Please, not another slow-motion drone shot up the Stelvio!

If you feel like the marketing in cycling all looks the same, you’re not alone. With challenges ranging from tight global budgets and an explosion of media channels to manage as well as the lasting impact of the COVID-19 pandemic, a crucial question arises: Is cycling industry marketing broken?

Global Ambitions, Limited Funds:

The global appeal of cycling necessitates a wide-reaching marketing strategy. However, many brands find themselves grappling with the daunting task of stretching relatively small budgets across the globe. From international sponsorships to maintaining an impactful online presence, the need for a global footprint often clashes with financial constraints, turning marketing endeavors into a high-stakes balancing act.

Media Maze and Message Dilution:

Over the last decade, the cycling industry has witnessed an explosion of new media channels. While these avenues offer unprecedented opportunities for visibility, they also contribute to message dilution. The cacophony of social media, blogs, podcasts, and more can make it challenging for brands to cut through the noise and deliver a clear, impactful message that resonates with their audience.

Conservative Echo Chambers:

Rooted in tradition and often family-owned, many cycling brands have a conservative ethos. While heritage is a strength, it can inadvertently create an echo chamber where brands mirror each other’s messaging. Breaking free from this cycle is vital for innovation and ensuring that marketing strategies remain relevant to the diverse and evolving interests of the cycling community.

Post-COVID Budget Crunch:

The lingering effects of the COVID-19 pandemic have cast a shadow over the financial health of many industries, including cycling. Tightened budgets have become a reality, forcing brands to reassess and readjust their marketing strategies. Navigating this post-COVID landscape demands creativity and strategic thinking to make the most of limited resources.

Insular Hiring Practices:

Historically, hiring within the cycling industry has been insular, favoring expertise and tradition. While experience is undoubtedly valuable, this approach can limit the introduction of fresh ideas and diverse perspectives. Diversifying the talent pool is crucial for infusing creativity into marketing strategies and adapting to changing consumer expectations.

What can brands do about these challenges?

Focus:

To overcome budget constraints, brands must adopt a strategic approach to allocate resources. Identifying key markets, prioritizing impactful campaigns, and leveraging cost-effective digital tools can help maximize the global reach of marketing efforts.

Selective Media Engagement:

Rather than trying to be everywhere, brands should focus on being where it matters most. A thoughtful selection of media channels, tailored to the preferences of the target audience, ensures that the marketing message remains clear and impactful. Easier said than done.

Diversity in Talent Acquisition:

Diversifying hiring practices is critical for infusing new ideas into the industry. Actively seeking talent from different backgrounds and experiences can bring a fresh perspective to marketing strategies, promoting innovation and relevance.

Positioning is the key:

One of the cardinal sins of many brands is trying to be everything to everyone. This simply is not possible for smaller organizations. It’s easier said than done I know, but in order to create a long-term growth strategy, it’s critical that cycling brands go deeper, not wider.