Have you ever wondered why the Naked Bike Ride still maintains popularity, even with it being held annually? Or simply what it is/why it’s conducted? If either of these questions have crossed your mind, you’ve come to the right place!
So, what is it exactly?
The Naked Bike Ride is an annual cycle event that happens in cities across the globe, where members ride their bicycles in their birthday suits (or with extremely limited clothing). The reason for this is simple: to enforce body positivity, promote confidence and advocate for sustainability rather than using gas/oil when possible.
The idea here is that people travel on their bikes peacefully with the ability to express themselves in more ways than just one. Of course they are using sustainable energy, but are also able to inspire themselves and others into believing in oneself and choosing oneself over the standards of society. It is truly a wholesome message at the end of the day.
That’s neat, but why and how does this pertain to my business?
Well, let’s think for a second: what are some of the messages that the Naked Bike Ride is using to promote itself that can be carried over to any business?
I think that it’s safe to say that self-belief, expression, and being oneself are the main messages, but how about the active involvement that each person plays a role in this ride? Each of these riders are voluntarily putting themselves out there in order to protest in an oddly raw way. Therefore, I think the main takeaway here is to use your customers (past, current and future) as actively involved members in your business model.
Let’s say that your business is a small coffee shop, restaurant or other food establishment. You could offer your customers an inside scoop into some of the new menu options that are about to launch and take a poll to see which item is the most popular unanimously. This will give your customers the feeling that they are important and able to express themselves through your menu even though they are not necessarily the ones concocting the item. On another note, you could also have an option for customers to fill out a survey where you ask them for their two-sense on what your next special should be. The winner is then given their item’s slot on the menu and perhaps a gift card for a small chunk of change/your business’ merchandise. This will make this person feel incredibly connected to your business, will likely result in a glowing review on all social media platforms and a returning customer for life.
Something else you could consider is…
If you’re looking to gain more traction online, whether it be your professional website or social platforms, you could launch a contest to see which customer is able to take the best candid with your product. Have your customers tag your product and your brand to their feed for a chance to win a gift card, free gift or depending on what your business is, a month free of something. This could be anything from a month of free iced coffee to a month of free shipping. Again, not only will this entice more people to enter the contest, but it will also bring popularity to their entire following and any other person who possibly views certain hashtags they may use or locations that they tag. The more stipulations outlined in your contest post, the more likely you are to gain traction from a variety of people outside of your usual prospects.
If you aren’t interested in doing contests, try an annual event
Instead of offering contests on social media or in person at your shop, try hosting an annual event that is unique to your brand, and something that only your brand can do! For example, if you own a winery, try hosting an annual wine tasting that features a limited edition wine or summer plate pairing dinner. This will bring in the clientele that are interested in spending a little extra cash for a romantic evening out, while bringing more attention to your product and potentially gaining marketing simply from word of mouth. Something else you could do is host a limited event, one that is only open to guests that have attended your winery a certain amount of times, or perhaps even people who have only been once but live somewhat locally. Again, this will make your customers feel involved and like they should continue to shop/promote your business.
Final Thoughts
Overall, there are tons of ways to get your business’ name out there that stands out to the consumer, but a great way to do so is to have involvement with your consumers on a direct level. By involving the consumer and allowing them to feel like they are a crucial aspect to your business, you build a fantastic rapport with them that will last a lifetime and extend your business exponentially, single-handedly due to word of mouth. Being able to offer your customers something that no other business can give them is the biggest cheat code to gaining more traction when you need it most!
FAQ
Are contests and giveaways actually worth it?
Yes! By giving back to the consumer, you are showing your customers that your business is not just looking to make money, but you are willing to make your customers feel good and special!
If my customers do candid photos with my products and I have them post them online, should I have them post these pictures to their feed or stories?
If you can, have them post to both their stories and their regular feed! By posting to their story, your business will be seen by significantly more people that follow them than just those that see their feed posts, and by posting on their feed, they are able to keep the picture there long-term, which could bring customers to your business months, perhaps even a year after the post is uploaded.
What kind of merchandise should I offer to giveaway in reward for winning my contest?
T-shirts, sweatshirts, hats or tote bags are great options. Prize giveaways from your sponsors are king.
