An Open letter to Phil White at Cervelo
07-11-06, 12:47 PM
#176
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Originally Posted by 55/Rad
So why, during your industry's showcase event, do you choose to cheapen your brand and your image by airing those hideous, god awful, unprofessional television commercials? [followed by many nods of agreement]
The Cervelo spots are the best commercials running, and I'm not limiting myself to the TdF programming. They get your attention, make their point, then go away. I'm not left with annoying images or tunes stuck in my head, just straight information presented with a touch of humor.
I am now looking seriously at buying Cervelo. What more needs to be said?
07-11-06, 12:48 PM
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I think the commercial sucks and resembles a cheezy infomercial so I Fast-Forward through it and the remaining 999 Trillion other commercials OLN airs per stage. "Welcome Back!"..."See you in a bit" Thank God for TiVo!
07-11-06, 01:25 PM
#178
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Originally Posted by DMF
Man! The regulars on this forum are negative about everything.
I am now looking seriously at buying Cervelo. What more needs to be said?
55/Rad
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Last edited by 55/Rad; 07-11-06 at 01:44 PM.
07-11-06, 01:40 PM
#179
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Originally Posted by DMF
Man! The regulars on this forum are negative about everything.
The Cervelo spots are the best commercials running, and I'm not limiting myself to the TdF programming. They get your attention, make their point, then go away. I'm not left with annoying images or tunes stuck in my head, just straight information presented with a touch of humor.
I am now looking seriously at buying Cervelo. What more needs to be said?
The Cervelo spots are the best commercials running, and I'm not limiting myself to the TdF programming. They get your attention, make their point, then go away. I'm not left with annoying images or tunes stuck in my head, just straight information presented with a touch of humor.
I am now looking seriously at buying Cervelo. What more needs to be said?
But seriously, having seen both the Cervelo and the Trek comercial on during the TdF for the last week the Trek ad is much better. I am not about to run out and buy a Trek...or a Cervelo...I like my Specialized just fine.
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07-11-06, 01:42 PM
#180
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I didn't bother to read the entire post. But I was curious as to how big Cervelo was so I did 5 minutes worth of research.
1 - Cervelo hasn't really done ads like this before. They would rather spend money on design and testing.
I guess this changes when you have these numbers.
Cervélo Cycles Inc.
President: Phil White & Gerard Vroomen
Ticker: - Head Office: Toronto, ON
Web Site: www.cervelo.com Type of Business: Produces road and triathlon racing bikes
Company Profile
Years on P100: 1 Growth (%): 1,276
Profit Margin 2004: LOSS Revenue 2004: 11,089,561
Revenue 1999: 805,848 Emp. 2004: 20
Emp. 1999: 4 Exports as % of Sales: 85
How do you try to make a profit? One way to to advertise? How do you do that on the world's biggest stage when you don't have the cash? As cheaply as possible.
The bottom line is that Cervelo makes a great bike but is a company struggling to get bigger. I think what they are doing is a good thing and at the end of the day....a pretty big risk as well.
1 - Cervelo hasn't really done ads like this before. They would rather spend money on design and testing.
I guess this changes when you have these numbers.
Cervélo Cycles Inc.
President: Phil White & Gerard Vroomen
Ticker: - Head Office: Toronto, ON
Web Site: www.cervelo.com Type of Business: Produces road and triathlon racing bikes
Company Profile
Years on P100: 1 Growth (%): 1,276
Profit Margin 2004: LOSS Revenue 2004: 11,089,561
Revenue 1999: 805,848 Emp. 2004: 20
Emp. 1999: 4 Exports as % of Sales: 85
How do you try to make a profit? One way to to advertise? How do you do that on the world's biggest stage when you don't have the cash? As cheaply as possible.
The bottom line is that Cervelo makes a great bike but is a company struggling to get bigger. I think what they are doing is a good thing and at the end of the day....a pretty big risk as well.
07-11-06, 02:44 PM
#181
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On the Cervelo site, its mentioned that last year they decided to advertise on the TdF and had to pull together and produce spots in less than a week. That, in any business, is poor planning.
One of my points was that it appeared as though Cervelo threw this years spots together at the last minute - like an afterthought. Granted the Basso suspension might have interrupted something they were working on but given their stated history, it's not a surprise.
Again, good work doesn't have to be expensive. It does, however, need to be thought out.
One of my points was that it appeared as though Cervelo threw this years spots together at the last minute - like an afterthought. Granted the Basso suspension might have interrupted something they were working on but given their stated history, it's not a surprise.
Again, good work doesn't have to be expensive. It does, however, need to be thought out.
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07-11-06, 02:56 PM
#182
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Originally Posted by 55/Rad
On the Cervelo site, its mentioned that last year they decided to advertise on the TdF and had to pull together and produce spots in less than a week. That, in any business, is poor planning.
One of my points was that it appeared as though Cervelo threw this years spots together at the last minute - like an afterthought. Granted the Basso suspension might have interrupted something they were working on but given their stated history, it's not a surprise.
Again, good work doesn't have to be expensive. It does, however, need to be thought out.
One of my points was that it appeared as though Cervelo threw this years spots together at the last minute - like an afterthought. Granted the Basso suspension might have interrupted something they were working on but given their stated history, it's not a surprise.
Again, good work doesn't have to be expensive. It does, however, need to be thought out.
All the elements are there, but the continuity is missing. The whole concept sort of falls apart when you get to the website. Or it fails to solidify. Or something.
It's still a better concept than 'Chasing Levi'. But it's not executed as well. (Unfortunately, this year Specialized's concept might be 'Levi Chasing'.)
I was hoping for more.
07-11-06, 03:27 PM
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Some observations/guesses/suggestions...
Phil WHite just wanted to be on TV - probably a childhood goal. Like the guys who build a successful business, then all they focus on is building a huge office tower downtown. Next we will see a huge Cervelo on top of the C.N. Tower....followed by a 10 page discussion at BF.
Rad is a shill for Cervelo. Imagine ABH's joy when Rad starts to 'help' BikesDirect with their website production.
I want to see EPO ads on TV, and as is common with other pharmaceutical advertising today - 'tell your doctor, you just have to go faster...(then run thru the side effects, results may vary, Operation Puerto etc)'.
Maybe Cervelo wanted to look like an authentic small scale enthusiast workshop, as opposed to a huge marketing organization that branded and distributed bicycles. When a company sometimes does a retro black and white ad, they sure do know that color is available in this day and age. In trying the same approach, HP for example went to the barn, with now ousted CEO Fiorina and her back to basics message. Never quite understood how they were planning on keeping separate, server and manure production...bet they lost other customers too.
If I had already paid for the spots, I would simply fade-in/fade-out 3/5 shots of the the latest frame, then Cervelo logo - all 5 secs each depending on how much time they bad bought, complete silence throughout. Then again dead silence on TV always gets my attention, especially after that 'oxy-clean' guy's yelling. Please keep the CEOs far far away though, they love to 'add value'.
In the end though I do agree with Rad. The campaign went all wrong and Cervelo forgot the goal along with the message to deliver/support it. This even if the spots were offered to them by OLN for free - remember nothing is ever for free, it either helps or hurts. Even if they didn't need the advertising, even if they won't lose one sale/customer as a result, they definitely lost the opportunity to do something greater. This is another example of why/how CEOs should not appear in ads, company founders should not automatically become professional CEOs of their babies.
Phil WHite just wanted to be on TV - probably a childhood goal. Like the guys who build a successful business, then all they focus on is building a huge office tower downtown. Next we will see a huge Cervelo on top of the C.N. Tower....followed by a 10 page discussion at BF.
Rad is a shill for Cervelo. Imagine ABH's joy when Rad starts to 'help' BikesDirect with their website production.
I want to see EPO ads on TV, and as is common with other pharmaceutical advertising today - 'tell your doctor, you just have to go faster...(then run thru the side effects, results may vary, Operation Puerto etc)'.
Maybe Cervelo wanted to look like an authentic small scale enthusiast workshop, as opposed to a huge marketing organization that branded and distributed bicycles. When a company sometimes does a retro black and white ad, they sure do know that color is available in this day and age. In trying the same approach, HP for example went to the barn, with now ousted CEO Fiorina and her back to basics message. Never quite understood how they were planning on keeping separate, server and manure production...bet they lost other customers too.
If I had already paid for the spots, I would simply fade-in/fade-out 3/5 shots of the the latest frame, then Cervelo logo - all 5 secs each depending on how much time they bad bought, complete silence throughout. Then again dead silence on TV always gets my attention, especially after that 'oxy-clean' guy's yelling. Please keep the CEOs far far away though, they love to 'add value'.
In the end though I do agree with Rad. The campaign went all wrong and Cervelo forgot the goal along with the message to deliver/support it. This even if the spots were offered to them by OLN for free - remember nothing is ever for free, it either helps or hurts. Even if they didn't need the advertising, even if they won't lose one sale/customer as a result, they definitely lost the opportunity to do something greater. This is another example of why/how CEOs should not appear in ads, company founders should not automatically become professional CEOs of their babies.
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07-11-06, 03:51 PM
#184
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Thanks Rufvelo - though I am not an intentional shill for Cervelo, you do make some good points.
OxyClean guy is Billy Mays. The funny thing is how many major brands have try to emulate the "Billy Mays approach" - which is nothing more than yell and sell. I personally know of 2 major household cleaners that are preparing ads with that style of presenter. We....ummm...THEY shoot next week.
55/Rad
OxyClean guy is Billy Mays. The funny thing is how many major brands have try to emulate the "Billy Mays approach" - which is nothing more than yell and sell. I personally know of 2 major household cleaners that are preparing ads with that style of presenter. We....ummm...THEY shoot next week.
55/Rad
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07-11-06, 04:04 PM
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Originally Posted by DMF
Man! The regulars on this forum are negative about everything.
07-11-06, 04:19 PM
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Amature video production style makes them kind of neutrally shoking...
Shoking draws attention...
Neutrality doesn't leave any bad aftertaste...
Shoking draws attention...
Neutrality doesn't leave any bad aftertaste...
Last edited by bormoglot; 07-11-06 at 04:24 PM.
07-11-06, 04:27 PM
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Originally Posted by DMF
Man! The regulars on this forum are negative about everything.
The Cervelo spots are the best commercials running, and I'm not limiting myself to the TdF programming. They get your attention, make their point, then go away. I'm not left with annoying images or tunes stuck in my head, just straight information presented with a touch of humor.
I am now looking seriously at buying Cervelo. What more needs to be said?
The Cervelo spots are the best commercials running, and I'm not limiting myself to the TdF programming. They get your attention, make their point, then go away. I'm not left with annoying images or tunes stuck in my head, just straight information presented with a touch of humor.
I am now looking seriously at buying Cervelo. What more needs to be said?
07-11-06, 05:30 PM
#188
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Originally Posted by bormoglot
Amature video production style makes them kind of neutrally shoking...
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07-11-06, 05:34 PM
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55/Rad, that is a keeper.
Merton, it isn't gonna happen.
Merton, it isn't gonna happen.
07-17-06, 05:27 PM
#190
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Originally Posted by KrisPistofferson
Actually, I am the only forum member who is negative about everything.
07-17-06, 05:56 PM
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Originally Posted by roadwarrior
I, for fun, work in the bike business. Since I used to race (lived in Europe for a while and raced there too) and am a bit older, I tend to attact the customers that have cash and want more expensive stuff. The guy driving up in the expensive beemer is not going to the 17 year old employee to buy a $3-4-5 thousand dollar bike.
The bike business is inhabitated by a lot of "offbeat" people. Sort of like Silicon Valley was when the computer business was in its infancy. People who wear bluejeans and sandals to work. Nothing wrong with that, but many of the people I deal with tend to not put a lot of faith into that approach, given choices. These ads smack of that approach.
The problem is that all the people I know that have over three grand to plunk down on a frame, or five or six thou to spend on a bike...they are not offbeat people. Like my doctor and my attorney and my accountant. All who do triathlons all riding bikes over five grand in cost.
Who is the customer?
The bike business is inhabitated by a lot of "offbeat" people. Sort of like Silicon Valley was when the computer business was in its infancy. People who wear bluejeans and sandals to work. Nothing wrong with that, but many of the people I deal with tend to not put a lot of faith into that approach, given choices. These ads smack of that approach.
The problem is that all the people I know that have over three grand to plunk down on a frame, or five or six thou to spend on a bike...they are not offbeat people. Like my doctor and my attorney and my accountant. All who do triathlons all riding bikes over five grand in cost.
Who is the customer?
I am young, but I'm a discerning professional, at the two main bike shops I do business with, I'll buy tubes and bar wrap from the freak with the plugs in his ears, and I don't mean the hearing protection kind. But when I'm talking business with the shops, it's with their owners. It probably helps that I included one of the shops in a military contract a few years back when I was sending mountain bikes over to the US forces in Afghanistan.
