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deechee
04-14-2008, 03:50 PM
Sandy's recent thread made me realize something.

How does Serotta expect to sell a 8k$ frameset with two paragraphs on the Meivici page? Hmm, lets go see the nerds at Cervelo, the Soloist Carbon... ~50 paragraphs? I honestly don't think bike geeks are illiterate, and would prefer to talk to a dealer; in my case a long distance call. Even if a phone call works, how many dealers are open at 10pm when I'm bored and browsing at home? How many dealers might have a dumb kid on the floor giving wrong information? Why rely that heavily on them?

I understand that the ride can be "tuned" but you can still talk about what makes Serotta carbon tubing so special, how the rides can be tuned, why the paint is so expensive etc. I'm sure there are people who will see a picture in RobbReport and say "I want it" and not think twice, but I'm sure there's a large untapped market that could be persuaded. (ie. marketing?)

I've been struggling to get a friend to even consider the CXII in the Serotta garage. He's got back issues and I know he'd be happier on the taller HT and steel ride but trying to convince him on a one paragraph web description is futile.

Put links to reviews (like pez, cyclingnews etc.) on the model's pages. There *is* some info on the site, but its so buried (nowhere near as buried as slowman's articles on slowtwitch.)

:)

Big Daddy
04-14-2008, 04:02 PM
their web space is taken up by "threads"

Pete Serotta
04-14-2008, 05:11 PM
DeeChee - good idea and I have sent it up stairs to Tiffany and Ben....

Will let you all know what I findout.... PETE

Peter P.
04-14-2008, 05:29 PM
I agree with Serotta Pete; you made a great observation and as the consumer, you WILL compare product by a parallel comparison of web sites, and the web site IS a reflection of the product. Hopefully Serotta will observe what the competition is doing and pick up some pointers.

As I said; your observation was particularly insightful.

Perhaps they should offer their catalog on the web via .pdf file?

rpm
04-14-2008, 06:34 PM
The point is well taken. Cervelo does a very nice job in building a word picture for a fantasy purchase, which an expensive bike definitely is. Web copy needs to be crisp and to the point, but it doesn't necessarily need to be short. To sell someone an $8,000 frame, you need to give them a lot of detail to get them to daydream enough to have the desire to spend that amount of cash.

Other manufacturers go on about how great their carbon tubes and joining techniques are, but Serotta owns the premier facility that supplies some of the other expensive brands. Holy smoke, make a huge deal of that!

And Chris Carmichael, who probably has Madones up the wazoo, apparently shelled out to buy himself a Meivici. Get him to tell why!

Have the marketing folks take in some of the work of Gerry McGovern,http://www.gerrymcgovern.com/

Ultimately the web is still all about the words.

A.L.Breguet
04-14-2008, 06:59 PM
What's this Cervelo thing you speak of?

Lifelover
04-14-2008, 09:15 PM
While Serotta should not write their Ad copy for the Meivici based on the reaction of this forum, it would be interesting to see the reaction if they take you advise (which I think they should).

I suspect they would get called out again and again for too much "Hype".

Ahneida Ride
04-14-2008, 10:00 PM
Serotta could use more pictures too.

Not the "staged" images, but pictures of real life Serottas.

If I am looking for a Legend. I really want to see a few stock images and
also complete bikes as they were built up by the owners.

There are prolific images on the Phorum. But will a perspective rider
search the Phorum? Capture there curiosity right on the site, while you
have their attention.

I have better shut up, else I'll be placed on double secret probation again.
Wait, Pete still has me on on double secret probation. :eek:

Also .... I wonder how many visitor's to the site even know about the forum,
where they can read unadulterated opinions of every Serotta offering

DarrenCT
04-14-2008, 10:05 PM
I agree with Serotta Pete; you made a great observation and as the consumer, you WILL compare product by a parallel comparison of web sites, and the web site IS a reflection of the product. Hopefully Serotta will observe what the competition is doing and pick up some pointers.

As I said; your observation was particularly insightful.

Perhaps they should offer their catalog on the web via .pdf file?

that takes 5 mins. good idea

Avispa
04-14-2008, 10:10 PM
Serotta could use more pictures too.

Not the "staged" images, but pictures of real life Serottas.

If I am looking for a Legend. I really want to see a few stock images and
also complete bikes as they were built up by the owners.

There are prolific images on the Phorum. But will a perspective rider
search the Phorum? Capture there curiosity right on the site, while you
have their attention.

I have better shut up, else I'll be placed on double secret probation again.
Wait, Pete still has me on on double secret probation. :eek:

Also .... I wonder how many visitor's to the site even know about the forum,
where they can read unadulterated opinions of every Serotta offering

Hey!

I volunteer to travel around the country and take pictures of real Serottas!..... For a price, that is. :D

Now, I am sure they can start with the forum pictures. Although I don't think many pictures here reflect the beauty and style of the actual bikes.

..A..

Elefantino
04-15-2008, 08:40 AM
Serotta should not write their Ad copy for the Meivici based on the reaction of this forum....
Let's hope not.

I owned and ridden almost all of the top end carbon frames available today and the Meivici doesn't make my top five carbon frames of 07 and 08...

Nick H.
04-15-2008, 03:46 PM
I bought my Ottrot because of the test ride. I was staggered that Serotta had hardly bothered to educate the consumer with either a web site or advertising. There aren't many magazine reviews either. But when I discovered how long the waiting list is, I concluded that they had no desire to expand their business. Maybe Ben could explain the company strategy in one of his epistles?