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Trek Bicycle Corporation
Quick-Release Sales Training with iPhone
In the past three decades, Trek Bicycle Corporation has become a world leader in bicycle design and manufacturing, with products distributed by more than 5000 dealers worldwide. Technological innovation is at the very core of the company’s success, as demonstrated by dozens of innovative off- road, urban and racing models — including the OCLV Carbon bikes favoured by Lance Armstrong.
So it’s no surprise that Trek focused on iPhone 3G to deliver a new series of product information podcasts. The podcasts, which replace Trek’s expensive annual product road show, have allowed Trek to expand its reach and train its burgeoning sales force.
With these podcasts, formatted specifically for iPhone,Trek can deliver current, relevant product information and sales training to its global dealer network all year long via its Trek University site. It also makes podcasts available to consumers to satisfy the growing number of bikers who use online research to make purchasing decisions and “prebuy” Trek products.
Since the videos are readily available to anyone with an iPhone, Trek innovation is now a 24/7 experience — which translates directly into bike sales. “We are reaching not only Trek dealers but also our loyal customers — as well as new buyers, wherever they may be”, says Derek Deubel, Trek’s Director of Marketing Services. “We can reach a broader audience in more places, at more times”.
Right Medium, Right Message
iPhone was an obvious delivery medium for the podcasts because Trek was seeing significant mobile web traffic from Apple devices. “Very rarely today do people go on a bike ride without their mobile phone. And more and more, that mobile phone is an iPhone”, Deubel says. “We know quantifiably that Apple mobile devices are becoming more prolific. Up until June, we had 25,000 to 30,000 visits a month coming from iPhone or iPod touch”.
With the advent of iPhone 3G, Trek saw this traffic double in a month. “Now 55,000 to 60,000 visits to trekbikes.com are from users on Apple mobile devices. Our sales teams, the bike shop employees and a majority of our customers are all iPhone users — so why not develop messaging for the mobile device that’s growing the fastest?”
Portable Sales Tools
Thanks to the podcasts, a Trek salesperson can take out an iPhone on the sales floor and explain difficult-to-visualise features. Similarly, a consumer who has watched the latest Trek video can bring an iPhone into the store and make an “I want that” purchase.
Podcasting has saved Trek thousands of dollars previously allocated to transport trailers full of bikes, booths and demos around the country every year for dealer training. The podcasts give Trek a virtual schoolroom that is open day and night, year-round, reaching its audience with a “very low spend”, says Deubel.
“We can reach people on iPhone with incredible efficiency”, he notes. “And the salesperson is reinforcing the same messaging the consumer may have seen online. That really helps us sell more products”.
- Waterloo, WI
- Founded in 1976
- 1,700 retail locations in US and Canada
- 5,000 distributors in 90 countries
“Our sales teams, the bike shop employees and a majority of our customers are all iPhone users — so why not develop messaging for the mobile device that’s growing the fastest?”
“Very rarely today do people go on a bike ride without their mobile phone. And more and more, that mobile phone is an iPhone.”
Derek Deubel Director of Marketing Services