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15 Oct 2024

The ACT is launching a campaign to ensure fair and accurate reporting of e-bike-related news while promoting the positive aspects of e-bike usage.

11 Oct 2024

ACT parent company Bira has responded to the BRC-KPMG Retail Sales Monitor for September 2024

10 Oct 2024

Cycle to Work scheme provider Gogeta has reported a significant increase in the number of employers signing up to its scheme.

9 Oct 2024

A UK cycling charity focused on recycling unused bikes and providing them to disadvantaged people has set up a fundraiser to help tackle significant increases in its costs.

9 Oct 2024

Long-standing independent bike shop Cyclesense has revealed a complete rebrand as it seeks to reflect its evolution from a local shop to a nationally recognised cycling retailer.

3 Oct 2024

The Federation of Small Businesses has launched a new initiative, which it says aims to transform high streets across the UK, by advancing economic, social, and cultural benefits, while also...

3 Oct 2024

3 in 4 Britons (77%) would ban paper receipts if they knew how many trees were cut down to generate them – and millennials are the most eco-conscious (rising to 87%).

25 Sep 2024

Major media outlets, including the BBC and Sky News, as well as regional and cycling-focused media to the growing  have been giving significant coverage to E-Bike Positive, the largest-ever...

25 Sep 2024

The Association of Cycle Traders (ACT) is excited to announce its new partnership with Renticy, the dynamic platform transforming retail through rental solutions. This collaboration brings a...

24 Sep 2024

The British Independent Retailers Association (Bira) is set to address critical issues facing the UK's high streets at its upcoming Annual Conference, marking the event's return after a six-year...

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Register as a supporter for #BikeIsBest Spring Summer Campaign

Posted on in Business News , Cycles News

Bikeisbest

 

The Cycling Marketing Board has united with the Association of Cycle Traders and other leading cycle brands, distributors, retailers and organisations into one powerful voice, with a single mission - to get more people riding bikes, more often.

The Spring/ Summer 2021 campaign, "The Best Tool for the Job" will illustrate that we often use the equivalent of a sledgehammer to crack a nut, or a flamethrower to toast some bread - when we use cars for very short journeys. Leading with the attention-grabbing statistic "For journeys of 1-2 miles, 60% are driven" - to highlight just how many short journeys could be switched to bike.

Watch the campaign video here:

 

Join the #BikeIsBest movement - it's free and easy!

Bike shops can get involved with the national movement and help deliver new cyclists in the UK by signing up to support the #BikeIsBest campaign using the form below.

 

Register as a #BikeIsBest supporter now

 

The campaign objective is to get people to rethink their habitual use of the car. To understand how the target audience responded to the campaign concept and ideas, The Cycling Marketing Board engaged qualitative research expert Terry Watkins of TWResearch to analyse the importance of positive imagery for cycling and test concepts for "The Best Tool for the Job". Five online focus groups were held in London, Manchester, Birmingham and Norwich. The
key findings were:


- Environmental impact: People were genuinely horrified to learn that cars are used for 60% of short journeys in England.  There was the realisation that bikes can be part of the solution and provide a welcome feel-good factor for doing ‘your bit' for the environment.


- Bikes are ALSO for domestic tasks, not just for leisure: For many cycling is associated with off-road and safe-situation family leisure riding. Bikes need to be more frequently seen and associated with short on-road utility journeys.


- Cycling must appear safe, easy & uncomplicated for the new adopter: Urban cycling is getting safer however anxiety about busy traffic is still a barrier. Enthusiastic cycle tribes can make a short bike ride look like a specialist mission.


- Lockdown has prompted the re-discovery of cycling: Changes in workstyles and a location flexible working-weeks will challenge the inertia & routines of commuter behaviour. The growth of urban village lifestyles will change the frequency & increase opportunity for local utility trips
 
Campaign Consultant Bruce Sandell, said ‘We are delighted to launch our Spring Summer 2021 campaign, Terry Watkin's Research has given us great insight into a wide variety of consumers, their opinions on cycling and what would make them change their habits. This will inform our creative and strategy for the remainder of 2021 and beyond. We continue to welcome more brands to join the campaign, get involved, support the campaign and to get more people riding bikes, more often'

 

Register as a #BikeIsBest supporter now

 

 

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