Earlier this week I announced a promotion in which I would use Twitter to send discount codes to people when I reached a certain number of followers. These codes were valid only for the first person to use the code to make a purchase. Orders were placed through a service called BroForm and fulfilled directly from our warehouse.
I’ve gotten some feedback from dealers who are concerned that since products purchased through this promotion ship directly from our warehouse to the customer, it undercuts dealers’ ability to sell Manitou (and Hayes and SUNringle’) products to their customers. My goal was to increase interest and demand for our products, but it was not my intent to do so at dealers’ expense. Consequently, with sincere apologies to our dealers and to my followers on Twitter, I will refrain from tweeting any more discount codes. Thank you to everyone who re-tweeted my posts and to all my new followers. I hope that the four people who did redeem the codes I sent out will bring their new forks, brakes, or wheels to their local bike shop for installation and service.
Lest I over-correct and cast aspersions on the good folks at BroForm, I should note that BroForm is a great tool for supporting shop employees, bike industry bros, and our semi-sponsored riders.
I will definitely run more promotions in the future - I’ll just be more careful of their implications. If you have any suggestions, please make them in the comments field below.
- Denny
Denny, a great idea; and with the number of codes you provided the future of the US Bicycle industry was hardly at stake, though I can understand why a LBS may see it as unfair competition. The 50 % offer is likely to lead to an unplanned / substitution sale rather than take the $ from the bike shops out there.
For your records, I was going to buy SID WC / XX or a Durin SL. This offer would have tipped that choice towards a manitou.
If it makes you feel better - I was one of the 4 winners - but as I’m based in the UK I wouldn’t have been able to order anything anyway…so that’s 3 sales max
10/10 for effort - keep the ideas coming.
Thanks for the response, Crell. I’m sorry you weren’t able to make use of the code. I failed to consider that BroForm is North America-only.
Whatever you decide to buy, ride it well and have fun!
I think it was a great marketing idea and am excited to see what you next idea will be. Thanks for being respectful towards others in the industry…wish I’d been one of the lucky 4…or shall I say 3.
I was one of your followers waiting for the chance to use a bro code. While I do partially understand dealers’ concerns, manufacturers should have some freedom in creating new brand evangelists via small factory direct promotions. It’s a shame that dealers feel threatened by such a small promotion when they should be looking at the bigger picture. That you as the MFG are potentially helping local dealers sell product by putting the product in the hands of the public at a factory direct discount. Given the chance to use a code, it certainly would have been an unplanned purchase for me. Now instead of making a sale at discount, neither Manitou nor a local LBS will be making a sale. I would have been more than happy to spread the word to all my cycling buddies after having used the product. I’m on the board of a local non-profit cycling advocacy group as well as a league certified instructor. I would encourage you to put an estimated $ value on the code sales, halve that and then give away some free product in that amount by randomly choosing from your followers on Twitter.