Successfully Marketing to Women in the New Media Age
Jul 14, 2015
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Who is Women on Bikes California?
• We’re an initiative of the California Bicycle Coalition.
• We’re elevating the voice, opportunity & impact for women in bicycling through storytelling.
• We’re creating the first comprehensive media strategy for growing bicycling in California.
But mostly we’re about the love…
www.PedalLove.org
Why Does the Media Matter for Marketing Bicycling to Women?
• It’s a numbers game
• The time is ripe
• Content is queen
• Editorial is worth 6-10x the value of the same sized ad
Why Media Matters? It’s a Numbers Game:
• Momentum Magazine – 30,000 print audience, 50,000 unique visitors online per month, 17,700 twitter followers, 4,000+ email newsletter subscribers.
• Bicycling Magazine – 400,000 print audience, 738,000 unique visitors online per month, 96,000+ twitter followers, 126,000+ email newsletter subscribers.
• Vogue Magazine 12.7 million print audience, 3.2 million unique online visitors per month, 4.26 million twitter followers.
Why Does the Media Matter for Marketing Bicycling to Women
• The opportunities are endless
• We all have stories to tell
• You never know who has Q factor
Kellie Morris, LCI, wife, mom, grandmother, lives with a serious autoimmune disorder
How can you take advantage of the opportunities?
• Creative collaborations
• Creating content
• Strategic relationships & partnerships
• It’s time to move beyond car vs. bike
Jenna Burton of Red, Bike & Green
Shelby Sanchez Leah Shahum of the San Francisco Bicycle Coalition
League’s Bike to Work social media outreach
Why Media Matters? The time is ripe to expand the story!
Why Media Matters? The time is ripe to expand the story!
The current media room of Linus Bikes of Venice California
Why Media Matters? The time is ripe to expand the story!
Tom Smuts, a writer/producer for Mad Men rode to the Emmy’s last week withthe Los Angeles County Bicycle Coalition.
Why Media Matters? Content is queen & creates culture shift
Why Media Matters? Creating content with #WomenTalkBikes
on the monthly Pedal Love Podcast on KPFK’s BikeTalk
Why Media Matters? Strategy is key!
• Know your media, focus your pitch to their interests.
• Build rapport and relationships. The media are people. The goal is to become a well known and sought out source.
• The media works on their timeline not yours – the big national print magazines work 6 months out+ on stories.
Why Media Matters? Strategic relations & partnerships
The L.A. Times is the 4th largest paper in the country
Why Media Matters? Strategic relations & partnerships
Why Media Matters? Strategic relations & partnerships
Janet LaFleur of “One Woman. Many Bikes”
Why Media Matters? Strategy is key!
• Be visually compelling
• Be emotionally engaging
Both images by Allan Crawford
Imagine if Liv Giant had decided to share more sides of bicycling?
They’re both the same girl.
By Lisa Beth Anderson By Carson Blum
Why Media Matters? Strategy is key!
• Think ongoing and long term – a few stories aren’t going to turn the tide, we need hundreds of stories in the press, print, online, radio, and T.V.
• Watch your wonk factor.
• Be generous – work to find a budget for your creatives, and in your interviews give credit where it’s do.
• Let’s take a look at Alissa Walker and getting it right!
Alissa Walker/A Walker in LA
By Allan Crawford By Allan Crawford
Optimize your events as photo ops!
We are now creating “Pedal Love: Having civil streets conversations among Californians and beyond.”
The first digital media/style kit for growing bike culture in the California media will give both advocates and the media the tools they need to move beyond the “car vs. bike” meme so dominant in the media today.
Our goal is to have Phase I complete by the end of the year. If 3,000 people subscribe at our basic $12 level we’llreach our Phase I funding goal.
Allan Crawford
Lisa Beth Anderson
Join us!
• We’ll host the Media Love 101 webinar in mid October
• Invite us to help you get media ready
• Collaborate with us
• Ask for Lisa Beth Anderson or Allan Crawford’s contact information
Email: [email protected] Twitter: @PedalLove
Facebook: WomenonBikesCalifornia Cell (562) 221-9672
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