VS has two distinct groups of customers: local customers and tourists . While many of the media forms that VS will use to advertise will reach both groups, there are some sources that will be used specifically to target the tourists.
VS faces competition from local retail outlets that also have rentals. These shops tend to concentrate on the retail side and consequently do not offer the appropriate level of customer service support for the rentals.
Velocipede/Snowpede Borrow Bank will target two distinct market segments:
Velocipede/Snowpede Borrow Bank will have a different strategy to communicate with different target groups. The tourists will be targeted through advertisements published in Chamber of Commerce publications that are released specifically for visitors.
Locals will be targeted through advertisements in the local outdoor free-journal that tracks outdoor activities in Eugene. In addition to these advertisements, VS will have an ad in the Yellow pages as well as information on the website.
Currently, there are three different retail bicycle shops that rent bicycles and four different retailers that rent snowshoes.
The typical buying patterns of customers is to call different bicycle/outdoor shops and ask who rents equipment. Convenience and availability are the typical variables that customers are concerned with.