Laserfiche WebLink
MINNESOTA MRT MARKETING TOOLBOX <br />Segmenting Bicyclists by Abilities and Enthusiasm Levels <br />Bicyclists get their news from a <br />variety of sources. Avid bicyclists <br />may seek bicycling oriented news. <br />Casual bicyclists are more likely to <br />be informed by a feature story in <br />a non -bicycling publication. It is <br />important to consider your target <br />market and what tactic is <br />appropriate to reach them. <br />SUMMARY VISION SETTING <br />/CV <br />of TPnN <br />Because the majority of the route is on road, MnDOT presumes <br />that Type A and B bicyclists will be the primary MRT users. <br />Targeted marketing can introduce off road segments to Type C <br />riders. Over time these bicyclists may grow to enjoy more <br />challenging segments. In addition, some MRT segments do connect <br />with other off -road trails, allowing a group with inexperienced <br />riders to access its historic and cultural experiences. <br />ENTHUSIASTS -OR CASUAL TRAVELER? <br />It is useful to consider the difference between avid and casual <br />bicyclists. <br />« Avid Bicyclists - Avid riders are bicycling enthusiasts. They are <br />more likely to seek bicycling -oriented vacations, with the ride <br />being the primary attraction. While avid bicyclists may find <br />information from all sources, certain marketing tools are more <br />likely to reach mainly avid riders, such as bicycle magazines and <br />books, bicycle tourism organizations, charity rides, bicycling <br />blogs, and websites targeted to experienced riders. <br />Casual Bicyclists - Casual bicyclists span a wide range of people <br />who may ride daily, or very rarely. From a marketing <br />perspective, what defines this group is that casual bicyclists are <br />less likely to regularly follow bicycling related news. A casual <br />bicyclist may find stories and news that interest them from a <br />broad array of mediums, which will then prompt them to actively <br />seek information. Newspapers, newsletters, route maps <br />available at libraries and businesses, community websites, and <br />other general information sources are important ways to reach <br />casual bicyclists. <br />There is not an exact correlation between the ability of the rider <br />and whether they are avid or casual bicyclists. Always remember <br />bicyclists vary widely in their abilities and preferences for riding <br />environment. <br />MARKETING PRODUCT IAUDIENCEI STRATEGY PARTNERS SUPPORT <br />Minnesota Mississippi River Trail Bikeway Page 5-3 <br />