Psst, people are talking about you
Posted October 27th, 2006 in Industry, Meta
But do you know about it, and are you listening?
I’ve just discovered this wonderful blog by a terrific writer who just happens to live in my area, and while cycling back through Meridith Jones’ posts I found this spot on summation of our local cycling retailer Mick Mazza, it’s well worth a read to see exactly how citizen generated media talks about your business.
Mazza has been running cycle shops in Marrickville for more than 30 years. I’ll never forget when I went into his shop about 6 years ago, when Sailor was a pup. She pooped on the floor and I was mortified, looking around desperately for something to clean it up with. Mick just picked it up with some paper towel & said “What can I do for you love?” He was a champion amateur cyclist for many years and turned professional in the early 1970s before returning to amateur status because “I had me shop to look after, you know.” Mazza wears big thick glasses and still has a champion’s muscled legs. There’s no question he can’t answer, no bike he can’t fix. His shop is filled with cheap bikes (rejuventated as well as new) and piles of parts.
Mick Mazza is an old school bicycle guy who runs an old school retail business in an old school way, but he’s also largely unconnected to our internet age and it’s unlikely that he’s even aware of this positive note about his business. Though in Mick’s case that’s probably no big deal. Marrickville is one of the most vibrant suburbs in Sydney, largely populated by Australia’s growing English as a second language migrant community, many of whom are just getting started as new citizens, I’m sure that many of them are not connected to the internet in any meaningful way and probably wouldn’t know what a blog is so they are unlikely to read Meredith’s post or be influenced by it, as a result, his specific market conditions allow Mick’s business to survive outside of digital word of mouth, but can yours?
From what I’ve seen, far too many (all?) of Australia’s bicycle retailers are like Mick and unaware of the many conversations like this one that discuss their business in either a positive or negative way, this kind of media is a growing and important phenomenon, especially useful in marketing your business to your community. As a result most bicycle retailers in Australia, especially the big city locations, are missing out on a useful and free means of word of mouth marketing.
So how many bicycle retailers are taking the time to monitor and engage in the various forums that cater to this kind of conversation? At the moment, I’d have to say hardly any.
technorati tags: cycling, bicycles, retailing, blogs, sydney, australia,
What others have to say…
Thanks for that Karen, a great example of how CGM can influence destinations and buying decisions,
The point that needs to be made to retailers is that Meridith’s post is authentic and and a real experience with which other consumers can base an assumption of what their own experience will be like.
For interest, another bike store which is also one of Mick’s best mates, is Jack Walsh at Punchbowl. He is 85 and still goes to work each day. He has the oldest bike store in Sydney. He has several old race bikes on display and to see his face light up at he tells you stories about them is well worth the trip there. It is like stepping back in time as you walk in the store with the only reminder of the present being the various modern bikes for sale. His wife was there with him when I visited and they are an adorable couple who would leave even the most ignorant of people with an appreciation of the history of bikes and the true meaning of customer service. Even if you dont need to buy any bikes parts, its worth the visit just to say hi to such a lovely man. If only newer stores would learn from the example people like this set.
THis is precisely what the book The Long Tail talks about. But I have a feeling these old school guys don’t give a hoot about marketing or Web 2.0 New Media or AJAX or Blogging or whatever — they just love what they do and they love people.
The long tail? I have never heard of it, it sounds interesting. Might have to go look for that one. In the meantime, I have old bikes to play with!
No question Fritz, guys like Mick don’t know but in his case that’s just fine, and he’s a lovely chap…..interestingly he used to caoch Jeff Fenech the boxer, that’s pretty cool.
I’ve been a subscriber to Chris Anderson’s blog for a long time now and have been tempted to buy the book which is available here in Oz, but I think from reading hime for so long I have a pretty good grasp on his major themes, and I agree with quite a bit of it.
I’d love to a have the opportunity to try out some of that stuff on a retail business of my own. And believe me, If I had one, I would.
It’s very interesting conceptual stuff Karen, but knowing what it’s about I now see it all around me…..of course Google is the biggest Long Tail business out there, read the book and you’ll understand why.
Lot’s of money to be made in the niches.
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I came across this post on the internet a few days ago when in search of a bike shop that knew how to service the old sturmey archer gears. As a result of reading the posting I went into Mick’s shop and he is a lovely man who has maintained the traditional customer service you dont see any more. Nothing is a problem and he is more than happy to help. After visiting his store once, you would never go elsewhere again. You can understand why he has had his business for so long and I imagine he has many loyal customers due to the service he provides.