Velo Aiming for More Display Space in Retail
One of the biggest saddle makers in the world Taiwan and China based Velo is planning to get into the spotlights at this years Eurobike. The major manufacturer of saddles for the OEM market is working on a new strategy for its aftermarket product lines.
One of the biggest saddle makers in the world – Taiwan and China based Velo – is planning to get into the spotlights at this year’s Eurobike.
The major manufacturer of saddles for the OEM market is working on a new strategy for its aftermarket product lines. And wants the European bike sector – in particular distributors and dealers – to get acquainted with it. In addition to the company’s booth that will highlight the new AM products, the company is planning a press conference to announce its new program.
That almost every Eurobike trade visitor will get the message on Velo’s new AM strategy and products is something that Velo has entrusted ITMS Marketing with. The Frankfurt based agency is best known in the bicycle industry for having guided the JD Group to branding success in the e-Bike market with TranzX PST. ITMS Marketing was chosen by Velo to conceive and spearhead Velo’s new campaign.
That campaign will target dealers and consumers aiming to get more display space in retail for Velo and its two saddle sub-brands Senso and Plush. The two brands will be given distinct new positioning, with a more emotional message and unique new designs. Next to diverse retail promotions and PR to capture consumer interest; a complete point of sale concept is to be introduced with marketing tie-ins for both bicycle dealers and consumers.
An important part of Velo’s new AM strategy is targeted at distributors. They are to get significant marketing support and Velo’s wide-ranging network of distributors is invited to attend the program launch conference at Eurobike. Distributors who were shown Velo’s strategy during the recent Bike Expo said that the program was a well-welcomed new direction to increase Velo’s aftermarket presence.
The distributors expect that the new strategy combined with Velo’s strong products will fare well in retail. A brand new online focus is part of the new strategy. It involves an entire new website with strong focus on the aftermarket. OEMs will also enjoy a special password-protected area for relevant product informationand product presentations. Velo is at Eurobike in Hall B2, booth 503.