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An Open letter to Phil White at Cervelo

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An Open letter to Phil White at Cervelo

Old 07-03-06, 11:17 AM
  #26  
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Originally Posted by dog hair
is it possible that when you're in the advertising business you become too analytical?
I think that's natural in any demanding job. Talented people become a bit monomaniacal about doing a great job no matter what the constraint or budget is. And they're physically unhappy when they see a crummy job. Which is exactly why you want them working on your project (as long as you can maintain control).
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Old 07-03-06, 11:20 AM
  #27  
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I know Rad is just a perfectionist, as it shows... Hopefully it lands him a date with a R3 or a Carbon Soloist, or dare to dream, a Bayonne!

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Old 07-03-06, 11:28 AM
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Most of the bicycle-industry spots are amateurish. If you compare them to some of the other commercials like the Vodka or car commercials on OLN during the TdF you'll see the difference. All the bicycle-indusrty commercials are poorly produced.
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Old 07-03-06, 11:30 AM
  #29  
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I have to agree, the production quality on the spots is awful. If you're spending the money to buy the airtime, spend a little bit and have something good to air. They wouldn't have even had to change the content, it just looks and sounds like Gerard's hi-8 camera was used to film the spots.
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Old 07-03-06, 11:31 AM
  #30  
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Hey, any press is good press, right? Looks like the spot from Cervelo has the tips of our fingers today.... that is golden.
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Old 07-03-06, 11:38 AM
  #31  
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I only saw one or two commercials as I had it Tivo'd - but did rewind to watch the Cervelo commercials and noticed the low quality.

Here's my theory, maybe they had Basso doing the commercials but had to pull them at the 11th hour and these were "replacement" commercials.

Also, some of the LBS' had their commericials air on OLN (airing locally of course) and these were 10x superior in video and audio quality.
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Old 07-03-06, 11:49 AM
  #32  
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Originally Posted by BeeTL
Perhaps the "enthusiast's deal" is what they already got!
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Old 07-03-06, 11:50 AM
  #33  
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- maybe spending *no* money on commercials would lower the price of the frames?

- i mean, c'mon, US$3,400.00 for a soloist carbon frameset?
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Old 07-03-06, 11:59 AM
  #34  
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Originally Posted by evanatorx
Why would you care about a tv spot. It doesn't concern you. Who are you to tell Cervelo about how they should or should not run their business. I don't see you running a company with a bike in the tour.
No, but I help run a big company that is heavily into the marketing and advertising business - and guess what - my job is to oversee all the television production. Not only am I qualified, I'm interested in the subject matter.

This type of advertising IS PROFFESIONAL Cervelo obviously put time and effort in to coming up with good ideas to draw in customers. This is creative advertising that is

a) Friendly, doesn't point fingers at ANY other companies
b) Funny
c) Effective
d) Well thought
You don't work for Creativity do you?

Most bike companies don't even have advertisments on tv. I have seen specialized......trek.........um............................walmart?
Television advertising is the most expensive form of all advertising. The reason you don't see many bike companies on TV is simply because it's not money well spent. The point is, Cervelo could have done better - A LOT BETTER - without a whole lot more capital investment.

Back to the point, you have to give credit to cervelo for going ahead and expanding their business. Props to CERVELO!
Yes, I will give them that. But let's think about what this effort means to them. My guess is that this campaign represents the largest marketing investment in the history of the company. Yet the ads don't look 1/10th as good as any of their print ads and they certainly aren't a good representation of the image Cervelo has worked hard to attain. If anything, they demean that image.

Is that money well spent - even if it's free?

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Old 07-03-06, 12:03 PM
  #35  
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Originally Posted by SaddleBags

Here's my theory, maybe they had Basso doing the commercials but had to pull them at the 11th hour and these were "replacement" commercials.

This probably hits the nail on the head. Vroomen and White were probably trying to call Rad on Friday, but could only get the local high school AV club to help out on such short notice....
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Old 07-03-06, 12:12 PM
  #36  
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speaking from a non-advertising executive point of view, i can say i'm not a "fan" of the brand. but to me, it gives some representation of their personality, which i like. i doubt it will hurt them at all. anyone who knows what cervelo is already knows what they're looking for anyway. they aren't going to let a silly commercial change their opinion of the product. it's not like they're trying to sell macaroni and cheese to every person that turns on the tv.

now, if they had gone the pedigree dog food("we're for puppies") direction, i'd be really impressed.
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Old 07-03-06, 12:15 PM
  #37  
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I think the obvious is being overlooked. I suspect they had some ads to feature Basso, but pulled those due to the scandal. At least they are buying ad time instead of the TroyBuilt Tiller. I was pretty sick of that last year. Maybe we get full TDF coverage again next year.

Richard
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Old 07-03-06, 12:19 PM
  #38  
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So I guess you'd rather be watching commericials on weed wackers or for the computer professor or any of those other hideous commericals we have to sit through?

We should be giving Cevelo great credit for stepping up to the plate to support the sport. I've considered buying one and seeing them supporting cycling certainly makes me more likely to do so.

Sure they could use better production values. But where are they supposed to get the money? For that matter, what do you think of the production values of the DR tree mulcher ads. Hey, why don't you donate your time Rad?

We should all be giving credit to and patronizing all bike related companies that help sponsor the shows that we want to watch. Otherwise we will have nothing to watch.
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Old 07-03-06, 12:21 PM
  #39  
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Saddlebags, Cylowe97 and Reef58 - that can be the only logical explanation and I hope the right one.
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Old 07-03-06, 12:42 PM
  #40  
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Basso commercials wouldn't have bothered me.
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Old 07-03-06, 12:44 PM
  #41  
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Originally Posted by SaddleBags

Here's my theory, maybe they had Basso doing the commercials but had to pull them at the 11th hour and these were "replacement" commercials.

.
32 posts and we finally get to this. That's my guess they spent all their money on the real deal spots with Basso and now need to find a way to get back to earth and save money while not coming off as an elitist company that supports those who may or may not dope.
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Old 07-03-06, 12:57 PM
  #42  
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Originally Posted by wannaride
We should be giving Cevelo great credit for stepping up to the plate to support the sport. I've considered buying one and seeing them supporting cycling certainly makes me more likely to do so.
Buying airtime on OLN doesn't necessarily support the sport. It's supports OLN, who's primary purpose is to provide content that people want to watch and advertisers want to buy airtime for.

Sure they could use better production values. But where are they supposed to get the money? For that matter, what do you think of the production values of the DR tree mulcher ads. Hey, why don't you donate your time Rad?
You missed my point. Cervelo is in the enviable position of having a high end product that enthusiasts desire AND they are small and nimble enough to be able to enter into trade or barter deals.

I would gladly assemble a team and produce a series of ads for them that would be a much better representation of their company and their image for nothing more than hardcosts and a frame for each of the key personnel. This is the kind of stuff we all live for - where we can combine our professional talents with our persoanl interests. Maybe for next years' TdF?

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Old 07-03-06, 01:01 PM
  #43  
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I think the commercials are great. It deals specifically with the frame construction and strength, the most important part of the bike. Definitely not the glamour of other bike makers commercials. However, companies that show videos of their favorite riders throwing their arms up in victory, is nothing more than an image commercial. Glamorous but nothing to do with the products made by another company and sold
as their own.
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Old 07-03-06, 01:05 PM
  #44  
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55/Rad, you seem to be a popular guy here and maybe that's why I don't see too many people questioning your motives or approach to this. But I find it pretty unprofessional to post an open letter to Cervelo 1) criticizing their advertising and 2) suggesting that you "help" them with it. If I was running the company, I wouldn't appreciate being called out in public by someone who turns around an offers his services to me. There's something to be said for establishing trust in a business relationship, and I wonder how that is achieved by your approach. I am sure there are plenty of qualified people in the business, and given that, I would go with the one that was able to use discretion when warranted.

I see from your many posts that you go out of your way to answer questions and help people on this forum, but this whole thread seems wrong. Not because of the criticism of the advertising, but the suggestion that they should go to you to fix it. Maybe I'm the only one here who feels that way, which is fine. I have no skin in this game.
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Old 07-03-06, 01:11 PM
  #45  
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Originally Posted by 55/Rad
No, but I help run a big company that is heavily into the marketing and advertising business - and guess what - my job is to oversee all the television production. Not only am I qualified, I'm interested in the subject matter.


You don't work for Creativity do you?


Television advertising is the most expensive form of all advertising. The reason you don't see many bike companies on TV is simply because it's not money well spent. The point is, Cervelo could have done better - A LOT BETTER - without a whole lot more capital investment.


Yes, I will give them that. But let's think about what this effort means to them. My guess is that this campaign represents the largest marketing investment in the history of the company. Yet the ads don't look 1/10th as good as any of their print ads and they certainly aren't a good representation of the image Cervelo has worked hard to attain. If anything, they demean that image.

Is that money well spent - even if it's free?

55/Rad
Rad

You should learn a lesson here.
Since your original post there have been 40 responses. Seems to me Cervelo has done a great job by getting attention. After all, isn't attention what a commercial is all about?

As an owner of a company, I would gladly put out a third rate commercial which makes people talk.
How many times do you switch stations during a commercial break, unless it gets your attention!
Obviously it got yours!
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Old 07-03-06, 01:12 PM
  #46  
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Perhaps they don't have a real marketing department... therefore, they don't really know enough on their own to ask those kinds of questions, or seek out enthusiasts to do the job on the cheap.

Or, if they do have a real marketing department, perhaps the end result was exactly what they were looking for. I didn't like the commercials, but after watching one of them, it gave me a whole different estimation of the company... In one 30 second spot (I guess, wasn't paying that close of attention) I went from seeing them as some monolithic, heartless company that cares only about the bottom line, to seeing them as a company that has obviously put all their capital into production of bikes to the point that they can't afford a good TV spot... It reminded me of all the crappy commercials I see for LBSs and various other merchants. So now the mental connection of Cervelo to 'local bike company' is made...
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Old 07-03-06, 01:12 PM
  #47  
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Wife and I have been skipping most of the ads with our BeyondTV recordings. Only thing I've noticed is that the gap between Bob Roll's teeth seems to be getting wider.
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Old 07-03-06, 01:14 PM
  #48  
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Originally Posted by slacker_express
55/Rad, you seem to be a popular guy here and maybe that's why I don't see too many people questioning your motives or approach to this. But I find it pretty unprofessional to post an open letter to Cervelo 1) criticizing their advertising and 2) suggesting that you "help" them with it. If I was running the company, I wouldn't appreciate being called out in public by someone who turns around an offers his services to me. There's something to be said for establishing trust in a business relationship, and I wonder how that is achieved by your approach. I am sure there are plenty of qualified people in the business, and given that, I would go with the one that was able to use discretion when warranted.

I see from your many posts that you go out of your way to answer questions and help people on this forum, but this whole thread seems wrong. Not because of the criticism of the advertising, but the suggestion that they should go to you to fix it. Maybe I'm the only one here who feels that way, which is fine. I have no skin in this game.
Slacker-express - I appreciate your comment on this and you are 100% correct - why would they call me or anyone who has taken this public approach? I certainly wouldn't. My point isn't to get them to call me specifically - but rather....

1. To get us to talk about the spots and share our personal opinions.
2. To maybe, just maybe, get Cervelo to think about calling SOMEBODY next time - For though I may not be the right guy, there are plenty of others in this industry who are. People who take a more conservative approach and use a bit more discretion.

Like I do with my real clients.

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Old 07-03-06, 01:15 PM
  #49  
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Originally Posted by slacker_express
55/Rad, you seem to be a popular guy here and maybe that's why I don't see too many people questioning your motives or approach to this. But I find it pretty unprofessional to post an open letter to Cervelo 1) criticizing their advertising and 2) suggesting that you "help" them with it. If I was running the company, I wouldn't appreciate being called out in public by someone who turns around an offers his services to me. There's something to be said for establishing trust in a business relationship, and I wonder how that is achieved by your approach. I am sure there are plenty of qualified people in the business, and given that, I would go with the one that was able to use discretion when warranted.

I see from your many posts that you go out of your way to answer questions and help people on this forum, but this whole thread seems wrong. Not because of the criticism of the advertising, but the suggestion that they should go to you to fix it. Maybe I'm the only one here who feels that way, which is fine. I have no skin in this game.
I don't agree with this. Rad offered to do it at very little cost to Cérvélo.
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Old 07-03-06, 01:16 PM
  #50  
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Originally Posted by Alphonso
. . .

As an owner of a company, I would gladly put out a third rate commercial which makes people talk.
. . .
Yea. Like those freaky rat things from those quiznos commercials... except they kinda scared me, and I haven't eaten at quiznos since.

I don't see this having any negative effect on cervelo though. Rad's point that it could have been better is valid, but I don't think anybody is going to say, "Well, I was going to buy a cervelo, but I'm not going to buy a bike from a company that can't afford a decent TV commercial."
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