Me and My cannondale
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Me and My cannondale

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Me and My cannondale Me and My cannondale Presentation Transcript

  • Me and My Cannondale
    By Michael Sendek
  • Industry Overview
    • $2.862 billion dollar of bike market share
    • Additional $3.242 billion Parts, Rubber, accessories, clothing and shoes
    • Total $6.104 billion dollar industry
    Info provided by interbikes.com 2008 Bicycle Industry Facts
  • What do Cannondale riders and Pick-up truck owners have and common?
    They love their ride
    They love to add onto their ride
    They love to add onto their rides and then show them off
    Cannondale has 15,042 fans on Facebook that have uploaded:
    923 user generated pictures of just their bikes
  • So What do we know?
    People use bikes for many different things.
    There are lots of different types of bikes for these different things
    Mountain Biking
    Road Racing
    Recreational
    Law Enforcement
    People have
  • A user generated forum that enables Cannondale riders to submit stories, videos and pictures of the journey’s they’ve taken on their Cannondales
    Me and My Cannondale
    Oh, the places you'll go! There is fun to be done!–Dr. Seuss
  • Create a Conversation
    Meet Chris
    Chris goes to MSU
    Chris bikes
    Chris biked across the country in 28 days
    That’s interesting
    But what kind of bike did he use, how did he prepare, what did he bring ?
    Me and My Cannondale will allow people to
    Create conversation
    Ask questions
    Share Stories
    Current “Ask Brad” blog answers questions, but doesn’t generate the curiosity needed to ignite people
  • How does this help?
    People will be able to target their particular biking interest
    Through these stories potential buyers will:
    • Learn of ways to use bikes
    • Learn the type of bike they need
    • And ultimately tie-in the Cannondale bike from the stories to their need
  • Generating Traffic
    Leverage previously established channels
    Cannondale.com
    Drive site traffic towards the forum to learn what kind of bike is for you.
    Facebook 15,045 fans
    Encourage users who post pictures to tell their stories at Me and My Cannondale
    Targeted ads directed at those interested in biking and other adventurous activities.
    Twitter 4,168 Followers
    TweetOfTheWeek
    Tweet most interesting story of the week
    Youtube 319 subscribers
    Promote user generated videos posted to forum
  • Monitoring
    How can we tell that we are driving traffic?
    Site Admin monitoring
    By monitoring the site’s conversations we can track what kind of interest the conversations are generating
    Create metrics to determine where our traffic is coming from and where they are going via Google Analytics
    Track social media conversations with Radian6
    See what people are saying about Cannondale
    Who are major influencers we need to collaborate with?
  • Timeline
    Budget
    Estimated campaign cost for November to November= $75,000 to $100,000
    Biking is highly seasonal and geographically based
    Warmer seasons and locations
    4 months to build infrastructure and develop full strategy to launch Me and My Cannondale
    Begin construction in November so site is ready to launch in March and beginning of warm seasons.