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Tuesday, October 15, 2013

Promoting Cycling Positively - Now with Proof | @copenhagenize

Copenhagen Crowd
One thing we've being going on about here at Copenhagenize for six years is the importance of promoting cycling positively to the great untapped well of potential cyclists. The 99%, if you will.
 
Two years ago, Copenhagenize informed you about a research project that was funded by the national bicycle fund entitled Effective Bicycle Promotion - Development of methodology to determine the effect on messages regarding marketing of bicycle traffic. We had teamed up with Thomas Krag Mobility Advice to investigate how promoting cycling with positive imagery was more beneficial than using images involving fear or perceived fear. 

Two years on, the results of the study are in. Have a read. And now, more than ever before, endeavour to sell urban cycling to the 99% with positive messaging.


Bicycle Marketing Messages: What Matters. 
The report, collated by Sidsel Birk Hjuler and Thomas Krag, reveals some of the most important ingredients for the creation of successful cycling marketing campaigns. 

Whilst the choice to ride a bicycle is primarily influenced by our knowledge of the physical space around us (distance, infrastructure, weather), we are heavily influenced by our emotional responses to media and marketing. Our research allowed us to unpack some of the ways in which consumers responded to cycle-focused marketing, and revealed a number of important results. For example, we discovered that an image of a cyclist wearing a helmet had a negative marketing effect on cycling, yet has a stronger positive marketing effect on cars than a typical car advertisement. Furthermore, when safety messages were included in the marketing campaigns, they were considerably more effective when the advert focused on the cyclist as an individual, as opposed to discussing the overall risk of cycling. Take a closer look at what we found: 

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