Marketing Handbook for MeloYelo Franchisees ...
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Marketing Handbook for MeloYelo Franchisees

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byDiana Kerr
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BACKGROUND

MeloYelo’s business model – selling through agents who work from their homes versus selling through brick-and-mortar retailers – depends on strong and consistent marketing, as well as strong customer relationships, for its success.

At MeloYelo HQ, Rob McEwen and Niki Smith continually develop new marketing tactics, test them, and fine-tune our marketing based on what works. In other words, what drives traffic to your doors, what generates test rides, and what generates sales.

MeloYelo franchisees must undertake their own marketing activities within their region. However, we acknowledge the fact that MeloYelo agents are not marketing gurus, which is why we offer the support of Rob & Niki, along with our broader marketing team (Facebook guru, Google guru, graphic designer) to help you develop a local marketing plan and to provide you with materials you might need to implement your plan successfully.

In this handbook, we will show you:

What segments of the ebike market are we in

It is important we understand the following categories of buyers:

Category 1:Recreational users

e.g. riding paved and unpaved trails close to home, as well as scenic trails such as the Dunstan Trail, Otago Rail Trail, The Timber Trail, etc. These buyers are predominantly 65+ years old, and they are the market that MeloYelo has focused on to date.

This segment has seen explosive sales growth over the past 5 years, especially during Covid. So, it is fair to say that most of the 65+ year-old buyers in this category who (a) wanted an ebike and (b) could afford an ebike, already have one. That doesn’t mean that they are not future customer prospects for MeloYelo. Many buyers bought cheap brands and will be having bad experiences with their bike, their customer service or both.

Our key selling points in these cases are:

    • The reliability and robustness of our bikes
    • Our larger batteries (some of those who have bought cheaper bikes will have experienced range issues with their bikes)
    • Our nationwide service network. (If you buy a bike in Auckland and have a problem with it in Queenstown, MeloYelo will be there to assist you.)
    • Our inventory of spare parts, held in NZ. We’ve heard horror stories of motors failing, and customers having to wait a year for a replacement. That doesn’t happen with MeloYelo.

If someone is 65+ years old and does not currently own an ebike, the key reasons are:

    • Cycling in any form does not interest them
    • They’re still happy riding a non-electric bike and don’t see the need for electric
    • They cannot afford an ebike
    • Mobility and/or health issues may be causing them to perceive that an ebike is not suitable for them
    • They haven’t ridden a bike in 10, 20, 30+ years and so are uncertain about their ability to ride

This last group – those who haven’t ridden a bike in many years – are a segment MeloYelo can win over. How?

    • By offering rider training (see the case study on MeloYelo agent, Neil Parkinson)
    • By taking time during the initial interaction with the customer to understand their current level of confidence or fear about riding
    • By offering test rides and patient instruction in safe places, away from traffic
    • By accompanying the potential customer on their test ride and giving them on-the-fly instruction about changing gears, changing the level of electric assist, braking, etc.

Category 2: Urban commuters

This will be a high-growth segment over the next 10+ years. Typically, the age range will be 25-60 years old. People are choosing ebikes as a commuting option for a variety of reasons:

    • Frustration with traffic congestion. It can often be faster to get to work on an ebike versus a car
    • The cost of fuel
    • The cost of owning a second car
    • The lack of facilities to park a second car (due to urban densification)
    • Health benefits
    • Environmental concerns

Historically, MeloYelo has not targeted this segment with its marketing, because the low-hanging fruit for ebike sales has been the leisure segment. However, more of our focus is turning to this segment in terms of:

    • Our bike model selection
    • Our agent recruitment
    • Our marketing

Category 3: Niche segments

Cargo bikes are an example of this. MeloYelo has explored the cargo bike segment and decided not to pursue it, at least for now. However, one niche segment that we are pursuing is the use of ebikes on farms, vineyards, orchards, etc. We have done a great deal of research amongst the farming community, and have an ebike designed to be a workhorse on farms, in development. This bike is expected to be available for sale in late 2024.

Insights into the ebike buying process

An ebike is what is referred to as a “considered purchase.” What that means is that most buyers take anywhere between 3-12 months to make their purchase decision, during which time they are:

    • Talking to friends who own ebikes and taking into account their experiences and recommendations
    • Conducting online research. For example, conducting Google searches, searching for product reviews, reading Google reviews, reading blogs, watching YouTube videos
    • Visiting bike shops
    • Developing a “feeling” for which brands and bike models will be on their shortlist

Someone who visits with you as part of their buying process, but does not make a purchase during their visit, is NOT A LOST SALE. If you haven’t heard from them after 4 or 5 days, given them a call. Don’t be pushy. Just ask if they still have any questions, or if there’s anything you can do that will help them make a decision. If you can’t reach them by phone, send them a text or an email. If they are still unresponsive, supply their contact details back to MeloYelo and over the coming 6-12 months, we will send them our e-newsletter. This will greatly increase the chances that this prospect will become your customer.

A big factor influencing a customer’s purchase decision is “which brand/which salesperson I interacted with do I FEEL best about?” We know that this is where MeloYelo can win in spades. Older people, and especially women, are generally not treated respectfully in bike shops. In fact, women are often ignored. So, when prospective customers show up at your door, be polite and respectful, share a laugh with them to help them relax, get to know them a bit, and ask them questions that will help you determine which MeloYelo model(s) are best suited to their needs.

What is expected of you when it comes to local marketing?

Your role is to be as visible as possible in your community. That means:

    • Making sure your vehicle is branded. MeloYelo works with you on the design.
    • Appropriate signage, posters, etc. at your place of business. MeloYelo works with you on signage design as required. We also supply a free pennant flag for you to display at your front gate, when you’re attending events, etc.
    • Exhibiting at community events. Farmers’ markets are a favourite amongst our agents, but there are lots of other events where, for a small cost, you can attend, exhibit and demonstrate MeloYelo ebikes. (The key to selling ebikes is getting people on them. Once they’ve ridden one, they’re hooked.)
    • Local advertising. MeloYelo works with you to develop a plan, and then we assist you with implementing your plan. For example, if some printed materials are needed, we will take care of graphic design and assist you with the wording.

MeloYelo has a menu of local marketing activities for you to choose from. We will help you select the activities that are best-suited to you, and provide guidance and assistance as appropriate.

One of the most important things you can do is capture the names and email addresses of people you interact with. A number of our agents have found that when they have an exhibit at an event, if they offer a chance to win a hamper (which you would display within your exhibit), it increases their ability to collect contact details of prospective customers. Follow up with these contacts after the event to schedule test rides, answer questions, etc. And, most importantly, supply the list of contacts to MeloYelo so that on your behalf, we can keep the MeloYelo name in front of them over the next 6-12 months.

Examples of successful marketing activities that our agents have implemented

We have compiled a number of examples of successful local marketing activities that you can take inspiration from and implement in your own local community. If you have a case study, you would like to share, please contact us.

How and when to seek assistance from MeloYelo

Your primary MeloYelo contact is Andy Warner, andy@meloyelo.nz. If you can’t get hold of Andy and you have an urgent need, then contact Rob McEwen, ebikes@meloyelo.nz.

You should contact MeloYelo marketing in the following instances:

    • When you have an idea for a local marketing activity, but are not sure whether it is worth pursuing
    • When you need graphic design assistance for a MeloYelo promotional item or activity. MeloYelo has its own graphic designer who understands our brand. Also, we typically cover the costs of graphic design
    • When you need help putting your local promotional plan together
    • When you have built a list of sales leads from a local promotion, and you want MeloYelo to help you maximise the conversion of those leads into customers
    • When you have an opportunity to give a presentation at a local event or venue, and need help creating your presentation: Key messages; Powerpoint slides, etc.
    • When you’re planning a get-together of your local customers
    • When you’re seeking ideas for how to turn your customers into raving fans, who then send you lots of referral customers

Things you should absolutely NOT do

  1. You should not spend money on any local advertising without first discussing it with the MeloYelo marketing team
  2. You should not hire a local graphic designer to develop any materials for you. Any materials need to be designed by MeloYelo’s graphic designer to ensure brand and message consistency
  3. You should not attend any event without first seeking MeloYelo’s advice and assistance regarding how to maximise results from the event

How we can help you turn more of the leads you generate into customers

 There are a number of factors that determine whether or not an initial enquiry will turn into a customer or not. Among those factors is their level of familiarity with, and confidence in, our brand, our bikes and our people.

We can’t give your prospective customers confidence in you. Only you can do that. But we can make them more familiar with MeloYelo, and more confident in buying a MeloYelo bike, by keep our brand and our messages in front of them over a 12-month period.

For us, doing this is easy. All we need is names and email addresses from you. We add these to our e-newsletter list, and each month, that prospect will receive a newsletter from MeloYelo so that when the time comes for them to make a purchase decision, the top brand that comes to mind is MeloYelo.

How to turn your customers into RAVING FANS

A raving fan is a customer who sings your praises at every opportunity. They are your cheapest and most effective means of generating new customers.

By going above and beyond to create a memorable customer experience, with things like discounts, gifts, information or spontaneous outreach, you can foster an emotional connection and sense of goodwill among customers that will make them more likely to be loyal to you and refer other customers to you. The goal is to leave your customers so satisfied and happy that they go out and sing your praises.

How can raving fans be generated?

    • Be more knowledgable about our product than bike shop salesmen
    • Listen to customers. Ask them questions to understand their needs
    • Don’t be pushy
    • Understand the competitive advantages of MeloYelo products
    • Follow up with the customer if you haven’t heard from them after a few days, to see if they have any questions
    • Surprise them with a gift they were not expecting when they make a purchase (e.g. a free mirror)
    • Take time to fit the bike to the customer so that it is as comfortable for them as it can be – see our video
    • Send your customer a thank you card in the mail – yes, the real mail
    • Call them a month after they have taken delivery to see how things are going and to answer any questions they might have, or to schedule a time to make adjustments to the bike if they’re not comfortable on it
    • Eliminate dissatisfaction. This means being proactive about identifying customer problems, and solving those problems
    • Educate the customers on proper use and care of their ebike – A lot of information is available in our info centre
    • Have a loaner bike available for situations where a customer’s bike may need to be held onto for a few days
    • Respond quickly. If a customer reaches out to you via phone or email, make it a policy to respond to them within half a day
    • Surprise them with a phone call 12 months after they have purchased their bike
    • Build community. Host an annual or semi-annual get-together of your customers. This could be a group ride, or it could be just a social get-together over drinks & snacks
    • Reward them when they refer other customers to you. A small gift will delight them, and will encourage them to keep referring new customers to you

A guide to social media

Post relevant content regularly

Success on social media is a matter of posting compelling, engaging content consistently. Not only will this help make your business look dependable, but it also shows that you have timely knowledge to share and that you care to be in conversation with your audience.

Social media platforms change their algorithms over time, but the rule of posting regularly holds true: This practice helps your content show up in newsfeeds. By focusing on consistent, relevant content, you show the algorithms that your posts are worthy of showing up in various newsfeeds and, ultimately, will attract followers to your page.

Every post to MeloYelo Head Office page automatically posts to your page so you don’t need to post to often as we take care of 80% for you.

Some ideas of what to post:

    • You have an event coming up. You could create a Facebook event and share that to your page OR if the event organisers have an event already set up, share that to your page with some copy.
    • You took a group out for a test ride. Share a photo and some text (with their permission
    • Delivery of new bike. Share photo and text or quote from customer about their new bike (with their permission)
    • You out exploring a new track on your MeloYelo. In-action video or photo of you personally out there enjoying your ebike
    • Create Facebook event for any public events you are attending. Contact diana@meloyelo.nz to create the event for you and then you can publish it to your page and promote it by booting it in your region.

Interact with followers and Local Facebook Community Groups

Social media users enjoy interacting with brands, and as a result, brands experience benefits like:

    • Social proof of your business
    • Expanded market reach
    • Boosted brand awareness
    • Cost-efficiency

The opportunity for a high return on investment (ROI) is huge—83% of customers value customer experience, and that includes social media interactions in which businesses make their audience feel seen, heard, and understood. Social media allows you to monitor conversations in real-time and answer questions or concerns from your audience promptly.

Join local Facebook Community Groups as an individual (they don’t usually allow Pages to join). Share events coming up, subtly promote MeloYelo, offer test ride experiences. If it’s a bike-related group, share your local ride with the group (include photo of MeloYelo Bike).

Always check the rules of the group to ensure you are following them e.g. they may only allow 1 business promotion post per week

Always maintain professionalism

It’s important to remember that as you post on social media, you are always representing MeloYelo. Posts are taken out of context all too often, which can lead to conflict and upset followers. If you are ever unsure about how to respond to a comment or direct message, especially if they are negative, please check with us before posting so we can help you defuse the situation.

Brand Consistency

We have put together a Brand Collateral File in Google Drive. You can use any images etc in here. This will be kept up to date i.e. new promotional material will be added as it becomes available

Remember the target audience and which segment you are talking to (Recreational users, The urban Commuter, or is it a niche segment?) and write your post to talk directly to that customer.

How to ‘Facebook’ Videos

 

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