Can cycling ever make it in the
One can easily measure US participation levels by the amount of marketing dollars the
I want to be the optimist, but it is hard too. In the
There’s been a lot of speculation. I’ll try to gather up all the theories, mix them up in my brain and detail them to you. I guess what I’m about to impart is my theory. To start, bike racing needs to be elevated so the normal person can understand what is happening. For example, when Phil Legget, the voice of the Tour De France on OLN, explains to me that the hill the riders are climbing is 10 degrees and very challenging, as a racer, I know what he is referring too. But, it is a shame to assume my buddy in
So what’s the answer? Again, perception management has to be even more vivid, detailed and mathematic. There also needs to be more human interest stories (Lance Armstrong was/is a gold mine for marketers). If I were king of the cycling-racing-management-marketing-powerhouse I would also utilize the Ipod distribution model. It was fairly simple for NBC to hook up with Apple computers for network time. I can almost guarantee you that Apple would be happy to earn some $.20 per download on a $.99 download of a stage in the Tour De France. My final suggestion would be for there to be a more unified body of marketers interested in seeing cycling move from a once a year thing to a weekly interest!