Storytelling and catalogue design in tandem boost sales

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_“

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.

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.