One of the things I love to do on my mountain biking website is create projects or what we call “builds.” For the last 6 years that I’ve had that line of business open, we’ve created at least a dozen bike projects. Some of them are basic builds and others like the tandem is pretty complicated.
When doing these builds, it does cost money. The website does pay for much of the expenses. But often times I’ll partner up with a brand who will donate hard goods to the cause. Doing this helps off set any costs that I may incur from the project. Besides, it’s a great way for the brand to further get their name out there on a grass roots level.
Take for example this stuff you see below. That was donated by a company in SoCal called Serfas. They make quality bicycle parts and accessories. We’ve had a great relationship with Serfas for the last several years. But this was actually the first project they jumped on board with.
Why do you think Serfas donated products? There’s a few reasons why they did it. For one, it’s cheap advertising. Another reason is that it’s CHEAP ADVERTISING. Third…do I dare say it again? CHEAP ADVERTISING! Yep, you guessed it, cheap advertising. How cheap? Let’s look at that picture again. I’m guessing that items that Serfas sells is marked up to 50-80% from the landed costs. Let’s pretend that a seat that retails for $50 has a landed cost of $20. If you didn’t know, LANDED COST means the total cost to you, the company of everything included. That means, “the end cost of an internationally shipped item. This includes purchase price, freight, insurance, and other costs and may sometimes include duties and taxes.”
Ok now that we have that in mind, let’s look again at that photo. There are other items in it such as tires, grips and the already mentioned, seats. Once more, we’ll pretend the landed costs for all those items hover around $100. Now take that $100 and see if you can buy any type of advertisement online or on a print publication. I’m sure you’ll find a few deals here and there. But what you run the risk of is an un-targeted audience (more on that later). I also doubt you’ll find a place that will take your $100 so you can run a full campaign for over a month.
On the tandem project that MtnBikeRiders.com has, they(as is me and the guys) are planning on doing multiple articles, multiple rides, races and events with the finished project. So this means, what ever they do with the tandem, Serfas will get some sort of exposure…to a TARGETED audience (more on targeted audience later). Why does that matter? Just look at that $100 investment they made. It will now become a permanent part of this tandem project. Every time these guys do anything with that tandem, Serfas products will be seen in photos, articles and videos they create. Given our history at MtnBikeRiders.com, anytime we do a project, we post tons of articles on just that project alone. I’ll give you an example. Here’s a project I took on, I called it Burt Reynolds. A simple search on the site will yield over a dozen articles on that bike alone.
Back to the title. Get involved! Make a bold move like Serfas did, get involved with bloggers and see what you can do to assist in their next project/activity or event. But make sure those guys have some sort of credibility on projects so you don’t waste your time and money.