Trek currently utilizes some print media and focuses on social media and public relations to promote its products, with over 94,000 Facebook fans and 17,000 Twitter followers. Trek is seen as a reputable brand known for quality and performance, and it aims to position itself as dedicated to investing in health, wellness, and sustainability. The document also outlines challenges Trek faces and opportunities for future media events and magazine placements.

1. MediaMediaMediaMedia PlanPlanPlanPlan

2. Current Trek Media Presence
Current Media Presence: Trek does not rely heavily on mainstream media to promote its products. It utilizes
some print media mixes with a focus on public relations efforts. Print pieces can been seen in targeted magazines
like Health Fitness, Sports Illustrated, Outdoor and basic sports, road bike and mountain bike magazines.
Regarding the lifestyle category, Trek practices a more mass media approach, since those specific market
consumers cannot be reached through advertising in traditional racing or bike enthusiasts magazines.
Social Media: Trek is very active with online media, keeping up a Facebook page, Twitter feed and several
company blogs like Life in the Bike Lane and King of the Mountain. The company Facebook Fan Page currently
has 94,117 fans along with 17,761 followers on Twitter.
Current Trek Media Perception
The general market’s attitude regarding Trek Bikes in one of respect and trust. Trek is known for its quality,
performance and technology and its commitment to producing the world’s most advanced and dependable
bicycles.
Current Media Positioning Statement
Trek believes that bicycles provide simple answers to complex problems and see their product as being able to
customize a lifestyle.
Prospective Media Positioning Statement
Trek is dedicated to investing in the health, wellness and longevity of families worldwide by providing
opportunities to grow with the brand. Offering support for personal and environmental sustainability, Trek
inspires people to make choices that change their lives.
Future Media Event Opportunities
• Holiday Trade Up, Trek dealers, 2010-11 holiday season
• Ironman: National Qualifiers (2011)
• Ironman: Kona (Oct. 8, 2011)
• Ride the Drive, Madison (2011)
o If Ride the Drive expands to other cities, we would place media there as well
• Cycle to Health: Aurora Health Care Edition, National (select cities)
• 2011 Football Season, National (select cities)
• Family orientated recreation spots in large cities (Summer 2011)
o Zoos, Fairs, Outdoor concerts, etc.

3. Trek Challenges
Lack of Public Information About Road Bikes/Urban Line
Trek is enhancing the presence of the Road Bike line through product placement opportunities and increasing
awareness via social media. Trek is a reliable and relatable brand with something for everyone.
Drug Scandal in Bike Industry
Trek is committed to health and does not endorse harmful behavior. The brand supports cyclists who share a
similar commitment to wellness and serves a loyal public, which embraces active living.
Danger Affiliated with Carbon Material Breakage
Trek invests time and resources in providing quality products that protect riders and promote safety. The
company is committed to educating bikers about necessary product preservation and provides information about
how best to ensure one’s well being when riding.
Elitism/Inaccessibility
While Trek is a superior brand it is accessible and provides opportunities for people to purchase products within
their price range. The family trade in program supports economical purchasing behavior and fosters peoples’
ability to ride with Trek for a lifetime.
Outsourcing Production
Trek is a Wisconsin grown company that is strongly rooted in American tradition. Providing a vast number of
Americans with jobs across the US, the corporation continues to support the domestic economy and empower
populations abroad in its quest to create a superior product for all.

4. Magazine
Publication
Contact
Person
Phone Number Email Address
Women’s
Health
Erin Clinton erin.clinton@rodale.com
Shape
Samantha
Trenk
strenk@amilink.com
Self
Lauren
Theodore
212.286.8157
Men’s Fitness
Samantha
Trenk
strenk@amilink.com
Men’s Health Lisa Krueger lisakrueger@rodale.com
Parenting
Jennifer
Evans
jennifer.evans@bonniercorp.com
Sports
Illustrated
Kim
Kelleher
kim_kelleher@timeinc.com
Family Circle
Quentin H.
Walz
interactivesales@meredith.com
Family Fun
Deb
Mignucci
212.633.3638
Outdoor Life
Kristen
Baumgarten
kristen.baumgarten@bonniercorp.com
Local News
Outlets
Contact Phone Number Email Address
Capital Times Adam Mertz 608.252.6474
Wisconsin
State Journal
Andy Baggot 608.252.6175 abaggot@madison.com
Isthmus Joe Tarr 608.251.5627
Channel3000 608.273.3333 tips@channel3000.com
Bike Blogs Contact Website Twitter
303Cycling http://www.303cycling.com
http://twitter.com/303cycling
ScoleTrain Scott Cole http://scoletrain.blogspot.com
Bike Blog http://bikeblog.blogspot.com
Fat Cyclist http://www.fatcyclist.com
Target Media Outlets