Sports Marketing

3rd October 2014

Are you an ad agency or what?

An aggressive sort of question. But one that Signalyard faces frequently. And to be fair, it’s not a bad question. What does an ad agency do nowadays? The good ones provide a level of technical expertise that can be hard to replicate in-house. They know the consumer and understand ways to engage them. They know…

26th September 2014

Making SEO simple again

If search engines are the gateway to the web (they are) then SEO – the trick of getting your brand to the top of natural search results –is the key to the gates. Trouble is, for a while search engine optimisation became more and more of a dark art. That is until recently. In the…

14th May 2014

A reminder why brands want to reach cyclists

By James Hamilton We work hard at SignalYard but when the opportunity arises we go for a ride. Sometimes it gives you time to think, other times a chance to clear the lungs and get fresh air. In this case, it was a great reminder of just why so many advertisers want to talk to…

13th January 2014

Marketing cyclists

By Neil Morris Cyclists are cool, intelligent and generous. And that’s official. This might all sound like a bit of spin – marketing cyclists as the new celebrities. But it comes from research commissioned by the British Heart Foundation. The Implicit Association Test examined people’s subconscious attitudes towards different sports. And it found cyclists are…

4th July 2013

Marketing is the new news

Speed of reaction is becoming as important for sports brands as it is for athletes. Running brands and other sports marketers have been amongst the leaders in a ‘real-time marketing’ trend over the past three years for brands to act more like newsrooms. Gatorade was one of the first. Their Mission Control Center was set…

20th June 2013

Cycling is the new golf

It’s already a cliche. The New York Times was first to hail cycling as the new golf back in 2005. In the UK, the Guardian newspaper agreed in 2011. Now the authority that is The Economist has started pedalling the same story: “Traditionally, business associates would get to know each other over a round of…

10th May 2013

Marketing running takes a stride forward

The line between devising a new product (or service) and marketing it has become increasingly fuzzy in recent years. Nowhere is that more apparent than in digital products and services, where what the customer gets is downloadable, shareable, promoted through discussions and social media. But even in tangible products, marketing needs to feature earlier and…

1st May 2013

Cycling Innovation

Kickstarter was the original crowd-funding platform. It brought consumers, funding and publicity to thousands of tech projects in its early days. So it’s hardly surprising that some brilliant (and some pretty left-field) cycling innovations are now finding their way onto the market thanks to the spotlight and funding Kickstarter has brought to creative new ideas….