Creating Authentic Brand and Customer Journey: Key Strategies Revealed

Introduction

Epke Flight, the CMO at Axel Group, shares crucial insights on digital brand management and customer engagement in the bicycle industry. Discover the innovative strategies and future prospects discussed in this exclusive conversation.

Epke Flight Air Conditioning - Summary

• Epke Flight Air Conditioning, the CMO at bicycle manufacturer Axel Group, shared insights during the PhD Table Talks in Utrecht, discussing digital issues and brand management.

• The company Axel Group owns several brands including Batavus, Sparta, Koga, La Pierre, Ghost, and more, showing a diverse portfolio in the cycling industry.

• Epke emphasized the challenge of remaining authentic and personal in brand communication amidst the digital era, highlighting the value of reaching different target groups effectively.

• He also discussed the impact of digital touchpoints on brand communication and how it allows for personalized messaging to consumers at various stages of their journey.

• Epke expressed excitement about the future of Axel Group, indicating steps taken to centralize operations and leverage the powerhouse of brands within the company for mutual benefit.

Creating an Authentic Brand and Customer Journey

• Creating an authentic brand with a focus on animal products is crucial for engaging the target group effectively.

• Engaging in personalized communication throughout the customer journey, such as sending birthday emails with special coupons, helps to build a strong connection with the end consumers.

• Efforts are being made to maintain constant communication with consumers, both through traditional bike shops and via online channels like Google and social media.

• The organization recognizes the need to enhance their digital capabilities and leverage available resources to engage customers more effectively.

• In addition to digital communication, traditional methods like print materials and physical events are used to inform customers about promotions and new products.

• There’s a deliberate effort to ensure that the organization’s digital initiatives do not exclude customers who may struggle with digital processes and communication.

The Impact of Digitalization on Bicycle Shops

• It is crucial for bicycle shops to adapt to digital communication methods in order to cater to a wide range of customers, including those who may be less digital savvy.

• While integrating digital tools is important, traditional print media still holds value, especially for target groups that are less digital-oriented. It’s essential to maintain a balance in communication methods.

• The emergence of new technologies, such as mobile apps and online communities, has ushered in innovative developments in the bicycle market. This has the potential to create new customer communities and enhance customer engagement.

• When considering new digital touchpoints, it’s important for bicycle shops to make strategic choices based on data-driven insights rather than jumping on every new platform. Evaluating the impact and potential of each touchpoint is vital for effective digital engagement.

Building Brand Communities in the Digital Age

• Companies are constantly adjusting their marketing departments to create a mix of innovators and less young people, ensuring openness to new trends and developments, especially in social media.

• Marketing mix modeling is used to analyze the optimal mix of social media channels and traditional marketing methods, with a focus on digital strategies for continuous development and optimization.

• Different brands have varying degrees of success in building communities, with some receiving more active engagement from their target audience through promotions and social media interactions.

• Social media channels provide excellent opportunities for companies to build and engage with brand communities, and there are also existing communities that brands can join to connect with consumers.

• Some brands, like Koga and Batavus, have dedicated supporters and actively participate in building brand communities through social media engagement and responding to consumer activities.

The Future of Bicycle Manufacturing

• The interviewee discusses the potential changes in the future-oriented model of bicycle manufacturing and the impact of digitalization on the industry.

• They emphasize the continued relevance and importance of bicycles as a solution to pressing issues such as CO2 emissions and urban parking problems, highlighting the potential for expansion beyond the traditional manufacturing and sales model.

• The interviewee expresses confidence in the future of bicycle technology, citing the evolution of motor systems and internal gearing as examples of ongoing development.

• They also address the potential for new services and products in the industry, reaffirming their commitment to collaboration with retailers and the importance of after-sales service and added goods.

Conclusion

Epke Flight’s insights shed light on the crucial strategies for building authentic brands and engaging customers effectively in the digital era. The future of bicycle manufacturing and customer experience is illuminated through the perspectives shared, offering valuable implications for the industry’s evolution.

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