ACME Beach Cruiser Advertising Campaign Heidi Orton

Introduction Over the last 10 years, bicycles have become less popular Though the need for getting around has been taken over by vehicles and other public transportation, there is still potential The rise in healthy living is a great segway for the bicycle market to become profitable Through research, 2 major market segments have been discovered to grow the bicycle industry

Market Segment – Non Caucasian African AmericanHispanic American All U.S. adults11%14% All adult bike riders5.1%6.4% Frequent riders4.6%7.2% Occasional riders4.8%5.9% Infrequent riders5.5%6.7% *Bicycle riding participants and all US adults by percentage black and Hispanic and frequency of participation, 2010 Hispanics are the largest growing population in the United States Minority groups are young: 23% of American children are Hispanic, 15% black, and 9% Asian

Market Segment - Women AGE Total Male Female Women enjoy riding bikes; however, find it hard to fit it into their busy lives Young women, during child-bearing age have the most potential for growth

1920’s Advertising Large images Mainly black and white with some colors Brand is realized; however, rarely specific to any one type Simple titles, yet bold Special typefaces Less informative

Print Advertisement – Non Caucasian Safety Cycle-friendly Sporty - Cool

Print Advertisement - Women Appealing Safety Family activities Shopping

Television Ad

Television Ending With its upright seat posture and sturdy build, the ACME Beach Cruiser will get you, and your friends where you want to go!

Closing Getting children involved in riding bikes needs to be appealing to both kids and parents For women specifically, bicycle needs have changed from transportation to heath benefits Advertisements need to be bold and send a strong message to potential market segments.