Aside from the Internet, catalogs and direct mail, other successful ways to capture the cycling market involve grassroots marketing, such as sponsorship of—or making your product visible at—the more than 5,000 cycling events across the country each year.
One way to do this is by getting promotional offers, samples, coupons, etc. into the "goodie bags" handed out at cycling events.
Leon Henry Inc. manages the sampling program for the Los Angeles Marathon/Acura L.A. Bike Tour, in which companies can include offers and product samples in bags distributed during the annual event. According to Marc Mirabella, senior account executive for Leon Henry Inc., past participants in the program include AOL, BMG and EarthBox, and common inserts are T-shirts, health bars and nutrition-related products.
Regardless of the medium, these active, affluent adults "enjoy products that combine style, versatility and performance, on and off their bikes," says Lambiase.
The following is a sample of lists available to reach this market.
Adventure Cycling Association: 120,160 members. Price: $80/M, exchange only. Call: Names in the News, (415) 989-3350.
Bicycling Magazine: 237,360 active subscribers. Price: $100/M. Call: Millard Group, (603) 924-9262.
Bike Magazine: 42,300 active subscribers. Price: $100/M. Call: Direct Media, (203) 532-1000.
Bike Nashbar Catalog: 242,836 12-month buyers of racing, touring and mountain bike products. Price: $90/M. Call: Chilcutt Direct Marketing, (405) 478-7245.
Bike New York: 119,124 24-month participants in the Great Five-Borough Bike Tour. Price: $85/M. Call: MKTG Services, (215) 968-5020.
L.A. Marathon and/or Acura L.A. Bike Tour Sampling Program: goodie bags distributed to 55,000 runners, cyclists and volunteers. Price: $45/M. Call: Leon Henry Inc., (914) 285-3456.
Performance Bicycle Catalog: 280,224 12-month buyers of apparel, gear, equipment, etc. Price: $95/M. Call: ALC of New York LLC, (212) 924-1300.
Supergo Bike Buyers: 179,636 catalog buyers. Price: $80/M. Call: 21st Century Marketing, (631) 293-8550.