The news this week that Stanton Bikes is in administration saw many in the comments section expressing dismay: they’d always lusted after a Stanton; one day they hoped to be able to buy one; they liked the Stanton ethos. This kind of outpouring of appreciation often seems to happen when well loved businesses are lost. We’ve seen similar voices of support when we’ve told our own readers that times are tough, and it’s always welcome.
As we head towards a likely economic downturn in much of the world, it’s likely that we’ll see more brands struggling to stay afloat – particularly smaller independents, who are often operating on tighter margins and cashflow. At the same time, many of you will be feeling the pinch too, making it harder than ever for you to support the brands (and magazines, and bike shops, and tour guides, and so on…) you love just when they need it most. Here’s our guide to helping out without necessarily spending much, or even anything.
Buy a T-shirt/bobble hat/socks etc
Many brands have accessories and merch for sale. Buying something – even a T-shirt – helps pay a staff member for another hour. Plus, every time you wear it you’re advertising the brand, which helps just a little bit more. Remember that if you’re going on TV!
If they give you a sticker, stick it on something
Your car, or bike, or laptop. Nothing anti-social and littery. It all goes towards advertising and brand awareness.
Sign up to the newsletter
Newsletters help brands tell you about what they’re up to, which might just keep you informed enough to recommend a friend, or grab a clearance bargain. But many newsletters can be a source of revenue too, through affiliate links or just ‘hey, we’ve got half a million people that read us every week, perhaps that’s worth an advert or collaboration?’.
Read the newsletter and click links
As well as signing up to receive a newsletter, it’s even better if you actually read it and click some links. This makes the stats look even better to potential advertisers, and also helps brands gauge what is actually interesting and useful to you, so they can focus their time and resources in the right places.
Buy tickets for events
Events are fun! But they take a huge amount of effort to put together, and for a brand to attend it can be an expensive affair. Even if it’s just a small and local event, making the effort to be there makes the organiser’s and brands’ times worthwhile. Usually they’re as glad to get out the office and chat bikes with people as you are! Can you really imagine a world without any races, demo days, expos or meet-ups?
Tell people about your favourites
Make time to chat to strangers in the car park about your bike/forks/shoes/jacket. Share your tales of your favourite brands with your friends, just as you might recommend a TV show or local plumber. An enthusiastic first-person review goes a long way.
Add informative reviews to Trustpilot, Google and Amazon
This helps other cyclists make decisions and shows genuine consumer support for the products.
Share social media posts you like
This is the virtual equivalent of telling people about your favourites. Don’t overdo it – just share the stuff that makes a real impression, or you’ll dilute the impact and turn people off.
Comment positively
Behind every brand there are people, and especially with small independents there are people whose days can be made happier by positive comments and good vibes. If you’re watching the bank account or feeling stressed, knowing people like what you’re doing can make things feel a whole lot better.
Buy the extras if you can afford it
If you can afford it, buying the little extras can go a long way. A nicer paint finish, a better shock, breakfast as well as just a bed. Even deciding to buy slice of cake with your coffee in your favourite cafe will help out.
Buy small, local or independent if you can
In a small organisation with just a few staff, that £20 that you just spent can make the difference between having covered the day’s costs or not. Those staff feel the immediate benefit of that money more than a giant corporation’s shareholder ever will. You get to support a business that you appreciate, and they’ll appreciate your business. Sometimes that £2 saving on the internet is worth skipping to show someone you love them.
Mountain biking isn’t just about the bikes and the kit, there’s a whole ecosystem of people out there who are supported by our activities, and who support us. From the bike shop with the free bike wash to the cafe that warms us mid ride, there are small businesses and people out there who we would miss if they weren’t there. Show them some love where you can!
Small business owner or employee? Dive into the comments and share the cash-light tips that would make your lives better.
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