WOMEN’S RIDE DAYSUCCESS

At Specialized Women we are dedicated to creating what female riders need to ride with confidence.

The following tips will help ensure a fun, effective Women’s Ride Day event:

Sponsoring an event for Women’s Ride Day is a great opportunity for your shop to promote your store and the benefits of women’s product while building relationships with new and existing female riders.

• Following our “Best Practices” will ensure that riders at the event have a fun and encouraging experience.

• Understanding your business opportunities from the ride will enhance your shops ability to communicate and sell to womens riders.

• Starting and maintaining a women’s ride at your shop will create loyal customers and build meaningful relation-ships.

BESTPRACTICES

• Define a purpose. Know the type of event you would like to create and what kind of results you want to generate.

• Invite influential women from your local cycling community to take part in your ride will encourage other women to attend and will generate credibility and excitement.

• Draw attention to the event the day of with banners, tents, and flags. Marking the meeting place for the ride will not only draw attention to your event, but will also make it easy to find for riders.

• Encourage female members of your staff, club or team to participate to help lead or sweep. Having them ride within the group to provide advice, knowledge, and encouragement is a great way to build relationships.

• Make sure the shop staff understands the expectations for the event and possess an overall knowledge of Specialized products – especially Women’s.

• Create a route for your women’s ride that begins and ends at store. This provides the participants the opportunity to interact with your shop, purchase any last minute equipment and take advantage of your mechanical expertise and advice.

• Print route maps or mark the route so each rider can know where they are going, and replicate the ride in the future with friends to bring them back to your store.

• Ensure riders complete a waiver before participating. Make copies of the form included in this booklet and return completed forms to Specialized with your Event Report.

• Provide pre-ride nutrition like coffee, bagels, bars and juice before or after the ride to make your event one to remember.

Use these best practices to create an enjoyable Women’s Ride Day that becomes the start of a great relationship.

CREATEBUSINESS

OPPORTUNITIES

• Have women’s test bikes available in your store on Women’s Ride Day. This is a great opportunity to encourage participants to take and extended ride on a bike they’ve been considering.

• Create a marketing plan that communicates the details of the event beyond just your shop. Cross-promoting with other businesses or organizations that interact with active and potential cyclists is extremely beneficial.

• Design and merchandise your sales floor with women’s product in mind leading up to the day of the event. Produce flyers or posters to market any additional group ride’s or events you host in the future.

• Have key bikes in popular sizes available for riders to view and test ride. Keep Women’s Ride Day in mind when ordering prior to the event.

• Provide a sign-in sheet for the ride to update and expand your shop’s mailing list. This will allow you to inform participants about future group rides, promotions and special events. There is a sample provided in this booklet to print as you need.

• Keep cash registers open for sales following the ride and if you have a BG FIT studio, have a sign-up sheet ready for customers to schedule appointments for a 2D or 3D fit.

• Delegate one shop employee to oversee the event in its entirety. They should manage the supplies and staffing and should clearly communicate information to other employees.

• Have extra staff available for customer service and interaction before the ride leaves and when it returns. This is the perfect opportunity to build relationships with new and old customers and help them decide on buying decisions.

While Women’s Ride Day is about buildingrelationships with women, don’t hesitate to create sales opportunities with participants.

CONTINUE THE

MOMENTUM

• Commit to a time, start location, and route. Consistency is key. Always have a team member, shop em-ployee or influential member of the cycling community lead the ride.

• Continue to promote the regular rides – especially as they are getting started. Create a reoccurring newsletter or simple email to send to the participants of the first ride and spread the word. Utilize in-store promotional oppor-tunities in addition to leveraging social media outlets and community boards.

• Just keep riding! It may take a few weeks to build momentum and have a consistent turn out – but stick with!

Make the most of the relationship you create withfemale riders by announcing a regular women’s ride starting at your shop, making sure to follow these best practices:

WOMEN’S RIDE DAY SIGN-UP SHEETSATURDAY APRIL 28TH, 2012

First Name Last Name Email Phone #Add me to the

Email list

Sunday April 8th, 2012 (3 weeks prior to the event)

Find shop employee(s) to lead the ride on the day of the event Hang posters in your community at Coffee shops, in your shop windows, community boards Poster files are provided to take to your local printer if you need more Update social media and website. We have made an ad and web banner to drop into your site Direct email to your shop email lists with digital file(provided) Post Sign-up sheet in a visible are on your cash wrap. Start signing-up women and collect emails (sign-up template provided) Set route for the group ride and print route map to show interested women where you the ride is going

Wednesday April 13th, 2012 – SBC is sending out a consumer communication via Facebook

Saturday April 14th, 2012 (2 weeks prior to the event)

Sign-up women and collect emails (template provided) Update social media and website Direct email to your shop email lists

Friday April 20th, 2012- National exposure to 13 million viewers promoting Women’s Ride Day directing them to your shops

Monday April 23rd, 2012

Email participants who has signed up reminding them of the event Update Social Media sites Continue to sign women up for the event Make sure you have route maps for the ride on the 28th

Wednesday April 26th - SBC is sending out another consumer communication via Facebook

Friday April 27th, 2012

Email participants and email lists for a last call for riders Update the social media sites Continue to sign up women for the event Have women’s items more prominent in the store with a women’s promotion for increased sales

Sunday April 28th, 2012

Set up greeting area for riders with coffee and bagels ect. and have riders sign-in sheet(provided) Have a head count before you leave to ensure that you return with the same number Have all participants sign waiver forms and collect them and keep them in a safe place. Please send these back to Specialized after

the event is over so we can keep them on record. Please send them to: Specialized Bicycle Components Attention: Heather McFadden

15130 Concord Circle Morgan Hill, CA 95037

Have any test bikes available for women to try for this ride Draw attention to the event with tents, flags, banners to mark the meeting place for the beginning of the ride. Hand out route maps to riders so they can know where they are headed and can replicate the ride on another day Have a purchase incentive for woman who will attend. This will encourage participants to come back to your store Take pictures and document the ride as a marketing tool

Post Ride Report

Please email Heather McFadden(heather.mcfadden@specialized.com at least two pictures, email sheet and answers to these questions in your report please o How many women attended your event? o How can we make it better in the future? o Was this valuable to you?

Post pictures of the event to your social media sites, tag any riders who participated in the event

WOMEN’S RIDE DAY MARKETING CHECKLIST

AGREEMENT ASSUMING ALL RISKS AND RELEASING LIABILITY I acknowledge:

1) That I am competent to perform a safety check, and will personally perform a s afety check of

the bicycle I will ride at W omen’s Ride Day prior to my ride. 2) That I am competent to safely ride the bicycle I will ride at W omen’s Ride Day, and will

observe safe riding practices and obey all laws . 3) That I will wear all appropriate safety equipment at all times, including a bicycle helmet . 4) That bicycling is inherently dangerous, presenting a great number of risks, such as the risk of

falling, colliding with other riders, encountering hidden obstacles or varying terrain, or the risk of injury from any failure of the bicycle or any of its components.

5) That I freely and expressly accept all risks associated with bicycling on my demonstration ride, including all risks of injury or death .

ON M Y OWN BEHALF, AND O N THE BEHALF OF M Y HEIRS, ASSIGNS, AND PERSONAL REPRESENTATIVES, I HEREBY FULLY AND FOREVER DISCHARGE AND RELEASE SPECIALIZED B ICYCLE COMPONENTS, I NC, AND T HEIR RETAILERS, VENDORS, SUPPLIERS, E MPLOYEES, AGENTS, SPONSORS, INSURERS, AND A LL O THER PERSONS O R ENTITIES, F ROM ANY AND A LL LIABILITY, CLAIM, DAMAGE, L OSS, COST O R EXPENSE, ARISING D IRECTLY OR I NDIRECTLY F ROM M Y PARTICIPATION IN W OMEN’S RIDE DAY AND/OR USE OF A DEMONSTRATION BICYCLE. I expressly agree that the forgoing agreement shall be construed to provide the parties being released with the broadest relief possible. I f any portion is held invalid, the b alance shall continue in full legal force and effect. This agreement shall be g overned by t he l aws of t he S tate o f California, and any litigation b etween t he p arties s hall b e filed in t he Municipal or Superior Court of the County of Santa Clara, State of California.

Can we send you information about the Specialized Rider Club? Yes:_____ No:______

Rider to complete ENTIRE section Print Name:____________________________________________________________________ ____ Email:________________________________________________________________________ _____ Phone Number: ______________ ___________________ Address/City/State/Zip:__________________________________________________ ______________ Signature:_______________________________________________________________________ ____ Emergency Contact:_______________________________Phone:_____________________________ _ What bike(s) will you be riding today ? ____________________________________________________ If Rider is a Minor/under 18, Parent must sign below : Parental Signature: _______________________________ Relationship: ________________________