Marketing and Bullshit: Part 3 The Importance of Being Relevant

So fuck, haven’t we just infected poor little Sarah with the marketing bug? She’s been writing all sorts of shit about advertising sport, cycling and cycling clothing to women. I’d encourage you to catch up on her excellent series of posts about the Adidas #mygirls campaign, marketing to women and cycling clothing for women before we go any further down the rabbit hole. After all, it pays to know what you’re getting yourself into.

In the meantime, here’s a little something to welcome Sarah officially to the dark side:

It’s funny because it’s true. Now come on over for another stroll through the wonders and delights of all the power the dark side has to offer as we explore fragmented markets and the importance of being relevant.

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Help me help you

So we’re well into 2013 and the development of #ClickThruThurs is continuing. By now you should already be quite familiar with the initiative and the many reasons that it’s a good thing. What I’d like to take some time to do now is explore in a little more detail the ways in which your clicks count, and why such a simple action can lead to really positive things. Help me to help you understand how best to manipulate educate marketers to get what you want. Yep, I said it…

That’s right team, it’s time to delve slightly further into the fucked up world of marketing!

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How to go about building a different kind of team structure (Part 3 of I don’t know how many)

Our dear friend Adelaidefatboy* raised an excellent point in the previous post, and it leads perfectly into where I wanted to go next in our exploration of the nature of team structures. I mentioned three key things that I wanted us to begin to address in our understanding of cycling in general and women’s cycling specifically. The first of these was the notion of professionalism.

I think that there are two aspects of professionalism that need to be (re)considered when it comes to women’s cycling. Firstly, I think we need to question what it is to be a professional cyclist. I won’t belabour this point too strongly as Stef Wyman has covered it brilliantly in his piece on this matter for Cyclismas.

Suffice it to say that I think it’s very much an important part of the broader conversation that we all bear in mind there are still many women “professionals” who are partly or entirely self-funded. Who ride bikes they’ve bought and paid for themselves. Who aren’t supplied with matching kit or various forms of support and assistance.

Let me be clear, this has nothing to do with the talent, dedication, commitment or work of these women. They almost certainly are professional in every respect of their working lives, probably more than professional given the constraints that they have to work with. The point is that it’s misleading to call that level of organisation professional and act as if we can’t do better. Of course we can do better, and I believe that we all want to do better.

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