The Ultimate Guide to e bike marketing strategy(with cases)

Hi folks, it’s Ryan here. Some friends of mine have talked to me about starting an electric bike business but don’t know how to do it. With years of experience in the industry and doing some decent research, I think it’s time for me to contribute to the ebike community. With that being said, the perspective of mine on e-bike marketing strategy might be different from professional marketing agencies because I am an industry insider.

Pandemic and the rise of e-bikes in recent years

 E-bikes have been growing in popularity for years, but they have experienced a surge in demand during the COVID-19 pandemic as people sought alternative ways of transportation, recreation, and exercise.

According to a report by the market research firm NPD Group, e-bike sales in the US grew by 145% from 2019 to 2020, more than double the rate of classic bikes. In Europe, e-bike sales are expected to increase from 3.7 million in 2019 to 17 million by 2030, according to European cycling organizations. By then, twice as many bikes as cars will be registered per year in the European Union.

Why do you need a solid marketing strategy for e-bike brands?

• A solid marketing strategy for e-bike brands is essential to stand out in a competitive and growing market that is expected to reach USD 92.19 billion by 2029.
• A solid marketing strategy for e-bike brands should leverage data-driven insights to understand customer needs, preferences, and behaviors and tailor their offerings accordingly.
• A solid marketing strategy for e-bike brands should also harness creativity to communicate a clear and compelling brand purpose that resonates with target audiences and differentiates them from competitors.
• A solid marketing strategy for e-bike brands should deliver a consistent and inspiring brand experience across all touchpoints, from product design and quality to customer service and after-sales support.
• A solid marketing strategy for e-bike brands should capitalize on the opportunities created by the COVID-19 pandemic, which has accelerated consumer adoption of e-bikes as an eco-friendly, convenient, and affordable alternative to public transit and car travel.

So, here we are. How to set up your own solid e-bike marketing strategy anyway?

Targeting Audience

The first step in analyzing the marketing strategy of any brand is to identify its target audience. Who are they trying to reach with their products and messages? What are their demographics, psychographics, needs, wants, pain points, and goals? Knowing your target audience will help you tailor your product features and benefits accordingly.

Here are some examples of how the top 5 electric bike brands segment their target audience:

• Aventon: Aventon focuses on young urban professionals who want a stylish and affordable electric bike that can handle various terrains and weather conditions. They also appeal to people who value quality craftsmanship and customer service.
• Co-op Cycles: Co-op Cycles target outdoor enthusiasts who enjoy exploring nature on two wheels. They offer versatile electric bikes that can adapt to different riding styles and environments. They also emphasize community building and social responsibility among their customers.
• Cowboy: Cowboy caters to tech-savvy commuters who want a smart and sleek electric bike that integrates seamlessly with their smartphone apps. They offer innovative features such as an automatic unlocking/locking system, live dashboard display, theft detection, crash alert GPS navigation, and over-the-air updates.
• Ribble: Ribble appeals to performance-oriented riders who want a powerful and lightweight electric bike that can deliver speed and endurance. They offer high-end components and customization options for their e-bikes. They also boast a heritage of excellence and innovation in cycling since 1897.
• Specialized: Specialized targets passionate cyclists who want a premium electric bike that can enhance their riding experience and performance. They offer a wide range of e-bikes for different purposes, such as commuting, touring, recreation, mountain biking, and road racing. They also leverage their expertise and reputation in the cycling industry.

Value Proposition

The next step in analyzing the marketing strategy of any brand is to identify its value proposition. What are they offering to their target audience that sets them apart from their competitors? What are the unique benefits and advantages that they provide? How do they solve their customers’ problems or fulfill their desires? Communicating your value proposition clearly will help you attract and retain your customers.

Here are some examples of how the top 5 electric bike brands articulate their value proposition:

• Aventon: Aventon’s value proposition is “Affordable Quality E-Bikes”. They promise to deliver high-quality e-bikes at reasonable prices without compromising on performance or design. They also offer free shipping, easy returns, and a lifetime warranty for their products.
• Co-op Cycles: Co-op Cycles’ value proposition is “E-Bikes for Everyone.” They promise to make e-bikes accessible and enjoyable for all kinds of riders regardless of age, skill level, budget,or preference. They also offer membership benefits, such as discounts, rewards, and donations, to support environmental causes.
• Cowboy: Cowboy’s value proposition is “The Electric Bike for Urban Riders.” They promise to provide a smart and elegant e-bike that simplifies and enhances urban mobility. They also offer free delivery, test rides, and maintenance service for their products.
• Ribble: Ribble’s value proposition is “The Ultimate Electric Bike.” They promise to deliver an e-bike that combines power and lightness with speed and endurance. They also offer bespoke design, personal fitting, and expert advice for their products.
• Specialized: Specialized’s value proposition is “Ride Beyond.” They promise to provide an e-bike that empowers riders to go further, faster, and easier than ever before. They also offer cutting-edge technology,research-based development

Analyze the Market

According to Google Trends, 

the search indexes of electric bikes in the past five years

The top 5 states who showed the most interest in electric bikes

This little search query showed some ideas about e-bikes regarding the time frame and locations. You can do your search to find what you want to know with more detailed search queries.

According to various sources, the e-bike market in America was worth around US$ 847.5 million in 2022 and is expected to grow at a compound annual growth rate (CAGR) of 11.79% to reach US$ 1,626.1 million by 2028. This growth is driven by several factors, such as:

• The COVID-19 pandemic has increased the demand for personal mobility and outdoor recreation while reducing the use of public transit and shared vehicles.
• The rising awareness of environmental issues and climate change has motivated consumers to adopt greener modes of transportation that reduce carbon emissions and air pollution.
• The increasing health consciousness and fitness culture among Americans, who are looking for ways to stay active and improve their physical and mental well-being.
• The technological advancements and innovation in e-bike design, performance, battery life, and cost-effectiveness have made e-bikes more attractive and accessible to a wider range of consumers.
• The supportive policies and regulations at federal, state, and local levels encourage e-bike adoption through incentives, subsidies, tax credits, and infrastructure development.

However, some challenges hinder the growth of the e-bike market in America, such as:

• The lack of uniformity and clarity in e-bike laws across different states and cities creates confusion among consumers, retailers, and law enforcement agencies about what types of e-bikes are allowed and where.
• The safety concerns associated with e-bikes are due to their higher speed potential than regular bikes as well as their vulnerability to thefts or vandalism.
• The cultural barriers prevent some Americans from embracing e-bikes as a legitimate form of transportation or recreation due to stigma or stereotypes about their users or benefits.
• Despite these challenges, there are also many opportunities for the e-bike market in America to expand further by tapping into new segments or niches of consumers who can benefit from using e-bikes for various purposes. Some examples are:
• Commuters who want to save time and money on traffic congestion or parking fees while avoiding stress or exposure to germs on public transit or ridesharing services.
• Seniors who want to maintain their mobility independence while enjoying physical activity without straining their joints or muscles.
• Families who want to spend quality time together outdoors while engaging in fun exercise without worrying about different fitness levels or abilities.
• Adventure seekers who want to explore new terrains or trails without compromising on speed or comfort thanks to e-bikes’ versatility and power assistance.

Now it’s your time to do your research and dip your spoon.

How do you promote your e-bikes?

Differentiation from Traditional Bikes

One of the most effective ways to promote e-bikes is to differentiate them from traditional bikes by highlighting their unique features and advantages. Here are some ideas on how to do that:

• Show how e-bikes can help overcome common barriers to cycling. Many people who are interested in cycling may be deterred by factors such as hills, distance, traffic, weather, or physical limitations. Ebikes can help overcome these barriers by providing electric assistance that makes cycling easier and more comfortable. You can demonstrate this by offering free test rides or rentals of e-bikes in different scenarios and locations.
• Educate potential customers about the different types of e-bikes and how they suit different needs and preferences. E-bikes come in various shapes, sizes, styles, and power levels. Some are designed for urban commuting, some for off-road adventure, some for cargo hauling, and some for speed and performance. You can educate potential customers about the different types of e-bikes and how they can choose one that matches their lifestyle and goals. You can also showcase customer testimonials or case studies of people who have successfully switched to ebikes for various purposes.
• Emphasize the cost savings and environmental benefits of e-bikes compared to other modes of transportation. Ebikes are much cheaper to run than cars or motorcycles, as they require less maintenance and fuel costs. They also produce zero emissions and reduce noise pollution. You can emphasize these benefits by providing statistics or calculators that show how much money and carbon footprint one can save by switching to e-bikes. You can also partner with local businesses or organizations that offer incentives or discounts for e-bike users.
• Highlight the fun and social aspects of ebiking. Ebiking is not only a practical mode of transportation but also a fun and enjoyable activity that can enhance one’s quality of life. Ebiking can help you explore new places, meet new people, join communities or events related to cycling or sustainability, or have fun like doing a wheelie with your friends or family.

Positioning the e-bike brand as a solution to common bike-related problems

Before asking what kind of electric bikes people want to buy, ask this question: What kind of bikes solve what kind of problems? Here are a few cases to start with:

1. Have you seen a housewife trying to carry a baby out for a casual ride on a bicycle but giving up eventually?

That’s when an electric cargo bike or an electric tricycle comes in handy. Their ability to carry groceries or the potential to install a baby seat can solve this problem.

2. Have any young readers or MTB lovers ever wondered about conquering a hill that you never made with a bicycle?

You need an electric mountain bike; the powerful motor will almost help you get to any hilltop.

You can take advantage of more scenarios to position your band by solving a problem. 

Creating a Brand Identity

Developing a brand story that resonates with the target audience:

Nothing beats a story regarding brand building; if there is, it must be a better story. 

“Once upon a time, there was a young woman named Lily who lived in a bustling city filled with honking cars and endless traffic. Every day, she would wake up early and brave the congested streets on her old, rusty bicycle, struggling to keep up with the hurried pace of the city.

One day, while riding her bicycle to work, Lily came across an electric bike store. She had never seen an electric bike before and was intrigued by the idea of a faster, more efficient ride through the city. She decided to test one out and was immediately hooked.

The electric bike made her morning commute a breeze, and she arrived at work feeling energized and refreshed. She no longer had to struggle against the traffic, and the electric motor helped her reach her destination in record time. It was a game-changer.

Lily started to notice that more and more people were opting for electric bikes over traditional bicycles and cars. They were not only faster and more efficient but also environmentally friendly. 

She knew she had to be a part of this new movement.

And so Lily decided to start her own electric bike brand, which she named “Spark.” She wanted her brand to represent the spark of energy and excitement that comes with riding an electric bike, as well as the spark of hope for a more sustainable future.

With Spark, Lily set out to create a new identity for electric bikes. She wanted to make them accessible to everyone, from young professionals like herself to families and seniors. She focused on creating sleek and stylish designs that would appeal to urban commuters and casual riders alike.

Through her hard work and determination, Lily’s brand became a household name in the world of electric bikes. People from all over the world were buying Spark bikes, and Lily’s business was thriving. She had truly made her mark on the world.

Looking back, Lily knew that it was her passion for electric bikes that had driven her success. She was proud of her brand, which had brought people together and helped to make the world a better place. She knew that with spark, she had truly sparked a revolution in transportation.”

Look, I just made that up. How do you feel about the brand telling this story to you? How are you gonna create your own brand story?

Using social media and influencer marketing to build brand awareness:

Using social media and influencer marketing to build brand awareness is a strategy that can help businesses reach new audiences and increase their reputation. Social media platforms such as Facebook, Instagram, Twitter, and YouTube offer opportunities for businesses to showcase their products or services, interact with customers and potential customers, and create a loyal fan base. Influencer marketing is a form of the social media marketing that involves collaborating with influential people who have a large and engaged following on one or more platforms. These influencers can promote the business’s brand, products, or services to their followers, who trust their opinions and recommendations.

There are several benefits of using social media and influencer marketing to build brand awareness.

• First, it can help businesses gain exposure to a wider and more diverse market segment than traditional advertising channels.
• Second, it can help businesses establish credibility and trust among consumers who value authenticity and transparency.
• Third, it can help businesses generate word-of-mouth referrals and positive reviews that can boost their online reputation and visibility.
• Fourth, it can help businesses drive traffic to their website or online store, increase conversions and sales, and improve customer retention and loyalty.

However, using social media and influencer marketing to build brand awareness also requires careful planning and execution. Businesses need to define their goals, target audience, budget, and key performance indicators before launching a campaign. They also need to research and select the most suitable social media platforms and influencers for their niche and objectives. They need to communicate clearly with the influencers about their expectations, deliverables, and compensation. They need to monitor the campaign’s progress and results regularly using analytics tools or third-party services. They need to evaluate the campaign’s effectiveness based on the predefined metrics and make adjustments if needed.

Using social media and influencer marketing to build brand awareness is not a one-time effort but an ongoing process that requires constant innovation and adaptation. Businesses need to keep up with the latest trends, technologies, and best practices in the industry. They also need to engage with their followers consistently by providing valuable content and responding to feedback or queries promptly.

Many brands have successfully leveraged these strategies to reach new audiences, increase engagement and drive sales. Here are some examples of brands that nailed social media and influencer marketing:

• Nike: The sportswear giant collaborated with the popular YouTube channel “What’s Inside?” to promote their new Air Vapormax series. The channel features a father-son duo who cut up everyday objects to show what’s inside them. They created a series of videos in which they integrated Nike’s messaging into their content, such as cutting up a Nike Air Vapormax shoe and visiting Nike headquarters. The videos generated millions of views and likes and helped create buzz for Nike’s new product line.
• Subaru: The car manufacturer launched a “Meet an Owner” campaign to raise brand awareness and improve brand sentiment. They worked with 20 influencers from various niches, such as fitness, art, and travel, who created unique content centered around a Subaru car. The influencers showcased how Subaru fits their lifestyle and values and encouraged their followers to visit a website where they could meet other Subaru owners. The campaign increased website traffic, social media engagement, and positive brand perception.
• Youfoodz: The Australian food delivery service partnered with micro-influencers to promote their healthy meals and snacks. They sent free product samples to influencers with 5k and 100k followers on Instagram and asked them to share their honest opinions with their audience. The influencers posted photos and videos of themselves enjoying Youfoodz products and discount codes for their followers. The campaign generated over 1 million impressions, 40k likes, and 1k comments on Instagram and increased sales for Youfoodz.

Providing Excellent Customer Service

Here are some ways that an electric bike brand can provide excellent customer service:

• Offer multiple channels of communication: Customers may have different preferences and needs when it comes to contacting a brand, such as phone, email, chat, social media, or in-person. An electric bike brand should offer multiple channels of communication and ensure that they are responsive, courteous, and helpful across all platforms.
• Provide clear and accurate information: Customers may have questions or concerns about the features, specifications, warranty, shipping, maintenance, or troubleshooting of their electric bikes. An electric bike brand should provide clear and accurate information on its website, user manuals, FAQs, videos, or other resources that can help customers make informed decisions and use their products effectively.
• Customize and personalize the products: Customers may appreciate the ability to customize and personalize their electric bikes according to their preferences and needs. An electric bike brand should offer options for color, accessories, battery size, frame size, etc., and allow customers to see how their bikes will look before they order them online. Additionally, an electric bike brand should personalize the products by adding customer names, logos, or messages on the bikes or packaging.
• Solicit feedback and reviews: Customers may have valuable insights and opinions about their experiences with an electric bike brand. An electric bike brand should solicit customer feedback and reviews through surveys, social media, email campaigns, contests, etc., and use them to improve its products and services. An electric bike brand should also respond to feedback and reviews in a timely manner, thank customers for their input, address any issues or complaints, and showcase positive testimonials on its website or social media.
• Reward loyal customers: Customers who repeatedly purchase or refer others to an electric bike brand may deserve some recognition and appreciation. An electric bike brand should reward loyal customers with discounts, freebies, upgrades, referrals programs], loyalty programs, etc., that can enhance customer satisfaction and retention.

By following these tips, an electric bike brand can provide excellent customer service to increase customer trust, satisfaction, loyalty, and advocacy.

Final Thoughts

Are you thinking about starting your own e-bike brand? (Of course, you are…)Well, let me tell you, it’s a fantastic idea, and I’m here to encourage you to research and create a killer marketing strategy!

Firstly, the e-bike market is booming, and there is no better time to get in on the action than now. People seek eco-friendly, efficient, and affordable ways to get around, and e-bikes provide just that. By doing a thorough research and creating a solid marketing strategy, you can position your brand to stand out from the competition and attract a loyal customer base.

Secondly, creating a marketing strategy can be a creative and exciting process. You get to tap into your imagination and develop innovative ways to promote your brand and connect with your audience. The possibilities are endless, whether through social media, influencer partnerships, or experiential events!

Lastly, don’t be intimidated by the idea of creating a marketing strategy. You don’t need a marketing degree or a huge budget to create something that works. With the right approach, anyone can create a marketing strategy that effectively communicates their brand’s message and resonates with their target audience.

So, if you’re ready to take your e-bike brand to the next level, I say go for it! Do your research, get creative, and create a marketing strategy that will knock your customers off. 

There’s no limit to what you can achieve with a little bit of hard work and imagination. Let’s make your e-bike brand a huge success!