Reynolds Cycling possessed an impressive heritage and made a respected product, but lacked vitality and appeal in the marketplace. It was dramatically overshadowed by its competitors and perceived as “lacking a soul” and having poor customer service. Internal turnover and the decision to sell exclusively through distributors had eroded the company’s relationships with independent bicycle dealers (IBDs).
The company had a limited budget for marketing and advertising, with much of it committed to expensive team sponsorships. Reynolds hired LiFT creative studios as its agency of record to help re-position itself and reclaim market share.
Approach and Solutions:
LiFT creative studios conducted a strength/weakness/opportunity/threat analysis, interviewing Reynolds’ management, sales reps, dealers, consumers, and cycling industry influencers to learn what perceptions and opportunities existed for the brand. The team also studied the marketing and social media output from Reynolds’ top competitors: Zipp, Easton, Mavic and Enve.
From its research, LiFT cs developed a game plan for moving forward. It learned that Reynolds’ strengths were quality, durability, performance, technological superiority, and value, but that it was inconsistent and unclear in its messaging. The company had tremendous opportunities to rebuild relationships with its Independent Bicycle Dealer (IBD) customers and restate its brand value.
Over a period of three and a half years, LiFT helped Reynolds Cycling rebrand itself, simplify its message, reclaim its customer base, and do a better job of showcasing its technology – all within a limited budget.
LiFT’s multi-pronged approach included the following:
- Redesigning its logo
- Strategizing its sales promotions
- Creating point-of-purchase collateral to support sales promotions
- Redesigning, rewriting, and rebuilding its website
- Implementing an online “Wheel Selector” feature and store
- Designing, photographing, and writing its press kits
- Designing, photographing, writing, and printing its catalogs
- Developing its public relations strategy
- Writing and distributing press releases
- Developing its print advertising strategy
- Creating its print advertisements
- Revamping its social media strategy
- Conceptualizing its trade show booth
- Maximizing its athlete sponsorship investments through promotion
- Inventing contests and other methods of customer engagement
- Writing and publishing the company’s monthly newsletter
The management of Reynolds came to rely on LiFT as its trusted partner and “do-it-all” marketing and public relations department.
LiFT creative studios transformed Reynolds Cycling’s image, increased its visibility, connected the brand to its customers, and leveraged its many strengths.
When Reynolds-sponsored athletes and teams participated in major races such as the Amgen Tour of California, LiFT maximized their exposure and brought the fans to its booth with a successful “Altitude Junkies” promotion.
Sales promotion programs developed by LiFT, such as the “Ride2Decide Wheel Demo Program” and the “AERO 30-Day Guarantee” drove consumers to their local bike shops and increased sales.
Consumers, members of the media, and bike shops “liked” and “followed” Reynolds on Facebook, Twitter, and Instagram as never before. Facebook “likes” increased 250% in less than two years and Twitter followers more than doubled. Consumers engaged with Reynolds, and in the process, learned more about its products and technology.
In less than two years, Reynolds was able to overcome its reputation for poor customer service, becoming a responsive and valued voice to shops and end users, thanks largely to LiFT’s assistance.
Media representatives connected with Reynolds on an unprecedented level, and the number of published product reviews increased.
LiFT creative studios “built it” and the fans came. Reynolds Cycling succeeded in re-positioning itself and increasing its market share.