Trek

Question 1

Trek marketing strategies

Answer 1

• authentic, trustworthy, approachable
• Product Copy Strategy
• Over 300+ models of bikes - speaks to customization of Trek
• Website consumer experience - make as simple as possible

Question 2

Change in philosophy

Answer 2

• Reason for the change
  
  • Make it easier for customers to understand products
• How it has changed
  
  • You is the most persuasive word
  • 5 bucket approach for products

Question 3

5 bucket approach for products:

Answer 3

• Intro
• Its right for you if…
• Tech you get
• Final word
• Why we love it

Question 4

Website consumer experience - make as simple as possible

Answer 4

• Bike descriptions in layman’s terms
• Consumer Approach first
• Different tone for different customers

Question 5

Email Strategy

Answer 5

• Email is the closest point of consumer contact Trek has
• Tactics: no more than 3 emails a week, segment audiences, mix of brand stores, product information and sale/discount opportunities
• Use metrics to measure: click rate, conversion rate, open rate
• A/B Testing
• Subject lines should be straightforward, honest

Question 6

Print Strategy

Answer 6

• Must have a distribution strategy to be successful with print
• Trek annual and quarterly catalogs

Question 7

Athlete Strategy

Answer 7

• Chosen in terms of reach, personal background (can Trek make it into a story), appeal to customers, significance to brand
• Athlete usage in videos, print ads, catalogs, photos, events