Marketing to Cyclists

Why support cyclists?

1) Cyclists, pedestrians and transit users shop more often and spend more money than those who drive 
2) Cycling improves mobility and the economy. “The only way we are going to be able to grow the economy and increase the population in Vancouver is to grow walking, cycling and transit,” says the City of Vancouver
3) To publicly support sustainable, active, healthy living
 

Six ways to get their attention

1. Welcome them.
o Post a friendly message on your chalkboard
o Hang a helmet at the window
o Advertise that you offer bike parking, special packaging, incentives , gear storage
o Distribute free bike maps (ask at City Hall), free local cycling magazines (such as Momentum) 
o Introduce yourself to the closest bike shop, and offer to refer them if anyone asks 
o Have some loaners – a bike air pump and bike locks
 

2. Learn who local cyclists are.
Bicyclists have surprisingly high average incomes and buying power. Most local Bike to Work Week cyclists earn over $50,000 a year. Increasing numbers of customers on bikes are women between 30 and 60 years old.
o Schedule your hours to cycling traffic, taking into account rush hour and lunch hour

3. Provide and promote bike parking.
o Offer bike parking that's easy to see and access. Twelve bicycles can fit in the spot of one parked car, giving you up to 12 times the customers! 
o To get racks, your municipal government may be able to provide one, or cost-share with you. Contact the VACC for more information
o Place parking within view of the inside of the store 
o Provide a covered area for parking to protect your customer’s bike from the elements
o Indoor parking is best. If there is space in your store or restaurant for bikes, put up a sign and welcome them in
o Ask for the transformation of an on-street parking space to be replaced with a bike parking corral, such as the one at Commercial Drive and 6th Ave in Vancouver, in front of JJ Bean 
o Arrange for valet bike parking for special events

4. Make it easier for them to stay longer and spend
o Provide hooks for coats, helmets and wet gear near the door
o Invite cyclists to leave heavy pannier bags behind the counter

5. Help them bring it home
o Provide extra protective packaging for fragile items like dishes or photo frames
o Package items in separate, smaller quantities so they fit in baskets and panniers.
o In wet weather, offer waterproof packaging like extra plastic bags
o Offer to deliver larger purchases
o Hold purchases when needed so the customer can arrange pick up

6. Attract them with support, incentives and promotions 
Cyclists love a deal! Show riders you appreciate their transportation choice.
o Discount sales or services to customers who show their bike helmet
o Build repeat visits with contests, ballot boxes and prize draws
o Hold a “Cyclists’ Day” with specials for cyclists and advertise it through the avenues outlined at the end of this guide
o Join the Business for Bikes program at the VACC to take advantage of its projects to increase the interaction of cyclists and businesses. www.biketoworkmetrovan.ca/B4B 

Restaurants and Cafes

What an opportunity! Cyclists are always looking to refuel - People who ride love to eat and drink! 
o Offer “heartier” menu items
o Post a tempting menu outside where bike riders can easily see it
o Offer easily carried snacks such as energy bars and dried fruit 
o Package take-out in leak-resistant containers
o Consider a “ped-thru window” at your café where bikers-by can get a coffee to go without dismounting or parking their bike, as one café in Portland has done

Hotels and Lodging

Bicycling is one of the most common vacation activities this year. Here are some options to attract cyclists to stay with you:
o Provide courtesy or rental bicycles or make arrangements for guests with a nearby bike rental company
o Display cycling maps and nearby rental shop information in rooms and lobbies
o Provide and advertise secure indoor parking for bikes or allow guests to take their bikes into their rooms
o Offer a special “ biking package” that could include treats like a welcome snack and cold drinks for arriving touring cyclists, local ride maps, a tune-up “while you relax” at a nearby bike shop, an afternoon VACC safe city cycling course
o Provide space for bicycles in your shuttle service
o Set aside an area for cyclists to do adjustments on their bikes, provide tools, air pump, tube repair kits

Retail Businesses

Two-wheeled consumers appreciate when you offer something just for them. 
o Stock up on a few handy items for cyclists such as regional TransLink cycling maps, bike baskets, lights for after dusk, fun and funky bike helmets or gear items such as speedometers
o Stock handlebar drink holders and make an arrangement with a nearby coffee shop to provide a free drink when you first buy it
o One shop selling handmade creations in Portland started making decorated panniers (bike bags)

Get started today and let the VACC help you

o Join Businesses for Bikes – a free way to show your support of cycling. Membership includes 
o Local activation stations
o Discover by Bike website promotions and themed route maps
o Discounted workplace cycling workshops for your staff
o Participate in Bike to Work Week- join as a participating team and/or sponsor
o Become a VACC corporate member:
o Support improved cycling conditions
o Receive recognition in monthly Biker Bulletins, Facebook and Twitter, connecting you to over 14,000 contacts
o Join the cycling community on Facebook and Twitter: 
Follow @metrovancycle, @bikingtowork, @MomentumMag and other local cycling organizations – this is a great way to communicate current offerings and events!
o List your business on Google Maps’ new cycling app
 

Resources

VACC: www.vacc.bc.ca
Bike to Work: www.biketoworkmetrovan.ca
Businesses for Bikes: www.biketoworkmetrovan.ca/B4B
Better Environmentally Sound Transportation : www.best.bc.ca
Momentum Magazine: www.momentumplanet.com
Bike Vancouver: www.vancouver.ca/bike
Burnaby : www.burnaby.ca/cityhall/departments/departments_planning/plnnng_trlsan.html
Richmond: www.richmond.ca/services/ttp/cycling/local.htm
City of North Vancouver: www.cnv.org/server.aspx?c=3&i=268
District of North Vancouver: www.dnv.org/article.asp?a=4936
West Vancouver : westvancouver.ca/Residents/Level3.aspx?id=27054
Coquitlam: www.coquitlam.ca/Visitors/Getting+Around/Bike+Routes+and+Trails/default.htm
Port Coquitlam: www.portcoquitlam.ca/Citizen_Services/Environmental_Services/Cleaner_Air/Commuter_Choices/Cycling.htm
City of Port Moody: www.cityofportmoody.com/Parks/default.htm
New Westminster : www.newwestcity.ca/database/rte/NW_BikeMapFeb28(2).pdf