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Me and My Cannondale
Me and My Cannondale
Me and My Cannondale
Me and My Cannondale
Me and My Cannondale
Me and My Cannondale
Me and My Cannondale
Me and My Cannondale
Me and My Cannondale
Me and My Cannondale
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Me and My Cannondale

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

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