Archive for February 11th, 2009

bridgestoneIt’s an interesting idea!  A social networking type site from tire specialist Bridgestone.  The company launched the UK-based Biker’s Club with the claim being a new worldwide meeting place for bikers and enthusiasts who will get the unique benefit of advice from some of the top experts in their field.  This is exactly what motorcycle enthusiasts are looking for forever.  ACCESS!  Why doesn’t Harley do something like this?

The club will have a panel of both journalists and professionals who will be providing regular blogs and insight into the best new bikes, products and sharing of their own riding stories.   If the site is not a marketing strategy in “sales pitch” disguise and truly provides news worthy motorcycle information then I’m on board.

The free to join and use club provides members a monthly newsletter with up-to-date news and information about people, races and offers along with product updates and advice from Bridgestone.  They plan to also provide members with special offers and money-can’t-buy opportunities.  It’s not clear if this exclusive is to UK members only or also offered to U.S. based members too.

As experts in the field, Bridgestone is well placed to organize a ‘virtual meeting’ place for biker enthusiasts and engage with motorcycle fans.  If you want to sign up for the Biker’s Club you can do so HERE.

Photo courtesy of Bridgestone.

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2010 Ford F-150 Harley-Davidson Edition

2010 Ford F-150 Harley-Davidson Edition

I’m not talking digital cameras.  It’s about motorcycle enthusiasts who like riding Harley-Davidson motorcycles and are likely to have an affinity toward other like-minded products that carry the lifestyle brand.

There are various elements that effect consumer choice and purchasing behavior which range from culture and social class to budgets.  There has been a lot written on the subject of purchasing behaviors and the work in trying to develop simple models which attempt to explain complex decision processes.  It is the task of marketing to create awareness and then guide a consumer through the subsequent stages of a purchasing decision that if successful ends when you purchase their product.

At least that is the thinking at Harley-Davidson and the Ford Motor Company who have combined marketing forces on the new 2010 Ford F-150 Harley-Davidson Edition.  It may have taken the leather jackets of 13 Harley riders to make one F-150 interior, but it’s quite the stylish co-branded truck and one they hope you’ll favor and purchase.  Emphasizing the co-brand badges and setting new standards in truck luxury they are clearly targeting the “image-conscious” buyer.  The last co-brand (F-350) attempt is HERE.

Over the last 10 years only 74,000 people have plunked down the $$ for a bike-badged truck.  A small manufacturing run by anyone’s measure in the automobile industry yet these “appearance packages” keep coming.  In this competitive world many buyers dismiss all the stats and simply ask the questions; “Is this a truck I want to drive, be seen in and does it reflect my personality?”

If you answer YES, then you’ll be the first to have one of these custom cool hand-made cloisonné badges.

Photo courtesy of Ford.

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