Posts Tagged ‘Demand Generation’

It’s official.

This is change-the-industry rock-the-valley kind of stuff.  Like, one day the world is this way; and the next day it’s some other way.  This is huge.  Like game over man.   It’ll be a return to the glory days, for sure.

What am I referring too?

Harley-Davidson has decided to give motorcycle fans another chance to take a test ride on the H-D motorcycle of their choice.  And being the best slogan and sound-bite guys in the biz they decided to name the program the second annual Super Ride program.  Last year it was just Super Ride program.  Pure genius!

Assuming you have a valid motorcycle license, between 1 April 2010 and 30 June you can take a short test ride.  The program is available to all Harley dealers, however, some may decline to participate.  Check with your local dealer to see if they are on board or if there are other requirements.  The program is designed to help sell bikes since feedback from motorcycle shoppers indicated that the inability to test ride a motorcycle is a big hurdle in selling some bikes.

Memo to Harley-Davidson Marketing department: the web site link needs to be updated as the page referenced links to 2009 models.

UPDATE: 2 April 2010 — H-D updated the link for Super Ride program HERE.

Photo courtesy of H-D.

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Do you have a friend whose motorcycle is, well ummm…not so easy on the eyes…?  Afraid to tell them in person, then you may want to forward this post?

Harley-Davidson just launched yet another demand creation marketing campaign disguised as a contest.  The prize could be a new Harley motorcycle – the one you customize online. Your job should you take this mission is go online, enter the “Build It and Win It Sweepstakes” and then design the motorcycle of your choice for a chance to win that motorcycle. The sweepstakes uses The Customizer, an interactive web tool which through the magic of the internet attaches to Harley-Davidson.com.  It allows contestants to build a virtual dream bike based on 2009 Harley-Davidson models and then select from 100’s of custom options, including custom paint, Screamin’ Eagle performance components to decorative collections.  All the while you can add and remove them on your virtual motorcycle.  

Fortunately (for Harley) as you create the bike and add each new component it appears in a running “tab” window and you can see exactly what the finished custom motorcycle will look like along with retail pricing. And oh yeah, you can check on availability and run your payment calculator while you’re at it.  Save that dream bike in your personal profile or “Garage,” along with a convenient, printable list of each component with its part number.  I would anticipate receiving email once the sweepstakes are over to remind you that someone else won and now is the time to buy that custom motorcycle from a dealer near you.

The sweepstakes closes, Nov. 6 at 5 p.m. ET when a Motor Company representative will randomly select one virtual custom bike that has been entered into a personal profile Garage. The person who created the profile will be awarded the 2009 Harley-Davidson motorcycle that was created on-line, complete with all the accessories you attached. The winner will be notified via email.

I quickly customized a “bobber” Sporty…heck, I don’t want to break Harley’s checkbook when I win!

Screen photos courtesy of HD web site.

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