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Posts Tagged ‘Lifestyle’

Ludacris

When you dine with the devil, bring a long spoon.” — Machiavelli

Having a ‘thug’ like Ludacris anywhere near your marketing campaign may not be a good thing.  Yet, Harley-Davidson has decided having a pitchman who glamorizes a life of guns, violence, drugs and is disrespectful of women is EXACTLY what’s needed to turn around motorcycle sales.

The “hoes in different area codes” rapper has released many songs that convey and represent his morals.  Even President Obama said he wouldn’t let his daughters listen to his rap, but did admit Ludacris was a ‘great businessman’.  Political pandering is not my point here.

Recently H-D collaborated with RIDES Magazine to create custom bikes for recording artists Ludacris and Shawnna.  This promotion was in part to gear up for the release of their album “Battle of the Sexes”, where the artists worked with RIDES and “New York Nick” Genender, shop owner of NYC Choppers, to create bikes that reflect their individual personalities.  There is a behind-the-scenes video of the build HERE and more videos/photos can be viewed at RIDES.  In addition, they’re giving away a motorcycle to one lucky winner: a customized 2010 Harley-Davidson Road Glide Custom, created in part with suggestions by RIDES readers. Learn more about the bike or enter for a chance to win HERE.

Is this a shrewd advertising move to use a pitchman who’s going to draw attention to a community that H-D wants to sell motorcycles to or is this a mistake to promote and associate the H-D trademarks with a person that espouses violence, degrading sex and substance abuse?

Does anyone remember how fast Pepsi pulled the ‘musician’ from its soft-drink advertisements in 2002?

Photo courtesy of H-D and RIDE.

All Rights Reserved © Northwest Harley Blog
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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.

All Rights Reserved © Northwest Harley Blog

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