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18 Nov 2021

Technologyhas important effects on business operations. The ACT has partnered withDell to assist businesses in attaining quality up-to-date IT equipment and access specialist advice to...

8 Nov 2021

As trendy Buy Now Pay Later (BNPL) services continue to grow in popularity across the UK, a charity has warned that using these non-regulated services can be like "slipping into quicksand"....

5 Nov 2021

The All Party Parliamentary Group for Cycling & Walking (APPGCW) have an upcoming meeting on Monday the 8th November at 16:30.

4 Nov 2021

The ACT is a supporting organisation of Road Safety Week 2021 to represent the cycling industry and encourage road safety for all who usethem.

4 Nov 2021

WithCOP26 taking place in Glasgow until November 12, here are some ways that you can evaluate your business to become more environmentally sustainable.
 
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4 Nov 2021

The Government has launched a new Export Support Service to help UK businesses get answers to practical questions about exporting to Europe.

4 Nov 2021

The Scotland Cycle Repair Scheme was announced today by Patrick Harvie (MSP, Minister for ZeroCarbon Buildings, Active Travel and Tenants' Rights) at the Cycling Scotland Conference.

1 Nov 2021

ACT and ActSmart partner Global Payments (GP) will be contacting all customers to arrange the replacement of your terminal(s) to keep you up with modern requirements for no extra cost.

27 Oct 2021

The Budget and SR21 promised much for both the cycling industry and for retailers, but will it be enough to help recover the damage done from the pandemic and help sustain the cycling...

27 Oct 2021

During the Maybe* monthly masterclass you'll discover each month which bike shops have had the most social media engagement and why - catch up on last week's now.
The masterclass...

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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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