Biking For Profits
REI sees bike sales skyrocket reads a recent headline. When established bike manufacturers gear up, ecopreneurs can cash in.
Driven by an increase in gas prices, as well as, growing awareness of the impact all those cars have on the environment more and more people are dragging out their bikes for more than just a quick jaunt around the park.
Commuters now ride the unheard of distance of oh…2 miles to work, aided by the more casual dress requirements on many companies and the slick carrying packs now available for dress shoes and laptops. Moms gear up with child carriers and pint sized bikes and take the kids out for lunch. Grocery shopping done by bike seems to be the preferred method in semi-urban neighborhoods.
The list of bike accessories grows long. Most are marketed to serious athlete -bike suitcases, rechargeable lights, gloves, grips and parts specifically for improving speed. But more and more the green, casual commuter is an alluring target.
The question for ecopreneurs is a good one. Which way to market the biking products? Should one target the entire casual biking segment? Is it better to focus on families or commuters? Would a positioning as a “green” manufacturer be limiting or open up a world of opportunities?
How about fashion? Does one consider the 4 fashion consumers when developing a marketing program? Is licensing an opportunity or does it smack of commercialism?
Often the same questions can be asked when determining which green consumer to target. Though, since biking is an athletic endeavor, age and expectations come into play. Is it even appropriate to use the word “eco”?
So many questions…so little time…better hop on your bike and clear your brain.
Photo Credit: Grut at Flickr Under Creative Commons License
Read More About Targeting Green Consumers:
The 4 Green Fashion Consumers – Which One For You?
How to Reach Green Consumers - Using Psychographics To Define Your Target Market
Target Practice - Finding The Right Green Consumer
