Current and past clients
Eddy Merckx Cycles
Finalized project, in which I assumed General management of Eddy Merckx Cycles USA. The major focus was transitioning the brand from a consumer direct European drop ship, to a multi-channel domsetic stocking and service, sales model.
Pinhead Locks
Business development project in the BeNeLux, generating new direct retailer accounts, press exposure and developing distribution leads.
Boyd Cycling
European Area Management, helping Boyd expand its B2B and B2C business model into the European marketplace.
Velocomp
Finalized project, in which I re-branded Velocomp, while developing B2C, B2B + OEM markets and generating notable global press exposure.
Work snapshots
Promotional content
The section below includes a few snapshots of previous work and projects I executed alone or in groups (I dont pretend to know how to do everything, but can engage the people who do, in your project).
As you will see I have singled out promotional work. With business process content being harder to present and more sensitive in nature, I have reserved that type of content for face to face meetings.
Project management and promotional work
Logo and branding assistance
Finding a logo to communicate your brand values is critical. I helped velocomp form this logo to reflect the broad public the technology speaks to and the multifaceted analysis capabilities. The spectrum bar also reflects the 7 training zones known to power training enthousiasts.
Complex capabilities made simple
Explaining why a technology is relevant to your users clearly is important. This table shows how Velcomp technology goes beyond classic bike metrics to quantify technique and efficiency.
Engage with customers where they are
Engaging customers where they are is key to making technology easy to become accustomed to. Recognition of your brand leads to realization of your solutions, giving a pathway to research and finally, a consumer purchasing decision.
Creative communication
Finding a new ancgle to take when you have a new message can be challenging, but is key to getting a clear and differentiated branding message across.
Messages bigger than you, go further
Succesful fan engagement does more than just help you get your message out to the world: it allows your fans to tell you and the rest of the world what your brand is. Classic one way marketing is only part of the pie nowadays.
Global press engagement
Relationships are the first step to succesful press exposure. Let me help you get your messgae out there to the editors and test riders in countries that are strategically relevant to you.
Choose your channel
Knowing the industries individual communication channels and the people behind them, helps you build a coherent and relevant story - that gets passed on.
Go big, not broke
Trade shows are critical for branding exposure but can quickly inflate to a considerable percentage of your budget. Allow me to help keep the impact high, but expenses low.
What is your message?
In a marketplace with so many competing messages, finding your core, unique message is key to chiselling out a brand territory. Allow me to help you find yours.
Relationships count
Allow me to help you reach key players with a relevant message. Sometimes directly but oftentimes, this will be through third parties: individuals, events, etc.
Presence is key
At stage one, your brand is what you tell the market it is. At stage two, it is what the market tells you it is. This design was the result of a project group of talented designers and marketeers, and was surpringly affordable.
Help retailers help you
The core content of a message needs to be simple for designers to make something of it. This table was a huge relief to customers struggling with bike compatibility issues. Thanks to Morato + Infinito for the graphic design.
Global customer development
Business development implies sell in, but the key to sustainable and self driving growth is to ensure sell out. That requires a strong customer relationship. With that done, finding a marketing message true to your core values but adapted for the region, is key.
Ease of use is pivotal
Consumers don't like to read instructions, so products need to be as self explanatory as possible. Especially when technology is new or distruptive, it is easy to fall into the trap of thinking your smartner product will prove itself. Let me help you achieve stable growth.
B2B or B2C?
Consumer direct and indirect strategies require different approaches, investments and focus. Which is best for your product? I have workled in both environments, and in the grey space imbetween.
Size isnt key - quality is.
Dont run astray thinking size is key. A well executed, smaller presence leaves a deeper, lasting impact.
Which channel
Not all messages should go to the same channels, to the same individuals, or recieve an equal budget. How do you decide?
Product experience
With a background in engineering and product management, I know how key it is to prepare products for market. Focusing only on product or only on marketing, rareley gets a brand ahead.
The right test design
The right channel for exposure and testing is paramount. Knowing who you're working with and knowing how to then present a product and its philosophies are key to setting a test off in the right direction.
Without support, a diamond stays rough
Doing front end work is only the start. Solid paperwork, easily followed instructions and clear messages cannot be overlooked. Skipping this can scuttle the best planned marketing campaigns.
Chosing partners
Chosing the right promotional partners is key to succesfully establishing a reputation. Who best suits your product and brand?