Expanding Brand and Gaining Market Share

About Cycle City

Cycle City is the leading bike tour and rental company in Vancouver. They were founded from a love for touring Vancouver by bike and believe that bike rides are always better when shared with friends. Since 2010, they have been sharing stories, laughs, and new experiences with riders from Vancouver and across the world. They offer guided tours and tell captivating stories about the city beyond the glimmering glass towers and incredible coastal and mountain views. They have two convenient downtown rental shops with a stellar line of bikes and family accessories, self-guided tour maps, and expert local advice from their guides.

Client Challenge

As the bike tour market matured, and as competition grew, an opportunity was identified to expand their market and add bike sales and servicing into their mix, at their prime downtown Vancouver location. This extension added strategic challenges in regards to balancing their past business, and also expanding into a new market.

Our Digital Marketing Strategy

With the extension of the brand to include sales and service, Cycle City’s target audience shifted from tourists and visitors to local people in the Vancouver area. This posed a challenge to engage with both audiences and create a comprehensive strategy to deliver campaigns for each. Our campaign ideas included:

SEO

We explored competition, content gaps, and keyword research to guide our suggestions, and propose content that needed to be developed. In addition to this, we performed a Local SEO strategy to define each separate business entity, and separate out the reviews for each business unit.

Paid Campaigns

We created paid campaigns for Google Ads, Bing, and Facebook to raise awareness of the new services in a highly geotargeted fashion, which was focused on a 5km circle around the downtown Vancouver location.

Website Consulting

After meeting with Cycle City and the website developer, we created a comprehensive consultation and guidance process, which led to adding new services on the website. This in hand helped to balance their past market’s needs and provided clarity for the new target audience.

Results

+65%

change in transactions

+36%

change in new leads

+20%

change in traffic

Comparing the digital marketing performance of Cycle City from the previous year to the new year, we saw the following success:

Organic Results

After launching, transitioning, and optimizing the site extension, we saw a 20% increase in traffic and a 36% increase in new leads and transactions. Additionally, the new site ranked and converted better for targeted keywords.

Paid Results

We saw a 67% increase in paid traffic with an increase in the budget of 32%, meaning that we were able to stretch their budget further and gain more value for their money. This resulted in a 65% increase in transactions.