BOULDER, CO (BRAIN)—For most IBDs spring signals the start of the busy season, and for the 25th year Catalyst Communication is driving customers into shops with its Cycling Guide.
Just over 40 retailers participated this year, with an unprecedented number utilizing Catalyst’s ability to customize giving each and every Guide a unique, local flavor, according to a press release. “We’ve been making Cycling Guides a long time, and retailers are taking unprecedented advantage of customizing options. From local maps and rides, to events and employee profiles, shops realize they need to tell their story to their customer. That’s what shopping locally is all about, Andover 25 years, we’ve learned how to best tell the store and product story,” said Leslie Bohm, president and owner.
Many also took advantage of a “2-in-1” deal by gluing a SuperSale or TrekFest promotion to the back cover, essentially getting two marketing pieces, for one postage cost. Total print run was 601,000 pieces.
Shops, like Newington Bicycle in Connecticut, were also able to take advantage of Catalyst’s “iPaper”, or on-line version of the catalog (click on link).
Long time Catalyst vendor, director of North American sales Mike Moore of Camelbak, loves the Guides. Moore said, “The Guides are a core method of delivering Camelbak’s message. The product is presented effectively and they link us with the shops actively selling the brand. It’s a solid marketing investment.” Shops were delighted with new vendors such as Feedback Sports, Nuun, Nirve, GU, Gore Cables, Gore Apparel, Raleigh, Osprey, Go Pro and Bike MS. These additions resulted in the largest offering Catalyst has ever had.
Long time participants like Andy Boyland, owner of Cycle Craft in New Jersey, knows what the Guide is capable of. Boyland said, "I hate wasting money and I’m cynical about advertising, but there’s no doubt-the Cycling Guide is a solid investment. I know many customers, who otherwise wouldn’t, made purchases as a result of the Guide. And my regulars spent even more than usual. It more than pays for itself, and makes us look like the best shop in town.”
