My take? Riv has no marketing strategy as such; instead they have Grant's (a) love of bicycles and (b) whimsical humor. My sense is that the names, poems, etc. are not at all deliberate, thought out marketing tactics and strategies as commonly understood -- I write many upper level marketing resumes, and I know how that works.
Grant said long ago that Riv is product driven, not market driven, and I believe that is still true -- and, paradoxically, that that is the reason it has succeeded. Basically: Riv loves bikes and they are lucky enough to have found a niche to make a modest financial success from their love. Now my take on VO is that that combines more deliberate marketing, a la Rapha, for example, along with a genuine love of products. On Thu, Jun 3, 2010 at 9:26 PM, XO-1.org Rough Riders < adventureco...@gmail.com> wrote: > Yes, perhaps "brilliant" for the extant Riv fans who read it, but > "marketing" implies reaching beyond the current fan/customer base. I > don't see that happening, and never really have. > > On Jun 3, 6:12 pm, bpus...@aol.com wrote: > > Are you kidding? The whole Homer Hilsen hype with the epic poem and > > everything? It was brilliant! Unfortunately, whoever came up with that > campaign, > > wasn't there for the Roadeo or later models. > > > > In a message dated 6/3/2010 8:30:47 P.M. Eastern Daylight Time, > > > > adventureco...@gmail.com writes: > > > > It doesn't appear to me that Rivendell has a "marketing strategy," > > other than running small ads in Bicycle Quarterly and Adventure > > Cyclist... > > -- > You received this message because you are subscribed to the Google Groups > "RBW Owners Bunch" group. > To post to this group, send email to rbw-owners-bu...@googlegroups.com. > To unsubscribe from this group, send email to > rbw-owners-bunch+unsubscr...@googlegroups.com<rbw-owners-bunch%2bunsubscr...@googlegroups.com> > . > For more options, visit this group at > http://groups.google.com/group/rbw-owners-bunch?hl=en. > > -- Patrick Moore Albuquerque, NM For professional resumes, contact Patrick Moore, ACRW at resumespecialt...@gmail.com -- You received this message because you are subscribed to the Google Groups "RBW Owners Bunch" group. To post to this group, send email to rbw-owners-bu...@googlegroups.com. To unsubscribe from this group, send email to rbw-owners-bunch+unsubscr...@googlegroups.com. For more options, visit this group at http://groups.google.com/group/rbw-owners-bunch?hl=en.
