OFF TRACK | NUMBER CRUNCHING IN THE SADDLE
Let’s get statistical
The key term for the month is ‘world domination’. Chris Hoy continues to give competing track riders headaches, while Serco is granted a contract extension to expand London’s Cycle Hire. Muc- Off goes from strength to strength too with expansion into South Africa, Malaysia and Singapore...
David Evans, MD at Blood, Sweat &Tears
What bikes do you own? I’ve just fitted a RockShox Reverb to my Carbon Commencal Meta 5.5 and am loving it. I’ve also got a Titanium Airborne road bike that has done everything from the Etape to a Sprint Triathlon. I’m not a bike hoarder. Get bikes that fit you and you enjoy riding and you shouldn’t need a stable of them.
Tell us a bit about your business background: I left university and cut my teeth in London with international PR agencies working on multi-national corporate reputation accounts. From there I went in-house to the likes of Halfords, Berghaus and Future. Then I set up BS&T.
Tell us a bit about BS&T and its services: I’m about PR first and bikes second. Passion for a sector is important, but having the basic skills; writing, strategic understanding, creativity, etc is essential. Professionalism is key, as is knowing your onions.
Who’s on your client list? Halfords and all its specialist bike brands, Royal Racing, EBCO, Memory-Map and some other outdoor industry clients.
What are your plans for the business going forwards? Cautious expansion. There’s a need for specialist PR operatives that have been properly trained, not just keen cyclists who’ve turned their hand to ‘marketing’ as a way to feed their bike- obsession.
If you could give one tip to retailers on marketing a business effectively, what would it be? Engage with your customers as much as possible. People part with their cash on trust; they trust brands, they trust journalist reviews and they trust their peer-to-peer recommendations. If you can create a ‘believable trustworthy environment’ whether online, or in-store, people will feel comfortable about spending money with you, whatever you’re selling.
How can firms get in touch with BS&T? Start at
www.bloodsweattears.co.uk for a bit more background information, or email me on
david@bloodsweattears.co.uk.
74 BIKEBIZ DECEMBER
BIKEBIZ.COM No.5
Britain’s own Mark Cavendish hit number five in the IG Markets Pro Cycling Index in October at the close of the 2011 cycling season. Gilbert, Contador, Evans and
Rodriquez Oliver are riding ahead of the Manx Missile.
11
Best Buy stores will be closing its 11 UK stores by the end of 2011. The move will, reportedly, put 1,100 jobs at risk. The retailer stocked e-bikes alongside consumer electronics products.
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