mmb mountain biking

C. Burton
C2 Montana Mountain Biking

1.) According to the five stages of customer loyalty, the MMB’s customers lye mostly in the commitment category. Given the rate of repeat customers (80%) . it would be reasonable to assume a similar report of the customers (60-75%) are in the familiarity or commitment stages, due to the fact the MMB is very serious about their enthusiasts. This would probably mean very few (10%) have reached the separation stage. MMB has had a very consistent business plan. Giving customers little reason to be pushed away from them. The article makes it sound like mountain biking enthusiast would not be quick to give up their hobby at all. The leaves roughly 15-20% exploration or familiarity. I feel that slightly more (10-15%) to exploration because of the new website traffic as well as email inquiries. They would not be inquiring about the photos if they understood the website.

2.) Given the large percentage of MMB’s customers are repeat visitors, I would recommend that adding a option to their website would allow users to submit their e-mail address so they can receive a monthly newsletter or updates about featured tours. In the e-mail messages I would also include links to the photo galleries that are posted on the website. They are appealing to the eye enough to draw people all on their own. The links are convenient for customers to be able to forward the e-mail to their friends who might be interested or are photo enthusiast. This strategy also works well with the fact that so many of MMB’s first customers are referred to the company by word of mouth. I might think about including a promotion where repeat customers could receive discounts on their next tour if they refer a first time customer to the site. I would also advise the website include a page for booking tours online, since new customers might more than likely plan a trip if the option is immediately available to them on the site.

3.) Viral Marketing can be described as the word of mouth marketing technique that uses pre-existing social networks to increase product awareness. An example of this type of online viral marketing is Hotmail.com. This was one of the first free web-based e-mail services. With every e-mail sent there was a message at the bottom promoting Hotmail. As people received the e-mail they were offered a free e-mail account. The use of the free hotmail continued to spread as people sent e-mails. MMB can use this same type of approach to promote the business. MMB has received a surprising number of e-mails expressing interest in the photos posted on line. MMB could offer to take free digital photos of the customers and post them on their web page. The MMB or the customers can send out e-mails to their family and friends to share their experience and invite them to view the photos online. As people see the photos, MMB can also send them an advertisement inviting them to participate in upcoming events. This is an example of how viral marketing could work for MMB.

4.) Since MMB sells one product, which is Mountain Biking Expeditions, MMB could serve as a affiliate site to related products. Products which relate to MMB would be Mountain Bike Gear, Apparel, and Accessories for outdoors man.
The best way to set up a affiliate is to join their program, add the linked product images to MMB’s website. MMB should also provide all their products with good reviews in order to have a higher click rate. I would also suggest having monthly MMB product picks that can also be added to MMB Newsletter. MMB can then market directly to interested customers as well as the usual website usage.
Five affiliates that I would suggest would be REI, Dicks Sporting Goods, Great Outdoors, Cabelas, and Sports Authority. All of the companies sell related products and they also promote outdoor activities where the products could be used. This is very beneficial for MMB because not only can MMB gain revenue from the affiliate sales, but can also create a partnered advertising.
I highly recommend that MMB affiliate with REI. REI is a very popular outdoor products chain that I believe associating with such a well-known company could help boost MMB’s popularity. REI carries a large inventory of cycling products, which could allow more options for all the customers.
The Great Outdoors has neither the popularity and large inventory as REI, they do have a benefit for promoting MMB towards their viewers. Great Outdoors not only sells outdoor gear they are also a great outdoor recourse and News Website. They also link information such as tour events, pictures of tours, and tips when taking a biking tour. MMB associating with Great Outdoors would be a great way to establish them on their website and link future tour photos and news to MMB.