cannondale's new media marketing strategy by kyle mulder
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New Media Marketing StrategyBy: Kyle Mulder
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“create innovative, quality products that inspire cyclists around the world”
Bikes | Apparel | Gear | Advocacy
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Cannondale’s
Get Out ThereCampaign
Facebook | Twitter| Website | Blog
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Cannondale.com
Less clutterMore user friendly
Create an online storeHighlight advocacy activities
Funnel consumers to social media sites
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FacebookA resource for bikers
Create an online biking communityEvent photos
Product updatesHighlight advocacy for biking and environment
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Twitte
rLive tweet races
Biking events Trade shows
Cannondale ridersOnline deals
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BlogA weekly blog about biking tricks, hidden trails, special events and anything related
to biking and the biking community…specifically targeting consumers under the
age of 35. Written by employees with distinct personalities …active young adults
who target audience can relate to.
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Measuring Campaign Success
oClick through ratesoWeb trafficoOverall saleso Social media users (Facebook, Twitter, etc.)
oMarket share
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Timelineo Full rollout within 6 months
o Start with website look and feel
o End with social media and sponsorships
o Website, Facebook, Twitter, Blog (staggered)
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Last Note…
Create a brand experienceSupport cyclists and cycling events
Target consumers during Summer (US)India, China, Australia, Western Europe
Narrow your scope to what you’re good atCall to action – sell products directly to consumers