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Posts Tagged ‘Promotion’

According to a SEC, Form 8K filing, Harley-Davidson (i.e. acting CEO Jochen Zeitz) promoted Lawrence G. Hund to chief commercial officer and will be responsible for the global sales function including the company’s motorcycle Parts and Accessories, General Merchandise and Harley-Davidson Museum businesses effective today.

Hund will be responsible for building and supporting growth strategies, cultivating opportunities in new and existing markets, and increasing demand for Harley-Davidson products globally.

Lawrence G. Hund

I previously blogged about Mr. Hund back in 2009 when H-D re-hired him HERE.  He returned to Harley-Davidson from Tygris Commercial Finance Group, Inc. where he worked only 8-months as its Chief Financial Officer (CFO).

Mr. Hund is 64, and has been the President and Chief Operating Officer of Harley-Davidson Financial Services (HDFS), a wholly-owned subsidiary of Harley-Davidson, Inc. since 2009.

Jonathan Root, 46, vice president of insurance at HDFS, will be promoted to senior vice president of HDFS and take over Hund’s previous role.

Photos courtesy of Harley-Davidson and SEC

All Rights Reserved (C) Northwest Harley Blog

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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.

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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.

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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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