How To Sell & Inspire - Rapha Nails It
Have I ever considered buying a $250 cycling jersey? Not until now.
How in the world did Rapha get a midwestern cheapskate cyclist to consider dropping this kind of money on a jersey? They pulled on my heartstrings to appeal to me as a person and they blew my mind with a comprehensive marketing plan to appeal to me as a professional.
If you haven't already seen the video David + Connie then you have to check it out.
This is a great story with compelling film-making. The film itself doesn't overtly ask me to buy anything, but Rapha connects this project to two limited edition jerseys. A portion of the proceeds for each jersey go to support the Davis Phinney Foundation, an organisation that informs and supports families living with Parkinson’s disease.
As a marketer, I'm infinitely impressed with how this project came together and I marvel at the quality invested in each element. This project is unique, but Rapha sets the standard for building stories around cycling products.
In-line apparel sales are struggling right now, so special makeup unit jerseys like this are an ideal solution to get customers to purchase. But calling attention to limited edition products can be difficult. That's not the case when you build a story around the product that is destined to go viral.
Kudos to the Rapha marketing team and everyone associated with this project. I've gotta head home and explain to Corey that I need a little extra money allocated to my cycling budget this month.