REASON 38: PLAYER 23

So what typically happens to a companies marketing budget? Easy, invite your dealers and best sales people to a rip roaring party, in some exotic location, and spend days trying to rip the guts out of a particular product! Whether its cars or bicycles, it's all the same. My local auto dealer is a regular jetsetter - I no longer buy cars! The LBS (Local Bike Shop) is no different - from one promotion to the next. Am I jealous? Absolutely! I'm Specialized's biggest fan, spending massive amounts on the product. Do I get any invites - zilch - nothing - zero!

Specialized should take a look at the Player 23 concept in South Africa. Rugby is a big sport in South Africa and has experienced a resurgence in popularity while other big unions such as Australia and England are battling to fill stadiums. Player 23 refers to the fan, the supporters of rugby, and an entire marketing campaign has been based around them. Look at the Vodacom (a cellular service provider) website and you'll see what I mean. The rugby and cycling fan are chalk and cheese in terms of looks and attitude, but, the concept of recognizing the fan has undoubtedly led to South Africa winning the World Cup and Tri Nations trophies and a pile of revenue for the industry!