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Posts Tagged ‘Flickr’

social-overload-big2The thrill is gone!

We know we can connect, but can you affect our regular human everyday lives? That’s where the new frontier is, making us feel better about our existence when we’re not tethered to the computer, tablet or phone.

We’ve got social media fatigue. People have seen the movie, and they don’t need to waste more time.

I remember reading a retail industry study a few years ago which concluded that on average only 1% of total retail businesses actually have a written marketing plan in place.  It would seem that many H-D dealers have hitched their wagon to the theme of creating a monthly flyer (print or email) or as I call it, a marketing calendar that has a “reason to buy today” theme dedicated to each month.

This re-active theme is to make their sales messages more compelling, regardless of what media they choose to get the word out.

And getting the word out they are!   The motor company and now most of the local dealers are relentless.  They think they need to be everywhere.  Email blasts, posting on Facebook, Twitter, Tumblr, Google+, Instagram, Flickr, FourSquare, YouTube, Pinterest, Snapchat, Vine, etc.  Talk about getting distracted in so many different directions.

If you look at industry statistics, 6% of people ride motorcycles — and that’s in the best markets. If you’re marketing and casting a wide net, 94% of people you come in contact with aren’t going to be interested in what you offer. So of that 6%, what percentage are males? 90%. And what is the main demographic composition of Pinterest? 80% female. So for this particular market, investment and time in Pinterest is not going to be profitable or effective. It’s just not a fit, demographically speaking.

Another example is G+ which is Google’s answer to Facebook.  It’s only a couple years old, and has grown very quickly.   But, if you look closely you’ll discover that for some industries like photography it is great.  However, there’s very little moto-involvement and likely to be ineffective.

And then there are the ‘old skool’ methods.  Remember that t-shirt you purchased in route to Sturgis at the Montana dealer?  Yeah, they got your U.S. postal or email address and now you’ve become their new BFF with all the local promo’s, rides, service deals, photo contests and HOG prizes.  Talk about an example of casting a wide net… a thousand of miles away!

And speaking of Twitter, like every fad, once upon a time Twitter was cool. You know how it works, you hear about something from your hipster friends, you say you don’t need it but eventually you dive in, love it for a minute and then abandon it because it’s hard to be witty and viral all the time and do it in 140 characters.

My view is that Tweeting is like peeing off a cliff in the dark. No one sees it and you risk getting yourself wet.  Which is why Twitter is a sea of dropouts.  In addition, those who fan the flames of cool, (i.e. the youth), are always on the hunt for the latest and the greatest, moving on to new social networks (i.e.. ask.fm, SnapChat), only to abandon them when they fall out of favor, or when everybody else is there, and lose their cred.

I’m not saying there’s nothing there at Twitter. There is a nugget now and then. But following people, corporations or dealers is time-consuming, and ever less fulfilling. As for participating yourself, why would you?  The Internet has turned into a giant game that everybody’s trying to win.  Remember when everybody was gonna have a Webpage, then a blog?

So, here are some unsolicited thoughts for Harley-Davidson and it’s dealers. 

Clutter is our enemy.  We hate advertisements.  We want information we can use. The more drivel, the less we pay attention.  Just because you have our ear, does not mean we’re interested in everything you have to say. Either play to your core or play to everybody. If you’re doing the latter give us less information.

We live in a word of mouth culture and those social site quantifications are meaningless, because the system is being gamed.  The number of likes and followers are like virtual badges, they’re ultimately meaningless. 

Social media is no match for word of mouth. They can be one and the same, but frequently are not and consumers know the difference between what is hype and what is genuine.

Photo courtesy of m2mediamanagement.com

All Rights Reserved © Northwest Harley Blog

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ButtsThe title suggest implants, or something about Kim Kardashian’s butt issue, yet the reference is really about motorcycle seat pads.

Shallow as it may seem, many motorcycle enthusiasts are in pursuit of perfect seat comfort.

I’ve never been on a stock saddle for long before a butt-ache sets in.  It seems that Harley-Davidson stock seats are made for good looks and to fit your bike, but not your butt!  Custom seats do provide improved fit/placement for your booty and your bike, but typically they don’t fit budgets in this economic — taking a page from the Beatles — “Help! All I need is sales” environment.

Butt pads are more affordable and come in a variety of shapes, sizes and substances.  Their marketing claim is empowering motorcyclists to rediscover the love of the long ride.  I would be remiss if I didn’t point out that some of us have built-in “pads.”  The greater the shape and density of your derriere, the longer you can sit in the saddle, correct?  Those of you who are natural padding challenged, are likely plagued with a butt-ache within a few hours on the road.  Of course poor riding posture, handle-bar placement, and foot peg location all contribute to the comfort level.

I’m not a doctor or a vertebrae expert, but we all know comfort when we feel it!  There are all types of riding postures.  Those who sit back or upright and everything from low to high butts.   The ergonomics of Cruisers, especially those with foot boards set near the front of the engine, put most of the rider’s weight squarely on the seat.

I converted my current ride over to a Mustang seat within weeks of buying the motorcycle.  I prefer a hard seat — one where the cushion doesn’t pancake — versus the soft and quick to compress type seats.  But,  I’m interested to hear what other riders are doing to minimize the long ride discomfort.  Do you use a removable pad?  Is it air, foam, gel or wood?   What about hot or cold weather and the need to increase circulation to relieve heat-induced discomfort?

Photo courtesy of Flickr.

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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