Velo Targets Aftermarket with New Brand Strategy
Velos President Stella Yu and daughter Ann (photo) today unveiled the companys new aftermarket strategy. The brand positioning strategy is designed to more clearly distinguish its aftermarket brand portfolio and better communicate the companys quality products to the retail market.
Velo’s President Stella Yu and daughter Ann (photo) today unveiled the company’s new aftermarket strategy. The brand positioning strategy is designed to more clearly distinguish its aftermarket brand portfolio and better communicate the company’s quality products to the retail market.
By aggressively targeting the aftermarket Velo intends to set the stage for the next phase of the company’s leadership and growth in the markets it serves. “Today marks an important step in growing the presence of Velo saddles in retail while offering better support to our distributors and dealers,” said Stella Yu, founder and president of Velo Enterprise.
The brand building strategy’s most visible elements are the fresh new visuals and advertising campaigns focused on Velo’s existing aftermarket saddle product lines Senso and Plush. New brand identities combine emotional messages, directed at values and lifestyles, with Velo’s established international brand awareness to better position the product lines in retail.
The Senso and Plush saddle lines, extensive and ever growing aftermarket product ranges, were initially launched in 2008. Both brands are being refreshed as part of the new marketing initiative to communicate a clearer, concise, and consistent brand message to their intended target audiences.
Senso is Velo’s mid-range performance line providing high-quality saddles that are designed to deliver optimized performance and riding comfort to cycling enthusiasts. The brand’s new tagline – “riding in its fullest sense” – highlights the brand’s unique values. The new ad campaign slogan – “Technologies inspired by nature” – underscores Senso’s strong technology emphasis while tying it in with the company’s environmental commitment. The wildlife themed campaign honours and observes nature and diverse animals drawing parallels to the technologies found in Senso saddles.
Plush is a line of comfort saddles targeted for recreational, city and everyday riders providing extraordinary comfort at an excellent value. Both the new tagline – “Experience Comfort” – and ad campaign slogan – “Comfort you can’t live without” – focus on the brand’s strongest trait inviting everyday cyclists to experience Plush’s comfort. The ad campaign has a humorous appeal drawing on positive emotional messages to communicate a warmer and more exciting brand usage experience. In the ads, Plush saddles are placed in unrealistic everyday situations to communicate that Plush saddles are so comfortable that people don’t want to live without them.
Integrated program delivers strong support for distributors and dealers
The ads are part of a wide-ranging and integrated marketing and comunications approach aimed at better acquainting dealers and consumers to Velo’s aftermarket products. The program is set to initially roll out through in-store merchandising, packaging, catalogues, promotions, website, bicycle trade magazine and online advertising. The company’s distributors will enjoy strong marketing support as part of the strategy through diverse initiatives including a
point-of-sale concept aimed at increasing retail space in bicycle dealerships. A dealer newsletter, and promotional tie-ins for both bicycle dealers and consumers will heighten the programs retail appeal.
A newly developed website (www.velosaddles.com) targeted specifically to retailers and consumers, showcases Velo’s four aftermarket product lines – Senso, Plush, Attune Grips and Warp Tapes. The new website offers a clear structure of the company’s product selection, detailed technology descriptions and features a highly configurable search module that lets the user quickly locate the ideal saddles for his or her specific needs and preferences. The website includes a range of other features and functionalities including a distributor locater (a dealer locater will follow in 2011) and news on Velo’s different market activities and promotions. The redeveloped website also features a special password-protected B2B area with extensive product content and presentations tailored and accessible only to Velo’s OEM clients.