Axon Rides
Axon Rides, a UK-based brand of electric bikes, approached Marketing Managed (Bacon Marketing) to launch their brand and manage the marketing side of their product launch. Recommended by mutual contacts, Marketing Managed (Bacon Marketing), known for its high-quality work with 5 On A Bike, took on the challenge.Challenges Faced by them:
Launching a new brand in a competitive market requires strategic planning and execution. The goal was to establish Axon Rides as a leading provider of lightweight, foldable, and affordable electric bikes for commuters and urban explorers.Solution Implemented by Bacon
Fully Integrated Marketing Team
Marketing Managed (Bacon Marketing) became an integral part of Axon Rides, managing the brand and product launch, photo and video shoots, website and e-commerce, email, and social media. Building their presence, and cultivating their audience, eventually leading to building an internal sales and marketing team, and growing sales through both a retail network, and direct to consumers.Strategic Planning
Leading Axon Rides, Marketing Managed (Bacon Marketing) crafted a comprehensive strategy and marketing plan aligned with business goals. This formed the foundation for the successful launch campaign and subsequent sales and marketing efforts.Driving Traffic
To generate visibility, Marketing Managed (Bacon Marketing) utilised a multi-channel approach, incorporating Google and Social Ads, out-of-home advertising, direct mail, combined telemarketing, in-person visits to retailers, event participation, and more.Website Management
Marketing Managed (Bacon Marketing) was crucial in keeping Axon Rides’ website updated, running smoothly, and SEO optimised. We also managed the blog, providing fresh social media content and engaging potential and existing customers.Email Marketing
Strategically designed B2B and B2C email campaigns, including event notifications, new retailer announcements, news updates, sales promotions, and automation, formed the heart of Axon Rides’ marketing strategy.Data Analysis
Marketing Managed (Bacon Marketing) closely monitored all activities, analysing data to identify successes, capitalise on them, and make necessary improvements. Critical areas of focus included paid advertising ROI, overall traffic and social account growth, retailer onboarding, email subscribers, and online sales.Relationship Management
Outsourcing specialist activities to trusted partners, Marketing Managed (Bacon Marketing) effectively managed relationships and costs with video production agencies, graphic designers, print and display manufacturers, event production teams, photographers, and models.Retailer Support
Each retailer received a bespoke launch campaign, utilising in-store displays in collaboration with Datum CP, popup banners, in-person attendance, website listings, paid digital ads, email and social announcements, marketing packs, and managed online demo bookings.Continued…
Photography and Videography
Specialised photoshoots in various UK locations, including London, Oxford, Swindon, and beaches, portrayed Axon Rides in diverse settings. Collaborating with 5 On A Bike and Sarah Rider, Marketing Managed (Bacon Marketing) executed shoots, producing a rich catalogue of resources.Achievements
Under Marketing Managed (Bacon Marketing) guidance, Axon Rides expanded to over 60 stores nationwide, gained a global marketplace presence, secured significant press mentions, and achieved substantial social media growth in a very short space of time for a challenger brand.See, what our client had to express regarding our services
“Phil and his team understand the components of B2B marketing. What makes Marketing Managed (Bacon Marketing), in my opinion, unique, is they understand the link between sales and marketing. Tasked with building marketing frameworks from ideas, plans and strategy, Phil quickly assesses the landscape and what is really required from his perspective. You get what you pay for. Very clear and professional marketing consultancy backed with years of industry experience across data-driven campaigns. Phil understands how a business works. His investment is clear from the start and throughout secondments with immense levels of effort and passion. Phil and his team always deliver way above ROI to client relationships. That’s why he appears in my contact list as Marketing Legend.”Neil Edwards – Axon
Conclusion
Marketing Managed (Bacon Marketing) strategic and integrated approach transformed Axon Rides from a basic website with minimal marketing activities to a brand with a significant retail presence, global recognition, and a growing customer base.Want to take your marketing to the next level?
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We do this for engineering companies every day through our engineering marketing.
Launching a brand in a crowded category
Axon Rides came to us with no brand and a competitive market already full of electric bike companies. The task was to establish them as the choice for lightweight, foldable and affordable e-bikes aimed at commuters and urban explorers.
A product launch in a crowded category is not a campaign, it is an operating problem. You need the brand, the photography, the site, the e-commerce, the email and the social presence to arrive together and say the same thing. Sequenced badly, each one undercuts the last.
We ran all of it as an integrated team inside the business: brand and product launch, photo and video shoots, website and e-commerce, email and social. That let positioning decisions flow straight into the assets without a briefing round in between.
As with BLOQS, the end state was independence rather than dependency. We built the internal sales and marketing team and handed the operation over. A launch agency that is still running your marketing three years later has not finished the job.
The e-commerce side is where a lot of launches quietly fail. A commuter buying a folding electric bike is making a considered purchase, not an impulse one. They want to know the weight, the fold, the range and what happens if something breaks, and they want it before they reach the basket. Getting that detail onto the product pages was as much a part of the launch as the brand work.
Running the photo and video shoots in-house mattered for the same reason. Stock imagery of people on bikes tells a buyer nothing about whether this particular bike folds small enough for their train. Shooting the real product in the real context answers the question the buyer is actually asking.
Email and social then had something to carry. Audience building for a new brand is slow if all you have to say is that you exist. It moves faster when each post or email answers one practical question about the product, which is what the shoot content allowed.
