Me and My Cannondale

By Michael Sendek

Hello!How Bout that

Ride In?

Haha!

Industry Overview

Recreation26%

Exercise/Health 24%To go

home14%

Errands14%

Visiting friend/relative

10%

Commute5%

Bicycle Ride2%

Other5%

Why Americans Bike

Info provided by interbikes.com 2008 Bicycle Industry Facts

•$2.862 billion of bike market

•Additional $3.242 billion Parts, Rubber, accessories, clothing and shoes

•Total $6.104 billion dollar industry

What do Cannondale riders and Pick-up truck owners have in common?

• They love their rides• They love to add onto their rides• 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 and the things they’ve done to them

So What do we know?• People use bikes for many

different things.

• Cannondale offers different types of bikes for these different things– Mountain Biking– Road Racing– Recreational – Law Enforcement

Me and My Cannondale

A user generated forum that enables Cannondale riders to submit stories, videos and pictures of the journeys they’ve taken with their Cannondales

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 and his friend 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:– Share Stories– Post pictures and videos– Create conversations– Share ideas– Ask questions

How does this help?

• People will be able to target their particular biking interest– Mountain– Road– Exercise – Leisure

• Current Cannondale Blog, “Brad’s Blog”– Answers questions

but doesn’t generate new interests

• Through these stories readers will:• Learn of ways

to use bikes• Learn the type

of bike they would need

• And ultimately tie-in the Cannondale bike from the stories to their need

Generating Traffic• Leverage previously established channels

– Cannondale.com• Drive traffic towards “Me and My Cannondale” to learn “What can you do

with your Cannondale” and “what kind of Cannondale 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 on the forum on the Youtube Channel

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 i.e. Bloggers

Timeline • Biking is mostly

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.

Budget Estimated campaign cost for November to November= $75,000 to $100,000