RETÜL AND SPECIALIZED MARKETING
Marketing Strategy // Product Marketing // Video Content
Project Summary
Retül is a Boulder-based cycling technology company and maker of products that enhance the comfort and performance of riders on their bikes. I spent five years with Retül in marketing and sales roles and handling a variety of projects as the company grew from a small bike fit studio and warehouse to being acquired by Specialized Bicycle Components in 2012.
During 2014 and 2015 as Retül's Marketing Manager, much of my work was focused on collaboration with Specialized to develop new marketing strategies to make our brand relationship clear. My primary goals were to create an annual marketing plan to meet goals for numerous customer segments, help launch new Retül products, continue marketing efforts to strengthen the global Retül brand, and communicate with staff across Retül and Specialized to continually measure our progress and fine tune our marketing efforts.
Marketing Strategy and Planning
Retül had four key stakeholder segments on which to focus:
Specialized Market Developers - sales reps in the field who worked with retailers
Specialized Retailers - bike shops that carried Specialized products
Independent Bike Retailers - bike shops that utilized Retül technology but did not carry Specialized products
Cyclists - customers who experienced bike fits with Retül technology in a retail environment
In order to create a marketing plan for each of these segments, I started with research and benchmarking. I identified marketing metrics and sales numbers that were most vital to our company, and gathered input from key management at Retül and Specialized on our most important business goals for the future. I used these insights to develop sales and marketing goals that would drive us toward meeting revenue targets, position Retül as the leading innovator in bike fit technology, boost the quality of services provided by users of Retül technology, and support the adoption of Retül technology among Specialized Retailers.
I built a comprehensive plan for how to reach these goals, including marketing strategies and tactics, opportunities for increased product sales, opportunities for the growth of Retül's training and education program, and ideas for brand integration with Specialized. From events and email marketing, to leveraging sponsored athletes and key messaging, to sales collateral and social media, all efforts were designed to drive tangible business results.
Product Marketing
Retül released several new hardware and software products in 2014 and 2015 including custom cycling insoles, our first-ever paid version software, an adjustable fit bike, and a B2B software platform for scheduling bike fit appointments. These products were launched at cycling industry trade shows and marketed through email, social media, video content, and product demo webinars. Retül also ran a premier bike fit education program with several locations around the world. New products were always rolled out early to teaching partners, allowing students to get hands-on experience with new products before buying them.
Video Content
In 2015 I worked with Hardcastle Film and Photo in Boulder to create a new brand video to show the tangible benefits of Retül technology in a creative and personal way. During this time, Retül and Specialized were becoming more vocal about Retül's acquisition and ways in which the brands would work together. We chose to feature Tim Don, a professional triathlete sponsored by both Retül and Specialized, to represent this transition. We also featured one of Boulder's competitive road cyclists who was not affiliated with Specialized to show that Retül still supported independent bike brands, and that riders of all types could improve performance with a bike fit supported by Retül technology. I wrote key messaging and an outline for the video, and worked with athletes and Retül staff on talking points for delivering an authentic story. The video has more than 15,000 views on YouTube and is Retül's second most-watched video.