| A third key audience are the guys in the bike shop – the dealers. Our goal was to get them excited about being part of the Cannondale brand. So we supplemented our consumer advertising with special quarterly mailings, chock full of items specially designed to reinforce the Cannondale brand and put a smile on dealers’ faces. Included were a 24-page, tongue-in-cheek guide to selling a Cannondale for the 20-something shop guy, and a limited edition belt buckle with the Cannondale logo. Since most bike shops are crammed with bike boxes, we even redesigned Cannondale’s boxes to connect with dealers and consumers in an unexpected way.
By exploring the edges of the Cannondale brand, we were able to draw a more powerful and compelling picture. We think it’s a road Cannondale can ride well into the future. 
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