Wiggle World's Biggest Bike Shop

Phew, Wiggle confirms that it is the Number One bike Shop

On the last blog post, we asked whether Chain Reaction Cycles had returned back to the top place as the worlds number one bike shop after their 2014 turnover was released and the term largest bike store used by media as well as themself. 

You never doubted that Wiggle would lose their lead, and their financial data is out – according to Bicycle Retailer (US trade publication), Wiggle has £179 million in sales in 2014 compared with £153 million for Chain Reaction Cycles (CRC). The most important metric is turnover, so Wiggle retains the claim of being the world’s biggest bike shop.

We reported that Wiggle list 12,000 products which is based on their inventory which is available to Smart Cyclist. This is just a fraction of the 66,000 products from CRC. Bicycle Retailer however reports that Wiggle have 50,000 SKUs – which are Stock Keeping Units, but again this doesn’t provide enough information to accurately use and compare because of product variations such as colour and size. For example, if Wiggle have 12,000 products and with variations there are 50,000 units, CRC have 66,000 products – but are these the ‘units’ and variations or are there four times the number of SKUs? This is not clarified.

While information for public release is generally carefully considered, and thus tends to be scarce, the report does however provide insights into sales in different territories.

…sales were up 26 percent in the U.K. and 20 percent in Europe over the period, but down 13.1 percent in the rest of the world.

Certainly currency exchange has a role, but also competition from the growing number of online retailers now servicing local markets (who can be competitive and offer even faster delivery).

What is interesting is the growth, CRC had 6% growth while Wiggle recorded 12% growth which is certainly a reflection on their continuing commitment to brand promotion and awareness.

Bike Shop Advice Fails

Bike Advice which Fails

The motivation for this post comes from a Bike Radar post called “Buying from a bike shop vs online” which seeks to inform readers of the Pros and cons of direct-sale and bike shop purchases. Rather than a list of failed bike advice, this explores information and our ability to get quality information, as opposed to popular content.

Bike Radar is a well known website among cycling Netizens and gets a fair amount of attention as a product-centric website. I have enjoyed the breaking news, sometimes they are bold enough to ignore embargoes and they are big enough that the brands forgive them and come back for more. Their style however is often short and sweet to the point of being (or appearing to be) dominated press releases and with a major focus on attention grabbing news. The indepth article of cyclingtips and other similiar specialist websites are a completely different style, and while cyclingtips is well regarding, the site founder Wade Wallace has acknowledged the conundrum of publishing high quality indept articles verses the more popular, brief, attention seeking content, in other words, Click-Bait.

On the one hand, Click-Bait works to get the click, and the reader gets tabloid style fulfillment. But in the long term it is hard to judge the effect. Tabloid newspapers exist and thrive because they have an eager audience, but so does intellectual media which you could argue faces tough competition.

The repercussions of information

Google ranks content on popularity, they have an algorithm (which has not been publicly released) and ranks search engine results on an array of criteria. The chances are that in a Google search that the first page of results will be good results and you only rarely need to click through to page 2 and beyond.

Now that many publishers have become atune to click-bait, there is mountain of information which has the purpose of encouraging reader curiosity and their click, rather than delivering quality content.

As a test I searched Google.com for “online versions local bike shop” and landed on a quality CyclingTips article:  The LBS v.s. Online Shopping. An opinion article but with charts and facts.

A search for “buying bike online” brings me to the Bike Radar article [mentioned in the introduction] which has a different style, it tries to present itself as a ‘Pro’s and Con’s’ article however, as a 2014 article appears to be stuck on ‘direct to market’ bike brands such as Canyon and Vitus (which has become Chain Reaction Cycles inhouse brand). The positive aspects of buying a bike online are price alone.

Whereas instore:

The key advantage of buying from an actual physical shop is face-to-face advice, both in terms of buying the right sort of bike and also when it comes to fit and sizing.

It’s not wrong, but is also not very comprehensive. It feels limiting because off the top of my head I can list an array of advantages, they will depend on the buyer, but can be powerful incentives and reasons to chose a bike shop. Likewise, these advantages (sizing and fitting) can also be deficiencies in some bike shops.

 

The changing face of information

Content on the internet, when it started making its way into web browsers in the 90’s, was modelled on desktop publishing, including the quality. This changed as human interaction with computers is different from interaction with a book or magazine. Humans have a short attention span, and Twitter is a fantastic example of the development of electronic publishing.

But it also raises an important question about the quality of content – with Google as the gatekeeper of information, what piece of information is now presented as more relevant? When searching for “wheelbuilding” will the viewer get:

a) The top five Awesome Wheels or;

b) The Sheldon Brown – Wheelbuilding page.

Seasons online cyclists will know the late Sheldon Brown as a prolific publisher of high quality bicycle information and to this day is a reliable online resource.

The implications are vast, it is happening now, but it is also being influenced by many other factors, for example what Google knows about us. Google probably knows your age, gender and location and predicts what you want to see. Does this mean that a new bikes rider will be presented with information relevant to them while an experienced cyclist (using the same search term) gets a different and more relevant set of search results?

 

Bike advice which fails

The trend in publishing information which appeals, but without depth means that detailed or potentially more valuable or useful information may start to come up second. Will this force the modern human to retrun to evaluating the information and search results in more detail, such as in the days of lycos and alta vista where it took longer to find the right content?

Using the analogy of Facebook ‘Likes’, do we like something because it appeals to us or because it is better?

 

Unfortunately in this rambling commentry there are no answers, but it is food for thought in considering the information before us, our choices and how information will develop.

photo © Omar de Armas

 

Brains Travel on Bike

Do you lose your warranty when you buy online?

I was reading a 2012 article on Grey Market imports – which was defined in the article as anything purchased overseas and not through the ‘proper’ local channels. The grey market is actually more than this, but that is a conversation for another time. 

The author of the article quotes a US bike shop owner (with names and details removed) and the following caught my eye.

When one buys from these companies they are: a) putting money in the pockets of somebody unknown, b) hurting the local economy, c) getting products with no warranty whatsoever, d) dealing with poor customer service after the sale – try to return something to them e) Could be in violation of U.S. Custom’s import tariffs

Briefly addressing a) and b), if a customer buys a Shimano or SRAM item locally, it shouldn’t be forgotten that in most cases the item has been manufactured overseas and the chances are that  the brand is overseas (i.e. the Headquarters are not in the same country unless you are from Japan or America). Point taking, adding in the local importers and retailers gets more money moving in the local economy when buying locally. But the fact is that if you really wanted help the local economy you would only buy locally produced and manufactured items. With food and some consumables this is possible but the reality is that bike and cycling gear manufacture is usually cheaper in Asia, all of the big brands manufacture there and it means that ultimately there is a flow of money out of the country.

In perspective, the comments are dramatic and about creating guilt among customers who wonder why some items cost a fraction of the price overseas and their local bike shop isn’t doing anything to provide enough advantages to purchase from them.

 

No warranty online… really?

Sometimes warranty replacements are easier online – from the comfort of home you send in a photo and provide details. A few days later a courier comes and picks up the item and a new item is delivered. It can be that simple, but of course it can be a real pain.

The pain can involve packing and taking time to post, having to cover postage costs yourself and then waiting. Sometimes the customer service is poor. But generally as a customer you have rights and the retailer (from whom you purchased) should resolve any issues. And generally they do, sometimes better than bike shops.

Have you have made too many trips to the bike shop? “Come back on Tuesday”, so you make the trip to the shop and return on Tuesday to discover that they have forgotten you, and forgotten to call. Your chances of having a warranty replacement are that same as online. With online orders you have to wait, but instore you may have to wait, sometimes the shop sends it to the distributer who then needs to send it to the brand and that can take months. With an online purchase it is common for online shops to ‘cut their losses’ and make it easy for a customer by quickly replacing (and resolving the warranty replacement with the brand later) or in some cases to suggest the customer keep the part and a new one will be sent.

Customer service can be poor online, but the big online shops such as Wiggle and Chain Reaction Cycles are out their to win and retain customers. Their customer service has been boosted dramatically in recent years and all of the serious online bike shops know how important this is to their business.

There are rogue online bike shops out there, probably plenty so there is safety in sticking with the big stores (which in turn makes it tough for new and honest business). Comparing to local bike shops, are they all honest? Do they all look after you after the sale? Some bike shops don’t even look after you the moment you walk in the door.

I can tally some great experiences in local bike shops, but also some shocking experiences and in the face of growing online competition its a wonder that some bike shops believe that they can survive with their poor customer service and shonky service.

 

There are good and bad retailers online and offline. As a customer you shouldn’t feel pressured to buy from a local bike shop who isn’t looking after you, guilt-tripped because you are killing the economy. But the local bike shops can lift their game and become a better option for you… because their service is better and they look after you. As a customer take time to know the risks of buying online, such as not being able to try before you buy, but if you are buying from a reputable online retailer, the chances are that warranty and customer service is just as good as in store.

 

photo © Vanessa Gutierrez

 

Mario Cipollini

Culturally incompatible – Cycling gear that doesn’t sell

A blog came up on my radar, Jonathon Nunan is a consultant in the bike industy and publishes insider news on his brand new Better Bike Business blog. A February post caught my eye:

Selling cycle clothing in Australia? No hotpants or white Lycra for starters.

It covers a list of do’s and do nots for selling cycle wear in Australia, a good list and explanations such as including UV rated wear, Australian cyclists love full length zipper and women like 3/4 knicks. Surprising is that cycle wear needs to be offered in size 6XL, 8XL and 10XL plus… wow.

That’s a nice example of some of the cycle wear that does and does not sell in Australia, what about the rest of the world?

 

What are the Rules for Cycling Wear?

Do you remember the The Official Euro Cyclist Code of Conduct (by Dom Guiver and Mike Flavell)? It is a goldmine of goodness, here are some excerpts:

Rule 1. Image and style shall be the primary concerns of the Euro Cyclist. When suffering, one must focus first on maintaining a cool, even composure and second on performance. Winning races is an added talent, and only counts if said Euro Cyclist wins with appropriate style.

 

Rule 5. A prominent line where one’s kit ends and where one’s deep tan begins is essential to one’s image. Artificial tanning is BANNED. The tan shall reflect the level of training commitment.

 

Rule 6. The socks of the Euro Cyclist shall extend to within two (2) cm. of the main bulge of the calf muscle, and shall never extend further than one (1) cm. past said primary calf muscle bulge. All socks SHALL BE WHITE in colour with prominent logo placement.

 

Rule 12. Ridiculously stylish eyewear (see endorsed products list) is to be worn AT ALL TIMES without exception. Glasses are to be worn over helmet straps at all times.

There are 63 rules in total, and if you are serious about cycling, you really need to learn them by heart. The most current version is on the OREC (Official Rules of the Euro Cyclist) facebook page.

 

Cycling Brand Matters

Getting a bit more serious, it goes without saying that there are differences between continents and nations with regard to well known and lesser known brands. Popularity can depend on the brand origins, the marketing of the brand among other factors.

Seasons play a role, how cold is winter, how hot is summer. Is professional cycling (road, track, MTB, BMX) popular and what about access to these different styles of cycling.

Consider mountain biking, in one country or region it is considered a fringe sport, a sub culture. In other countries it is an active sport more open to a broader age range and sports cycle wear, even lycra is commonplace.

And even the media and television coverage of cycling events will play a role. If cycling fans see the professionals in the latest gear, the lastest gear is likely to be a big seller – and this includes styles such as long cycling socks.

 

Making or breaking it

While writing, I have been thinking hard, what cycling equipment or cycle wear is truely specific to one country. For every I can think of, I can’t say that it is really specific, such as Americans only wearing white cycling shoes or the British only wearing black helmets. I can say that in Europe, commuter cyclists are more fashionable, particularly where bike riding is a convenient or prefered transport mode. When cycling is less integrated into society, there is a natural focus on safety, so fluro and high visibility wear becomes more important.

So this is a great topic, and for the cycling industry, something most brands should know – so what unique trends have you spotted in cycling, unique to one country or region?

Title Photo: © David Hunter

New WIggle Logo

Wiggle redesign their Logo, Smiling Cyclops?

The website for the worlds biggest online retailer, Wiggle, was a bit shakey the last few hours, and then suddenly a new logo appeared. I have grown used to the playful logo with the looped g’s,  it has always reminded me of the other playful Wiggle…. or The Wiggles to be exact. The Wiggles are an Australian entertainment group for kids which were quite popular across the globe.

What does the new logo reveal about Wiggle? We see the Wiggle orange, but now with a darker foreboding grey background. The company name ‘wiggle’ has a new font, still stylised but a little more refined and compact.

I am not married to Wiggle, and can live with the linked g’s being removed, but after the surprise of the new logo suddenly appearing, the Smiling Cyclops graphics which adorns the text is truely unexpected.

Yes, they are trying to create a unique graphic symbol to represent Wiggle which also works without the text. Chain Reaction Cycles have the broken chainring in their logo and can use the chainring as a stand-alone graphic.

Chain Reaction Cycles Logo

But aside from the functional aspect of creating a recognisable symbol, the symbolism is equally important. What does it represent. It depends how you look at it and it looks like they are trying to evoke a similar feeling to the Toyota “Oh what a feeling” ‘thingy’. It’s a ‘thingy’ because it is not the actual Toyota logo, but is a recognisable and trademarked… um… ‘thingy’ which Toyota use in their advertising. It also means you are not allowed to jump for joy next to your car, unless it is a Toyota.

 

Oh what a feeling

So if the curves in the new Wiggle logo mark represent a persons arms, and the dot is the head, do the g’s represent the ample breasts of a man or women with crooked legs?

Updated WIggle Logo

But I didn’t see the ‘jumping for joy’ person when I first looked, instead I saw a Smiling Cyclops. If you want to freak yourself out, do a google search for “Smiling Cyclops”. I really loved the green monster from the film Monster AG, Michael “Mike” Wazowski (with the voice of Billy Crystal), and you could classify Mike as a happy cyclops so  this is the visual that will probably stick with me when I see the Wiggle logo from now.

mike makowski orange

So now Wiggle have a new logo and we can expect to see this appearing everywhere – but can we also expect other big changes? Let’s see.

 

Bad Online Bike Shop

What NOT to buy online

I am subscribed to a newsletter from Anthony BikeRoar, though didn’t actually subscribe and know for a fact that my email address was scrapped and included without an Opt-In, so it’s all very naughty. 

The purpose of the BikeRoar website isn’t obvious, they seems to have a bike comparison function, a directory of American bike shops and cycling articles and news with a strong Mountain Bike focus. I generally glance through the newsletter which has “Top Five’s”  and beginners tips, but in their current newsletter I spotted a featured article, “What NOT to buy online” by author Joey Esterhuyzen.

Now that is an interesting topic and in the first paragraph the author states the position of BikeRoar to online shopping,

Although we are not anti-online shopping, we have, in the past, made a song and dance about buying and supporting your local bike shop…

But it continues, unfortunately, to say,

…here is a light-hearted list of what NOT to buy online…

All of my anticipation has immediately vanished, but I continued to read anyway and discovered that the article isn’t ‘light-hearted’ (as in humorous) rather it includes one funny picture and instead is ‘light-reading’; basic common-sense information with broad comments, barely pausing to give substance or examples for justification.

Funny Bike PictureScreen caputure from BikeRoar

 

When buying your cassette there is a high chance of getting it wrong. Selecting the wrong gear ratios, wrong model, wrong gear count, or forgetting to replace the chain at the same time (which itself is riddled with landmines). Along with this, you’ll need very specific tools you’ve never used before – for both the cassette AND the chain.

For a beginner, perhaps it is useful to ensure that the reader knows that the techy details (specs) are really important and if you get it wrong, you lose. But this type of information is not particularly new and applies to mail-order, telephone-orders and online shopping for car parts, audio sound-system parts, instruments… and almost any product that has parts and comes in different sizes.

In core message is that if you go to your (physical) local bike shop, the mechanic will get the right item because they have the experience, plus if they stuff it up, it is their fault. If however you chose to buy yourself online, then know exactly what you want and be prepared to assemble.

The information on cycling shoes does try to provide reasoning as to why and identical sizes shoe can still be a bad fit.

 

But what I am missing is…

I am missing two things. Firstly, even accepting that the light-hearted humour is limited to a picture of a funny bike, I want more depth and I want real-life examples to open my mind. For example explaining what happens if I buy a compatible cassette for my bike which has a different gear range and the effect it will have when I try to climb the steep hill next time. Instead of telling me “…you’ll need very specific tools you’ve never used before…”, tell me which tools they are.

And secondly, I am really missing the content that made me click through in the first place. I do want to know what NOT to buy online. Online shoppers are now buying things online which they would not have considered five years ago. Clothing is booming and the risk of getting the wrong size is hardly stopping sales. There are not many product segments which are untouchable, but there must be some things you shouldn’t buy online.

 

Here it is: what should you NOT buy online

Let’s exclude advice targeted to beginner cyclists whether or not to purchase, rather really try and think of specific products you should not buy online. It was more difficult to put a list together than I anticipated.

You should not buy:

  • Flammable lubricants / cleaning agents because it is simply better not to air-deliver dangerous items.
  • Second-hand cycling knicks. It is not hygenic as they are intended to be worn without underwear.
  • Bicycle Helmets are a safety item so a perfect fit is important and you also need to ensure that the helmet complies with local regulations (if applicable) and with any regulations for competitive cycling, if you compete. I recommend that you know that it fits perfectly before buying which means a trip to your local dealer. Though do consider that showrooming (when you try first at a retail store with the intention of purchasing online) is bad form.
  • Items which are illegal to use in your country, for example, Germany has strict regulations on the brightness of bike lights and even how loud audible devices such as horns can be. While lights and loud air-horns for the bikes will pass through customs, if you fit them and uses them on public streets there can be consequences if you are stopped by police officers or involved in an accident.
  • Fake cycling apparel (and gear). Though it may be a fraction of the price of a genuine item there are two problems, the quality is often signficantly inferior and secondly by supporting fake / counterfeit / unlicensed products it supports an industry built on fraud rather than the cycling teams and cycling brands who deserve the support.
  • Bikes and gear of unknown origin. By all means, do some research and find out more, however if you don’t really know anything about the products and are not getting the right signals, then you don’t really know what you are getting.
  • Anything from untrusted online retailers. Check and see if it is a genuine online bike shop because you will never see your $800 again for the top-of-the-line-brand-new-too-good-too-be-true Pinarello.

And for an attempt at humour, don’t buy yellow jerseys or ‘world-champion’ jerseys or any other cycle-wear reserved for the victor of a race. You have to earn it first. The exception is when you are buying a collectable (and the money goes to charity) and you don’t wear it rather it hangs on the wall until it is uncovered that your cycling hero was a doper all along and now the jersey is worth only disdain.

 

 

Title Photo: © Egan Snow

IBD Annoyed bike shops importers

How to annoy bike shops and importers

Some bike shops get annoyed the minute a customer walks through the door, but that’s a different story. Good bike shops welcome customers with open arms and but there is a sure-fire way to get the staff to quickly turn against you. 

Local bike shops, independent bike dealers and bicycle retail chains face stiff competition from online retailer. A few dabble, succeed or even embrace online retail (and concentrate on bike servicing which online retailers can’t provide), but many can also compete against online retailers. This is not usually on price, but by providing the service and local engagement which Wiggle, Chain Reaction Cycles and co. simply can’t provide.

The easiest way to annoy staff at the bike shop is to ask them to price match an online price. Price matching an (overseas) online retailer will often knock out the complete margins and in many cases the bike shop may be paying a higher wholesale price than the online price.

But there is another way to frustrate your bike shop beyond tears, if you have purchased something online that has broken, take it to your bike shop (rather than to where you purchased) and attempt to get them to resolve the warranty claim. You, as the ‘bad customer’, are the idiot in this case. But this still happens. People try their luck returning their online purchases to the bike shop.

This scenario is made worse when it takes time to determine that the faulty equiptment was not purchased locally. People mnay attempt to contact the importer directly and waste their time before the importer determines that your wheelset was purchased overseas. (There are some good news stories where the shop or the import still look after the customer regardless, they really need be be commended for this).

Of course it can be costly, time consuming and frustrating if you purchase online, the equipment fails and you have to convince the online retailer that it is a warranty replacement. In many cases, this is where your local bike shop simply win through better customer service.

Outside of the bike world, big brands such as Apple offer worldwide service, but as a brand they also have much strong control over their retail outlets. Giant Bicycles is in a similar position with their Giant Bicycle stores and limited online availability.

Consumer protection laws change between countries and even states, the rule of thumb is to return items under warranty to the place where you purchased. And if in doubt, you can enquire with the brand.

 

photo © Bruce Turner

Cyclist verses Politician

The Seattle Bike Blog post from 2013 titled State lawmaker defends bike tax, says bicycling is not good for the environment is simultaneously hilarious and scary.

Hilarious because Representative Ed Orcuttsuggests bike riding is not environmentally friendly because the activity causes cyclists to have “an increased heart rate and respiration.”

“You would be giving off more CO2 if you are riding a bike than driving in a car,” he said. However, he said he had not “done any analysis” of the difference in CO2 from a person on a bike compared to the engine of a car

Scary because this is a politician, like many others across the globe who are in an influential position and often have the power to set policy and make or influence laws.

The hilarity creates interest, but cycling advocacy groupes need to publicly challenge the politicians and educate the public.

Copy Right Content

Wiggle ignore copyright, use Chain Reaction Cycles image

Carlton Reid of Bike Biz UK reports that Wiggle have been caught out using a Chain Reaction Cycles image in Wiggle social media.

Chain Reaction Cycles ran a blog post, a laborious blog post about wrapping a full suspension mountain bike in wrapping paper for Christmas. CRC achieved their aims with over 1000 shares through Facebook and other social media platforms such as Google+ and Twitter. In this respect, sharing-it-around is intended, spread the word and draw attention back to the online retailer.

Viral marketing Copyright

But you don’t expect your competitors to integrate your marketing into theirs, a Twitterer’ Brent @shedfire picked up the ‘theft’.

Wiggle CRC Stole Twitter

 

Copyright, in most countries clearly protects the creater of the original work and traditionally the work can’t be taken and reproduced. However there is an element of artistic freedom to adapt original work – in some countries a variation / manipulation of over 10% allows copyrighted work to be adapted however depends on the situation as a samples from a song, such as a drum beat, can’t easily be extracted and re-used. But Vanilla Ice didn’t know that when he ripped off Queen’s Under pressure.

And social media changes everything, on facebook, twitter, instagram, pinterest and imgur copyright theft is rampant. However once content reaches the public domain then it is hard to keep it protected – especially if it appeals to others. And hence meme’s and even Viral marketing detaches the content from copyright and explodes into the sharing space for #Lol’s and #Rofl’s

But they are the users

And Wiggle is not, so they have a responsibility to check the content they use, and use it with permission. This goes for any business, using content belonging to another individual, business or entity without permission is risky and plain unprofessional. It call’s for clear marketing and communication strategies that staff responsible for outside communication understand the policies and protocol for publishing information.

The Wiggle response was fairly casual,

“Yeah sorry, we were sent it a while back from someone, cannot find the source. & had it in a folder.”

In the grand scheme, CRC benefit by making Wiggle look incompetent and earn bonus points in the eyes of their customers. Wiggle should have had a better response:

1. Praise CRC for their creativity,
2. Make a formal apology (due to an internal error which won’t happen again) and,
3. Use it as a marketing opportunity for example, their own wrapped bike or a social media gift to CRC or highlighting their benefits.

 

CRC are not worried, or should not be (as they come out on top) however can consider watermarking. It would limit the number of competitors who use their images but also add a small promotional effect when the image is shared. It may however lead to some rejection and fewer shares when consumers ‘reject commerce’ and want to own content without commercial influence.

The Critic – Wiggle Bike Bungee

In November, Wiggle realise an inhouse video – bungee jumping with bikes. Sounds exactly like a video worth ignoring which I did. While a brand is still able to create and market a compelling concept it needs credibility or a real wow factor to make it worthwhile.

If it is really good, then everyone is posting or tweeting and this wasn’t the case so the youtube video reached up 30,000 views which is fair, but doesn’t compare to the viral videos. Lets add a few more views, here is the video – you can watch before the inner critic is released.

What is so bad about Bike Bungee

What is good about it. People have by sky diving with bikes, diving with bikes and doing bungee with bikes. Doesn’t really make sense and is fun to watch the first time.

But stop the press, this time it is different because…

At Wiggle, we’re committed to bringing you the good stuff, so we sent four of our adrenaline-loving Wigglers, each with a different type of bike to the French Alps for the ultimate test…… which bike can jump the furthest?!

It sounds more like…

We are all serious and committed… but cool enough to flip over mid sentence to show you how we roll. Our awesome team of adrenalin junkies has the ultimate test and will combine pseudo science with a complete lack of consistency to bring you a video which we want to go viral. ?? !! ?! ?!

Reality aside, sometimes when you try to hard to be funny, it doesn’t come across. It may even be misunderstood, one person commenting on the video said:

Yikes. I had sweaty palms just watching!
Mark MacDonald

No one wants to know that Mark.

 

The most important rule of Viral Marketing

All would have been lost, were it not for the most important rule of viral market. What is it you ask? Well, the most important rule of viral market is to make sure that your campaign is very clearly branded, best with four logos. In this case, Wiggle get full marks and a bonus point for mentioning Wiggle again in text.

 

Wiggle Four Logos