Feeds:
Posts
Comments

Posts Tagged ‘Marisa Miller’

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
Advertisements

Read Full Post »

Military_Appreciation

American Bombshell - Marisa Miller

Didn’t you know?

Critics argue that “green” is a passing fad. But, don’t tell Harley-Davidson because the marketing professionals have rolled out a military green marketing and media campaign with “American Bombshell” Marisa Miller.

I’m not talking about an “Inconvenient Truth” or environmental type of green.  Yes, Virginia — I’m talking fashion and the wearing of or riding a Green colored motorcycle. The color comes in all shades and the fashion experts suggest/hype that it’s as fresh as Peppermint!

Yesterday, H-D announced that Marisa Miller expanded her relationship and will salute active and retired U.S. military personnel during the month of November.  This is part of the company’s first-ever “Military Appreciation Month” campaign.  Cool and just in time for Veterans Day!

Sporting minimal clothing, Ms. Miller will be sitting alongside H-D motorcycles in military-themed (read Green) creative, including print and digital ads, posters, postcards and calendars throughout the month of November.  In addition there will be a special section of the H-D web site where anyone can create an electronic postcard with artwork of Miller and Harley-Davidson motorcycles along with a personal message of gratitude that you can send to an active or retired member of the U.S. military.

It’s unclear just how carbon neutral, this ad campaign will be – meaning eliminate or offset all of the greenhouse gases it produces worldwide.  I predict a lot of heavy breathing by teenage males when filling out those postcards!  What do you think?  Is green the new black or is it just the flavour du jour?

Photo courtesy of H-D.

All Rights Reserved © Northwest Harley Blog

Read Full Post »

mfg_plantBaby boomers and Harley-Davidson motorcycles.  The combination of these two delivered a plethora of profits.

I was upgrading my Mac OS and while I waited, I read magazines.  First it was “Baggers” then “BusinessWeek.”

Skimming the BW magazine I notice an article about business book guru Jim Collins.  He wrote “Good To Great.”  Collins was brought to West Point, where he chaired a discussion amongst military men and civilians.  Had America lost its greatness, was it in decline?  The attendees were split as to America’s future, half optimistic and half pessimistic.  But what fascinated Mr. Collins was an observation from a CEO during a break.  The dude stated: “I’ve been thinking about your question in the context of my company.  We’ve had tremendous success in recent years and I worry about that.  So what I want to know is: HOW WOULD YOU KNOW?”  This question formed the basis of Collins new book, “How The Mighty Fall.”

Harley-Davidson has been quite mighty.  But they broke the first rule of Mr. Collins’ book.  Which he labels Stage 1: “Hubris Born Of Success”.  “Stage 1 kicks in when people become arrogant, regarding success virtually as an entitlement, and they lose sight of the true underlying factors that created success in the first place.”

Mighty_FallBingo!  Harley-Davidson and Baby Boomers.  H-D execs actually believed they were geniuses, who’d found the golden formula.  Dealers marked up everything from t-shirts to baggers.  From then on, motorcycle model after model would all sell thousands of bikes, there would be untold profits!  Rather than questioning their success (“We might have been just really lucky/we’re in the right place at the right time…”), they believed they were entitled to it.  And ultimately blamed this decline of their fortunes on the economy.

Stage 2 of Mr. Collins’ theory of corporate decline is “Undisciplined Pursuit Of More”.  Here we have H-D catering to image buyers… selling sizzle, style and fashion over function paradigm.  With spokespeople like Marisa Miller.  If TV sells motorcycles, let us find the least amount of clothing and the most telegenic performer and craft a message about lifestyle for TV/print consumption!  

Stage 3 is “Denial Of Risk and Peril.”  That’s the beginning of the end.  “Those in power start to blame external factors for setbacks rather than accept responsibility”.  It’s like the music industry saying the Internet ruined it’s business!  It’s the economy’s fault, we couldn’t get bank funding at HDFS, etc. But what’s Harley’s business?  Manufacturing premium (overpriced?) priced one-dimensional products and marketing them for sale on TV and print magazines to the ‘boomers’, the young, minorities and to women?  No difference in product just marketing messages.

Stage 4 is “Grasping For Salvation”.  “The critical question is: How does leadership respond?  By lurching for quick salvation or by getting back to the disciplines that brought about greatness in the first place?”  We’ve got Harley-Davidson heavily invested in MV Augusta and embedding advertising space in video games (UFC).  A non-motorcycle riding enthusiast at the helm.  Is that their core mission?  And we’ve got dealers exiting the business.  All the while the motor company works to protect a business model of an overexposed limited product to reap giant rewards.  Dealers are up in arms that corporate got rich and the locals did not…  But once again, what was each entity’s core mission?  Dealers were made to expose.  The motor company were made to..?  MAKE!  That’s what manufacturing companies do.  Making motorcycles is their core competency.  It’s their defining MISSION!  But that got lost in the shuffle of incredible profits during the nineties.  Harley started selling branding, lifestyle, sizzle, fashion and even some premium priced motorcycles!

Stage 5 is “Capitulation To Irrelevance Or Death”.  Some would argue that’s where the motor company is today.  “In some cases the company’s leader just sell out; in other cases the motorcycle institution atrophies into utter insignificance; and in the most extreme cases the enterprise simply dies outright.”  How long until Harley-Davidson chops up the parts and sells it for catalog value?  

What is the future?  Not the past.

“Never give in.  Be willing to kill failed business ideas, even shutter big operations you’ve been in for a long time, but never give up on the idea of building a great company.”  It’s clear.  Looking for an instant success like the old Michael Jackson days of MTV ultimately render instant irrelevance.  The company needs to be about MOTORCYCLES!  Today’s execs seem only interested in tonnage.  They could be selling anything!  They are not necessary.  Harley needs to find unique talent and nurture it.  Leverage independent blogs?  Motorcycle artistry/development isn’t finding more people to buy a plain stamped out bike, it’s a creative arc, over a period of iterations, wherein the motorcycle grows and more and more people come along for the ride.  

That’s what you need to survive…”to build an enterprise that makes such a distinctive impact on the world it touches (and does so with such superior performance) that it would leave a gaping hole – a hole that could not be easily filled by any other institution – if it ceased to exist.” Everyone knows that real motorcycle enthusiasts are the indies.  The commercial crap from the majors is about commercialism more than artistry.  Today it’s about manufacturing cookie-cutter stuff and yelling at the public to buy it, all the while bitching that the economy is failing.  This is a recipe for disaster.

Rather than whine, be the company that accepts reality, that notes change and adapts to it.  That doesn’t mean charge huge upfront fees for anybody who wants a CVO.  Or clothing attire marked up to the point that celebrities question the essence of imported fabrics.  Your average Joe consumers are your partners, they’re the ones who are going to make you money.  

If you lose your core, you’ve lost everything!

Photo courtesy of Newsweek.

All Rights Reserved © Northwest Harley Blog

Read Full Post »

turkeysWith Thanksgiving fast approaching, and everyone’s thoughts turning to the big feast, I decided to look at some of Harley-Davidson’s turkeys that made news in 2008–albeit for the wrong reason in my opinion. 

It’s never nice to point out the flaws in plans, products or ad schemes if they are questionable, failed or are in the process of going downhill, but it would also be irresponsible to simply just forget the follies of some of Harley’s bigger turkeys.

Click through the list to get a juicy taste of these ’08 Turkeys:

  1. Hired Hip-Hop Artist Run DMC For Judges At HD “Hot Model” Contest
  2. We Don’t Do Fear Ad Campaign
  3. Headcount Reductions Announced Q1
  4. HD Stars in Indiana Jones Movie
  5. Mv Augusta Group Purchase
  6. HD States Obvious Market Declines In Q2 Results
  7. HD Announces Tri Glide Ultra Classic and Ford Announced “Big Hog Daddy” Hauler
  8. Sex Sells – Ad Campaign with Marisa Miller
All Rights Reserved © Northwest Harley Blog

Read Full Post »

Marisa Miller Ad Campaign

Marisa Miller Ad Campaign

I’m not talking about scientific modeling of stress joints in the R&D department! 

Harley-Davidson announced a new ad campaign that will start Oct. 10th featuring Marisa Miller.  She will be the person promoting the new V-Rod Muscle motorcycle, a sporty, sleek bike that targets a younger, urban and affluent demographic. 

Miller is a Victoria’s Secret model and has made the rounds of late on reality television shows, men’s magazines such as Maxim and this year, she was on the cover of Sports Illustrated’s Swimsuit Edition.

Miller was quoted to say in an interview:

“My uncle rides a Harley, my dad rides bikes,”… “I’ve been around it my whole life.”

Miller has likely had more “offers” than she can count on her fingers and toes, but her uncle riding a V-Twin doesn’t make her a motorcycle enthusiast or an authentic spokesperson for the industry.  It does mean that Harley is guilty of the ‘ol advertising adage that “sex sells“, but what?

Almost everything from toothpaste to deodorant is sold with the promise of sex so why not Harley-Davidson as they go on an endless pursuit of trying to reach out to a younger, hipper demographic… Sure, Miller is recognizable and I’m sure lots of teenage boyz will flood the web site to download videos, wallpapers and photos.  The video of the ad shoot is HERE.

Wake up guys!!!  Exploitation is a stale marketing idea.  But, if anyone has line-of-sight on a large autographed poster let me know…I’ve got a special spot on my garage wall!

Photo courtesy of Miller web site.

Read Full Post »

%d bloggers like this: