Every year, the Tour de France attracts riders, teams, and spectators from around the world. As the best known, and most prestigious cycling race, the Tour is also synonymous with sponsor Trek Bicycle. In fact, an ongoing run of winners aboard Trek bikes over the past 10+ years has marked a period of dominance for Trek.
This year, Trek Bicycle also wants to win with its retailers. So, the bike giant is co-branding its national Tour de France campaign with each of its retailers across North America. The dealer campaigns, powered by the brand-to-retailer marketing platform Promoboxx, aim to better engage Trek dealers in localized marketing efforts. By increasing Trek’s network via retailers, the bike brand is hoping to gain more consumer leads for both Trek and its dealer partners.
Big brands like Trek are starting to recognize that their consumers respond better to co-marketed campaigns versus national advertisements. Over the past several years, localized campaigns have been a primary driver of consumer loyalty and customer acquisitions. A recent Neustar study has proved that this trend is just growing stronger, finding 8 out of 10 people to prefer local ads because it “personalizes the relationship between business and consumer.”
Historically, the brand-retailer relationship is one that’s always been strongly valued by Trek. Now with Promoboxx, it’s giving individual retailers access to online tools that will help them take the national “Enter To Win The Bike Of Champions” Tour Trek offer, customize it, and then promote it on their websites, social networks, like Facebook and Twitter, and via email.
Ben Carcio, Co-Founder and CEO of Promoboxx commented “Since 1976 Trek has been making the best bikes in the world, and we are honored to work with a brand so committed to understanding both their retailers and consumers needs.”
The Trek retailer campaign launches this Monday, July 9, 2012. Watch for more details on Trek.com.