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Case Study Gerard Vroomen
and Cervélo Cycles
The New Rules of Marketing and PR
Gerard Vroomen will tell you that he is an engineer,Gerard Vroomen will tell you that he is an engineer,
not a marketer. H...
In the 2005 Tour de France, DavidIn the 2005 Tour de France, David
Zabriskie rode the fastest time trialZabriskie rode the...
The winner of the 2008 Tour de France, Carlos
Sastre did it too on Cervelo
And at the BeijingAnd at the Beijing
Olympics, CervéloOlympics, Cervélo
bikes were riddenbikes were ridden
by more than 40...
““Our goal is education,Our goal is education,”” Vroomen says.Vroomen says. ““We have aWe have a
technical product, and we...
Vroomen writes all of the content for the CervéloVroomen writes all of the content for the Cervélo
site himself, Vroomen c...
Cervelo website includes number of site map
sections such as
Engineering, Experience, Athletes
and very important ..
FORUM
And nice call to action button
under the list of FAQ’s
Athletes page description
‘’Our athletes are key ambassadors
for our bikes and an important source
of feedback in our desi...
Clean
Layout
And
real
Stories
!!!
Under the ExperienceUnder the Experience
section you will findsection you will find
more stories. And that’smore stories. ...
Ryan Patch is the sort of customer Cervélo wantsRyan Patch is the sort of customer Cervélo wants
to reach. An amateur tria...
…’’…’’Bobby Julich rides theBobby Julich rides the
same bike that is availablesame bike that is available
to me. And it's ...
‘’‘’I can see how someone won the Giro de Italia on aI can see how someone won the Giro de Italia on a
Cervélo. That's min...
Search engine marketing is important forSearch engine marketing is important for
Cervélo. Because of the keyword-richCervé...
Vroomen says building out the web marketing atVroomen says building out the web marketing at
Cervélo takes a lot of time, ...
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Case Study : Gerard Vroomen and Cervelo Cycles

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Case Study : Gerard Vroomen and Cervelo Cycles - The New Rules of Marketing and PR

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Case Study : Gerard Vroomen and Cervelo Cycles

  1. 1. Case Study Gerard Vroomen and Cervélo Cycles The New Rules of Marketing and PR
  2. 2. Gerard Vroomen will tell you that he is an engineer,Gerard Vroomen will tell you that he is an engineer, not a marketer. He will tell you that the company henot a marketer. He will tell you that the company he cofounded, Cervélo Cycles, does not have anycofounded, Cervélo Cycles, does not have any marketing experts. But Vroomen is wrong. Why?marketing experts. But Vroomen is wrong. Why? Because he is obsessed with the buyers of hisBecause he is obsessed with the buyers of his competition bikes and with the engineering-drivencompetition bikes and with the engineering-driven product he offers them. He's focused his companyproduct he offers them. He's focused his company to help his customers win races— and they do.to help his customers win races— and they do.
  3. 3. In the 2005 Tour de France, DavidIn the 2005 Tour de France, David Zabriskie rode the fastest time trialZabriskie rode the fastest time trial in the race's history on a Cervéloin the race's history on a Cervélo P3C at an average speed of 54.676P3C at an average speed of 54.676 kph (33.954 mph)kph (33.954 mph)
  4. 4. The winner of the 2008 Tour de France, Carlos Sastre did it too on Cervelo
  5. 5. And at the BeijingAnd at the Beijing Olympics, CervéloOlympics, Cervélo bikes were riddenbikes were ridden by more than 40by more than 40 athletes, resulting inathletes, resulting in three gold, fivethree gold, five silver, and twosilver, and two bronze medalsbronze medals
  6. 6. ““Our goal is education,Our goal is education,”” Vroomen says.Vroomen says. ““We have aWe have a technical product, and we're the most engineering-technical product, and we're the most engineering- driven company in the industry. Most bikedriven company in the industry. Most bike companies don't employ a single engineer, and wecompanies don't employ a single engineer, and we have eight. So we want to have that engineeringhave eight. So we want to have that engineering focusfocus
  7. 7. Vroomen writes all of the content for the CervéloVroomen writes all of the content for the Cervélo site himself, Vroomen can update the site himself.site himself, Vroomen can update the site himself.
  8. 8. Cervelo website includes number of site map sections such as Engineering, Experience, Athletes and very important ..
  9. 9. FORUM
  10. 10. And nice call to action button under the list of FAQ’s
  11. 11. Athletes page description ‘’Our athletes are key ambassadors for our bikes and an important source of feedback in our design process. Meet the people who push our bikes to the limit.’’
  12. 12. Clean Layout And real Stories !!!
  13. 13. Under the ExperienceUnder the Experience section you will findsection you will find more stories. And that’smore stories. And that’s what people want towhat people want to here. There is userhere. There is user generated section calledgenerated section called ‘’Your Stories’’ too !‘’Your Stories’’ too !
  14. 14. Ryan Patch is the sort of customer Cervélo wantsRyan Patch is the sort of customer Cervélo wants to reach. An amateur triathlon competitor on theto reach. An amateur triathlon competitor on the Vortex Racing team, Patch says, “Vortex Racing team, Patch says, “On the CervéloOn the Cervélo site, I learned that …site, I learned that …
  15. 15. …’’…’’Bobby Julich rides theBobby Julich rides the same bike that is availablesame bike that is available to me. And it's not just thatto me. And it's not just that they are riding, but theythey are riding, but they are doing really well.’’are doing really well.’’
  16. 16. ‘’‘’I can see how someone won the Giro de Italia on aI can see how someone won the Giro de Italia on a Cervélo. That's mind-blowing, that I can get the sameCervélo. That's mind-blowing, that I can get the same bike that the pros are riding.’’bike that the pros are riding.’’
  17. 17. Search engine marketing is important forSearch engine marketing is important for Cervélo. Because of the keyword-richCervélo. Because of the keyword-rich cycling content available on the site,cycling content available on the site, Vroomen says, Cervélo gets the sameVroomen says, Cervélo gets the same amount of search engine traffic as manyamount of search engine traffic as many sites for bike companies that are 10 timessites for bike companies that are 10 times largerlarger
  18. 18. Vroomen says building out the web marketing atVroomen says building out the web marketing at Cervélo takes a lot of time, but it is simple andCervélo takes a lot of time, but it is simple and cost-effective. “This is the future for companiescost-effective. “This is the future for companies like us,” he says. “You can be very small andlike us,” he says. “You can be very small and occupy a niche and still sell your products all overoccupy a niche and still sell your products all over the world.the world.

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