This is the suggested answer to the Internet Advertising exercise on Colorado Ricardo Mountain Bikes.
The Recommendation: Targeted Search and Social Video Ads
Search ads targeting terms like “off-road mountain bike Colorado” capture riders who are already actively looking, while short video ads on social platforms showing the bike surviving rough terrain let Colorado Ricardo’s durability story travel beyond word-of-mouth for the first time.
Why This Fits a Small Budget
Both formats can be targeted narrowly by location and interest, so Colorado Ricardo pays only to reach the riders most likely to buy, rather than spending a limited budget on a broad audience with little chance of converting.
Key point: digital advertising lets a small business compete on relevance and targeting rather than the size of a national brand’s media budget – a real opportunity given the Weakness of “no digital presence” identified in the SWOT exercise.
This is a practical way to address the digital weakness flagged in the SWOT Analysis exercise.
