“Dad was always the force behind me.”
While eulogizing his father, my cousin shared the story of his first two wheeler.
At age 7, he was ready to go for it. Uncle Raymond took him out into the street and held that bike steady from behind. Mike mounted the new bike and took his first few pedals.
Coaching from behind, the father guided his son down the suburban pavement.
For years, I’ve dreamt of having the best and brightest in cycling come to Orange County and share the treasures in their minds.
I’m a reader by nature.
But seeing and hearing is believing they say… and seeing and hearing a great speaker LIVE can allow their written message so much further into our minds and hearts.
So, what the heck. I picked up the phone and called Joe Friel, and he answered the line. (Side Note: Joe is the author of the wildly popular Training Bible series).
“Yes, I’d love to come to California in January.”
Mind you, it aint free to get a sought after author to travel out of state so there was a little more incentive than just my charming SoCal surf talk.
Well now, where to have it? Turns out, last 12-31 I put on a ride for my friends called the Endo. Just so happens on that ride I get to meet another childhood hero who happens to have some sort of clout at Oakley. OK, he’s major… and so majorly humble, I’ll keep his name on the downlow. Anyhow, he says
“Yes, we’d love to have Joe Friel speak at our super awesome and amazing building” (my hyperbole).
Well, how do you like that? No really, how DO you like that?
I hope a lot, because I’ve just committed myself big time.
In a perfect world, and this is seeming pretty darn perfect, you’ll all have a great time, learn a bunch, and we’ll have a solid enough turn out to bring in some other wonderful speakers.
Gotta love it –> http://tb-presents-joe-friel-live-eorg.eventbrite.com/#
“People can have the Model T in any color – so long as it’s black.” – Henry Ford.
What percentage of Fords on the road today are black?
Today, in our business, the shops and teams and events that are selling the most apparel are those with options – colors, designs, patterns, fabrics, etc.
To focus merely on the increased sales would be short sighted (bottom line addressed below).
Who buys your brand?
While we all love the hard core racer for the inspiration the rest of us receive, he or she rarely pays more than cost and usually less or not at all.
Why are they willing to pay to advertise you?
The rest, the people who pay, are your fans. They like you, they like your shop/team/event, they like what you represent and they have said “Count me in”… In other words, they want to show that they belong to your tribe.
Giving them a choice, a variety to choose from, allows your fans to express the membership in their own unique fashion.
Back to the bottom line. With the fragmentation of advertising today, growing the tribe is the best and cheapest way to increase the bottom line.
Apparel is just one piece part of the strategy and, if done correctly, can be quite profitable at the same time.
Here’s an example of doing it correctly – http://shop.mellowjohnnys.com/