In the first news conference as the new Belkin Pro Cycling team, officials for the squad presented the media with some suggested ideas for vocabulary and headline usage.
The California manufacturer of consumer electronics sells a variety of consumer and commercial devices included routers, mobile computing devices, networking switches and hubs, cables and various other peripherals.
The suggested descriptors form part of Belkin’s plan to get the marketing word out. “We think pro cycling is an ideal channel for us to maximize our sales potential,” said VP of Marketing Stan Wolzburn. “Once we seed these descriptors into the cycling media, we expect a sales bump of 5 to 11%.”
In particular, Belkin would like the media to focus on several terms and gave eight examples of correct usage:
“Bauke Mollema CONNECTS for major stage victory.”
“Robert Gesink goes DUAL BAND on Mont Ventoux.”
“On stage 8, Wilco Kelderman EXTENDED HIS RANGE in bold attack in high mountains.”
“New Belkin Pro Cycling team at HUB of media attention.”
“Gesink optimistic about GC chances, takes rest day to RECHARGE.”
“US Sponsored squad NETWORKS together for win in team time trial.”
“Theo Bos CONSERVES ENERGY, SURGES to 3rd place.”
“Graeme Brown not PERIPHERAL to team’s plans for sprint victory.”