Marketing Farmer’s Strategy For Swiss Side Cycling
In May of 2013, a start up road cycling brand out of Switzerland hired Marketing Farmer help build their brand. This was serious challenge for us as we would be marketing a completely new sport to us and be focused on the international markets of the UK and Germany.
The brand that was gradually focused on aerodynamics and creating the highest quality and best perfuming aero wheels on the market had to be built from the ground up.
We started with public relations, building out an effective media database and telling the story of the development of the brand and the products of the brand through completely open reporting on the process. This open and honest reporting lead to capturing the interest of international media and their ultimate support for the brand. The relationships that were built with the top international cycling media lead to the brand finding rather quick success in a very challenging and saturated market.
In tandem with a massive PR effort, Farmer Marketing helped Swiss Side develop an impressive online marketing strategy and success as a direct to consumer online sales brand. This was exceptionally challenging for such a high price point product from a relatively unknown brand. The first goal was to take control of Swiss Side’s ability to reach consumers directly by building a network of social media and direct marketing followers and audiences. Next, we built an effective plan for social media and google advertising, direct sales contests and promotions and media partnerships to help build the brand identity and sales.
By October of 2015, Swiss Side had become a force in the European cycling and triathlon scene and a quickly rising brand in the industry. In that time, the brand built a direct network reach of nearly 50,000 people and almost $500,000 in sales. By the beginning of 2016, it became clear that the brand had grow to level where it now needed full-time in-house marketing support.
This was an incredibly successful project from Marketing Farmer to take an international brand from start-up mode to fast growing successful cycling brand with a sound modern and effective marketing strategy.
In September of 2016, Swiss Side brought Marketing Farmer back to, once again, handle online marketing for the brand.
© 2014 Marketing Farmer.