Feeds:
Posts
Comments

Posts Tagged ‘SVP’

Pinterest Usage Data

Photos as content generates very high newsfeed engagement for all types of users.

And, unless you’ve been living on the Laffing Devils Motorcycle Club fantasy island you’ve more than likely noticed the staggering number of embedded photos on Facebook pages, Twitter and on Instagram as well as other similar type sites.

So, with the marketing resources at Harley-Davidson being at a premium, shouldn’t Mark–Hans Richer, the SVP and CMO of Harley-Davidson be paying closer attention to folks who are pinning photos of motorcycles and motorcycle clothing?  The short answer is yes.  More appropriately someone at the motor company should be standing on a conference room table and ask the question of all the H-D creative’s and strategists… “How did we miss the social growth on Pinterest?

What is Pinterest, you ask?

Pinterest is a kind of visual bulletin–or inspiration–board.  In short order I created one for this blog which you can view HERE.  Users create boards with categories like “Motorcycles I Love” or “Beautiful Motorcycle Places” or “Motorcycle Products That I Like.” Users can then link images from websites or upload images from their computers and “pin” the images to the boards. Similar to Twitter, users can follow other users, and Pinterest images can be re-pinned and shared.

Why should Harley-Davidson take this blog post serious?

Pinterest Growth

Because according to the Experian Marketing Services blog, Pinterest users skew female and young. Fifty-eight percent of users are women, and 59% are between the ages of 25 and 44.  This is a critical and key demographic that Harley-Davidson often states that they are trying to win over and accelerate both clothing and motorcycle purchases.  I’m not paid as a H-D media strategist, but wouldn’t it be a good idea to be visible where potential customers hang out?  This is the biggest no-brainer in the history of no-brainers!

In the U.S., growth in Pinterest has been phenomenal with more than 10 million registered users.  The image-sharing social network grew a staggering 4,377% in the last year, according to comScore’s “State of the U.S. Internet”.  It is outpacing competitors such as Tumblr which grew 168%, LinkedIn (67%) and Twitter (58%).  Outside the U.S. the number of Pinterest users in Latin America for example grew in first four months of 2012 from 153,000 to 1.3M.

It’s time for Harley-Davidson to just Pin it!

However, before they can do that they will need to resolve the issue of domain “parkers” because the current H-D URL belongs to Becky Segovia, yet has no content (boards, pins or activity).

Disclosure:  I don’t work for or have any financial interest in Pinterest.  I do try new technology and developed one for this blog which you can view HERE.

Photo courtesy Modea.com and Experian.

All Rights Reserved © Northwest Harley Blog
Advertisements

Read Full Post »

Nick Jonas - Harley Clothing and H-D/Ford

Targeting younger buyers.  It’s not a news flash!

Harley-Davidson has been executing a number of marketing efforts aimed at 20-somethings from whom Harley is an aspirational brand.  The H-D SVP and CMO, Mark-Hans Richer, has pitched the brand to the young-rebel-with-tats ethos through attitude-enhanced ads, social media efforts, and lifestyle programs around counterculture happenings.  And Mr. Richer should know.  He used to head up marketing for General Motors’ defunct Pontiac brand until he left in 2007 to take on the marketing helm at H-D.

The result?  Like magnets, teenagers everywhere are attracted to the motorcycle counterculture lifestyle.  As proof positive the above photo is 17-year-old Nick Jonas (of Jonas Brothers fame) who coordinated his clothing with a Harley-Davidson Special Edition Ford truck and a matching Harley-Davidson sweatshirt while he refuels his vehicle.  OMG!  Like the best band evah, like who knew that, like Nick pumping his own gas would be like such a hawt H-D fashion statement?!  Clearly a Jonas Brothers haircut is more devious that we first thought. Is this priceless H-D advertising for the younger generation or should youthful motorcycle fans across the nation be sickened?   I wonder if Harley marketing had a hand in the fashion wear for this almost 20-something motorcycle magnet.  Hey when you’ve got it, you got it!

In a conference room on West Juneau Avenue I can see it now.  A Jonas Brothers concept motorcycle.  A Jonas Brother movie, with H-D product placements where Nick as an orphaned teenager along with his hipster dog set out to save the planet on a Dark Custom when all the land is in ruins.  Harley will ask the Jonas Brothers to rename their next album and call it the Milwaukee Daydream.  Huh?  Is this what they mean by Harley-Davidson fandom?  Nick will probably have a couple of unanswered questions like “Where is Milwaukee?” and “What are motorcycles?”, but hey try and enjoy yourself and have fun with that choreographed in a self-important, “I’m so cool!” kind of thing you do.

Forty years ago, if you worked hard and saved your pennies, you too could live the life of the rich and famous, if only for a night, or a weekend.  Now the gulf between the worlds of the rich and the poor, between the haves and the have-nots, is so vast as to seem uncrossable, and the public is upset.  Not only right wing Tea Party members, but left wing Democrats.  How did we get such a raw deal?  It’s about jobs and foreclosures, stupid!  How did Obama and his minions get it so wrong?   But, I’ve digressed.

Back to Nick, his hair cut and this manufactured hipness script.  I’m not really the kind of person to get caught up in the latest trends or fashions.  Some days, I’ll wear a black t-shirt and then other days it’s a white one.  The media has trumped up the Jonas Brothers.  The industry said they were above criticism, because they were getting kids to come to their shows.  But can you name one Jonas Brothers hit?  I can’t.

Music or not, seeing Harley-Davidson with Nick Jonas stresses out my “Tolerability Index.”

Photo courtesy GSI Media and Just Jared

All Rights Reserved © Northwest Harley Blog

Read Full Post »

%d bloggers like this: