CLIENT:
Specialized is one of the world’s leading bicycle brands, known for innovation across road, mountain, gravel, and electric bicycles. With a nationwide network of independent retailers, Specialized regularly invests in strategic marketing programs designed to build brand awareness, support dealer sales, and introduce new product categories to consumers.
The agency of record for Specialized Bicycles partnered with TEC Direct Media on regional media initiatives focused on driving retail traffic, supporting promotional campaigns, and helping introduce the company’s growing e-bike portfolio.
SOLUTION:
When Specialized sought to increase awareness of a spring sales promotion, TEC Direct Media developed a high-frequency terrestrial radio strategy across five major Nielsen audio markets. Using a cost-efficient buying approach, the campaign maximized reach and repetition while supporting local retailers.
Following the success of the radio initiative, TEC Direct Media was tasked with helping introduce Specialized’s e-bike category through an outdoor media test in key Arizona markets. The campaign challenged traditional transportation assumptions and positioned e-bikes as a practical alternative for commuting and everyday travel. Billboards, digital outdoor displays, and light rail advertising were strategically placed near retail locations and along heavily traveled commuter routes to reach affluent adults and prospective riders.
RESULTS:
The radio campaign helped generate significant year-over-year sales increases across the five target markets while supporting local dealer promotions. The outdoor media initiative exceeded expectations, contributing to strong awareness and adoption of Specialized’s e-bike offerings. The Arizona test market delivered sales that surpassed projections, helping establish e-bikes as one of Specialized’s fastest-growing product categories.
