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Posts Tagged ‘Advertising’

Harley-Davidson Press Release

In mid-August, Harley-Davidson rolled out a press release (on the Canadian news wire) to announce the launch of a global campaign that embraces “The Freedom of The Open Road.”

It’s part of a 10-year global strategy to build the next generation of Harley riders and the new brand platform is “All for Freedom, Freedom for All” which comes to life with videos containing user-generated and filmed content that shares moments of the open road by riders past and present.

The ambitious campaign goal is to increase Harley’s brand relevance and inspire those “sleeping license holders”  to experience the same freedom that all current Harley riders feel with the wind in the face and ultimately to purchase a motorcycle.

The Harley-Davidson marketing group is using the #FindYourFreedom hashtag to generate social media awareness.

It’s common knowledge that when using a hashtag, you are categorizing your post and is viewed as a valuable tool when marketing your brand.  The objective of course would be to find a hashtag that has never been used previously and one that would really set the campaign apart from all the other social media noise.  However, there is another large company with an equally large brand that is already using the #FindYourFreedom hashtag with an associated marketing campaign.

They spell it:  J E E P  — you know, the company with an adventurous lifestyle that requires an adventurous vehicle!

While you can’t legally own a hashtag, the marketing 101 manual suggests that you chose one that people will associate with your brand, by leveraging a distinctive phrase or word associated with your company and messaging that marketing execs would, at best, like to see go viral or, at worst, contribute to the marketing campaign in a very positive way.

Think about it.  Harley-Davidson just launched a multi-year campaign and is encouraging motorcycle fans to join the social media conversation of a larger Jeep fan base!

The marketing folks may have actually “muddied” the Harley-Davidson brand or made it vulnerable by this hashtag gone wrong.

Photos courtesy of Harley-Davidson and Jeep.

All Rights Reserved (C) Northwest Harley Blog

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Harley-Davidson Out-Performers

The 1970 Harley-Davidson Out-Performers

In the last few years Harley-Davidson has been known to confront stereotypes in their advertising.

Think “E Pluribus Unum” campaign which means “Out of many, one”, and it is promoting the uniqueness of the Harley-Davidson riders.  Or how about the “No Cages” campaign which puts “real” Harley riders in the spotlight, to reinforce the image of what you think about motorcycle riders.

If nothing else the motor company should get credit, it does have a highly developed capacity to adapt their business to change.  In the mid-70’s, A.M.F. went too far when it replaced the Harley name with its own.  Apparently unaware of the magnitude of that marketing decision.

What kept Harley going in those dark days, and what is driving it now, is the fact that the motorcycle it makes is not just a product, but rather the centerpiece of a lifestyle, “Hook”.

So on #TBT (Throwback Thursday) here is a 1970 advert about how Harley-Davidson was Out-performing!

Photo courtesy of H-D and Adbranch.com

All Rights Reserved © Northwest Harley Blog

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Harley-Davidson Advertisement

Harley-Davidson Faux Advertisement

It makes a lasting impression in only seconds.   It’s provocative.

I’m talking about ads.

We see them every day, everywhere we go, whatever we do… advertisements for products and services plastered in front of our faces.

Good advertising “tricks” the average person into believing that they need a product or service even when they don’t, and the tricks are usually well-constructed.

This advertisement came to me via the Northwest Harley Blog Daily.  It is sublime and will have many motorcyclists wondering if they’ve gone too far.  After clicking on the “play” button my immediate thought was… “What am I watching?”  “Should I look away before something happens that I won’t be able to forget?”  Then you’re left wondering.

I can’t recommend watching it, but if you must the video advertisement is HERE.  The ad seems to focus less on particular features of the company’s products and more on the way these products are used.  Maybe it’s different in your part of the world, but I’m not exactly sure the message or what product is being “evangelized”…  it’s likely I missed the point, but some of the choices might be:

  1. A Harley will make a man out of you!
  2. Even a cross dresser wants a Harley?
  3. Someone who adopts the dress of the opposite sex wants a man or woman on a Harley?
  4. A new stylish dress and Clothing line launch for Ladies of Harley®?

There are times when I can be influenced by advertising techniques.  Although creative, this is not one of them!

Photo courtesy of Jung Chantme.  Harley-Davidson has stated they are targeting all demographics, but the odds of this being an officially sponsored deal is remote.

All Rights Reserved © Northwest Harley Blog

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"No Cages" Advertising

It’s official.

The first work from Harley-Davidson’s new ‘hookup’ with Boulder, CO.-based crowdsourcing agency Victor & Spoils has debuted on YouTube.  The consumer-created spot was born of a new agency model that H-D adopted after parting with longtime agency Carmichael Lynch last year.

Watch the YouTube video HERE.

Congrats and a shout out to Whit Hiler, the Kentuckian who’d submitted the “No Cages” original idea that is also part of Harley’s HD1 factory customization program in which buyers can design their own rides.

It’s an old and improved formula, but it doesn’t make me want to part with my cash!  Maybe you will?  It doesn’t have that viral feel where people are watching the video and then instantly going to Twitter and Facebook, to start a dialogue.

We live in an “American Idol” and “Dancing with the Stars” culture, where speed to stardom and availability of technology makes about anyone a creative director. And this video has a get it done fast, good enough is good enough look.   In the internet world, where everything happens now, this is anathema.  Everything’s here today, gone tomorrow.  Like a lot of advertising these days, the big idea is lost and the execution is vanilla.  I would have thought that V&S’s multiple years of experience would have vetted out the creative gold-nuggets from the train-wreck incarnate.

This creative spot wreaks of ratings/hits, not quality and has a race to the bottom mentality.  Mr. Richer, isn’t this how Pontiac died?!  Is it time for a mea culpa?  When you contrast how the big middle finger of rebellion helped build this brand and now advertising which has been replaced with me-too imitation…  It’s got to be about the long haul.  Not overnight success, but enduring success.  Forget about genres.  Just be good.

I’m still a fan of H-D, but not for this ad.

UPDATE: February 16, 2011 – Mark-Hans Richer (H-D CMO) told in an interview to Ad Age: “We’re really happy with the way it  [“Cages”] came out…”

Photo courtesy of H-D.

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HOG Bank

Start with the “charisma and swagger” of Charlie Sheen, add a little Lady Gaga recklessness, mix it all together with the sensibility of John Mayer, and you’re well on your way to a vibrant digital marketing campaign.

Or at least that’s what Harley-Davidson’s, CMO, Mark-Hans Richer seems to believe.

Taking a page from celebrities and musicians who blazed the path before them they’ve embarked on a crowd-sourcing recipe with Victors & Spoils, a Boulder-based crowd sourcing agency who intends to deliver successful digital marketing.  It would seem that every American company on the planet is amassing a rapidly growing list of crowd sourcing digital data to give marketers an even more precise method for targeting their ad messages to specific consumers.

I know, you hate social media.  More people despise Twitter than use it.  You thought Foursquare was a church.  You like Facebook, but you fear its Big Brother qualities.

Well, you probably don’t understand that Twitter is the number one news source for news happening right now.  But if you can’t wrap your head around that, maybe you should look into SproutSocial, which allows you to track your company in social media.  And if you don’t think social media is key to any company’s future, you’re on the road to extinction.

Mr. Richer totally gets it.  H-D has a multi-generational and multicultural customer strategy with a need to get potential customers more engaged in the brand.

You do that through social media.  But, part of the problem for the motor company is its audience knows too many people, who connect with each other online.  Once consumers start talking to each other not only do they spread the word about the so-called “motorcycle lifestyle,” but they also let each other know which products are good and which ones are bad.  Suddenly, the dealers can no longer jam any old product down the motorcycle riding public’s throat.  It’s bad enough when new products leak in advance and are dead on arrival due to bad word of mouth, but even those that make it to the release date intact are not guaranteed sales.  Because by the end of the week, the target audience knows whether the product is worth owning via references from friends.

It all comes down to who you know.

But, the reason I’m writing this is because of the job market.  Unemployment.  It’s steady at 10.5% here in Oregon.  About a point above the national average and has remained there most of the past year.  Just this past week the Oregonian reported another 300 layoffs by 3 different companies closing down operations.  And if that wasn’t enough did you happen to catch Federal Reserve Chairman Ben Bernanke last night on 60 Minutes?  He painted a grim picture.  Stating that the U.S. recovery is still not self-sustaining while defended his $600B bond purchase to help keep interest rates low.  Heady stuff.

Oregon and U.S. Unemployment - Dec 2010

I hate to frighten you, but all your partying and drunken pictures are going to work against you in the job market. Inebriation is not a criterion for employment, not even at Miller Brewing.  You see you’re building your resume every day online.  And whether you can get a job or not is based on this resume and who you know.  People always complain how they can’t get a job in this industry or that industry because they aren’t connected.  Hate to tell you, but it just got worse!  No one’s going to hire anyone without a history, who can’t be recommended by someone.  The days of placing a blind ad and taking on all comers is history.  That doesn’t even work on Craigslist, and have you seen the type of jobs on that site lately?

If you want to succeed in the future, you’ve got to know people.  Who can vouch for you.  Ever get called for a reference?  You never lie if you know the caller, it’s your reputation on the line.   And now that we’re all networked through social media, there’s always someone who knows you, who if they won’t say something negative, certainly won’t say something positive.

And you thought you were just playing online?  You see we all live in a social media world.  Scary huh?!  And as if to help prove my point the CEO of Facebook, Mark Zuckerberg, was also interviewed and talked about changes coming in a redesign.  For example, instead of a single profile picture, people who visit your page will soon see a row of photos you’ve been recently tagged in.

It might be time to start making deposits in the persona-curating bank account…

Photo courtesy of Harley-Davidson, SocialSprouts and Google.

All Rights Reserved © Northwest Harley Blog

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Screen Shot From Site - Bend Area (Cascade Lakes)

Whatever kind of motorcyclist you are — day tripper or world explorer — mapping software can help start your next adventure in the right direction.

Fortunately FX Development, Inc., a Seattle-based early stage startup recently launched myscenicdrives.com.  It’s a new website to help motorcyclists find that cool scenic drive.  The site offers cleaver features that will help riders find new things to explore. Each scenic drive provides an overview, interactive map, recommended stops, weather forecast, and GPS directions.

Initially the company was focused on the Pacific Northwest, but recently listed rides for Idaho and California as it expands.  The site provides both a rich, user-friendly web interface for PCs as well as a mobile web version which is great for smartphones like the iPhone.  Once the user selects a drive, phones with GPS capabilities and software (such as Google Maps) will easily get you on the road.

The website currently features more 40 scenic drives in California, Washington, Oregon and Idaho with more States coming.

An item I would find useful is something like what the “Directory Assistance” service does today for convenience by sending an SMS text-message to the rider.  If I’m on the road mobile users are eager to get information and directions on the go especially if there is limited web access in a remote area.  A text message of the route along with pertinent details saved via a text message would provide me the extra convenience and functionality that I like.  With virtually 100% of handsets in the US capable of text messaging, it would be smart to leverage this channel and deliver additional value.

One word of caution for the site builders… I’ve seen a number of these type sites fall victim of having a preoccupation and interest in $$, not riding, and therefore have put the focus on advertising at the expense of the consumer experience.  Don’t do it!!

Photo courtesy of myscenicdrives.com

All Rights Reserved (C) Northwest Harley Blog

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Walter Mitty was a fictional character in James Thurber’s short story “The Secret Life of Walter Mitty” published back in 1939.  Mitty was a meek, mild man with a vivid fantasy life where he imagines himself as a wartime pilot, an emergency-room surgeon and devil may care dreamer.

What about daydreaming of wind-in-the-face, and being part of the counterculture rebels-with-tats ethos?

As luck would have it, Harley-Davidson is launching a comprehensive effort aimed at getting the “Walter Mitty” dreamers of the world to ride H-D motorcycles.   It’s call the “Start Something” campaign, with the message that you have to stop dreaming and actually do it.

The advertisements feature model superstar and motorcycle rider Marisa Miller in the Maxim Hot 100 issue along with a brand presence at the Maxim party in Los Angeles, advertisement on the Maxim Web site, the Maxim television program and of course can you spell social media in 140 characters?

H-D also has a new promotional book, “Guide to Ride” meant to dispel any of “Mitty’s” conflicting thoughts about whether to ride or not. Including tips on handling protests by the significant other.  The book is available at dealerships or the company’s website.

A very important associated promotion has H-D offering up Rider’s Edge New Rider Training Courses for free.

To all you ineffectual dreamers — isn’t time to take a road trip?

Photo courtesy of H-D.

All Rights Reserved © Northwest Harley Blog

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