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.