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Harley-Davidson
Rachel Fisher Eugenia Jefferson
Jahmela McGhee Aishwarya Sharma
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Table of Contents
Introduction Situation Analysis Target Market Profile Objectives Creative Brief Marketing Communication Strategy Communication Assessment Measures Budget Summary Appendix
Route 1Route 2Route 3Route 4Route 5Route 6Route 7Route 8Route 9Route 10
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Introduction Harley Davidson Motorcycles has struggled
over the years to acquire new customers. Heavy bikes- primary competitors
Triumph, Ultra & Viper Motorcycles. Sport bikes- secondary competitors
Honda, Yamaha & Suzuki Motorcycle brands are diversifying their
business models through geographical expansion and have interests with other products related to engines
Harley-Davidson Motorcycles have image issues related to rebranding and expanding to a new customer base
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SITUATION ANALYSIS
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Brand Analysis
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Brand Analysis Who is in the Harley-Davidson Family?
Harley-Davidson Motorcycles H-D Financial Services (HDFS) Buell Motorcycles (Datamonitor, 2010)
How might these brands be leveraged? Focus on one bike model (Sportster) and the
myriad accessories available for Harley-Davidson products
Harley-Davidson name needs no increased awareness, the brand must work to change perceptions of their products and riders
Financial services will not receive as much attention with the current economic state and consumer credit woes
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Brand Analysis cont’d. Values
Tell the Truth. Be Fair. Keep Your Promises. Respect the Individual. Encourage Intellectual Curiosity. (Harley-Davidson.com)
Vision We fulfill dreams inspired by the many roads of the world
by providing extraordinary motorcycles and customer experiences. We fuel the passion for freedom in our customers to express their own individuality. (Harley-Davidson.com)
Is having a strong brand an advantage or disadvantage? Both. They have struggled over the years to acquire new
customers without alienating current ones. Harley-Davidson must tread lightly to respect the bond between enthusiasts and new riders
Perhaps the brand needs a shake-up. There are two main types of customers for the brand - Hells Angels and middle aged white guys. Harley-Davidson has a variety of products for every type of rider (and is eager to design new ones to cater to different types).
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Competitive Analysis
Competitive AnalysisPrimary (Heavy Bikes)
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Triumph Motorcycle
s• Gross
revenue: $273.78M
• British-based manufacturer with a range of product types: touring, modern classic & urban sport bikes (Hoover’s
2010)
Ultra Motorcycle
• Gross revenue: $5.40M
• Chopper-style bikes feature customized parts & accessories
• Sells V-twin powered cruisers (Hoover’s 2010)
Viper Motorcycle
• Highest performance engineered American motorcycle in the industry
• Unique design solutions deliver a high performance super cruiser (Hoover’s 2010)
Competitive AnalysisSecondary (Sport bikes)
Honda
• Standard-setting engineering & pioneering design is legendary
• Focuses on safety, environment & technology aspects of bikes (Honda.com, 2010)
Yamaha
• Built on performance & reliability
• Focuses on the sports side(Yamaha.com, 2010)
Suzuki
• A wide range of motorcycle types for all ages
• Brand focuses on racing side (Suzuki.com, 2010)
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Industry & Category Analysis
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Industry & Category Analysis
What business is Harley-Davidson in? Motorcycle & other small engine vehicle
manufacturing. Their secondary is the apparel/accessories retail and auto parts retail (Hoovers, 2011)
What are the trends in this industry? Motorcycle engines sizes and motorcycle
weights are increasing in the United States (Morris, 2009)
The median age of motorcycle owners have increased from 27.1 years in 1985 to 41.0 years in 2003 (Morris, 2009)
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Industry & Category Analysis Cont’d.
What is the reputation of the industry with consumers? Owners of motorcycles and scooters are very
satisfied with their bikes overall, with a majority rating them either "excellent" or "very good" for comfort, cost of maintenance and repair, fuel economy, and performance.
88% of respondents were highly satisfied with their bike, with 61% saying they would definitely purchase the same model again (Travers, 2010)
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Industry & Category Analysis cont’d.
Is there a cyclical nature of this industry? The cyclical nature varies depending on geography.
Consumers might buy all year long in warmer southern states. But in the northern states with colder temperatures, motorcycle sales might diminish around winter time. Spring time is the height of the riding season. (Kuna, 2010)
What general strategy is used to reach targeted customers in this category? Harley’s strategy focuses on the full “experience”
through HOG communities, localized events, Harley museum and factory tours (Harley-Davidson.com)
Yamaha’s strategy focuses on the sports side of motorcycles such as ATV, racing, snowmobiles, etc… (Yamaha.com)
Honda’s strategy transfers their car attributes to their motorcycles by focusing on safety, technology and the environment (Honda.com)
Suzuki’s strategy focuses on the racing side (Suzuki.com)
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Market Analysis
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Market Analysis The U.S. motorcycle market is dominated
by four brands Honda, Yamaha, Suzuki and Harley-
Davidson(Datamonitor, 2010)
The sales of sport bikes, touring bikes and dual purpose bikes have increased, while sales of off-highway bikes decreased (Morris, 2009)
Motorcycle brands are diversifying their business models through geographical expansion or have interests in a variety of industries manufacturing a range of goods including automobiles, watercraft and industrial and farming machinery (Datamonitor, 2010)
Market Analysis cont’d.
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Loyalty and advocacy levels are high among motorcycle owners when compared with owners in the automotive and boating industries. Motorcycle owners are strong advocates of their brand and dealer (Tews, 2007)
The U.S. boasts an increasingly large Hispanic population - a recent report from Pew Hispanic Center stated that U.S. Hispanics have represented more than half of U.S. population growth since 2000 (Hirsh, 2009)
In past, marketers have been tempted to ignore this group - or, at the least, did little to tailor messaging to it - but it is no longer financially wise to do so
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Problems & Opportunities Summary
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Key Problems
Average customer age is 47 (Harley-Davidson.com)
Harley-Davidson’s position is particularly precarious as younger riders choose sport bikes -- sleeker, more aerodynamic, high-performance motorcycles over classic Harley cruisers (Tirella, 2009)
Harley-Davidson isn’t heavily courting the Hispanic consumer but achieved some success with the 2010 “Harlistas” campaign (Magazine.org, 2010)
About 80% of all new Harleys are bought on borrowed money. ½ of those are financed through H-D Financial Services (Boyle, 2008)
Key Insights and Opportunities
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Insights
• Hispanic customers have embraced the company, even if Harley-Davidson has not done much to return the favor.
• Harley-Davidson has overcome image issues in the past, which suggests they are likely to survive another rebranding attempt.
• The company has a community built around their brand, and stage events involving large groups of brand enthusiasts.
Opportunities
• Utilize Harlistas as brand ambassadors that represent both communities.
• Promote Harley-Davidson motorclothes for image conscious Hispanic customers.
• Events focusing on the Hispanic community.
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SWOT Analysis
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Strengths of Harley-Davidson Strong brand image with a cult following One of the leading American motorcycle
manufacturers Offers more than 30 models of touring and
custom bikes through a worldwide network of more than 1500 independent retail dealers and distributors
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Weaknesses for Harley-Davidson Weakening financial performance – bikes
bought on credit are now defaulting Brand image of the old white guy with a long
gray beard and tattoos Current customer base is getting older The economy has limited luxury and
recreational purchases for many people
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Opportunities for Harley-Davidson Unique store events targeting women and
Hispanics Growing global motorcycle market Focus on customization for image conscious
buyers Courting consumers who are less likely to take
out loans
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Threats for Harley-Davidson Heavy weight motorcycles not seen as
environmentally friendly (noise & air pollution) Recent attempts at targeting women have yet
to change the masculine image Economic downturn could continue to affect
sales
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TARGET MARKET PROFILE
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Harley-Davidson’s Current Buyers Average salary: $78,000 per year (Helyar, 2002) ~80% of new bikes bought on borrowed
money, half of which comes from HDFS (Boyle, 2008)
29% of HDFS customers are subprime (Boyle, 2008) 15% of Harley-Davidson buyers are under 35.
Half of the company’s sales are to new customers and the other half are to customers purchasing another (Harley-Davidson.com)
Harley-Davidson owners are protective of the brand’s image, almost to the point of hindering possible marketing opportunities (Weber, 2006)
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U.S. Riders/Motorcycle Owners
65%17%
2%
16%
Marital Status of a New Bike Rider
Married Single (never married)WidowedDivorced/ Separated
In 2007, there were 7,138,476 registered motorcycles
From 1997-2006, Motorcycle sales increased 243%
The median age of motorcycle owners in 2003 of was 50+ years
In 2009, 90% of motorcycle owners were male (U.S. Motorcycle Market)
U.S. Hispanics
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Values• Group oriented• Spontaneous• Relaxed about
time• Pay close
attention to appearance
• Prefer known brands and American-made products (Valdes, 2007)
Shopping
• Operate under strict budgets
• Responsive to specials
• Look carefully at ads and deals
• Active influencers and decision-makers
• Average 26 grocery trips per month (Cuellar, 2006)
Machismo
• Providers• Protectors• The
Representative of the Family
• Courageous and strong (Valdes, 2007)
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U.S. Hispanics cont’d.
19%
8%
21%35%
17%
Hispanic Age-Based Segments
9-0 Los Bebes & Los Ninos 60+ Los Grandes40-59 Latin Boomers 20-39 Latinos & Latinas10-19 Generation N
Source: M. Isabel Valdes. The 2006 data is consistent with Independent estimates including those from the Pew Hispanic Center and the Census Bureau’s 2006 March Current Population Survey, Annual Social and Economic Supplement. 2007.
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U.S. Hispanic Riders (Rosenblum, 2005)
Tend to be in mid-20’s to early 30’s Looking for the “classic Harley” look Prefer the following models:
Heritage Softail Fat Boy Dyna Road King
Tend to prefer sport bikes, wider rear tires & high performance engines
Also customize or trick out their bikes more so than Anglos
Harley-Davidson estimates 3.4% of their U.S. buyers (in 2004) were Hispanic
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Hispanic Harley Riders Hispanic males 21-39 Group and family oriented (Valdes, 2007)
Prefer name brands made in America (Valdes, 2007)
Courageous (Valdes, 2007)
Risk-taker & trendsetter (Burgos, 2006)
Proud of Hispanic heritage and roots (Valdes, 2007)
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OBJECTIVES
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Marketing Objectives
To increase trial amongst potential Harley-Davidson consumers
To increase Harley-Davidson sales by 17% in the Hispanic market by the end of the campaign
To increase brand awareness especially with younger Hispanic consumers
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Rationale for Marketing Objectives Harley-Davidson focuses on customers they
already have rather than on customer that will support their brand in the future
The internet and mobile usage consistently increases among Hispanics
A greater portion of the Hispanic community is younger while the greater portion of the Harley community is older
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Communication Objectives Speak their language figuratively and literally
(speak the language of the younger consumers & Spanish)
Celebrate the roots of the Hispanic heritage within America
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Rationale for Communication Objectives Harley had a chance to expand the Harlista
community, but they haven’t had strong support after the initial push
The brand has worked more at marketing to existing customers than to future ones
An expensive product with such brand loyalty requires a more interactive experience
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Advertising Objectives Build emotional connection with Harley-
Davidson Increase Hispanic engagement with the brand Establish rapport among Hispanics
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Rationale for Advertising Objectives Hispanics and Harley-Davidson both enjoy
loyalty with their communities Harley has not used the language of
Hispanics, which has undermined their efforts at gaining the trust of this group
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STRATEGIES
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Marketing Communication Strategy
Convince young machismos that Harley-Davidson is an extended family because they are a group of individuals that share a similar
passion.
Key Selling IdeaCelebrating collective freedom while honoring
youthful individualism
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Overall Strategies Marketing Objectives
Strategies
Brand Awareness Increase Trial Increase Sales
Increase brand awareness by educating the consumer about the product
Establish top-of-mind presence with Hispanic motorcycle consumers
OOH ads showcasing our product Utilize national events to increase
product awareness Utilize social media to drive traffic and
to create interaction Promote campaign with celebrity
spokespersons geared towards the intended target audience
Utilize nontraditional media to catch the interest of our target market
Create an interactive environment to enhance the overall motorcycle experience both online and offline
Integrating Harley into Univision events and programming
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CREATIVE BRIEF
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Overview • Project Goal:
– Design a campaign that connects with young Latinos– Get Hispanic consumers to consider Harley-Davidson
• Project Objectives: – To increase trial amongst potential Harley-Davidson consumers – To increase sales by 17% in the Hispanic market
• Project Sponsor:– Univision – Harley-Davidson– Best Western hotels
• Campaign Stakeholders:– Hispanic communities across the country – Mainstream media – Univision – Harley-Davidson
• Research insight:– A greater portion of the Hispanic community is younger while the greater portion
of the Harley-Davidson community is older. (Census Bureau, 2011)
– The Baby Boomers who transformed Harley’s bikes from countercultural totems into American icons is approaching their 60s. (Target Market News, 2011)
– Also according to the MIC, in 2008 women accounted for nearly 6 million of the country's 25 million motorcyclists. (Motorcycle Industry Trends, 2010)
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Audience
• Primary Audience: Hispanic men 21-39 Juan, age 27. Juan’s parents were born in Mexico and emigrated in their
twenties; he was born three years later in Dallas. Juan has been at his blue collar job for the past 5 years, and usually puts in 8-10 hour days. He and his wife just celebrated their 5th wedding anniversary, and are about to welcome their second child, a boy. He is looking forward to sharing his fatherly knowledge and passions, as his father and uncles did with him.
• Passions: – Sports– Beer drinker – Appearance (clothing, hair, etc...)
• Things that need to be avoided: – Avoid stereotypes with this group as it is ethnically diverse– Avoid clichés
• Secondary Audience: – Juan’s wife, Araceli: Hispanic women 21-39– Research Insight: According to the Motorcycle Industry Council, the number of
female motorcycle owners increased nearly 3% in the 5 years from 2003-2008. Also according to the MIC, in 2008 women accounted for nearly 6 million of the country's 25 million motorcyclists. (Motorcycle Industry Trends, 2010)
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Message • Communication Message:
– Casual yet honest, but funny at heart• One Sentence:
– Harley-Davidson shares many values with Hispanics
• Selling proposition and key points: – Celebrating collective freedom while honoring
youthful individualism – Embrace their status and be proud of who they are – Express their heritage and identity
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Medium• Primary Medium and usage:
– Television and digital for its reach and accessibility – Provides opportunities for product placement, event
promotions, sponsorships and advertising. • Other Media Channels and usage:
– OOH, mobile, Radio, Social Media and Internet – These will help with continuity of messaging and
will reinforce messages across multiple media vehicles in a cohesive and interchangeable manner
– These can be inexpensive– Capitalize on the strong word of mouth that the
Hispanic community provides
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Visual Image/ Creative Design • Goals:
– Use the Bar & Shield logo to increase brand recognition – Reinforce the quality and heritage of the brand– Highlight the passion that Harley owners share with the
brand• Effectiveness:
– Harley-Davidson branding is familiar to many, and can easily leverage their equity for opportunities in the Hispanic community
– Hispanics respond to quality built American-made products (Valdes, 2007)
– Hispanics and Harley can be tough groups to enter, but once inside enjoy fierce loyalty
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Schedule
The Message The campaign will run March 2012 through
October/November 2012. Spring time marks an unofficial start to the motorcycle season across
the country October is Hispanic Heritage Month & the “Premios TV y Novelas”
awards show is the first week of November
We will pursue a continuous media schedule. Hispanics are passionate and Harley owners are too. They are usually watching sports, scripted television and
special events, but don’t usually skip commercials. (Portada, 2007)
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Budget
Univision TV, Digital, Mobile and Radio Spending
Funds will cover: production costs for advertisements, maintenance of digital platforms, creation of web series
$5 million TV - $1,060,000 Digital - $3,590,000 Radio - $350,000
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Budget cont’d.
OOH and Event Spending
Funds will cover: production & installation of OOH, Hispanic Heritage Month event activities
Trade will be used in: placement of OOH $2 million
OOH - $682,500 Event - $1,140,000 Digital - $50,000
“Hazlo Tuyo (Make it Yours)” Campaign Theme
The “Hazlo Tuyo (Make it Yours)” theme was chosen for it’s multiple meanings such as: Relates to our key selling idea of highlighting the
endless customization possibilities. Touches the hearts of consumers who Harley-
Davidson needs to welcome into their family. Campaign elements outlined in the following
pages will be developed in Spanish (presented in English for the reader) with some social elements incorporating English
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TACTICS
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Television Partnership with Fiesta de Pelicula (The Movie Night) on
Telefutura Biker Boyz Ghost Rider The Italian Job Walking Tall Wild Hogs The Green Hornet
Un Destino ( A Destination) Sunday 9-9:30am, 9:30-10pm
SuperLiga Annual June-August
Futbol Liga Mexicana (Mexican League Soccer) Weekends of January-June and August- December
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Radio For this campaign, radio ads serve to drive the
listener to the nearest dealership. It will also promote Hispanic Heritage Month at
Harley-Davidson and the “Viva Harlistas” Sweepstakes. Sample Ad Copy
When my parents first came to this country, they didn’t know anyone. They had to work day and night to support our family. We stuck together through these lean times, and my siblings
and I have more opportunities than our parents could possibly dream of.
My sister’s dream was to open a restaurant. My brother’s dream was to be an accountant. I dreamt bigger.
My dream was to rule the road. I wanted to see the looks on people’s faces as I rolled down the street. I loved engines and dreamed of endlessly tinkering in the garage. I wanted a
hobby, something that expressed me. I wanted to have a family that I could rely on and who I could trust. I wanted the American dream.
I wanted a Harley-Davidson. I became a Harlista.
Visit your local Harley dealer to learn more about realizing your American dream today.
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Digital/Internet/Online Web banners
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Digital– Web Series, “Viva Harlistas” The web series called “Viva Harlistas” will follow real-
life and fictionalized stories of Harlistas The series will feature characters in locations across the
country on their Harley-Davidson motorcycles One new episode per week will be released on
Univision.com and through mobile offerings Each episode will feature a ‘treasure hunt.’ Viewers
look for that week’s secret item and post the item and its location within the show on the show’s microsite. One winner will be randomly drawn each week. Weekly winners will receive a prize package that includes a
weekend Harley-Davidson rental and an overnight package at Best Western for themselves and a friend or relative.
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Digital (Social Media) - Facebook “Hazlo Tuyo (Make it Yours)”
landing page with tabs for Harlistas and the show “Viva Harlistas”
“Viva Harlistas” tab features all episodes of the show, and will be the landing page for new episode release days
Tab to enter Harlistas Edition Bike Sweepstakes. Parts of the bike can be selected for customization & users can see which options are most popular. The most popular parts after the end of the entry period are combined to make the Harlistas Edition Bike.
Music video from Don Omar Interviews & behind-the-
scenes with cast of “Viva Harlistas”
Weekly “how-to” video relating to the hidden treasure in newest webisode
The winner of each week’s contest will be a featured “Harlista of the Week” and their photo used as the page’s profile picture.
Family Album tab where users can upload photos of their bikes, sorted by model
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Digital (Social Media) - Facebook
Sample of interactive sweepstakes entry for Harlistas
Edition Bike
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Digital (Social Media) - Twitter Status Updates & Hashtags #makeityours, # HazloTuyo #vivaharlistas Buy your friend’s bike. He
needs a new one. No one will know once you’re done customizing! H-D: thousands of ways to make it yours.
Can’t make it to the “Viva Harlistas” event? Watch it online, enter bike sweepstakes and be a part of the action! #makeityours
Tune in tonight for the newest episode of “Viva Harlistas” and enter to win a weekend on the road
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Event Marketing The “Viva Harlistas” event represents the
culmination of the entire campaign. The event will be held on the final weekend of Hispanic
Heritage Month (Oct. 13-14, 2012) at all Harley-Davidson facilities
The weekend will feature a concert by Harlista Spokesman Don Omar, an appearance by the stars of “Viva Harlistas,” and the unveiling of the Harlistas Edition bike.
Also on the lineup is a series of contests (see next page)
All museum and factory tours will be done in Spanish & English It will be a bike related yet family friendly event.
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Event/Contest
Winners of all contests receive gifts from participating sponsors.
Road
King
•The person who brings a Harley shirt from the location furthest away from their hometown or the event.
Motor King
•The person who brings the bike with the highest number of odometer miles.
Harlista Suprem
e
•The person who has the oldest model year bike (or major part for modified machines).
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Out-of-Home Ads
Bathroom ads are designed for bars and restaurants, where this demographic is likely to hang out with friends or relax for a bit.
And everyone goes to the bathroom.
This is a good place to get someone thinking about what they do with their “me” time, and introducing the idea of a bike while having a little fun.
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Mall ads are designed to hit a guy out shopping with his family. He might not get to try anything on, or he might be tired of trying on the same old thing… either way, he’ll have to try this on once!
The bike is a mock (and should not be able to mechanically run or have items pilfered) that stands by itself on a rig.
Out-of-Home Ads cont’d.
The bike itself has a pressure sensitive switch in the seat which triggers a fan to blow on the face of the ‘rider’ so they can feel the wind in their hair, and of course built-in speakers to hear that Harley-Davidson roar.
Ideally, this rig would also include a kiosk station where shoppers could create their own bikes, change the sounds coming from the bike and enter the “Viva Harlistas” Sweepstakes.
Other functions: taking a photo of yourself on the bike and directly uploading it to a social network, and doing the same with any bike designs created while at the kiosk.
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Out-of-Home Ads cont’d.
This campaign employs a parking lot takeover.
At sponsored events, signs will be posted designating the closest spots as “Harley Parking Only.” Spaces for “All Other Bikes” are just beyond that, and the spots for “cagers” (people in cars) are the furthest from the event.
A parking lot takeover will increase the effectiveness of sponsorship of unique events such as sports games and “Viva Harlistas” Hispanic Heritage Month celebration.
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Rationale for Tactics Tactics Rationale
Television • High reach and frequency• Low cost per contact (Burgos, 2006)
• 49% of US Hispanics who watch TV during prime-time hours watch Spanish-language programs (Sonderup, 2004)
Radio • Hispanics listen to radio all day at a rate of 13% higher than the general population• The entire family listens to one station and tunes in on average26-30 hrs/week (Sonderup, 2004)
• Narrower target market• One-on-one messages• Create a powerful image to visualize• High segmentation (Burgos, 2006)
Digital/Social Media/Internet
• Hispanic online spending in 2007 was at $12.8 billion, but is expected to reach $21.6 billion by 2011 (Sonderup, 2004)
• High engagement which builds participation• Spurs word of mouth and captures viewers’ interest• Hispanics represent at least 10% of all online users• Allows subtle advertising without being pushy• Allows for flexibility and measurability (Clow & Baack, 2010)
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Rationale for Tactics cont’d.
Tactics Rationale
Sales Promotion
• Generates action and measurable • Spurs excitement and can create buzz (Clow & Baack, 2010)
Out-of-Home • Low cost per impression• Broad reach• Can garner a lot of attention especially in unexpected places• Strategic placement (Clow & Baack, 2010)
Event Marketing
• Events reinforce image and allows you to hand-deliver your marketing message face-to-face with your target audience• Many companies’ efforts to sell themselves to Hispanics are limited to sponsoring the occasional Cinco de Mayo celebration (Remember that this is a Mexican holiday and there are many nationalities and cultures among Spanish speakers). (Sonderup, 2004)
• Raises awareness and spurs excitement • Measurable (Clow & Baack, 2010)
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COMMUNICATION ASSESSMENT MEASURES
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Measures # of people who enter
the sweepstakes # of views to the
webisodes # of people that attend
the event # of people who follow,
fan, and interact via social networks
# of hits to partner websites and microsites
# of in-store visits
# of request for information from Harley
# of people that access QR code
Click through rates Compare sales before
and after campaign # of apps
downloaded Survey at events
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BUDGET
Campaign Budget
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MarCom Channel Spending ($)T Total
Television Movie night = $360,000 (3 mos.)Product Placement = $500,000Movie Programs = $200,000
1,060,000
Radio :30 spot = $350,000 (7 cities for 3 mos.) 350,000
Event Don Omar = $50,000Interactive digital billboard = $40,000Digital Maintenance (10 people) = $50,000 (for 2 days)Other event necessities/rental = $1,000,000
1,140,000
Digital (Univision) Web banner = $62,500Web series = $3,500,000Mobile Maintenance = $27,500
3,590,000
Digital (Harley) Social Media Maintenance = $50,000 50,000
OOH Gas station ads: $400/station x 7 mos. x 75 stations = $210,000Interactive mall placement: $3,000/unit x 7 mos. x 20 malls = $420,000Bathroom ads: 6 mos. x 7 cities = $52,500
682,500
TOTAL $6,872,500
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Media Schedule
March
Apr
May
June
July
Aug
Sept
Oct
Week Beginning: (Monday) 27 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25 2 9 16 23 30 6 13 20 27 3 10 17 24 1 8 15 22
Television
Movie Night
Product Placement & Intergration
Movie Program
Radio
30 second spots
Social Media
Staffing & Maintenance
Mobile Marketing
Staffing & Maintenance
Internet Marketing
Web banners
Web Series
Out-of-Home
Bathroom Ads
Mall Ads
Gas Station Ads
Event Marketing
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Additional Recommendations Calendar of contest winners and popular variations
on the Harlistas Edition bike Interactive digital billboard Additional spokesperson (preferably from another
specialty than music) Interactive webisodes where viewer ideas get
submitted, voted on, and put into each new episode (see Current TV’s Bar Karma)
Recycling effort Sponsorship of charitable events Motorcycle sound noisemakers for sponsored sports
games Mobile app
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The creative ideas that didn’t make it Traditionally classic, uniquely built Unique culture, one society Built on non-conformity You know you’re a biker when… Women’s soccer tie-in Ultimate Road Trip Motorcycle soccer Noisemakers for soccer games Rider’s Edge playground Open road – treadmills, escalators,
grocery store checkout belts Your (an) American family Elevator Something with an eagle Respect the ride If I had a Harley…
Follow/contribute to celebrity ride
Paper dolls style customization play pack
Flip book Direct Mailer Bar & Shield burnouts Transport ads Two-faced ads Novela Integration Things that can look like a
Harley Red carpet ride along Reconfigure Buell logo to
resemble Bar & Shield Rep your country Your other family
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Creative Ideas that didn’t make it: Direct-Mail The direct mailer DVD will
arrive dressed as a copy of the webisode, “Viva Harlistas.” The series will feature
characters in locations across the country on their Harley-Davidson motorcycles
Content after the first episode will take place online.
New webisodes will be posted online or via links on the following websites:
Harlista page on Harley website
Univision.com “Viva Harlistas” microsite
“Viva Harlistas” Facebook page
When inserted into the computer, the DVD-ROM gives the option to access any of these sites and the content within, including entering the “Viva Harlistas” Edition Bike Sweepstakes. It will also allow the user to
create a unique bike from scratch and browse a limited parts catalog for customizing.
The video will also contain a Harley-Davidson historical video with information on celebrating Hispanic Heritage Month with the company.* 72% say they always read their mail
(Sonderup, 2004)
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Creative Ideas that didn’t make it: Print
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Summary- Why It Works 63% of Hispanics are younger than 35, with a median age of
27 (univision.net)
The Campaign speaks to Hispanics, especially in places that they regularly visit like malls and bars
It connects to their unique demographic It has a more personalized message with an emotional appeal 58% of Univision.com users click on Internet ads (univision.net)
43% of online Hispanics click on Internet ads (univision.net)
The interaction with the brand will help Harley-Davidson learn more about their potential customers from the people who know them best (themselves!)
Univision.com users are more than twice as likely (105%) as non-Hispanics online to make a purchase based on an Internet ad
Overall, the campaign meets all the objectives: to build brand awareness, increase trial and increase sales among Hispanics
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APPENDIX
79
Research Transcripts
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Qualitative Research: IDI Results
81
Demographics of Interviewees - Gender
Male; 3
Female ; 7
82
Demographics of Interviewees
13%
63%
13%
13%
Age
18-24
25-29
30-39
40+
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Demographics of Interviews - Ethnicity
Mexican-American - 6 Caribbean/Hispanic/Panamanian - 2 Costa Rican -1 Prefer Not to Answer- 1
84
Demographics of Interviews: Generation
•1st Generation
5
•2nd Generation
4
•3r
d Generation
1
85
Where or what do you do to escape?
“During the summer I enjoy being outdoors. I love going on “road trips” during the weekends, visiting different sites and attractions around the state
(e.g. festivals, national parks, museums).”
I draw/design while listening to good music
I like to take a walk around the park/lake
I take my dog out for a run and I like to go to the beach
Travel
Go online and read interesting news or look at pictures
Travel to Europe or Central America
I de-stress at the gym
I exercise as it blocks out any outside distractions.
86
What’s the first thing you will buy with your tax return?
Nothing… I’m going to start a savings accountwith my tax return to buy a big ticket item in the
future
Pay one month in advance for my car note
Car
Pay my student loan! Haha
An embroidery machine
A trip
I wouldn’t buy anything, I would just want to pay off my credit card bills
Nothing, it will go straight into my savings account
I typically pay some bills and save some for “a rainy day,” but,if I were to buy something it would be clothes.
Investment
87
What influences you to buy a big ticket item?
Friends and price. If it's entertaining or
if it has some value to my business.
The internet, I will do a lot of research on the item I have in mind.
It really has be a necessity as opposed to a "want."
Status quo The prize The price! The items
value must be worth more then the sticker price.
Research online first, word of mouth, go to the store.
Price and promotion Need
88
What brands do you connect with? Why?
“Because the
product does what
it says”
“The family brand”
“I like that it does what it says.”
“The brand I always
owned… Won’t
crash on me”
“They represent independence, laid back, free spirit & adventurer”
“Clothes last for a very long time… chic
but can be edgy”“Good quality cars,last a long time,reliable,worth the price tag.”
89
What are your favorite ads? Why? Apple: fun, different. Doritos's commercials
because they are hilarious! I like ads with a lot of music. I
love music and many times music influences me to make a purchase.
Doritos- most of them are funny & make me smile. I think Coca-Cola always gets to the sensitive side of the consumer, especially that ad targeted to Latinos, where the mom is trying to learn English & her son gives her a Coke so that she can take a break.
The Truth ads, I think they do a great job communicating the facts to people.
I love perfume ads....They seem to evoke an emotion that I otherwise wouldn’t have known to uncover.
Gatorade & Nike because of the power of the message which is designed to motivate you to do your best.
The E-Trade ads are pretty clever, I could see my nephew doing something like that.
Ralph Lauren for men print ads. I like the clean and chic look.
Illinois Lottery “Kiss Me I’m Rich” and GEICO ads. The ads are written well, entertaining, and very memorable.
90
What do you think about motorcycles? They are dangerous, yet fun. I like them. It is more of a
hobby. I love them. I owned one
last year, I will be buying a new one this year.
They are a whole lot of fun! Motorcycles are fun, and the
first thing I think about when someone says motorcycle is Harley-Davidson.
I think they’re fun and bring out a nice adrenaline rush.
I think that they are enjoyable, as long as they are used properly and safely.
I love motorcycles. I grew up riding mini-bikes and dirt bikes since I was 10 years old. For my 12th birthday my father
bought me a Kawasaki 100cc Enduro motorcycle.
Motorcycles are my passion. I would rather ride a motorcycle than drive my car.
I think everybody should learn how to ride a motorcycle!
91
How much is a reasonable price to pay for a motorcycle?
No more than $15000$6000
$45000$6K-$10k
$15k-30k
Depends on the size and type of motorcycle you’re looking for. I’m willing to invest more for the “right” motorcycle with custom
accessories and features. My price range for a new heavy-weight cruiser motorcycle is around $20k.
I would say you can easily spend between$20-40,000 depending on the type of motorcycle you're looking
for.
Depends on how bad you want the bike, for me, I would say probably $7k...
Now, if we are talking about detailing it, then, I guess it would be priceless since the bike would be like "your baby"
92
What would be your reasons for buying a motorcycle?
I wouldn’t
To have another option of transportation, for pleasure
They are a great leisure item.
If I would buy one, I see a motorcycle as fun and a lot of freedom.
Probably wanting to take a road trip across the US
Enjoy cruising the city and enjoy the sport.
Adrenaline rush & sense of freedom that comes along with the ride
Freedom! It's just you and the road, you ride to forget about everything else going on in the world. No suites to wear, no worrying about your hair or anything like that. For those
few minutes or hours you're completely free.
Thrill, excitement, rush
93
Would you rather customize your motorcycle yourself or get it standard?
Buy it customized already. I don't have time to customize it myself.
Customize it!
Customize it myself, that way I could really get what I want, and
the bike would be a reflection of me.
I'd rather get it standard Definitely customize
Customize. Absolutely.
I feel like when you customize it to you, it can decrease the risk of accidents. Customize it to your height and taste. Height, weight.
Latino – Absolutely. Latinos tend to do that all the time. They show their individuality with cars. You’re see the flags on their
rear view mirrors. I know with motorcycles they try their best to be distinctive than American motorcyclists.
A little both…when I’m doing my research online, I view motorcycles with some nice features and accessories (e.g. custom paint job, chrome parts, etc) as a standard package
but I want the option to create my own bike to personalize my motorcycle.
94
What kind of motorcycle would you buy?
Harley-Davidson Chopper
Kawasaki Ninja
2011 Customized H-D Touring Street
Glide(starts at $18k)
BMW
Aprilia
Motto Guzi
95
How did you first hear about Harley-Davidson?
I saw someone riding one during the summer when I was young.
On TV Commercials My uncle drove up to my
house in one. Watching TV around the
age of 13. In college I had an
internship with Harley so I got an opportunity to know more about the company
Promotional Advertisements
My first recollection of a H-D motorcycle was when I was 7 years old. I saw a teenager driving his black ‘72 Harley Shovel Head around the neighborhood. It was loud and intimidating… and I fell in love with it! Even though my first motorcycle was a Kawasaki dirt bike, I always dreamed of owning a Harley. And in 1997, I bought my first Harley-Davidson… a black FLSTF Fat Boy with lots of chrome and straight pipes.
96
What do you think about when you hear about when you hear Harley-Davidson? Tough bikes High end brand,
prestigious, a way of living
They have been around forever and they are American as opposed to the Honda (import)
Rock-n-Roll Leather jeans, boots,
American flag & riding across the US
I think rustic, cool, and sometimes a "bad boy" image comes to mind.
American Motorcycle good homemade quality
Legendary quality, the best in the business
Motorcycles Freedom, American,
Individualist, Part of a special “family”
97
Have you ever been to a Harley-Davidson store?
No – 2 Yes – 5 Yes. I've visited the Harley-Davidson location
in Forest Park on Harlem Ave. No way. Yes, I’ve been to a dozen H-D stores all over
the country. Every time I visit a new city, either for work or vacation, I always stop by the local H-D store to check out the bikes and merchandise.
98
What do you think about Harley-Davidson? They make motorcycles and motorcycle accessories A huge brand… with huge followers, but expensive They are over-priced and over-rated. Fun! They're awesome! I think that it is definitely a household name in motorcycles.
It’s classic and a very great taste of its kind. I think they have neat products and motorcycles I think their bikes are nice, not my style though Harley-Davidson is the best American-made heavy-weight
motorcycle in the world. To some it’s the “Cadillac” of motorcycles, to others it’s the “muscle-car” of motorcycles, but to me Harley-Davidson is THE ONLY motorcycle for me. It’s the motorcycle that every man or woman dreams about… and it’s the only motorcycle that can make your dreams come true.
99
What would you change about Harley-Davidson?
Nothing The price Their pricing Nothing, it is a classic The price… but of course that would not be
possible because then it would lose some of it's value, so therefore, I wouldn't change anything about Harley
I would change its marketing strategy to attract a more younger audience/purchasers
Focus on everyone not just a certain class
100
What would you change about Harley-Davidson? (cont’d.)
Harley-Davidson’s image has changed from being a “blue-collar” everyman’s American motorcycle that once was affordable to an affluent, professional, over-priced motorcycle
that only a few can enjoy. It’s gone from blue collar to white collar status… which is going to hurt H-D in the long run when its core audience, white middle-aged men, begin to retire
from riding.
The current push to attract women and minorities seems like a last ditch effort to save the brand from dying off. Instead, they should be pushing for a younger audience to invest in
“affordable” garage-style bikes to compete with Japanese racing bikes that seem to be popular with younger riders.
But how can younger riders afford a H-D when they can spend $5k or $6k on a Japanese motorcycle.
I wouldn’t change anything… except for the
price.
There’s a joke that says the initials H. D. stands
for “Hundred Dollar” because the average
cost for parts and accessories is $100.
Buying a Harley is an expensive luxury item…
right now with the down economy, buyers are hesitant to make that “big ticket” purchase, but if they offered 0% discount, cash back incentives,
high trade-ins or other offers to entice buyers, it might increase sales.
101
Quantitative Research:Survey Results
102
What is your gender?
83%
17%
MaleFemale
103
What is your age?
40 +33%
35-4025%
31-348%
25-3017%
18-2417%
104
What do you consider most when purchasing a big ticket item?
Need 13%
Price12%
Brand Name8%
Quality 67%
105
How often do you use the following:
Daily
Wee
kly
Mon
thly
A few ti
mes
per
yea
r
Once
per y
ear
Never
or N
/A
0 20 40 60 80 100 120
Mobile DeviceNewspaperBooksMagazinesSocial MediaInternetRadioTelevision
106
Do you prefer English or Spanish media?
English 88%
Spanish12%
107
Do you own any of the following recreational vehicles?
Motorcycle49%
Jet Ski9%
Snowmobile3%
Dirt Bike6%
Antique/collec-tor car
6%
Scooter9%
Boat9%
Other9%
What influenced you to buy this recreational item?
108
Have fun and keep in good shape Speed and pleasure Fun Brand Gas prices and desire Rush Friends My love for riding Freedom
What do you value most about this item/purchase?
109
It’s light and low cost maintenance Being on the open road Quality and peer recognition Freedom and relaxing feeling Superb chick magnetizing abilities Freedom On the beautiful days, I enjoy being closer to
mother nature by riding without a car around me.
110
How often do you use this item, and with whom?
111
How do you express your individuality?
About 30% said they express themselves through apparel
“Clothes, accessories.”
“In many ways, through my music choice, my automobile and motorcycle choice, the clothes I wear, etc.”
“By how I dress”“The way I dress....sense of
style” “Dressing and acting they way I feel”“Customization”
“Dress and language”“When talking about my
ideas”
“Pink Mohawk!”
112
Creative Testing Survey
113
Participants and their Gender
# of Participants Gender
There were a total of 45 participants for this creative testing survey.
Male24%
Female76%
Gender
114
Ethnicity
Cauca
sian
Afric
an-A
mer
ican
Hispa
nic/La
tino
Asia
n
Other
0
5
10
15
20
25
30
35
Ethnicity
115
Age
18-24
25-35
35-40
40+
0 5 10 15 20 25 30 35
Chart Title
Age of Respondents
116
Do you own a motorcycle?
Yes No0
5
10
15
20
25
30
35
40
45
Chart Title
Responses
117
For each Ad we asked the following questions…
Amazing Boring Impulsive Friendly Accepted Hilarious Narrow-minded Stupid Youthful Confusing Enlightening Mature
Amusing Intimate Liberating Cool Monotonous Disgusting Trendy Uninspiring Entertaining Offensive Other (please
specify)
How memorable was each ad? Not memorable to
very memorable
How believable was each ad? Not believable to very
believable
How persuasive was each ad? Not believable to very
believable
Rate each ad on a 1-10 scale, from horrible (1) to spectacular (10)
Check the adjectives that would best describe each ad:
118
AD 1: Men’s Bathroom Stall Ad
“I wouldn't pay attention to this
ad on the
bathroom stall while I'm using the
washroom”
119
AD 1: cont’d.
120
AD 2: Bathroom Stall Ad
“Should have a HD t-shirt or leather jacket image on the bathroom mirror...have people see themselves in Harley gear! that would be cool...everybody secretly wants to look
like a biker!”
121
AD 2: Cont’d.
122
AD 3: Bathroom Ad
“the silver pipe on the hand blower should have a tail fin or HD skull & bones image
that resembles a HD motorcycle pipe...and the silver round button should have the HD logo”
123
AD 3: Cont’d.
124
AD 4: Gas Station Ad
125
AD 4: Cont’d.
126
AD 5: Gas Station Ad
127
AD 5: Cont’d.
128
AD 6: Gas Station Ad
129
AD 6: Cont’d.
130
AD 7: Web Banner Ad
“The copy is too long. If you want
users to click on the ad, give them an
overt reason to do so.”
131
AD 7: Cont’d.
132
AD 8: Web Banner Ad
133
AD 8: Cont’d.
134
AD 9: Web Banner Ad
135
AD 9: Cont’d.
136
AD 10: Ambient Mall Ad
“You can actually win something!”
137
AD 10: Cont’d.
138
AD 11: Ambient Mall Ad
“You can interact with the brand! Eye catching”
139
AD 11: Cont’d.
140
AD 12: Ambient Mall Ad
“What's the point of this ad? Don’t get it”
141
AD 12: Cont’d.
142
Out of ALL the ads, which one stood out?
Ad 1Ad 2Ad 3Ad 4Ad 5Ad 6Ad 7Ad 8Ad 9
Ad 10Ad 11Ad 12
0 1 2 3 4 5 6 7 8
Out of All Ads
* 25 people answered with 20 people skipping this section
143
Ads
Ad 1
Ad 2
Ad 3
Ad 4
Ad 5
Ad 6
Ad 7
Ad 8Ad 9
Ad 10
Ad 11
Ad 12
144
Why did this particular ad stand out?Ad 12 - “It's different, its in a relevant location and says that HD has an edge to the
brand.”
Ad 10 - “I like the colors and bike”
Ad 3 - “The simulation of a hand dryer reinforces the same type of feeling you'd get riding on a motorcycle with the wind blowing.”
Ad 2 – “The ad includes multiple photos of the bike. The caption matches perfectly.”Ad 4 - “Spoke directly to my wallet & my need for freedom and relaxation after a long
day in the office”
Ad 4 - “The comment related to real life situations”
Ad 11- “You can get the experience of the Harley Davidson bike and see how it will feel when you are riding on the expressway.”
145
Did you get the message that the ad was trying to convey? If so, what was that message?
Ad 2 - Yes. There are many styles of the Sportster. You can personalize the bike to fit your personal style and preference.
Ad 4 - Yes. Freedom, the open road, and endless possibilities.
Ad 5 - Yes. There are enough owners of Harleys they could be the entire population of an entire state. Also, that Harley is like family
Ad 3 - Yes. Feel the wind of the open road in your hair while riding a Harley.
Ad 3 - Yes. Freedom, liberation, impulsiveness.
Ad 12 - Yes. It was more branding than anything. But that's not to say that you can't add a tagline or something else (website?) to it. The execution is unique and edgy which tells me that HD is unique and edgy
Ad 4 - Yes. Your imagination will take you as far as you let.
146
Sources
147
Sources (2010). Harlistas. The Association of Magazine Media: Case Study. Retrieved
from www.magazine.org.
Boyle, M. (16 October 2008). Harley-Davidson Slips on Subprime Consumers. Bloomberg Businessweek. Retrieved from http://www.businessweek.com
Burgos, D.; Aldana, H. (2006). The Truth About Hispanic Men. Hispanic Cable Facts & Cultural Cues. Millward Brown. Retrieved from http://www.thecab.tv/main/bm~doc/hispanic-men.pdf
Cuellar, S. (July 2006). Smart Marketing-The Hispanic Market in the U.S.- Opportunities and Challenges for the Food Industry. FMI Update: Ethnic Foods Offer “Much Bigger” Opportunity for Retailers, Experts Say. Retrieved from http://hortmgt.dyson.cornell.edu/pdf/smart_marketing/cuellar7-06.pdf
Clow, K. E.; Baack, D. (2010). Integrated Advertising, Promotion, and Marketing Communications 4th edition. Pearson Education
Demographics (2007) Harley Davidson Inc. Retrieved from http://investor.harley-davidson.com/demographics.cfm?locale=en_US&bmLocale=en_USSafariHTML\Shell\Open\Command
Harley-Davidson, Inc. (13 Aug 2010). Datamonitor. Retrieved from EBSCOhost.
Heylar, J. (2002). Will Harley-Davidson hit the wall?. Fortune, 146(3), 120-124. Retrieved from EBSCOhost.
Sources cont’d.
148
Hirsh, J. (2009) How to use BT to reach U.S. Hispanics. imedia connection. Retrieved from http://www.imediaconnection.com/content/22771.asp
Hoovers (2011). Industry information. Retrieved http://premium.hoovers.com.ezproxy.roosevelt.edu:2048/subscribe/co/industry.xhtml?ID=ffffrfkfjrftttcjty
Kuna, D. (16 August 2010). When is the best time to buy motorcycle? Bright Hub. Retrieved from http://www.brighthub.com/diy/automotive/
Morris, C. C. Ph.D. (2009). Motorcycle Trends in the United States. RITA. Retrieved from http://www.bts.gov/publications/special_reports_and_issue_briefs/special_report/2009_05_14/html/entire.html
Motorcycles in the United States. (2010). Datamonitor. Retrieved from http://content.ebscohost.com.ezproxy.roosevelt.edu:2048/pdf25_26/pdf/2010/1Y6C/01Sep10/54735771.pdf?T=P&P=AN&K=54735771&S=R&D=buh&EbscoContent=dGJyMMvl7ESeqa84yNfsOLCmr0mep7RSrqa4TbOWxWXS&ContentCustomer=dGJyMOHi8U22set55%2BS5febl8YwA
Rosenblum, K. (2005). The Next Generation. Hispanic Business Magazine. Retrieved from www.hispanicbusiness.com.
Sonderup, L. (2004). Hispanic Marketing: A Critical Market Segment. Retrieved from http://www.ad-mkt-review.com/public_html/docs/fs075.html
Tews, J. (2007). J.D. Power and Associates Reports: Motorcycle Owner Satisfaction Has Increased since 2003. J.D. Powers and Associates. Retrieved from http://businesscenter.jdpower.com/JDPAContent/CorpComm/News/content/Releases/pdf/2007308.pdf
149
Sources cont’d. Tirella, J. V. (2009). Is Harley-Davidson over the hill. MSN. Retrieved from
http://articles.moneycentral.msn.com/Investing/StockInvestingTrading/is-harley-davidson-over-the-hill.aspx
Travers. J. (2010) Survey: Motorcycle scooter owners are very satisfied with their bikes. ConsumerReporters.org Retrieved from http://blogs.consumerreports.org/cars/2010/06/survey-motorcycle-and-scooter-owner-satisfaction-owners-are-very-satisfied-with-their-bikes-video.html
Weber, J. (2006). Harley Just Keeps on Cruisin’. Businessweek, (4008), 71-72. Retrieved from EBSCOhost.
USPS Boost Direct Mail Targeting Hispanics (2007). Portada. Retrieved from http://www.portada-online.com/article.aspx?aid=2364
Valdés, M. I. (2008). Hispanic Customers for Life: A Fresh Look at Acculturation. Ithaca, NY: Paramount Market Publishing, Inc.
http://www.businessweek.com/investor/content/apr2008/pi20080417_421550.htm
http://bx.businessweek.com/harley-davidson-inc/view?url=http%3A%2F%2Fc.moreover.com%2Fclick%2Fhere.pl%3Fr1767424130%26f%3D9791
150
Sources cont’d. www.suzuki.com/
www.yamaha.com
www.honda.com
http://knol.google.com/k/the-u-s-motorcycle -market#U(2E)S(2E)_Motorcycle_Market
www.harley-davidson.com
www.univision.net
