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.