Marketing smart: How to work online, offline, and influencer combined

Early in 2023 CIN ran a 4-part series focused on winning new customers. The focal point of this series: The power of content and digital marketing to grow your business. 

As the year draws to a close Lee Kidger (previous Managing Director of Raleigh UK Ltd) has shared insights into marketing work carried out with a retail partner, offering up insight into “ways for marketing activation to be successful”, highlighting that “some will have a direct ROI attached to them.” Over to you Lee…

Recently, through my work with The Electric Bike Shop, I linked up with Rob Hancill (Rob eMTB Rides) to bring an offer to the eMTB community. Rob highlighted a bike he wanted to purchase, TEBS offered him a great deal to buy the bike, then he asked if TEBS could give him a code to give to his followers. Of course we agreed – £250 off an Haibike NDURO 8 using the code ‘ROBRIDES’

This is where the fun happens..

Rob shared numerous images via Instagram, then created a 9 minute video on YouTube shared via his channel (402K subscribers). Essentially it was 8 minutes on the bike, with a minute on the TEBS store  – Specifically collected at the flagship Gloucester store.

How did TEBS amplify this?

TEBS optimised all channels of communication to make sure customers saw the offer. Whether it was via Instagram, Facebook, email marketing or instore communications it all had an impact.

What impact did it make?

As mentioned, ROI is important – here are some engagement/sales stats that will show how impactful the product activation was;

• Revenue generation of this bike grew 950% for this period vs prior months
•  Views to our website grew by 45% Month on Month
• Engagement time grew 10% Month on Month
• >5% click through rate from YouTube to TEBS website

Ultimately, by engaging in the right marketing activation, in the right channels, with the best people you can deliver awesome results. Timing was vital too – Never underestimate the power of timing a promotion.

For readers keen to find out more, CIN has a print interview scheduled to appear in the first CIN magazine of 2024, due out pre COREbike.