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Posts Tagged ‘Promotion’

It’s not every day that I get to pass along information to readers about something for free.  And it’s something you can get without leaving your keyboard!

It just doesn’t happen often, but Harley-Davidson is giving away a free poster of any of the 32 motorcycle models from 2011.  Once you’ve filled in the relevant and required information on the web site H-D will ship a poster out to you.  Of course you’ll be in their marketing data base and it’s likely you’ll get some periodic information, but that’s the price of “free.”

There is a poster limit one per household and it will arrive in 4-6 weeks.  For the poster click the link HERE.

Photo courtesy of HD.

All Rights Reserved © 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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H-D Museum - MilwaukeeI missed this news flash while on the road last week, but Bill Davidson, the current VP of Core Customer Marketing and great-grandson of the motor company founder was “promoted” to the flagship position of Museum Director.

Huh?  Twenty-six years at the company to become the head honcho of factory tours and the Harley-Davidson museum?

Personally I’d find it to be a cool gig, but can you imagine the conversation at the next family BBQ gathering with Willie G. and Jean Davidson?!  What’s next from the fancy-pants bean counters and marketers?  Put Willie G. in charge of re-styling the employee café?

Did the H-D museum not reach its full potential or is this a continuation of the “hack-n-slash” which CEO, Keith Wandell seems fond of as he moves the “old guard” out?  Maybe it was Mark-Hans Richer (Sr. VP and CMO) deciding a guy like Bill running the company’s core marketing just wasn’t throttled up enough?  Change is good, right?  Bill retains his executive management status as VP of the H-D Museum and Factory Tours.

More important is Bill’s replacement who starting in June, will be Stacey Watson.   Ms. Watson will lead marketing for ALL of H-D customer segments across N.A.  No easy task.  Ms. Watson will hold the title of Sr. Director of Consumer Segment Marketing.  Assuming positive results this is surely a segway to the board approving a VP title later in the year.  I’m not taking anything away from Ms. Watson experience or accomplishments as she was instrumental in the design, development, construction and launch of H-D museum.  Having visited this marquee facility I’m hopeful that Ms. Watson can do for marketing what she accomplished at the museum.

Let’s hope that Bill will continue to infuse the energy and passion of building out motorcycle exhibits, create educational programs and reaffirm the role of the museum with Harley riders around the world.  One suggestion is to replicate on a smaller scale a west coast museum in Las Vegas.  There are a lot of people visiting ‘sin city’ with disposable income and given all the motorcycle styling influences which came from nearby California it would be a unique showcase for them.

Photo’s taken at H-D Museum.

All Rights Reserved © Northwest Harley Blog

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Marketing theory distinguishes between two kinds of promotional marketing – “push” and “pull.”

A “push” strategy uses the company’s sales force and trade promotion to create consumer demand.  A “pull” strategy is one that requires heavy advertising spending and consumer promotion to build up demand for the product.

It’s the beginning of a new year and the start of a new decade so Harley-Davidson rolled out a new $500 bonus credit for potential consumers to “push-or-pull” a competitor brand trade-in to your nearest dealer.  The offer expires January 31st and covers untitled 2008, ’09 and ’10 models.  Of course read the fine print on the trade-in site for all the details and restrictions.

Photo courtesy of H-D.

All Rights Reserved © Northwest Harley Blog

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Sam Worthington (Jake Sully) -- Avatar

We’re always being told how moviegoers set new revenue records during the holiday.

Last weekend not only did the movie industry set the largest single weekend at the box office with three movies topping over $50M each, the blockbuster film from James Cameron, ‘Avatar’ set a new 10 day gross total of $212.7M.  Maybe that doesn’t mean anything to you, but how about the fact that the movie has more than 400,000 fans on Facebook?

And though no motorcycles were featured in the movie Harley-Davidson managed to secure a primo clothing promotion from Sam Worthington’s character (Jake Sully) who established an “outlaw” biker image in wearing a H-D logo laden t-shirt in a bar.  More than just a product placement it instantly helped create a rebellious tough guy tone with the audience.  To be candid, I’m not sure I would associate a biker bad boy image with a $35 t-shirt, but like I said it’s a movie.  More important it represents a rare opportunity for Harley-Davidson—a window if you will of opportunity—to be part of something successful and catch some PR/marketing buzz!

Sam Worthington is well known for movie parts with ties to motorcycles.  In Terminator Salvation he played a terminator with amnesia that had motorcycle killing machines based on Ducati’s Hypermotard.  Footage is featured on Ducati’s website, showing the motorcycle terminators being put through their paces during filming.

I’m a fan of James Cameron who is famous for writing and directing successful movies such as Terminator, Aliens and Titanic.  However, as people dropped $15 of their hourly income to absorb the 3D cinematography in ‘Avatar’ — I can’t help but think he’ll be remembered more for being an arrogant ass and reinforcing I’m “privileged” and above the fray.  TMZ posted a video of an alleged “fan” seeking Mr. Cameron’s autograph on an ‘Avatar‘ poster at LAX.  The man is snubbed, threatened and called an ass by the famous and privileged director.  Nice.  Way to put your fans first.

Trying to smooth over the situation musical artist John Mayer wrote a nearly 1,000-word essay on his blog standing up for Mr. Cameron’s a’tude and basically stating it’s okay to be above the fray and crap on the hoi polloi or just ignore the teeming masses… Homey don’t play that no more John.  Never having met the man who ask for Mr. Cameron’s signature, John Mayer quickly assumed he was an e-bay whore.  Now isn’t that fascinating.  Cool that you have an opinion, but talk about the pot calling the kettle black…did you ever stop to think that selling yourself out to corporations and shilling products works for more than just a musician?  Hypothetically even if the guy was going to sell it on e-bay.  So what?  Step down from your mega-million-$$ ivory towers and mix with the regular people.  How much do you think H-D paid Cameron to use that t-shirt?!

Celebrities and musicians are beholden to their audience, the public, and the consumers.  And despite the undeniable pain of the global recession we have been willing to plunk down hard earned $$ to keep you famous for another fifteen minutes!   We’ll forgive the mistake… make apologies and continue to try and get it right in the future.  If not, then we all live with brand new rules because it’s an era of immediacy and 24 hour news cycles.  You’re now in the pit with your customers and if you want to escape the groupies then you’ll have to live in a bathroom with the lights out!

Photo courtesy of Fox.

All Rights Reserved © Northwest Harley Blog

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Re-CycleIt’s economics.  You can’t recycle when it costs more to use the existing product than to use the raw material.  You can try, but the economics will likely run you out of business.

And speaking of recycle costs, the H-D marketing folks who are never bashful to re-hash an idea, decided to change the dates and re-roll the Sportster guarantee or “Ride Free” program.  First announced back in January my thoughts on the program were posted HERE.  Dealers reported the initial program provided an uptick in showroom traffic and many requested that H-D corporate create more similar programs which would help drive traffic to the dealer.  Rather than innovate It seems the H-D organization creates ideas via committee because that is not my concept of a “Bold Idea” … to push out program dates through August 31st and if you buy one of the qualifying 2009 Sportster models you’ll get what you paid for it when you trade-in or buy-up to a big-Twin on a Dyna, Softail, VRSC or Touring model is…

“Did that voice inside you say I’ve heard it all before…  it’s like déjà vu all over again.” – John Fogerty

I have a simple suggestion to help the marketing folks solve this classic “need some creative ideas” problem:

  1. Locate your PC and bring up a browser
  2. Navigate to the Google
  3. Select a word, any word at random
  4. Remember the word you selected at random?  Now enter/type the word in the blank field
  5. Click the “I’m feeling lucky” button

Like magic it will take you to a web site strongly associated with that word and amazing things might inspire.  I know it sounds like I’m taking a cheap shot at the savvy marketing dudes and I can certainly understand a business’s desire to avoid additional expenditures in these trying times.  But, is this truly THE best sales promotion idea out there?

Another ad-hoc suggestion is to ping the Facebook group or independent bloggers and have them share ideas or comments on the best way to spark people’s interest.  Sure it’s subjective opinion, but who knows what ideas it may inspire.  Let me know how it works.

Photo courtesy of Flickr.  Motorcycles recycled into chairs/table in Sass Fee Switzerland.

All Rights Reserved © Northwest Harley Blog

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Unless you’ve been living under a rock, you’ve most likely heard of Twitter.

Several of the major news organizations like CNN, ABC etc., are using social media tools and if you’ve followed updates over the last week on the Iran election, Twitter has been singled out as a major cyber-sympathizer source to help dodge government censorship.

I’ve had a number of people ask me about Twitter, why it matters and why use it.  To be candid I was slow in adopting the technology for the blog, because I wasn’t sure of the time commitment and the whole “life casting” gig wasn’t all that interesting to me.  However, over the last 6 months I have put some energy into understanding the technology and have been somewhat consistent in updating.  I find it curious that for all of its social media self-promotion and skills, Harley-Davidson corporate doesn’t effectively use the Twitter tool.   A few dealers are trying it and I’ve provided a few thoughts/suggestions below on how bloggers or H-D can leverage and improve relationships with their core audience.

First the what:  Twitter is a “microblogging” tool (it’s technical infrastructure is sometimes referred to as a “platform”) that lets people post short (140 character) messages, called “tweets” to the Web. Twitter exists somewhere in the space between RSS, chat, e-mail (publically viewable), blogs, and forums.

Next is to make sure you’re current on the vernacular of the technology or Twitter “language” — a “tweet” is a Twitter post.  Once you post your “tweet” onto the Twittersphere, users who elect to “follow” you will be updated with your new pearl of wisdom that you just posted.  The best way to really understand Twitter is to sign up for it and just start playing with it. Go to Twitter and create a twitter account.  If you run a blog my suggestion is to make sure and take the time to create a customized or branded profile. Include links to your site or let’s say if you’re a motorcycle dealer include links to your e-commerce or dealership website. Twitter’s help site, will provide an understanding of all that you can do with it.

For example one AZ-based motorcycle dealer has tasked the community relationship manager with the job of posting and managing followers.  Next is to publicize your Twitter ID (mine is macrant) and encourage people who visit your blog or your motorcycle shop/web site to sign up for Twitter and follow you.   I’ve seen folks put Twitter ID on printed receipts and business cards as well as have a “Follow Us” link to their website or in e-mail marketing.  The point is that Twitter is a tool through which subscribers can further reach their audiences, real-time.  Your followers can hear and express thought leadership, broadcast their messages, connect to influencers in the industry both on their desktop and via mobile devices.

As you surf Twitter you’ll note the @ symbol in tweets. This is a method for referencing or replying to another Twitter user.  Mine is @macrant.  Another symbol you will see is #.   This is a trick that folks use to tag or categorize post content. Example: #harley, #motorcycle or #harley-davidson.   Another convention you’ll see is RT or ReTweet. If you’ve read something interesting and want others to view it, you RT it.  For example this would look like: RT @macrant “Posted a great article for #harley fans on how to leverage #twitter.”

Is Twitter for everyone?  No.  There’s a lot of crap people need to wade through on the internet.  But, as an emerging platform with a lot of technical infrastructure it’s another opportunity to build relationships and build a media-savvy blog or brand. To get more out of it I suggest you use some of the Twitter clients. I use Nambu, but two other widely used Twitter clients are Twhirl and Tweetdeck.  These apps allow you to view or analyze what is called real-time twit-streams.  These are the Twitter posts in real time.  A couple other apps you may want to investigate is Twist to track trends or keywords and Twitscoop to see which terms are getting more views or being reference in the Twittersphere.  In addition there is an easy-to-use image tool: Twitpic that lets you post pictures through Twitter.

Because you are limited to 140 characters in a post, it’s hard to enter long urls when you want to direct people to a certain site or page. The solution is to use a URL-shortening service. One service is TinyURL which is popular, but there are many more which you can view at: http://tinyurl.com/yp8cba/ There’s even a user-generated directory at WeFollow where you simply tweet to @wefollow with 3 different categories to get listed.

Now the question is how can I use this to promote my blog or make more $$$ in my motorcycle shop? You can post tweets to your blog or other relevant information which may help drive traffic.  On the dealer e-commerce side, you can tweet to your followers when you add new, cool products to your website which will help drive traffic and potentially sales.   As a motorcycle dealer you could run RT-based contests. Tell people that if they re-tweet a product detail page or blog post they have a chance to win a prize.  You can follow this link http://tinyurl.com/cg8euq/ for a Google search on “re-tweet contests” to get some ideas. You can publicize Web discounts or in-store specials that are good with a code that you tweet. This gives people motivation to follow you.

As a blogger you’ll want to build a social media ecosystem with Twitter that points people to your blog posts, and a blog link pointing people to your Twitter ID.  When people follow or RT you, it’s protocol to thank them via a direct message or publicly via an @reply. If relevant, don’t forget to follow them back.  It’s important to do frequent searches on Twitter for your blog or company name to keep track of what people are saying about you or the company.  Here are 10 key points to help get you started:

  1. Pushy sales can make people avoid you. You’re using Twitter to build relationships with an audience, so be personal and genuine.
  2. Try a personal account and get familiar with it before jumping in on your blog or for a business.
  3. Select a Twitter username/ID that is catchy and matches your blog “brand” or company.
  4. Twitter needs to be used regularly to maintain interest across the community.
  5. Profile customization will support your blog brand or company.
  6. Note to H-D Dealer’s  — try enticing people to follow you with Twitter-only deals.
  7. Stay up-to-date with blog/website analytics to measure traffic from Twitter and gauge its effectiveness.
  8. Publicize your Twitter ID everywhere: On posters, flyers, business cards, e-mails, forum signatures, etc.
  9. Make sure you follow the manufactures, motorcycle racers and other personalities that matter to your blog/business and your audience.
  10. Post tweets to products and categories to help build traffic.

There you have it.  I hope the information was helpful.

If you’re the type of person who feel great “tweets” only come from birds after motorcycle riding and camping in the great outdoors then you’re an unlikely candidate for Twitter.  However, if you’re curious about driving blog or dealer traffic then I invite you to follow me on twitter @macrant and/or try it.

Finally it’s memo to H-D time:  step up the Twitter activity to reach out to your core audience and engage people in a deeper conversation.

Photo courtesy of Twitter.

All Rights Reserved © Northwest Harley Blog

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