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Velo introduces new aftermarket brand strategy
Leading saddle maker embarks on new initiative for retail sales with stronger consumer focus
By aggressively targeting the aftermarket (replacement market), Velo intends to set the stage for the next phase of the company's leadership and growth in the markets it serves. “Today marks an important step in growing the presence of Velo saddles in retail while offering better support to our distributors and dealers,” said Stella Yu, founder and president of Velo Enterprise. “This program marks a commitment to bring aftermarket customers the same type of high-quality products and services that the world's Original Equipment Manufacturers have come to expect from Velo.”
The brand building strategy’s most visible elements are the fresh new visuals and advertising campaigns focused on Velo’s existing aftermarket saddle product lines Senso and Plush. New brand identities combine emotional messages, directed at values and lifestyles, with Velo’s established international brand awareness to better position the product lines in retail.
The Senso and Plush saddle lines, extensive and ever growing aftermarket product ranges, were initially launched in 2008. Both brands are being refreshed as part of the new marketing initiative to communicate a clearer, concise, and consistent brand message to their intended target audiences.
Senso – A mid-range performance line with innovative technologies
Senso is Velo’s mid-range performance line providing high-quality saddles that are designed to deliver optimized performance and riding comfort to cycling enthusiasts. The brand’s new tagline – “riding in its fullest sense” – highlights the brand’s unique values. The new ad campaign slogan – “Technologies inspired by nature” – underscores Senso’s strong technology emphasis while tying it in with the company’s environmental commitment. The wildlife themed campaign honors and observes nature and diverse animals drawing parallels to the technologies found in Senso saddles.
Plush – maximum comfort at an affordable price
Plush is a line of comfort saddles targeted for recreational, city and everyday riders providing extraordinary comfort at an excellent value. Both the new tagline – “Experience Comfort” – and ad campaign slogan – “Comfort you can’t live without” – focus on the brand’s strongest trait inviting everyday cyclists to experience Plush’s comfort. The ad campaign has a humorous appeal drawing on positive emotional messages to communicate a warmer and more exciting brand usage experience. In the ads, Plush saddles are placed in unrealistic everyday situations to communicate that Plush saddles are so comfortable that people don’t want to live without them.
Integrated program delivers strong support for distributors and dealers
The ads are part of a wide-ranging and integrated marketing and communications approach aimed at better acquainting dealers and consumers to Velo’s aftermarket products. The program is set to initially roll out through in-store merchandising, packaging, catalogues, promotions, website, bicycle trade magazine and online advertising. The company’s distributors will enjoy strong marketing support as part of the strategy through diverse initiatives including a point-of-sale concept aimed at increasing retail space in bicycle dealerships. A dealer newsletter, and promotional tie-ins for both bicycle dealers and consumers will heighten the programs retail appeal.
A newly developed website (www.velosaddles.com)
The redeveloped website also features a special password-protected B2B area with extensive product content and presentations tailored and accessible only to Velo’s OEM clients.
Velo Enterprise was started by a woman driven by the vision to create perfect saddles for all types of demanding cyclists. Founded by Stella Yu in 1979, Velo is one of the world’s leading designers and manufacturers of quality saddles, grips and handlebar tapes. In 2009, Velo manufactured more than 15 million saddles in its four factories in Taiwan and China.
Velo’s mission is to support all cycling enthusiasts who value a healthy and environmentally conscious lifestyle. Recognizing that comfortable cycling often comes down to the saddle, Velo is determined to create products, which suit the personal preference of every rider.
Being especially committed to a sustainable environment, all products are manufactured with environmentally certified materials and processes.
For further media information contact:
ITMS Public Relations
ITMS Marketing GmbH
Frankfurter Landstr. 15
61231 Bad Nauheim
Tel.: +49 6032-3459-25
Fax: +49 6032-3459-29