Branding a Unique Bike Shop
Eco Motive Electric Bike Shop in Santa Fe, NM
Listen to our featured Ask Those Branding Guys™ radio show podcast: Eco Motive Electric Bike Shop
Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. On our radio show Ask Those Branding Guys™,we discussed branding strategy for a new bike shop.
Joining us on the show were Pam Sawyer and Dan Jeffre of the Eco Motive Electric Bike Shop in Santa Fe, New Mexico. Eco Motive has been in business for several years and rents both electric and pedal bikes for visitors and locals to get around town.
New technology, including the lithium ion batteries, allows electric bikes to go up to 20 mph with a range of 50 miles. Pam and Dan are excited about the products they are offering which, in addition to making getting around town faster, allow customers who may be unable to walk easily experience the City Different.
Dan shared that the best way to promote the shop has been attending events where customers are able to take a test ride. He says what makes the bikes so compelling is that they provide the joyful experience of freedom to explore miles of bike trails safely and enable riders to see more. Those Branding Guys commented that sharing the joy of riding is a great way to connect with customers on an emotional level. This approach sells the “why.”
Because Eco Motive is located next to New Mexico’s commuter train Rail Runner, Glover suggested approaching Rio Metro, the train operator, to cooperatively market Eco Motive as a “sight-doing” activity train riders can experience; this is a great fit because of Eco Motive’s new location at the Santa Fe Train Depot.
Building a strong referral network with hotel concierges is another low cost avenue to spread the word about Eco Motive. If possible, delivering the bike to a guest’s hotel will enhance the customer experience even further.
Eco Motive’s biggest challenge is educating customers about the technology and how user-friendly it has become. Dan’s tip for businesses starting out is to not lose site of the big picture as you are immersed in the day to day details of running your business.
Enjoy the show.
Once a Day Marketing™ positions brands to become #1 in the minds of target customers. Visit our website at www.onceadaymarketing.com. Contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com. Listen to Ask Those Branding Guys™ every Monday at 11:00am (MT) streaming live on SantaFe.com KVSF 101.5 FM.
© 2015 Once a Day Marketing™. All rights reserved.
Filed in: 7Ps of Marketing • Place • Positioning (Bonus) • Product • Promotion • Strategy
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