Social media has grown from a fringe curiosity to a slightly left-of-center marketing tool in just a few short years. It seems now to be only a matter of time before social media techniques and philosophy penetrate the mainstream.
In what is, hopefully, a long series covering Social Media Success Stories I intend to introduce you to the early pioneers who have adopted social media and translated it into greater success.
I have started by interviewing someone who has taken on a conservative old industry with a small niche brand and a great social media approach: Tim Jackson aka Masi Guy from Masi Bicycles USA.
Name:
Tim Jackson
Blogging identities:
Tim Jackson, Tim Jackson- Masiguy, Masiguy
masiguy.blogspot.com
themasiguypodcast.wordpress.com
bicyclemarketing.blogspot.com
Position:
Brand Manager- Masi Bicycles, USA
How long have you been there?
I have been with Masi for nearly 4 years- it’ll be 4 years in September/ October 2008.
Tell us a little bit about Masi Bicycles:
We’re a road bike brand with a nearly 70 year history. The brand nearly vanished several years ago but was licensed and then purchased by Haro Bikes.
When Haro purchased the brand, they decided to hire somebody to steward the brand- which is me.
We’re a very small brand, less than 1% of the entire US road market, and we’re really only 1-1/2 people- my self and my Product Manager (Wayne Doran), but he splits his time with Haro as well. So really, I’m the only full time Masi employee.
Does Masi’s marketing target distributors (B2B) or consumers (B2C) or both?
We market to both. I sell to retailers/ distributors, but I advertise to both.
That’s one of the things I love the most about Social Media; I can talk to one, the other, or both at the same time. I’m all about conversations and relationship building.
One of the funny things I didn’t really expect is that the blog has been a great tool for strengthening the relationships I have with the vendors I buy from- here in the US and also in Europe and Taiwan. I have a lot of blog readers in Taiwan and many of them are people I buy from- it’s funny when they mention something they read on the blog.
What was Masi’s marketing style / mix prior to your arrival?
Well, the company had little to no budget at all for marketing as it was in the very beginning of the new ownership. They had just finished the last of their magazine ads when I came onboard. So I started blogging within 6 months because I knew I had to do something.
The company hadn’t even heard the term “social media”, except for possibly one other person, before I came to the company. Granted, I had only really heard of it in passing my self. Getting into blogging was really my trial by fire, as well as my introduction to marketing.
What is your marketing approach now? Specifically, what social media do you pursue?
My approach is one of utilizing whatever I can.
I run print ads in magazines because many of my consumers are still reading them.
I advertise in our biggest trade mag’ as well, to reach my “real” customers- the people who are actually buying the bikes from me.
I still blog like crazy and I’m on MySpace (though almost never), Facebook (a little), Twitter, Plurk and a little YouTube.
I’ve begun a podcast and am trying to get better at that.
It’s my sincere desire to start doing a lot more video work because I think it has great potential for what I need to do; I can really use it to educate and explain. I see video as my next really big thing.
So traditional marketing is still in the mix?
Yes, definitely.
The magazines in the cycling world still have pretty good readership. Especially among the actual retailers- I get lots of comments about our print ad efforts from the retailers.
Consumers tend to be more savvy than many of the retailers and spend the bulk of their time online, so I go after them there.
I have advertised online in the past, but I have found I get more traffic and feedback from my blog and podcast.
What social media channels do you employ in marketing Masi?
I’m really a Social Media omnivore. I really wish I could do more in more channels, but I try a little of everything.
Like I said, I really see the potential for me in video projects. I can tell a compelling story about the bikes and hopefully answer questions for people. I’ve been told that I am a very passionate speaker- I do love what I do- and that my presentations are good. So I see video projects as becoming very important to me.
But I’ll stay involved with Twitter, Plurk, Seesmic, Facebook, the blogs… wherever I can find places to have conversations.
Which social media channels do you believe have been the most effective?
I’m really a big fan of blogging. I spend the bulk of my time there and have had unbelievable responses to it. I don’t ever plan to stop blogging.
However…I’ve been enjoying playing with the micro-blogging formats like Twitter and Plurk. But as far as effectiveness so far, blogging has been the big winner so far.
How has this impacted upon sales?
Within two years of joining the company, sales had doubled.
We’re currently having our best year ever and we look to be on track for an even better year coming.
Obviously, I’d like to say it is all because of the blog and other Social Media efforts I’ve made, but that’d be foolish. However, considering the lack of a marketing budget still, I do feel confident in saying that the Social Media efforts have played a very big role in things.
I know the brand awareness is stronger than it was when I joined the company.
What other benefits have you noticed from your social media approach?
Well, the biggest has just been the increased overall brand image and recognition.
Masi was nearly invisible when I joined the company. The former ownership knew lots of incredible things about making bikes, but didn’t know much about marketing and really just didn’t have the time to try.
We now also have a community that has grown around the brand again. Masi had a cult following for decades- primarily with an older demographic. Now, we have a new cult following that spans a lot more age groups and income brackets. I’m really proud of that.
A rather amazing benefit has been a bit more specific to me though- the fact that I have been out in the marketing and Social Media worlds so much over the past 3 years has gotten me into many conversations I never thought I’d be having.
I’ve learned a lot as a marketer by getting to know and work with some of the best marketing minds in the world. I’ve learned how to listen a lot better.
I feel like I have a much better understanding of the people who buy and ride my bicycles.
What advice would you give to marketers looking to include social media in their mix?
Don’t be afraid to fail once in a while.
A little healthy fear is good, but don’t let it paralyse you. Fear will keep you away from conversations and conversation is the lifeblood of any company- you need conversation to understand your markets.
Without it, you’re dead in the water.
Thanks Tim.
Great interview with Tim (who is one of the genuinely nice guys of the blogosphere)! The opportunity for small brands is huge ... as Tim explains, it allows you to build an almost "cult" following -- with passionate advocates of your brand at the centre of th experience. Tim has single handedly positioned Masi in this way and results show. Very impressive.
FYI the picture doesn't seem to work ;)
Posted by: Gavin Heaton | July 09, 2008 at 03:37 PM
Craig, this is a great and inspiring interview with Tim Jackson! I was under the impression Masi was a lot larger...and that has to do with all of Tim's efforts! Once again, it proves that social media is the ultimate leveler. Thanks to both you and Tim!
Posted by: Beth Harte | July 09, 2008 at 10:09 PM
Fantastic interview! Thanks, Craig.
Posted by: C.B. Whittemore | July 10, 2008 at 05:54 AM
Thx for the comments Gavin, Beth and C.B. I thought Tim would be a great first interview. Really nice guy who is totally passionate about his product and telling the world about it through social media.
For me these are key elements for successful use of social media. Frauds get found out pretty quickly in this environment, whilst true passion and personality is rewarded.
I have more interviews in the pipeline but let me know if you have any suggestions for the series.
Posted by: Craig Wilson | July 10, 2008 at 09:54 AM
Great interview! I love Tim's approach to social media....obviously raw honesty and trial and error have made him the exceptional blogger and marketer he is today.
Posted by: Kristen | July 10, 2008 at 12:32 PM
We are liquidating our 2007 stock and we give big discounts on all our bicycles.
WE ARE DEALERS IN THE AREA OF BICYCLE OF DIFFERENT TYPES
we sell at a very affordable prices.we have been into this business for year.however we shipped to virtually the whole world.our products are very good and durable.we employed the best hand in shipping goods to our customers, door steps below are the list and price of bicycle we have in stock.
we have all kinds Cannondale, Cervelo, Ellsworth, Giant, Jamis, Klein,Kona, Litespeed, Rocky Mountain, Santa Cruz, Specialized, Trek, Gary Fisher
bikes.
Here are some of our best offers:
=============================================
Triandrun Attacco Full carbon Campagnolo Triathlon road
bike............$1300
Concorde Alu SL frame with carbon forks. 59cm................$600
Giant TCR Record...................$900
Specialized Allez Sport 52cm................$550
Trek 5500 full carbonas new Size 52 cm..........................$1300
Felt F3 New Size 52 cm........................$1200
Felt F1 new.Full Carbon Size 56 cm........................$1800
Glider Tupelo Sapphire blue 54 cm Full Campag Record
groupset...................$1000
Sigma Kronos Ex Team Triathlon Time Trial Bike for Sales
(2007)............$800
Sigma Sport Kronos Carbon Time Trial ....................$1000
TREK equinox 11, full carbon 'medium' frame (suit up to
6'1)............$1400
Simoncini Corsa Strada 57cm entire 14speed campag chorus
groupset........$400
Trek 5000 WSD women's road bike in blue, 47cm.................$500
Dolan Pallatola. Medium 56c/t (of seat clamp). Full Dura Ace ...........$800
Mens Raleigh Airlite................$150
TREK 5000 ULTEGRA EQUIPPED ................$750
SPECIALIZED ALLEZ COMP GEROLSTEINER COLOURS ......................$800
Specialized Allez Expert new Great value Ultegra equipped
bike...........$650
TREK 5200 WITH FULL ULTEGRA .......................$800
SPECIAIZED DOLCE ELITE................$400
SCOTT CR1 TEAM................$800
SPECIALIZED ALLEZ EXPERT...............$600
SPECIALIZED ALLEZ ELITE.................$500
SPECIALIZED DOLCE ELITE AN ULTEGRA EQUIPPED BIKE.................$600
SPECIALIZED DOLCE COMP LADIES TRIPLE..............$800
Specialized Ruby Comp (womens).................$700
LADIES TREK 1000 ...............$400
Viner EOM Team Pro Carbon (mens).....................$700
Classic 1981 Campagnolo 10 speed Bianchi,,,,,$500
Beautiful 2005 Derosa Merak (large) with custom paint
job....................$1200
Specialized Roubaix...........$500
Viner EOM Team Pro Carbon (mens) Italian road bike................$2000
Giant SCR 2 (womens)....................$500
Shorter 2007 Easton Alloy Triple butted with full carbon seat and
chainstays.............$700
TREK Madone 2005 5.2SL 56inch......................$600
1982 White Condor - A top of the range British
Classic......................$600
Bianchi Super Leggera Classic 1981 Campagnolo 10
speed.....................$600
2005 Trek 1000T,touring bike.....................$400
Felt F75 Road bike Carbon forks, carbon seat stay, carbon props, 10
speed..............$500
Giant scr 2 Sigma computer for basic readings ie speed / milage
ect...................$500
============================================================================================
NEW 2007 Santa Cruz Blur LT Mountain Bike $2,400
NEW 2007 Santa Cruz Nomad Mountain Bike $2,000
NEW 2007 Santa Cruz V 10 Mountain Bike $2,400
NEW 2007 Specialized Demo 8 Mountain Bike $2,000
NEW 2007 Specialized Enduro SL Pro Carbon Mountain Bike $2,200
NEW 2007 Specialized Epic Comp Mountain Bike $1,200
NEW 2007 Specialized Epic Marathon Mountain Bike $1,800
NEW 2007 Specialized Roubaix Pro Road Bike $1,800
NEW 2007 Specialized Ruby Pro Road Bike $1,800
NEW 2007 Specialized S-Works Stumpjumper Fsr Carbon Bike $2,400
NEW 2007 Specialized S-Works Tarmac SL Sram Road Bike $2,400
NEW 2007 Specialized S-Works Roubaix Dura Ace Road Bike $2,400
NEW 2007 Specialized Stumpjumper Comp Mountain Bike $1,000
NEW 2007 Specialized Tarmac Pro Double Road Bike $1,800
NEW 2007 Specialized Transition Pro Road Bike $1,800
NEW 2007 Cervelo Soloist Carbon Road Bike $2,300
NEW 2007 Cervelo P3 Carbon Road Bike $2,300
NEW 2007 Cervelo Soloist Team Road Bike $1,100
NEW 2007 Ellsworth Epiphany Mountain Bike $2,500
NEW 2007 Ellsworth Moment Mountain Bike $2,600
NEW 2007 Ellsworth Truth Mountain Bike $2,200
NEW 2007 Gary Fisher Cake 1 DLX Mountain Bike $1,500
NEW 2007 Trek 5000 Road Bike $1,100
NEW 2007 Trek Pilot SL 5.9 Road Bike $1,900
NEW 2007 Trek Tandem T 2000 Road Bike $1,500
NEW 2007 Trek Madone SSL 6.9 Road Bike $2,900
NEW 2007 Trek Top Fuel SL Mountain Bike $2,900
NEW 2007 Cannondale Road Tandem Bike $1,200
NEW 2007 Cannondale F4000 SL Mountain Bike $2,400
NEW 2007 Cannondale Gemini 900 Mountain Bike $1,200
NEW 2007 Cannondale Mountain Tandem Bike $1,200
NEW 2007 Cannondale Prophet 4000 Mountain Bike $2,600
NEW 2007 Cannondale R1000 Road Bike $1,000
NEW 2007 Cannondale Scalpel 3000 Mountain Bike $2,600
NEW 2007 Cannondale Six13 Team 1 Dura Ace Road Bike $2,400
NEW 2007 Giant Anthem 1 Mountain Bike $1,200
NEW 2007 Giant Reign X0 Mountain Bike $1,800
NEW 2007 Giant Tcr Composite 1 Road Bike $1,500
NEW 2007 Giant Trance 1 Mountain Bike $1,200
NEW 2007 Jamis Dakar XC Pro Mountain Bike $1,900
NEW 2007 Klein Q-Pro XV Road Bike $1,300
NEW 2007 Kona Dawg Primo Mountain Bike $1,200
NEW 2007 Kona Kula Supreme Mountain Bike $1,900
NEW 2007 Kona Stinky Mountain Bike $1,100
NEW 2007 Litespeed Bella Road Bike $1,200
NEW 2007 Litespeed Ghisallo Road Bike $2,600
NEW 2007 Litespeed Niota Ti Mountain Bike $2,800
NEW 2007 Litespeed Tuscany Road Bike $1,800
NEW 2007 Rocky Mountain Element Team Mountain Bike $2,000
NEW 2007 Rocky Mountain Slayer 70 Mountain Bike $1,700
HERE IS SOME OF OUR ACCESSORIES PRICES ...
======================================================================
Road shoes - SIDI or Shimano...........(Sidi Genius 5 2007 - Blue/
Titanium...$100USD) (NEW Shimano SH-RO98W size 37...$25USD)
Cleats - To fit Look pedals............(Campagnolo 2007 Chorus Pro Fit Plus
Pedals...$90USD)
Pedals - Look...........(Look KeO Sprint Pedals...$90USD)
Saddles - Fizik...........(Fizik Saddles: Fizik Aliante Carbon
Saddle..$150USD)
Chains - Shimano 9 & 10 speed.........(Shimano XTR CN 7701 9 Speed
Chain..$20USD)(Shimano Dura Ace CN 7801 10 Speed Chain..$15USD)
Floor Pumps - Park tools Model PFP3...........(Park Tool Professional Floor
Pump...$20USD)
Bike Mount Pumps - brand Topeak(Topeak MT Rocket CB MasterBlaster Carbon
Fiber Bike Pump...$20USD)
Helmets - Bell & Met...........(Bell Helmets Metropolis Helmet...$50USD)(Met
2007 Stradivarius 199 helmet...$150USD)
Tires - Brand Vredestein Forteza & Michelin...........(Vredestein Fortezza
Pro Tubular Tricomp Tire - 2008...$90USD)(Michelin DH 24 Downhill Mountain
Bicycle Tire - 26x2.8...$30USD
Shorts -...........(CANNONDALE Classique Bike Shorts, Men's...$20USD)(Novara
Mudster Mountain Bike Shorts - Kids', Color: CARBON, SizeS medium,large,x
large: ...$10usd
Jerseys -...........(Castelli Superleggera Bike Jersey - Short-Sleeve -
Men's...$50USD)(World Jerseys Biker Chick Women's Cycling Jersey...$20USD)
Bibs -...........(Pearl Izumi PRO Micro Bib Bike Short -
Men's...$100usd)(PEARL IZUMI PADDED BIKE BICYCLE BIB SHORTS LARGE L
NEW..$35USD)
Cyclops Indoor Trainer...........$(Cyclops 2007 Fluid Squared Combo Kit
(trainer, block, and sweat guard...$170USD)
Master Mechanic Tool Set...........(Park Tool MK-150 Master Mechanic Tool
Set...$2000usd)(650PC Senior Mechanics Tool Set....$2500usd)
Bike Stand for repairs...........(PARK PRS-15 PROFESSIONAL BICYCLE RACE
STAND...$150usd)(MINOURA Gravity Stand Bike Stand - 2-Bike Support...$40usd)
Gloves - Castelli...........(Castelli Rosso Corsa Glove
'08...$25USD)(Castelli Logo Bike Glove - Men's..$15USD)(Castelli 2008 Inizio
Cycling Gloves - Red - K8067-023...$150USD)
Specialized Roubaix Pro Road Bike Frame size 54cm...........$2300USD
Cervelo Soloist Team Road Bike Frame size 54cm...........$2500USD
Cannondale Caad 9 105 compact frame 54 & 56cm...........$1000USD
Cannondale F3 MTB frame M & L...........$$1000USD
and many ... models available 2008,2009 at this special price.
If you are interested SEND US EMAIL TO OUR STORE MAIL ORDER ADDRESS BOXES and we will give you more information and address on how you can order the bikes
EMAILADDRESSES:[email protected]
[email protected]
[email protected]
[email protected]
Cassandra Middleton,
Sales Rep.,
Euro Bike Mini Store,
11874 Heron Bay Blvd, Coral Springs, FL, 33076, USA
Posted by: cassandra | July 05, 2009 at 01:34 AM
Blogs are so informative where we get lots of information on any topic. Nice job keep it up!!
Posted by: Dissertation Ideas | October 14, 2009 at 11:46 PM
Excellent work every buddy can get lots of interesting information, keep on posting this type of brilliant articles.
Posted by: Dissertation writing help | November 18, 2009 at 07:49 PM
Really informative Post. Keep up the goo Work Masi make nice Bikes too
http://www.bicyclesroadbikes.com
http://www.gianttcr.com
Posted by: Steve | January 19, 2010 at 09:56 PM
Excellent post. Very nice. Site has been added to my RSS feed for later browsing for my two sites.
http://www.triathlon-bike.org/ - triathlon bike
http://www.triathlon-wetsuit.org/ - triathlon wetsuit
Posted by: Walterhanson3152 | July 30, 2010 at 11:26 AM