I want to pick your brains - SV650.org

20-09-06, 01:48 PM

Not sure if this is OK in this section, apologies if it's not.

I’ve a question for all you biking people, especially those that live in England/Wales/Ireland and possibly abroad.
I work in an ad agency in Scotland (I also ride an SV by the way) and one of my clients is responsible for promoting tourism in Scotland. I’ve had an idea about linking my client with the biking possibilities of the country and I’m trying to scope this idea out so your help would be invaluable.
The idea is in a couple of parts:

Stage1.

An ad or insert in Biking magazines.
This would set the scene of Scotland being a biking destination that you should try out.
It would tell you all about how great the riding is here (fantastic scenery and great roads) and that we’d like you to respond so we could give you more detailed information on having a biking trip up here.
It would possibly include a prize draw element such as bike equipment or most probably a free week/weekend accommodation. We’d probably like to collect some top level data about you at this stage, for example, name, address, email, DOB.

Stage 2.

If you respond to the ad you would then be sent six route planners ( along the lines of ‘readers routes’ in magazines) with detailed routes, bike friendly accommodation, things to see and do etc and probably more offers and incentives.
These would be printed on waterproof and tearproof paper that could be used in the clear plastic pocket on your tank bag for instance.
At this point we’d want to collect more in depth data about you, such as make of bike, type of riding you do, your hobbies outside of biking, attitudes to Scotland and having trips here etc.

Stage 3. The future.

Follow up communications eg possibly a free magazine based around Scotland and biking with ongoing incentives, building a positive attitude to the country as a destination that welcomes bikers.

Obviously this is still top level and needs a lot of planning, but I just want to try and gauge opinion as to whether it may be something that would interest people out there.

Cheers

20-09-06, 01:56 PM

If there was anyway to skip to stage 2, and not provide any of my information, I'd be all for it!

Sorry, I know it's your job, but I just HATE all attempts at data mining.

If you get any replies saying that the biker in question rides Daffy Duck, that'll be me. Keep up the good work though

Also, I understand the meaning behind sending waterproof tearproof paper, but that just adds to your production costs & 3/4 of it ends up in my bin. Personally, I'd prefer to receive email information, I have a laminator for things I want to take on the bike with me!

20-09-06, 01:56 PM

I have to be honest, these routes probably wouldn't draw me to scotland. What the would probably do is whilst I was in scotland anyway (on business or visiting mates) I might consider using a part of one of the routes to make the ride there more enjoyable.

northwind · 20-09-06, 01:56 PM

Sounds perfectly sensible to me... Niall Mackenzie's involved in some sort of scottish tours scheme from memory, think Alan Duffus was involved in some way- whether it was the company or the rider I don't recall. I'd have a good long look around to see if anyone's doing existing tours that could be tied in (or that might be competition!)

Sure there's a demand, though.

20-09-06, 02:04 PM

Quote:

Originally Posted by Baph

Also, I understand the meaning behind sending waterproof tearproof paper, but that just adds to your production costs & 3/4 of it ends up in my bin. Personally, I'd prefer to receive email information, I have a laminator for things I want to take on the bike with me!

Agreed - most bike route supplements are not waterproof- just made small enough that they fit in the tank bag.

20-09-06, 02:19 PM

Totally understand the data mining issue...it's a cross I have to bear I'm afraid!

It's really more about brand building and using the idea of touring as a way of maybe getting people to consider this place as somewhere they want to go ...but obviously collecting data helps justify what we want to do and gives us the opportunity to tailor communications in the future.

Production costs are ok and nothing to worry about as long as they are not excessive....I think if we can create an image and build the brand and people feel that we are offering something that could be of use to them then that would be great.

I think an email element to this is a good idea, maybe it could work in conjunction with printed materials.

20-09-06, 01:48 PM	#1
pantone278 Guest Posts: n/a	I want to pick your brains Not sure if this is OK in this section, apologies if it's not. I’ve a question for all you biking people, especially those that live in England/Wales/Ireland and possibly abroad. I work in an ad agency in Scotland (I also ride an SV by the way) and one of my clients is responsible for promoting tourism in Scotland. I’ve had an idea about linking my client with the biking possibilities of the country and I’m trying to scope this idea out so your help would be invaluable. The idea is in a couple of parts: Stage1. An ad or insert in Biking magazines. This would set the scene of Scotland being a biking destination that you should try out. It would tell you all about how great the riding is here (fantastic scenery and great roads) and that we’d like you to respond so we could give you more detailed information on having a biking trip up here. It would possibly include a prize draw element such as bike equipment or most probably a free week/weekend accommodation. We’d probably like to collect some top level data about you at this stage, for example, name, address, email, DOB. Stage 2. If you respond to the ad you would then be sent six route planners ( along the lines of ‘readers routes’ in magazines) with detailed routes, bike friendly accommodation, things to see and do etc and probably more offers and incentives. These would be printed on waterproof and tearproof paper that could be used in the clear plastic pocket on your tank bag for instance. At this point we’d want to collect more in depth data about you, such as make of bike, type of riding you do, your hobbies outside of biking, attitudes to Scotland and having trips here etc. Stage 3. The future. Follow up communications eg possibly a free magazine based around Scotland and biking with ongoing incentives, building a positive attitude to the country as a destination that welcomes bikers. Obviously this is still top level and needs a lot of planning, but I just want to try and gauge opinion as to whether it may be something that would interest people out there. Cheers

20-09-06, 01:56 PM	#4
northwind Moderator Mega Poster Join Date: Jan 2004 Location: In the garage where I belong Posts: 17,083	Sounds perfectly sensible to me... Niall Mackenzie's involved in some sort of scottish tours scheme from memory, think Alan Duffus was involved in some way- whether it was the company or the rider I don't recall. I'd have a good long look around to see if anyone's doing existing tours that could be tied in (or that might be competition!) Sure there's a demand, though. __________________ "We are the angry mob, we read the papers every day We like what we like, we hate what we hate But we're oh so easily swayed"

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20-09-06, 01:56 PM	#2
Baph Guest Posts: n/a	If there was anyway to skip to stage 2, and not provide any of my information, I'd be all for it! Sorry, I know it's your job, but I just HATE all attempts at data mining. If you get any replies saying that the biker in question rides Daffy Duck, that'll be me. Keep up the good work though Also, I understand the meaning behind sending waterproof tearproof paper, but that just adds to your production costs & 3/4 of it ends up in my bin. Personally, I'd prefer to receive email information, I have a laminator for things I want to take on the bike with me!

20-09-06, 01:56 PM	#3
Ceri JC Guest Posts: n/a	I have to be honest, these routes probably wouldn't draw me to scotland. What the would probably do is whilst I was in scotland anyway (on business or visiting mates) I might consider using a part of one of the routes to make the ride there more enjoyable.

20-09-06, 02:19 PM	#6
pantone278 Guest Posts: n/a	Totally understand the data mining issue...it's a cross I have to bear I'm afraid! It's really more about brand building and using the idea of touring as a way of maybe getting people to consider this place as somewhere they want to go ...but obviously collecting data helps justify what we want to do and gives us the opportunity to tailor communications in the future. Production costs are ok and nothing to worry about as long as they are not excessive....I think if we can create an image and build the brand and people feel that we are offering something that could be of use to them then that would be great. I think an email element to this is a good idea, maybe it could work in conjunction with printed materials.