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1 Jul 2021

The European Parliament and Council have reached a provisional agreementto exclude e-bikes from insurance obligations. It is part of complete set of rules to better protect road accident...

1 Jul 2021

The web and mobile platform, Hubtiger, is offering an exclusive webinar to ACT members to demonstrate how cycle shops can manage all workshop operations in just one app.

30 Jun 2021

Join UK Power Network on 7th July 2021, 14.00-15.00 to hear key findingsfrom the White Van Plan project and how they could collaborate to support SMEs and drive towards a Net Zero future.

30 Jun 2021

With the recent extension to the Strong Customer Authentication (SCA) enforcement date to 14th March 2022, this webinar is aimed at eMerchantsto help them understand the industry approach to...

17 Jun 2021

Join the Secretary of State for the Department for BEIS, Rt Hon Kwasi Kwarteng MP, for the next in a seriesof live panel discussions on 23rd June at 10:30 AM

16 Jun 2021

The Bank of England have released details about the new polymer £50 note featuring the mathematician Alan Turing.

16 Jun 2021

Multi-factor authentication (MFA) is an extra layer of protection for your account login credentials and business data.

15 Jun 2021

Rishi Sunak has rejected business demands for an extension of the furlough scheme and business rates relief, despite a four-week delay in the easing of Covid-19 restrictions now set for 19...

12 Jun 2021

Hubtiger, the software developed for bike shops has launched its latest feature to help increase income of the bike shops.

10 Jun 2021

During the Maybe* Masterclass you'll discover each month which Bike shops have had the most social media engagement and why. but we want to find a time that suits you the best. Let us know...

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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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