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KOM Information Memorandum KOM Defined Terms KOM Challenge Series Calendar and Event Costs to 2012 KOM Summary Bullet Points KOM SWOT Analysis Section 13A(c) Marketing KOM Challenge Series via Google Search, possibly complimented by Google Adwords
The Marketing Strategy for the
Inaugural
Annual KOM Challenge Series is patently maximise the number of (i) Register as a Climber on King of the Mountain performance measurement; (ii) log Climb Times in order to rank in the Top 20 in their Age Division to qualify to compete in the Semi Finals Individual Time Trials for their Age Division as explained in Section 2; and (iii) complete an on-line Application Form from 1 January 2011, to compete in the Inaugural Annual KOM Challenge Series; (iv) 420 Abled Qualifiers that qualify in the Top 20 in the Age Division for the Semi-Finals pay a $75 KOM Qualifiers Semi Finalist Entry Fee by 8 April 2011 - no Entry Fee for 100 Disabled Qualifiers [Section 9(2)]. Sergey from the Event Team can utilize Search Engine Optimization and Search Engine Marketing to increase the reach of our online market and to enable Climbers to easily locate www.KOMpm.com within search engines (restricted to Australian Internet Providers). Should a Climber (using an Australian IP) use a search engine to locate King of the Mountain performance measurement, a URL to www.KOMpm.com will appear even if abbreviated search terms are used. The opportunity exists for Federal Health to be included within the Search Engine Optimization. The following 'keywords' could be inserted in the Home Page so that the King of the Mountain performance measurement website will appear in the search engine upon any of the following 'keywords' being typed in the search box:
Due to the marketing strategy listed in Section 13A and Section 13B, the Event Team expects that - (i) over 10,000 Australians will talk about the Annual KOM Challenge Series; (ii) over 2,000 Cyclists will Register between January and April 2011 as a Climber, and log at least 4 KOM Climb Times; (iii) over 1,000 of the above 2,000 will Register > 10 KOM Climb Times; and (iv) over 500 of the above 1,000 above Climbers will Register > 20 KOM Climb Times.
The preferred method for reaching the target audience is through endorsements from bodies such as Wheelchair Sports Association NSW, Tourism Australia, Federal Department of Health and Ageing, Sport & Recreation, several of the 30 Registered Charities and local councils and to leverage these endorsements by initially a letter from Wheelchair Sports Association NSW to the CEOs of Top 200 companies and government departments across the spectrum of industries as noted in Section 20. And for those Corporate leaders to recommend via their Social Club or directly in an e-mail or web message to their staff, the merits of Wheelchair Sports Association NSW initiative to encourage safe, healthy competitive exercise for Abled. Disabled and Disadvantaged Australians.
The Event Team has budgeted for supplementary internet advertising. The economics of advertising cost effectively are fraught with difficulty. The goal is to reach the target market at minimal cost with a high probability that they will react in the desired fashion. Internet advertising can be more economical than much traditional broadcast advertising. However, with the proliferation of website pages, these economics are deteriorating, as few sites reach 'users' in chosen geographies. Notwithstanding, as a fall back, the Event Team will use Google AdWords to supplement our overt strategy in Section 13A and Section 13B.
Google AdWords will enable the Event Team to target advertisements precisely by geography and demography to deliver the message to the target market. With the other features offered by Google, AdWords will be a controllable advertising process with a low entry point which will translates to other geographic markets. We have budgeted $500 for the Inaugural Annual KOM Challenge Series (5,000 clicks at 10 cents a click).
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