Specialized is a leading sports brand, providing a range of high-end bicycles and components to amateur and professional cyclists across the world. The brand has one mission: to be the best cycling brand in the world.

The Specialized team approached Red Hot Penny to devise a new streamlined system that would speed up their event management process when organising product introduction events for retailers. The current system was very laborious, and the brand required a new improved version that would also help increase event attendance. 


Red Hot Penny initially carried out an extensive consultancy period to establish an in-depth understanding of the old Specialized event management process. A plan was then devised to create a system that would optimise business efficiency whilst improving return on investment.

Red Hot Penny developers built a bespoke content management system which allowed Specialized to plan, administer and manage events, with the facility to send invites and event-related emails to retailers. The new solution also offered retailers the ability to self-manage their attendance, from booking a place at the event through to finding directions and local accommodation.

The system was fully content-managed, giving Specialized complete control over all aspects of the process. In addition to the new system, also we designed an email marketing campaign which included promotional emails and email invitations, with tailored landing page designs to optimise conversion rates and event sign-ups. 

  • The new system met all the objectives set by Specialized
  • The system significantly reduced event administration costs by 33%
  • Event attendance improved by up to 40%
  • The increased number of attendees allowed Specialized to improve product sales through a larger number of retailers


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