Bye bike
I’m the type of person who keeps the data SIM card I got in Italy even though I have no plans to return anytime soon. So when the time came to pack up and leave Chiang Mai, I was in trouble. There was no way I could hold on to the bike, no matter how much I wanted to. The most logical thing to do is pass it on to the next person. But where can I find this person?
The most obvious answer is the bike fanatic at the co-working space, Alex. It’s not because he has 5 bikes that makes him a good candidate. It’s because the 5 bikes are for his team and they ride together. Unfortunately for me, he has all the bikes he needs.
Being 2 days shy from departure, I can only do what I do best: designing a marketing ad.
Granted, it’s not my best work. But would you believe me if I said that it was intentional? The goal of my design was to convey the intention of a simple sale and attract someone who would cherish the bike as much as I do. The transparent costs + open price helps a prospect determine their price for the bike. The plain design conveys that this is not a price negotiation game to get the best deal.
I printed the ad, stuck it on the bike, and parked it right at the door of the co-working space. Then, I picked the table closest to the pantry and waited for people to come to me... except no one did.
It’s time to revise my plan. I decided to leave early for the gym in hopes that the healthy people might want it. As I filled up my bottle in the pantry, my first prospect came up to me. He was hesitant because he didn’t know if he uses a bike enough to own one and said he would think it over. Not good enough. I need to sell the bike asap and a ‘maybe’ isn’t getting me there.
I picked up my bag and walked out of the co-working space for the gym. This is when my prospect ran after me and asked if he could try the bike before I left. 2 mins later, he returned from the test drive and handed me the cash.
He revealed that in my 2 hours of nothing, he was speaking to his trusted friend, the bike fanatic at our co-working space. Alex told him that it was a great bike and a good deal.
I hope you’re thinking that it was my amazing print ad + strategic positioning + being responsive to his concerns + FOMO + an influencer that landed the sale. They helped, but it was not why he bought the bike.
He’s been using the worn-out Anywheels. Any proper bike would be a major upgrade to his current situation. The value-add to his experience is clear. All that marketing just helped him be aware of the opportunity.
I always hate it when people think that great marketing will make up for subpar offerings. It can, but it usually employs dark patterns and manipulations that leave buyers swearing to find a different provider the next time. Great marketing amplifies the inherent value and builds relationships. Great marketing is not convincing someone to buy something they don’t actually want. That’s manipulation.
I leave Chiang Mai light because I’m not lugging a bicycle, and I know it is in good hands.
