Lance rides with Mash SF (for PR?)


Posted by: Mike Geraci | 1 October 2008 | 12:23 pm

A complete PR campaign requires a separate strategy to address every audience segment, as each segment has different key influencers, priorities and different media from which they get their news and entertainment.

Now that Lance Armstrong has decided that perhaps he wasted his first round of celebrity on social activities and not on social issues as he had first planned, it seems he is working hard to get back in the good graces of the U.S. cycling community and re-commit to the cancer cause.

Lance had a busy PR schedule. He pulled off two press conferences (in NYC and a drama filled one at Interbike) announcing his team/racing plans and his new stake in Sram, followed by racing Vegas Cross in front of 10,000 bike industry fans who were wetting their pants from the excitement.

Great for mainstream media and bike industry peeps.

But, here’s the brilliant part…perhaps taking a page from Obama’s work with street artists to get in front of a super grassroots group that completely dismisses mainstream media, Lance hooked up with renowned fixie masters Mash SF for a day of riding in Austin, TX.

Pretty damn cool. And that’s exactly what they want us to think.

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283,000 reasons why corporations are not so sweet…


Posted by: Mike Geraci | 30 September 2008 | 12:55 pm

1447387189_20d8aaf468_b In Forrester Research’s Charlene Li and Josh Bernoff’s book on social media, Groundswell, the authors lay out a budget for an executive blog. Hang on to your hats (and wallets…).

Start-up costs:

  • Planning and development $25k
  • Training for blogging executive $10k

Ongoing costs (annual):

  • Blogging platform $25k
  • Brand-monitoring service $50k
  • IT support $3k
  • Content production $150k
  • Review & redirection $20k

Total costs, year one $283k

If you’re paying this much for a blog, you’re getting ripped off and worse. A budget like this shows that your effort is doomed because you are still thinking like a big, old corporation.

The beauty of the Internet and social media platforms is in their affordability and accessibility. There are plenty of free tools for publishing, monitoring and supporting social media initiatives. It just takes time and being interesting and valuable.

Just Google’s offerings alone can get you going. By using Blogger, Analytics, Blogsearch, and Google Reader you’ll save $103,000.

Given, they are talking about a “large” company, meaning there are a lot of staff hours and billable hours taken into consideration, and, that’s part of the problem. The many layers bureaucratic review, oversight, editing…conspire to remove any unique voice or opinion that makes a blog interesting and valuable.

In our experience, you should budget up to $5k for a sweet looking and working blog platform and then up to $3k/month for content and active listening.

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RoCT - The InterBike Edition


Posted by: Mike Geraci | 28 September 2008 | 10:40 pm

Of all the cities we travel to and work in, none kick our ass as thoroughly as Las Vegas. So after a week in Vegas for Interbike, we’ll be RoCT:

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Tongue or no tongue?


Posted by: Dave Simpson | 23 September 2008 | 3:39 pm

Sometimes trends can be, well, more than a little mystifying.

Take this year in ski boots. There’s a lot of buzz about overlap construction in alpine-touring boots. Backcountry magazine’s gear guide, for instance, last month talked about how this year “overlap shell design challenged the long tradition of hinged-tongue boots.”

And that is true - several new boots brought something to the realm that we haven’t seen before, and there was a lot of talk about what that means for boot performance.

It should be noted, however, that they mean backcountry ski boots (obviously, the name of the mag is Backcountry, after all), because over at Freeskier, they just came out with a story this month about how Full Tilt “brings back the three-piece boot,” meaning - yes - alpine-skiing boots designed with a tongue.

Freeskier’s piece touts the benefits of using tongue construction - somewhat of an anomoly in alpine boots - and talks all about the positives that a three-piece ski boot design offers (namely, that the tongue allows a very sweet progressive flex) and that there are “literally thousands” of alpine skiers out there clamoring for this design to be brought back to market (Full Tilt revives a design by Raichle that had a strong following in the 80).

Skiing phenom Seth Morrison says in the article “pretty much without this boot, I couldn’t do what I’m doing … I could go skiing, but I couldn’t go jumping around like I do now.”

Overlap construction - typical in racing and performance-level alpine boots - essentially means having two pieces of material that overlap on the lower shell that surrounds the foot, so that when the buckles are tightened, the two pieces cinch down. The upper cuff also overlaps. A tongue-style boot has a cut-out area on the lower shell, which is covered by a tongue that extends to the top of the boot, and is encircled by a upper cuff that wraps to varying degrees around the tongue. Overlap construction has been around since plastic ski boots were first constructed. It was the first ski boot design. Tongue-style construction was pioneered in the late 70s and 80s when people touring on ski boots wanted a system that would be more versatile for skinning and climbing.

So, in the backcountry world, overlap boots are ‘new and different’, and in the alpine world, boots with tongues are ‘new and different.’

So which is better? Well, our two cents is that any design has its advantages and its disadvantages, and that’s the case here.

What’s good about overlap? Well, it’s good for taking up volume in the lower shell, because the overlap is really good at compressing down the more the buckles are tightened. That’s where the rep for performance fit comes from. It also costs less, because you’re molding two pieces, not three (which makes it all the more mystifying why alpine boots often cost just as much or more than touring boots). Some also claim you can make a boot stiffer using this design, but most tongue boots come with softer tongues to facilitate touring, so on that point, things are a lot less clear. However, there’s no doubt overlap design appeals to the performance-driven skier with an alpine background who’s more familiar with that style of boot.

What’s good about a design with a tongue? First, if you have a tongue, it’s easy to customize the boot by the manufacturer making and the skier swapping out tongues that are different stiffnesses. That means it’s easy to dial in one pair of boots with the right stiffness for a day at the resort (with a stiff, rigid tongue) versus a day in the backcountry (using a softer, hinged tongue). Generally, you get a better range of motion for touring with a tongue design (because the cuff is able to extend back beyond vertical for full range of motion). And designs that use tongues are way easier to get into and out of (for mountaineering situations, really cold morning starts, or simply ease of use). And then, there’s the nebulous realm of flex (not stiffness, but flex), and many say a tongue design offers a smoother, more unified flex through the range of motion, instead feeling like you power the boot until it suddenly hits a point and stops.

And to further blur things, boots like the T1/T-Race/T2X family from SCARPA are both overlap and tongue boots.

But in the end, there are differences in designs, and the point here is probably that something different that what you’re used to feels, uh, different. And that can be good or bad depending on where you’re coming from.

So we’ll see where this all ends up. Frankly, I think everyone’s missing the real story - the soon-to-be-unveiled return of rear-entry boots. It just makes so much sense after the comeback of one-piece suits.

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Chasing Cool isn’t Cool


Posted by: Mike Geraci | 16 September 2008 | 6:01 am

Lots of brands want to be “cool”, which they sometimes define by pointing to other brands that they consider “cool” and saying, ‘like them.’ Thing is, cool is relative and everyone is cool in their own unique way.

The brands that un-apologetically and enthusiastically embrace and celebrate who they are, where they came from and why they exist are cool.  Conversely, brands that try to be something or somebody they are not in the pursuit of cool will never be cool.

You can’t be cool like somebody else. You can only be cool like you and that’s a good thing because nobody else can be cool like you.

I know I should provide examples here but that is exactly the point. Don’t look at others.

“Simply chasing cool is really a bad idea; inspired by cool is a great idea. Walk the street, see what’s going on, and spit it out in your own way. Don’t do it because you research it, do it because you breathe it.”

– Russell Simmons, chairman and CEO of Rush Communications

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Recovering on Company Time (RoCT)


Posted by: Mike Geraci | 8 September 2008 | 11:28 am

It’s back and newer than ever with improved branding. RoCT, pronounced “rocked” or “rockt” if you’re into the whole t thing:

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Kona AfricaBike Program Hits Spotlight


Posted by: Da Cuzz | 5 September 2008 | 2:00 pm

On Sept 2, a couple Kona AfricaBikes rolled onto the brightly lit set of Good Morning America Now in NYCGMA Now and threw down their kickstands. The bikes were accompanied by Kona’s Michelle Gault and Bicycling magazine’s Editor-in-Chief Loren  Mooney.

The seven-minute segment dives into the Biketown Africa program history, how the AfricaBikes are helping healthcare workers and HIV/AIDS patients in sub-Saharan Africa and how you can become part of the ride.

CHECK OUT THE SHOW HERE: http://abcnews.go.com/Video/playerIndex?id=5713248.

Next stop, Oprah … anyone got her cell? 

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