Pedego Marketing Plan

Pedego will hire a brand manager to work and maintain relationships with Bike Gallery, Velosoul Cyclery and Tip Top Bike Shop. This brand manager will also manage all launches, sales, and promotional events. Pedego will utilize their brand manager who will attend local bicycle festivals to run demonstrations and test runs of the bicycle. They will be targeting millennials with giveaways and offers at these events. In year two, they will hire an additional brand manager to help cover the larger territory and in year three, two additional brand managers.

Pedego will work to raise awareness by connecting with consumers who purchase their product and maintaining a strong relationship with each. They will count on strategic earned media initiatives

They will use the platforms Facebook, Twitter and Instagram. By creating positive posts, interactions and experiences on social media, our target audience will build a better awareness of our brand and share their experiences with their friends. According to Social Media Week, “millennials are more likely than any other generation to share their experiences with others on social media. This is great for marketing because it increases the reach of your brand much further than just the people attending the event” (2015). Pedego will also encourage followers to use the hashtag #PedegoPush when sharing posts or photos on social media to gain awareness. This will also be used in a social media campaign for two months of the first year. This will encourage users to show where and how they use their Pedego Stretch E-Cargo

The company makes custom orders and ships granola and granola bars to customers. Greater Goods Granola crafts all of the product by hand and donates all profit to the community and community focus service efforts. During the first year of sales, Pedego will include a 20 percent off coupon with every Pedego Stretch E-Cargo Bicycle that is purchased. This will increase awareness with their target market and encourage them to purchase the bicycle for a good cause. Research shows that, “more than 50% of millennials make an effort to buy products from companies that support the causes they care about,” (Forbes, 2015). This partnership is aimed at the millennials and their desire to buy local product that supports their surrounding communities. Additionally, five percent of the total profits during the first year of sales will be donated to a charity of the customers choosing. This will be advertised when purchasing the Pedego Stretch E-Cargo Bicycle, on social media platforms, and on their website. Customers will then get to vote on which charity they would like to see the proceeds be donated