A beer company once told its customers they were changing the label, but, not the beer. The brand plummeted in popularity, with the consumer being of the view that the beer had in fact been changed. Its a classic example of marketing gone wrong.
The Specialized Trail Crew is a spectacular concept, but, on current form, they're heading for a marketing disaster. About 76 Specialized enthusiasts registered and poured hours into the competition. There were six winners. The 70 others show every sign of becoming ex Specialized fans. While the Specialized fans keep up the sporting facade of congratulating the winners, I suspect that deep down there is lingering resentment.
Vance set up The Trail Crew to support the losers. Though there was
lots of initial enthusiasm, little materialized. Now the Crew seems to be looking at other brands -
Giant and Fisher.
Mountain biking girl is disappointed and amazed at the choices.
I would not be surprised if you get other seriously disgruntled ex-Specialized fans amongst the 70 non winners. Let me tell you why:
1) Every one of the 76 entrants are hard core Specialized fans. How do you possibly say that one is more committed than the other without running the risk of seriously offending the one who does not win.
2) We live for our bike brand. We put effort into this and then - well nothing --- you hear nothing --- only much later you hear about the winners. No rationale, just simply 6 gloating winners with new bikes. Are we convinced that they will be great brand ambassadors - I really am not sure at this stage.
3) Brands are about building a community of users. That community of users merely want to be part of the brand. They buy the apparel and anything they can lay their hands on. They are seriously committed. Now you are telling 70 of them that they are not good enough to represent the Specialized brand! Will they look elsewhere - almost certainly.
4) So what makes more sense. Keeping 76 fans or making 6 happy and running the risk of loosing your 70 best brand ambassodors?
Maybe I'm wrong on these observations or I've seriously missed something. However, given the posts that I have read so far, if we cut through the facade of good sportsmanship, you'll quickly realize that the 70 out there feel like they've been kicked in the teeth. Do I want a free bike from Specialized. Well actually no - what I really want is to be recognized for being a true blue Specialized fan. A sticker, a letter, a thank you - is all it takes. Now, well what about that
Silverback brand - they seem to be committed to their fans?
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