𖡼𖤣𖥧𖡼𖤣𖥧 Nº300 Mayhem in Amsterdam 💥 ❌❌❌

Last Wednesday, I was invited by Dutch Base Camp to present a group of graduate business school students from the University of Fredericton about marketing during their visit to Amsterdam. I lead my talk with:

“People don't believe what you tell them. They rarely believe what you show them. They often believe what their friends tell them. They always believe what they tell themselves.” – Seth Godin

I continued to share what I referred to as Twotone's 6 Step Marketing Recipe. I prefaced it with the premise that you get what you give and offered the following ingredient list below:

🤏 Less is more: Start small with simple messaging. Refine. Continue to boil down. I cited a fave pitch: "Ampler is the ebike that looks like a bike.” Short & sweet.
🗓 Good things take time: we remind our clients & I’m reminding you: it will take years to see your efforts through! (this interview with Ana Andjelic doubles down on this point & even echoes others in my list)
🤝 Trust is a must: I used our story of convincing PRO to commission handmade bikes to demonstrate the trust builders put in PRO's products.
🔤 Back to the Basics: all about the very newsletter you're reading right now. Even seemingly mundane & old school strategies can yield more return than more popular approaches.
💡 Don’t advertise, innovate: especially after this past weekend's BMX event, reading Ana Andjelic's interview comments linked above about culture & Twotone's overall offline-first ethos of supporting community and not Meta & Google's bottom line: this story of how SILCA will support The Radavist's trip to Bespoked Dresden really makes sense to me!
🌀 Don’t player hate, iterate: instead of reusing your competitor marketing playbook & getting pissed that it doesn't yield the same results, lead from the front. Understand & observe what others are doing but do you own thing. Your story is different. I used the Bicycle Film Festival as an inspiring example!

Thank you to Kirra & Arianna for the opportunity and Kristy, Leo & Quentin for attending as well! I think the students took away some actionable advice & Kristy chimed in with some wisdom that I didn't think of too! Thank you! : )

This week is Micromobility Europe and I, once again, am honored to be moderating a panel session entitled: "How the Micromobility Revolution Is Reshaping the Netherlands" on the Ride Stage from 9:15am - 9:45am on June 6th. I'll be joined by: