What Citi Bank learned from Citi bike

Bike share is coming to Dayton without a sponsor. Instead of being Premier Bike- or Kettering Bike- we’ll have Link.

Not from lack of trying. I made the rounds 5 years ago- trying to drum up interest in sponsorship- and selling the vision. Unfortunately- the number one potential sponsor pays their CEO too much- and has a glorified secretary running their marketing. They just don’t get it.

This little post- and the video- from Ad Age, shows what Citi has learned about the benefit of  “actions speaking louder than words” marketing which is why being a presenting sponsor of Bike share systems makes a ton of sense. Realize that the persistent outdoor branding  of branded bike share can’t be ignored like stupid newspaper ads or TV ads proclaiming that “we’re number 1.”

If you watch the video- listen to the part where she says that Citi sees itself as “enabling progress”- via the branding and support of Citi Bike- what brand wouldn’t want to do that- as opposed to spending millions each year on advertising via major media? Can I ride that ad about your helicopter? Or is my heart healthier because you told me about your cath lab? Hardly.

Citibank’s popular New York City bike-share program, Citi Bike, taught the firm to step out of its comfort zone, stay true to its brand and experiment to keep fresh. Nearly two years in, the company continues to lean on the initiative to strengthen its brand image.

In December, Citi brought its bike-share program to Miami and is seeing strong results in the market so far, said Elyssa Gray, director-brand and advertising at Citi, at American Banker’s Retail Banking conference yesterday. The company also plans to expand the program in New York, which is two years into a six-year sponsorship.

via Citi Bike Taught Bank How to Step Out of Its Comfort Zone | CMO Strategy – Advertising Age.

Bike share branding is one of the few real true branded gifts a marketer can give to a community- in exchange for brand awareness. Really, I don’t need anymore travel mugs, pens, calenders, or t-shirts- bike share makes a huge impact on a community. Benefits include a healthier, greener city- c’mon health care providers, insurance companies- the like- invest in something that will really show that you care about our community.

Call Laura Estandia at Link- and write her a big check. Do it now. Here is her number: 937-496-3825

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