Segway Advertising HELP

[chknpotpie]

Hi, im writing a paper about segways and its advertising strategies for my marketing class and i have a few questions. Does anyone know who they were primarily intended for when first released or know of any links that could help me. Also i think i might of read that they are going out of business possible... is this true or are they just downsizing and decreasing there expectations as all i can find are dated articles. anything else would help. thanks

[wwhopper]

A good source would be the book Re-Inventing The Wheel by Steve Kemper. It is the paperback version of Code Name Ginger. Steve spoke at SegwayFest and his book gave a very good vision of the early marketing of the Segway product line.

Will W Hopper
DCSEG Member
SEG America
The Premier Gliding Organization!
http://www.SEGAmerica.org
Washington DC - The Most Segway Friendly City in America!

[Gaye]

Just in case you think this will be all hard work and home work may I reassure you Code Name Ginger is a VERY good and interesting read! I am half way through and actually find myself waking in the night to read on.
YES, you can call me a sad puppy!
I bought my hardback copy from Ebay for next to nothing ($1.12 with $1.99 P&P within USA) from smoky mountain books
You can also contact them via customerservice@smokymtnbks.com
Enjoy!
Gaye

Segway - LITERALLY revolutionising my life!

[KSagal]

If you want to know the real objectives and targets that the Segway Company really had, you need to speak to them. Their marketing department will be your only source for real information.

By asking the type of questions that you did in this format or others like it, you will only get the opinion of those who post to this forum. Many here like to act as if they know more than they do, because no one here can hold them accountable. Sounding like you know what you speak of and actually having the facts are two very different things...

People are often willing to tell you the way they see it, and are often sure of their own position, and are as often, wrong.

If you want speculation, this is a great place to look. I just would not want to bet my grade on the information that comes from this forum... There is quite a bit of chaf that needs to be separated from the wheat here.

I have not read Kemper's book, so I cannot comment on it's readability nor it's accuracy. I would warn you that there was some sort of falling out between that author and the subjects, however. I do not know what the deal was, but again, just because someone sounds good, that does not make them right.

Good luck. Publish a link here to your paper if you feel it is a good work that we may be interested in. I would be.



Karl Ian Sagal

Each road you travel should be just a bit better for having had you pass.

[pam]

Segway has a PR contact that you can reach via their homepage. http://www.segway.com/

I wouldn't believe the "going out of business" rumor - they've brought out new models in the last year, and from what I've heard posted from those who attended SegFests this year, have plans for more.
Pam

[Gaye]

A Segway dealer told me that Segway is considering going public so to meet the criteria for that all must be good in the Segway camp. If I had money I would certainly buy shares (AFTER I had bought my much wanted Lithium Ions of course!)
Gaye

Segway - LITERALLY revolutionising my life! quote:Originally posted by chknpotpie

Hi, im writing a paper about segways and its advertising strategies for my marketing class and i have a few questions. Does anyone know who they were primarily intended for when first released or know of any links that could help me. Also i think i might of read that they are going out of business possible... is this true or are they just downsizing and decreasing there expectations as all i can find are dated articles. anything else would help. thanks


Segway - LITERALLY revolutionising my life!

[JohnM]

http://adweek.com/aw/regional/new_england/article_display.jsp?vnu_content_id=1001613645
quote:Segway Talks to Shops
December 02, 2005
By David Gianatasio

BOSTON - Segway confirmed it has begun a review in an effort to choose an agency to handle marketing chores.

The company in Bedford, N.H., does not currently have a shop and has done little marketing of its high-tech, two-wheeled scooters in recent years. Paid media spending was $150,000 last year, and there has been no meaningful outlay in 2005, per Nielsen Monitor-Plus.

"We have worked with a number of different agencies in the past," a company representative said on Friday. "We are finalizing marketing plans for 2006, so the timing of our search aligns with that activity. We expect to have an agency on board sometime in January."

The rep added, "We are handling the search without outside consultants. We're planning a range of marcom activities, not focused specifically on advertising."

Sources said the client has contacted at least a dozen small and midsize agencies, located mainly in New England and New York. Agencies with experience building brands via the Internet and direct marketing are preferred, though Segway has not ruled out a mainstream media push (likely targeting businesses) sometime next year, sources said.

Billings were not disclosed, but one source pegged the budget at $500,000-1 million.

The review is being driven at least in part by the arrival in March of James Norrod as CEO (the fourth in as many years), who is trying to ramp up marketing to increase sales, sources said. Since his arrival, the company has said it would focus on national high-volume buyers such as Disney, the U.S. military and local police departments.

The privately held company does not release sales figures.

JohnM
Anything worth doing for 2 hours is 10 times more worthwhile if done for 20 hours.
RUSA #235

[mrleisure]

quote:
The company in Bedford, N.H., does not currently have a shop and has done little marketing of its high-tech, two-wheeled scooters in recent years.


And in other breaking news, water is still wet. [:P]


Thanks for the link JohnM. Looks like Segway is finally coming around to the realization that here in the real world, advertising works. Or did hell just freeze over?

http://www.wingnut.com/images/redkey-web-logo-100px.gif (http://www.theredkey.net)

[Brooster]

quote:Originally posted by mrleisure

quote:
The company in Bedford, N.H., does not currently have a shop and has done little marketing of its high-tech, two-wheeled scooters in recent years.


And in other breaking news, water is still wet. [:P]


NICE! LOL Maybe they've decided to ditch the Chicago outfit they were working with ... creators of "Get Moving' (still one of the worst possible slogans in my opinion), the bee costume and the frilly flip-flops. I hope whomever they choose will help them generate a more serious and forward-looking identity, with the focus returning to Deans's original vision of the Seg as a smart and viable transportation solution. $500K-$1M isn't much ... but it's a start, and it could be used to help develop some meaningful events marketing. In the absence of a consistent traditional advertising presence (which they obviously can't afford), events marketing (maybe with the volunteer help of dealers or SEGs?) seems to me to be the way to go.

Did anyone ever see the USA Today ads? I never got a chance to look. Are they still running?



Brooster

[Desert_Seg]

I saw the USAT ads and while it was advertising IMHO it wasn't the best bang for the buck.

I'm glad that it appears we are seeking to "get the word out". Those of us who believe in the product have been great ambassadors for the company and a little more corporate branding will help greatly.

Steven


--- EAMUS CATULI! ---

No person is truly useless. They may always serve as a bad example!

[wwhopper]

Hope that they make good use of SEG America and its membership in their marketing plans. There is nothing better as a salesforce, than folks that whole heartly believe in the product!

Will W Hopper
DCSEG Member
SEG America
The Premier Gliding Organization!
http://www.SEGAmerica.org
Washington DC - The Most Segway Friendly City in America!

[GyroGo]

quote:Originally posted by Brooster

Maybe they've decided to ditch the Chicago outfit they were working with ... creators of "Get Moving' (still one of the worst possible slogans in my opinion

I was watching a Toyota auto commercial the other day and I could swear I heard them say "lean forward" as a slogan at the end. I've posted before that this would have been a good choice for a Segway slogan (among other decent options), certainly better than the say nothing "get moving".

[antonio]

Hi chknpotpie,

Send me an email to antoniodafonseca@gmail.com.
Maybe i can send you some marketing material about segway.

Regards

[junio1r]

Until they bring the price more in line with reality, all the marketing in the world will not make Segway successful. The pricing strategy would be a lot more interesting to study than the lack of advertising.

[GyroGo]

quote:Originally posted by junio1r

Until they bring the price more in line with reality, all the marketing in the world will not make Segway successful. The pricing strategy would be a lot more interesting to study than the lack of advertising.

Unfortunately, "reality" includes such things as "costs", too, but of course more would sell for $less.