Ironman Austria: Linsey Corbin Race Video 2014
by Linsey Corbin
A timelapse view of professional triathlete Linsey Corbin setting a new course record and American record at Ironman Austria.
Music: Tom Ingleby
Camera: Go Pro Hero 3 Black
I’m not talking about me (although, also true). I’m talking about the brands I work with daily. No one better represents this passion for their work than Mark Miller at Precision Bikes. After 25 years as a jeweler, Miller took the leap of faith for his love: Bicycles.
Ten years later, he has built something special in Lafayette, Louisiana. He’s built a bike shop with a culture and community that’s infectious. So infectious, it pulls from a three state region (MS, TX, LA). Anyone can carry bicycle inventory, but you’re hard pressed to find a shop with the passion than Mark Miller brings to the bike business.
On my first trip, I caught this bug in Lafayette (as well as some po’ boys, biscuits, etoufee, etc.). Fortunately for me, Precision Bike’s digital BRAND didn’t match the unique experience Mark Miller had created when you walked through the doors of the shop. This is what I love to do–build digital brands–so I jumped at the opportunity.
This project consisted of a new digital brand and a video series.
New Digital Brand
This process started with building an entirely new responsive website. The first and most important piece of the equation is the look and feel. One observation, I made right away is nearly every bike brand is black, white and red. Precision had already embraced this design, so the website also carried this brand continuity. Mark made a strategic decision not to sell online, so we wanted to make sure the page creatively showcased the inventory he had on hand, as well as the importance of stopping by the shop and joining the shop culture, hence, the imagery of the groups rides.
From an SEO perspective Precision Bikes is fortunate to have a content creating machine in the form of Ruud Vuijsters (say that 3 times fast, or just say it once, actually). He’s blogging on a daily basis and Google loves content creators, so we made sure the blog streamed through to the home page for Google crawlers. The brands carried by the shop are also linked back to the blog. Finally, we established additional touchpoints in the form Google+ and a Youtube channel, to increase organic search traffic.
Once we built the website, we wanted to begin to telling the brand stories through the use of video. I flew to Lafayette (more biscuits, boudin & cracklins, po’ boys, etc.) and spent two days chasing Mark Miller with a video camera. For the record, this chase begins at 4:30 am daily. I’ve included the first of a video series below: PASSION. It’s impossible to turn on a camera and not tell Mark’s story of passion.
Thanks Chris for your kind words!!
Thanks to my wife, I had the fortunate opportunity to spend the last 48 hours in Lafayette, Louisiana. The food was in a league of its own, the hospitality exceeded expectations, and the authenticity of this Cajun community won my heart. One observation I appreciated most was cell phones don’t work in Lafayette. Yes, Layfatte has cell phone service. But, in comparison to a personal conversation, cell phones don’t stand a chance. Answering that “critical call”, texting, facebooking, tweeting, and checking emails take a backseat to the company you keep. Linsey and I attended multiple social outings and not once did I see someone pull out their cell phone–other than to show pictures of their loved ones (dogs included). This experience reminded me, once again, the importance of personal communication. To many times I believe we worry about the little buzz in our pocket instead of engaging in the conversation. In reality, we are missing out on a much larger opportunity: the person next to us, even if they’re a stranger. Talking. Listening. Expressing. Creating a bond. Making a friend.
I’m guilty of this very act. But after visiting Lafayette, I’m going to work on it. I’m will start leaving my phone in the car–and definitely in my pocket–so I can focus on the greatest form of communication: listening and talking to other people, in person. Thanks for everything Lafayette. Your food and community are amazing.
p.s. Did I mention how good the food is in Lafayette? Wow!
To visit Chris Corbin’s site, please click here.