Let's convert the masses!

Top-end suppliers wanted for cross-part ad campaign to boost biking
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We need to reach outside of our industry and advertise to the masses. Id support a trade-wide advertising campaign. When we get a product mentioned in a newspaper the number of calls we get is amazing. Bikes are such amazingly high-tech things nowadays and are fantastic value for money, we need to be getting that message across to the unconverted.

This is the view of a highly placed bod within one of the best-selling top-end bike brands. His company isnt a member of the BA.

Who are they? he says, jokingly. What do they do? Why dont they organise a trade-wide advertising campaign? I dont want to go to meetings and yak, I want to see genuine action.

There are too many specialist mountain bike magazines. We make sure we only advertise in the best ones, the rest should go to the wall. But whats really needed is pro-cycling adverts in Sunday newspapers and the like. Id be willing to stump up cash for that but wed need others to join us.

If other top-end suppliers are interested in forming a co-operative advertising campaign wed be willing to act as honest broker. Might not the first task be to approach the BA and see whether they would take over the middleman role instead? If top-end suppliers saw the BA championing such a campaign maybe more would become members?

Top-end suppliers who want to put their names in the ring for a pooled ad campaign should email publishing@bike.biz.co.uk

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