Marketing 101: How to Avoid Being GM

While this isn't exactly comparing apples to apples, Ben Hoffman's picture (while it doesn't tell the whole story) is an example of how automakers can advertise, and make nice with cyclists, triathletes, and outdoors people in general. Yes, this is in reference to avoiding the disaster that was the General Motors "Stop pedaling" campaign... which they rolled out (and canceled) all in just the last few days. Remember it isn't WHAT you say, it's HOW you say it.

Vokswagen (VW), a company with a pretty long connection to the cycling and triathlon community recently announced a partnership with Ben Hoffman (details here). While indirectly Ben Hoffman is endorsing driving, or at least the need to drive for most people's every day life, it is done in tactful and positive way. Take notes GM, you could learn a thing or two.

The old Jetta MK3 Trek Edition

Clearly, VW and Hoffman have chosen to highlight the fact that not unlike an elite athlete, a car is a performance machine, something some triathletes can most certainly understand.

“I am looking forward to the competition in Kona and am honored to be racing against the greatest athletes in the world,” said Hoffman. “I am also grateful to have a performance-driven supporter like Volkswagen, which not only has deep roots in the athletic world, but understands what it takes to be the best at its craft.”

Furthermore, VW makes a point to make a connection between them and Hoffman, endorsing and/or embracing his multisport endeavors.

Finally, and probably just as important, VW's approach is not pushy in any way... while GM's intent was clearly a poor attempt to drive sales amongst students, Volkswagen is purely supporting Hoffman, someone who they consider a good role model, or as they put it "...embodies the Volkswagen ethos."

GM's New Ad "Stop pedaling... start driving"

Recently over twitter there was lots of negative feedback regarding this recent ad by General Motors on student newspapers across the United States. Bike Portland had a reaction as did The League of American Bicyclists. GM issued an apology, but as any outraged group of people, it is never enough.

Seriously, is this what we've come to? Are cyclists going to turn into "THAT" group? One who overreacts to anything that doesn't promote what they're into? As a cyclist myself, I take offense to people and groups who oppose promoting safety for cyclists on the road... but an ad? I would think we'd have better things to do. Memo to all outraged: GM is in the business of selling cars! this is what they do! If you don't like it, don't buy a GM... or a car.

Furthermore, their ad, while not well done or thought out, is dead on... The first thing I wanted when I got to college was a car. Wait what? Yes, I played hockey and no bicycle was going to get me and all of my gear from point A to point B. It also came in handy when I wanted to take my dog everywhere... he went everywhere with me and typically you have to drive to get to the hiking trail. Not everyone lives in Southern California where the weather is perfect all year-round... my car came in handy when the weather was bad too. While I could find a lot more examples, I'm pretty sure that we can all come to the conclusion that a car is just a necessary evil.

Oh, and about getting into debt, If your main concern is to not have any debt, you'd skip college altogether (student loans anyone?). And just like we often don't want us, the good cyclists, to be associated with the bad cyclists, let's not do the same by assuming that just because someone has a car (in college or out of college) he or she is fat and unhealthy.