Storytelling and catalogue design in tandem boost sales
The bicycle has come back into fashion once again. As a result of the technical input involved in e-bikes, it has become a complex product with a whole host of specifications. The average consumer buys a new bicycle once every eight to ten years. How can the customer be assisted in choosing the right model for their needs, and what emotional input is required in order to transform the desire into an actual purchase? Our concept for the CUBE catalogues shows exactly what is needed.
A successful catalogue is enhanced
CUBE is one of the most well-known and major bicycle labels on the German market, and is subdivided into three main areas of activity. The company promotes the sale of its bicycles via retailers and assists the consumer in making the right choice for their needs. The CUBE catalogue is among the best in the industry. Nevertheless, the question arose as to how it can be improved. As our company is passionate about cycling and we can count on our many decades of experience in catalogue marketing, we drafted a community concept: “FOR US_“
Using emotion and information to choose the right bicycle
Apart from the functional features of a bicycle, it is an emotional product, as it reminds the owner of leisure activities, sport and holidays. It soon became apparent that reinforcing the brand was the catalogue’s key task. We knew the origins of the brand from interviews given by the owner Marcus Pürner, and thus we derived a passionate approach for making bicycles for oneself as well as for best friends. Our tag lines: FOR US_ #explorers, #riders #racers became the titles of the respective catalogue.
Market research was carried out among consumers and retailers to clarify the expectations of the catalogue: intending mainly to answer questions that were set out in a dialogue. This led us to create a concept based on guidance and information that makes choosing the right bicycle simpler. The new catalogue design and adaptation of imagery completed the concept.
A persuasive concept
Our catalogue marketing concept convinced CUBE, and the ideas were integrated into the 2020 catalogue editions. Our copywriters drafted a lot of the product text. The realisation and production of the catalogue were managed by CUBE along with its long-term partner agency.