New Media Marketing StrategyBy: Kyle Mulder

“create innovative, quality products that inspire cyclists around the world”

Bikes | Apparel | Gear | Advocacy

Cannondale’s

Get Out ThereCampaign

Facebook | Twitter| Website | Blog

Cannondale.com

Less clutterMore user friendly

Create an online storeHighlight advocacy activities

Funnel consumers to social media sites

FacebookA resource for bikers

Create an online biking communityEvent photos

Product updatesHighlight advocacy for biking and environment

Twitte

rLive tweet races

Biking events Trade shows

Cannondale ridersOnline deals

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.

Measuring Campaign Success

oClick through ratesoWeb trafficoOverall saleso Social media users (Facebook, Twitter, etc.)

oMarket share

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)

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