe easy place to park while you shop. If access to these places was easy. It's an interesting thought. Perhaps bicycling in general should be advertised to show the health advantages and how "green" it is to ride a bike in lieu of an auto. Maybe the bike manufacturers should get together and advertise collectively.
I think the advertising will have to come first though to get the general public thinking along those lines. I don’t think the Malls or Stores will take the Field of Dreams attitude (if you build it they will come) I think more of the general public will have to demand it.

But, I very much agree with what you are saying overall…
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Old 12-04-07, 05:54 PM   #27
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"… maybe I will have a bumper sticker made that says “My second car is a bicycle”, or something like that."

How 'bout "My FIRST car is a bicycle"?
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Old 12-10-07, 01:31 PM   #28
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I saw ads run by Schwinn very often on TV during the early to mid-1970's. At the time, some of the ads were aimed at children but they soon covered people of all ages. By the 1980's, the adds stopped. Sad.
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Old 12-10-07, 03:16 PM   #29
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wtf, mate, www.cycling.tv has nothing but cycling ads.

I think a more interesting question is why isn't there a cycling channel on cable.
When you consider there are channels dedicated to all sorts of activities, why not? Is there enough money between ALL bike manufacturers to build something that would help them all?
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Old 12-11-07, 03:16 PM   #30
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A little more information to think about...

I work in commercial production (televison, actually writing/filming/editing commercials), and i've been riding for many years. The first question i would answer is "what are you trying to sell?"

A company like Trek, for example, would probably run ads similar to a car companies, like Nissan. They could make ads featuring individual models, which would work if they hit their audience. I would say the average American would not understand the different between a "Trek Model A" and a "Trek Model B," nor would they care, since they look the same and function the same.

Trek could focus on different types of bikes, for example, mountain bikes or comfort bikes. They could sell that "category" of bikes easier than a whole spot about the new Trek Fuel 9.

If the commercial spots ran in a cycling or even sports specific environment, say, during the Tour de France, you could easily advertise the latest Trek or Cervelo. If you ran it on a local affilate, the cost versus return would be pretty low. A bike company would have a hard time effectively using television to sell a specific item, however, they could sell "cycling" as a hobby, sport, activity, transportation, etc. For example, Trek could "sell" the idea of commuting to work by bicycle, it's health benefits, etc., while depicting all Trek merchandise. Cervelo could "sell" the idea of bike racing, and racing with Cervelo brand bikes.

Local bike stores would be a little different. First, they would have to get approval from the manufacturer to use/advertise the products. If, say Specialized, did not approve the ad, they would not allow it to be run. Or, they might have stipulations on it's use. That's why cell phone stores have to list they are a "brand-x" retailer.

A bike store could, however, "sell" itself. They can advertise who they are, what they do, how to help, upcoming sales/promotions, etc. The main drawback, however, is cost. They can shop around at different stations to find a good deal, but bike shops have such a low profit margin, making television a less than ideal choice for advertising. How do most people learn about bike shops? Phone books, location, and word of mouth.

Plus, there's a big difference between making a commercial, and buying the airtime to run the commercial. Lets say it costs $1000 to make a commercial, to write, film and edit a 30-second spot. You still have to buy the time on a station to air it, which could run, say, $10,000 for some nice spots (primetime tv, in your target audience, with several repetitions). More cost effective would be to put that same spot on the internet, on a cycling website where you're guranteed your target audience, at a fraction of the cost.

Chris L had it mostly right, the profits might not cover the costs of the advertising. There's several companies/businesses i've worked with who went out of business despite the tv spots, or had to pull their commercials off the air because they were costing too much.
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Old 12-11-07, 03:23 PM   #31
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I imagine that most avid bike riders don't need commercials; and they are the ones who spend the big bucks. They have been riders since the training wheels fell off.......... Exposure??? What about Elliot with the ET in his basket, you don't get more than that............all SORTS of biking in that movie, although young............
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Old 12-12-07, 06:03 PM   #32
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...Why not have an ad that shows an adult riding to the convenience store, or commuting to work…?
That would be a public service announcement. For the benefit of all. Unfortunately it seems like everything is for profit only. Sorry but I LOVE public service announcements, turning off the water, energy efficient light bulbs, wonderful!
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Old 12-12-07, 09:00 PM   #33
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That would be a public service announcement. For the benefit of all. Unfortunately it seems like everything is for profit only. Sorry but I LOVE public service announcements, turning off the water, energy efficient light bulbs, wonderful!
I still think it could be both… I think with the right concept in advertising, a bike company, or LBS could present a positive message without being preachy about it. As has been said… it is sad that it is all about profit all the time. But I am by no means naive about the economics of it. Money do make the world go round
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Old 12-12-07, 11:50 PM   #34
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Are you trying to tell me Landrider stopped showing their infomercial?
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Old 12-16-07, 11:12 PM   #35
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Why don’t bicycle manufactures/companies advertise on television?


Why not have an ad that shows an adult riding to the convenience store, or commuting to work…
I saw a commuter on a bicycle in a Crate and Barrel ad on tv today out here in Chicagoland. The bicycle wasn't the product being advertised, but the ad did make bicycling look good.
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Old 12-17-07, 01:06 PM   #36
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Car companies can afford to make TV commercials.

(numbers in millions) 2007 01 86997. 2007 02 56953. 2007 03 57269. 2007 04 07012. 2007 05 57181. 2007 06 77206.

( http://www.economagic.com/em-cgi/data.exe/cenm3/a36avs )

That's 7.2 BILLION dollars a MONTH. That's probably how much bicycles sell in a decade. I hate to mix raw numbers with pure guess work, but bicycles were not even listed. But I think we can all agree that when you're doing 7 billion a month in business, you can drop a couple hundred thousand on TV commercials. How many bikes would you have to sell to make a few hundred-thousand dollars on bikes so that doing a commercial is economically viable?
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Old 12-19-07, 12:44 AM   #37
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Maybe that Bank of America commercial where the bike keeps following the guy who loves it (it makes my heart go pitter-pat!) will inspire demand & lotsa commercials, and we will be in the vanguard!

Once despised and brushed aside (by speeding SUVs driving in the bike lane), we will be seen as shamanistic soothsayers and prescient prophets!!!
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