Seeing on a few sites about Specialized cancelling or not renewing ambassador contracts (or just ghosting them).
Can think of a few that get support from Specialized, Hannah Barnes first springs to mind. They aren't just posting photos on their latest Spec bike either, a lot seem to do good in the cycling community.
Looks like SPecialized have locked their Instagram comments down, can imagine a bit of a backlash for this. It is 2022, have big companies not realised being open and communicating is key to maintain good public opinion?
Not like Specialized hasn't had oppertunities to learn this in the past.
Can’t be cheap keeping lights/heating on in all the concept stores !!
i'm not sure if this is excluding racers etc??
Prob more 'social media type peeps' like Derek teel (dialled health) etc...
I tried reading more, but couldn't find answers.
DrP
Can’t be cheap keeping lights/heating on in all the concept stores !!
They don’t pay for it. They’re franchises.
Think this looks more like brand ambassadors than their sponsored racers.
Read on one site that some are paid (cash, not just bikes).
It's the global ambassador program, not sponsored professional athletes
It’s the global ambassador program, not sponsored professional athletes
<small class="bbp-reply-post-date"></small>Is that the likes of Manon Carpenter?
Hannah Barnes first springs to mind
They've only just given her a £12k Diverge STR!
Might not be Specialized UK ambassadors, on the comments from the above link:
At least one adventurer has just been signed by specialized. A lady who goes by the handle girloutdoors.becky on Instagram just announced she is an ambassador for them next year having just done a bikepacking trip on GBdivide(ish). She used to be a racer, but quit biking entirely for several years, focusing on bushcraft, backpacking and packrafting. She seemed to buy a bike earlier this year to try bikepacking.
I am often surprised who brands want to work with and how they quantify any gains from these deals.
Obviously they can see somebody has x thousand Instagram followers but I have always been curious about how that translates into sales. Even more so with the "marmite" characters who some people love to hate, I guess it is still publicity but would it put people off a brand?
I am often surprised who brands want to work with and how they quantify any gains from these deals.
Track their social media, lets say someone has 150,000 insta followers with an average post engagement of 10%, that 15,000 people engaging with you product one or two people buy a bike off the back of that 10% engagement, bingo you've just generated lest day £15k in sales for one successful post. Pay said person £15k a year and give them a bike they give back at the end of that model year run, you then sell the bike as an ex-demo, sorted. It's essentially free advertising.
Also they get to use their photos (usually high quality) on their social feeds, from a huge variety of locations. Every week.
No location scouting, photographer hire, lighting, rider pay, photo editing, etc to pay for. All for the cost of a bike or two (and in some cases a bit of money).
Ambassadors = Blogger Blaggers
Ambassadors = Blogger Blaggers
Yeah I'll not be crying a river for this one, sucks if ambassadors got ghosted but hey ho.
and in some cases a bit of money
I assumed that for most of them, their only source of income was sponsorship deals / ambassadorships etc. Hannah Barnes does the odd shift as a nurse IIRC. Juliet Elliot seems to just ride bikes..
They don’t pay for it. They’re franchises.
Not the case in all the Rutland stores they just bought though 🙄
Not the case in all the Rutland stores they just bought though 🙄
At least one store is still running branded as Rutland in Cambridge....
Yeah I’ll not be crying a river for this one, sucks if ambassadors got ghosted but hey ho.
Manon Carpenter is doing a phd which will have an income stream with it. She has done a huge amount of trails access work. Whether her Spec’ deal has ended or she needed it them to support her access work I don’t know. But it’s not all being paid to be on holiday
But it’s not all being paid to be on holiday
Not all, but mostly.
Even more so with the “marmite” characters who some people love to hate, I guess it is still publicity but would it put people off a brand?
I bought an Ergon saddle despite a certain arse they sponsor. I did email them to highlight some of said person's activities, and that their products appeared in said videos. No reply.
Trouble with two-faced marketing is sometimes the wrong face gets through to the wrong customer, but in this case the product was good so that won.
But it’s not all being paid to be on holiday
I say hats off to them if they can get someone to pay then to do what they love!
Nice merge
Nice merge
Oooh, does the forum now allow that to happen? Good stuff.
Any other Shuttleworth fans humming Y reg, Y reg, why?
Perhaps they are embarrassed about the price of their bikes. I always thought it was supposed to be better value the larger the production run.
Give me local manufacturer's all day!!!!!
Perhaps they are embarrassed about the price of their bikes.
Sure they used to be a good value brand 15 years ago, but now there is definitely a large brand premium attached to all their bikes.
Not just Specialized, Ibis have also started dropping some of their 'ambassadors'.
My impression is that most of these brand ambassadors have been involved in the promotion of the adventure biking / gravel / bikepacking scene*. Maybe there's not much more to be done on that front at the moment? All the early adopters were already bought in, the influencers caused a surge in interest, now it's backed off to a steady state. I'd post that Gartner Curve again, but many folk will know what I mean.
* Could just be that's my interest and so where I've seen their output.
But it’s not all being paid to be on holiday
Depends how you look at it? It's probably equally fair and unfair to say that any full time athlete is enjoying a full time holiday.
How many 9-5 forumites would rather have gone for a ride this morning then hit the gym in the afternoon rather than sit in an office before trying to cram in a ride/gym session between work, dinner and bed this evening?
My impression is that most of these brand ambassadors have been involved in the promotion of the adventure biking / gravel / bikepacking scene
Probably, also seems to be the collective term for non-competitive sponsorship. So either the more marketable mid-pack riders or non-competitive disciplines like gravel/touring/bikepcking.
e.g. I've met a few people who are "brand ambassadors" for various gym/fitness brands, which seems to involve little more than amassing a lot of followers on social media and being a bodybuilder/strongman/powerlifter/Olympic lifter which aren't really "professional" sports in the sense that they all needed day jobs as well, even if that job was something related like a coach/PT/nutritionist. They basically just got their hobby paid for and some made a few quid out of it.
They've pretty much dropped all their "adventure" bikes from the lineup, haven't they? The steel framed AWOL and Sequoia have been gone for a while and the Fatboy fatbike has been phased out. Seems like they're just not interested in that part of the bike market anymore, so they don't see any point in supporting those ambassadors. Its a shame, as I would have though those people have a higher ROI than professional racers who must cost a fortune!
They’ve pretty much dropped all their “adventure” bikes from the lineup, haven’t they? The steel framed AWOL and Sequoia have been gone for a while and the Fatboy fatbike has been phased out. Seems like they’re just not interested in that part of the bike market anymore
That could be production capacity related, I presume it takes as much time to build a Seqoia as it does a Allez Sprint (or an Enduro bike, or whatever), on the production line, but the Allez must have the bigger margins?
Fatbikes though definitely died in terms of sales. They're still changing hands for decent money 2nd hand, but I doubt there's any renewed demand for new ones.
That could be production capacity related, I presume it takes as much time to build a Seqoia as it does a Allez Sprint (or an Enduro bike, or whatever), on the production line, but the Allez must have the bigger margins?
A complex rabbit hole to dive down.
The frames will be on a few years lead time I would imagine. May even be ordered B.C.
The price to the manufacturer will probably be similar between Sequoia/Allez, and between Enduro/Stumpy
But the margin is going to hugely depend on a) the components on it, b) what the market will pay for it.
Considering "influencer" has to be the most-derided job title in modern life, there's been a surprisingly sympathetic reaction to this.
My impression is that most of these brand ambassadors have been involved in the promotion of the adventure biking / gravel / bikepacking scene*. Maybe there’s not much more to be done on that front at the moment?
Probably this, coupled with them being the "low-hanging fruit" (in terms of intangible benefit and easy to end contracts) now that budgets have to be cut because the bike bubble has burst and brands are looking at potentially shrinking sales over the coming years.
It's possible there are MTB "ambassadors" being cut loose too, but that we've just heard from these drop-bar lot first.
+1 for hoping Manon is still supported in her advocacy-focused content
I cant say Im surprised. I have never really understood how ‘influencers’ or brand ambassadors ever demonstrated value for money from the marketing spend. Im sure they dont cost a lot in the whole scheme of things so probably dont need to generate much of an ROI but even so.
As long as it doesn't affect the Ambassador's reception being noted in society for their host's exquisite taste, I'm OK with it.
The influencer thing is very much a double edged sword. Not a lot of demo bikes near me so I rely heavily on Youtube etc for reviews etc.
I had pretty much made my mind up my next bike would be an Ibis. Then Ibis just gave a free bike to the partner of a prominent Youtuber. Didn't really create any content or promote the brand. Put me off the brand given how much they were asking customers to pay for their bikes.
As long as it doesn’t affect the Ambassador’s reception being noted in society for their host’s exquisite taste,
Excelente
I cant say Im surprised. I have never really understood how ‘influencers’ or brand ambassadors ever demonstrated value for money from the marketing spend. Im sure they dont cost a lot in the whole scheme of things so probably dont need to generate much of an ROI but even so.
Yep, I'm mainly FB, which is a dying platform and Hannah Barnes etc gets bugger all likes / comments yet Spesh and BMW etc happily fund her lifestyle. I just 'assume' she has amazing reach on IG or something else....
Hannah Barnes etc gets bugger all likes / comments yet Spesh and BMW etc happily fund her lifestyle. I just ‘assume’ she has amazing reach on IG or something else….
She has 77k followers on IG, which is higher than many racers - and actually higher than Martha Gill or Martin Maes (two Ms I randomly checked).
Without knowing her actual engagement %, it looks like she gets strong engagement from her followers in terms of genuine, positive comments on her posts.
I also note she has 3x the followers of one of the riders Spesh just dropped, but in doing so I note that rider's only done 1 or 2 posts a month. I'd be stopping the ****ing paychecks for her as well in that case.
I cant say Im surprised. I have never really understood how ‘influencers’ or brand ambassadors ever demonstrated value for money from the marketing spend. Im sure they dont cost a lot in the whole scheme of things so probably dont need to generate much of an ROI but even so.
Pretty much correct we are cheap compared to advertising costs and mostly have a prebuilt targeted audience.
I actually enjoy what I do and have proven myself so much I gained increased support. I only work with brands I like I have turned some down before.
Currently I am contracted to a clothing brand and they have asked me to continue in 2023 bonus for me I get to test all the new kit before it goes into production.
I've been through the ghosting process before, it's annoying but all part of the game.
Do I make money from it, yes not much but it helps.
"Influencers" do give advertisers massive bang per buck. Think about it, ST has ~5k subscribers, and that get's you an advert that a lot of people will just flick past. A post from someone with a medium sized youtube channel get's you 100k views of a 20 minute video of your product. And 100k isn't shabby, that's more than some daytime TV shows get, and the rough cost of those adverts is £100 per second per region so you can see why 10+ minutes of someone riding your bike being shown to people who like bikes, is better value at almost any cost than Stannah Stairlifts get during The Chase.
Ignore the perception that it's all girls in bikinis in the Maldives, there's every little niche covered. Colin Furze, Linus Tech, Itchy Boots, all "influencers". If you can create a channel that people will watch whether it's DIY tips or round the world cycling, people will pay you to get their products on screen. Either as traditional interstitial adverts, or to have them just using their kit.
I cant say Im surprised. I have never really understood how ‘influencers’ or brand ambassadors ever demonstrated value for money from the marketing spend.
these days with all the social media analytics its actually pretty simple for someone to work out their worth. Its how Kendall Jenner is able to charge close to a million for a instagram post.
these days with all the social media analytics its actually pretty simple for someone to work out their worth. Its how Kendall Jenner is able to charge close to a million for a instagram post.
I get that you can use the stats in the platform to count view, likes comments etc quite easily, its how that converts in to sales that I dont understand. It would be interesting to know if some finance and marketing types have been able to create a relationship between likes and sales or whether benefit is more subjective. Can they show that for every xthousand likes then sales go up by 0.0y% in which case then it would be easy to show the real value of a person. I suspect they cant as it would be very difficult to isolate their benefit
That's the joy of marketing, you never really know whether you're making any difference at all 😀
But seriously, this is why specific discount codes are so prolific with influencers, so brands can objectively measure how much money they bring in (in one aspect at least).
Can they show that for every xthousand likes then sales go up by 0.0y%
Value of marketing is also not just sales revenue.
But seriously, this is why specific discount codes are so prolific with influencers, so brands can objectively measure how much money they bring in (in one aspect at least).
Yep I have codes and links, one brand sends a monthly report on how many times the link/code is used, of course those with codes are getting a kick back of some sort so it's in their interest to then push the code more, win win all round.
I did have someone a few months ago at a race tell me that he bought a jersey as he had seen me wearing it plus at the time I had a 50% off code running.
I get that you can use the stats in the platform to count view, likes comments etc quite easily, its how that converts in to sales that I dont understand. It would be interesting to know if some finance and marketing types have been able to create a relationship between likes and sales or whether benefit is more subjective. Can they show that for every xthousand likes then sales go up by 0.0y% in which case then it would be easy to show the real value of a person. I suspect they cant as it would be very difficult to isolate their benefit
Ok so I’m not talking about cycling. But the power of the influencer is huge. They can track in real time the increase in sales and searches for a product after something is shown by an influencer
I’d say specialized are still big on adventure bikes. I get constant adverts for the new Carbon Diverge. I notice Hannah was still showing hers off today
Not all bikes are returned to the manufacturer. I have two HB specialized bikes sitting in my garage. Bought at a good price for me.
Adam Ondra (climbing mega wad) does very occasional sponsored posts for Instagram. I have often wondered whether he gets money for it as well as a free bike, because I can't imagine he rides all that much for fear of injury stopping him from climbing.
Can they show that for every xthousand likes then sales go up by 0.0y% in which case then it would be easy to show the real value of a person. I suspect they cant as it would be very difficult to isolate their benefit
I'm not a marketeer but they have the concept of a sales funnel and various metrics throughout (x views >> y likes >> z click throughs >> n purchases) which will help to measure the success of various campaigns. They can establish tangible links between the various numbers and they are not doing this in isolation, they have run & learned from huge amounts of targeted campaigns over the years.
If you get the metrics right, you can see what sorts of campaigns are most successful in driving sales, who best to target, how to target them etc. Marketing is a numbers game but you've got to hit the numbers with the right people and social media makes that easier than ever. Using an influencer means as said above, you have a ready made receptive audience - Someone who is already engaged in the activity & who you know likes the sort of content being delivered by the influencer.
Companies with proper marketing budgets aren't doing this for any other reason than they've been shown it works. If they are cutting back it's probably because it's not as effective as it was, or there are other channels to use, or they are just cutting overheads and these contracts are easy to terminate.
Kayak23
😂😂😂
