Cycling World marketing pitch slides
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Transcript of Cycling World marketing pitch slides
Blue Mountain media is pleased to present this proposal with the objective of driving awareness of the Cycling
World through trials in emerging markets where the brand is currently unknown.
● Objective● The Why?
● Target Market● Research
● Key Points of Communication
● Communications Channels
Objective Why?
Cycling World Brand
Target Market
Market Research
Key Points of Communicaiton
Web / Mobile
TV
Social Media
Channels
The Cycling World Brand
● Premium Lifestyle Brand● Meditative Experience● Party Atmosphere● Tribal / Fun / Immersive● Celebrity and influencer endorsements● Strong brand recognition through clothing● Fresh and sophisticated themes (Scented candles, etc.)
● Women● 23-45 years old● Urban environment● Middle class average of $200K - $1M annual income● Enjoys results oriented workouts including personal
training, marathon prep teams, Soul Cycle, Barre, Yoga● Seek “Social and fun” experiences
Target Market
● Where do we find them?● What is the market size?● What do they like to do?● How do we form an emotional attachment?● What call to action would work best to capture their
attention?
Market Research
Creating a significant amount of demand to an audience that understands this is an EXCLUSIVE brand and has limited availability and an air of uniqueness to Cycling
World
The Marketing Problem
● We are the go to brand for this experience● Celebrities and influencers communicate this message● Space is limited– Act fast to be a part of this exclusive
club● Great physical results as well as a therapeutic
emotional experience
Key Points of Communication
● Cutting edge design● Unique and seamless UX● Comprehensive and Paid Search and SEO to drive
traffic● Free offers and signups for trials● Focus on look and feel of the brand including the
clothing
Web and Mobile
● 30 second ads that showcase the experience● Focus in on the clothing line● Emphasis on the perishable opportunity to “join the
club”● Call to action to signup for trials● Ads to the targeted demographic
Communication ChannelsLocal TV Ads