In an effort to show millennials, who aren't as excited about riding bikes as other generations, that riding isn’t so complicated, Harley-Davidson tried a new way of reaching people.
Harley Davidson’s January 16th event walks new and dedicated consumers through a suspension setup course. Free wings, free tutorials and free company are all offered, reinvigorating the Harley-Davidson brand with practicality and ease of use.
Lake Shore Harley-Davidson and Brand Outreach
Motorcycle marketing often requires a practical approach, and Lake Shore Harley-Davidson expertly captures the Harley-Davidson spirit with its customization workshops. Lessons tap into every motorist’s love of smooth rides, engaging consumers on a brand loyalty level. Harley lovers love customization, and the Free Wings and the Roll Your Own Wheel & Suspension Workshop is definitely contingent upon the brand’s ability to fit driver needs.
Harley-Davidson’s experiential approach targets consumers on a walk-in-shop level. Event-goers are greeted with industry professionals—professionals capable of teaching users to fully outfit their rides. Free wings are included, partnering the event with juicy, no-holds food and entertainment.
Harley-Davidson’s Roll Your Own Wheel & Suspension Workshop isn’t a one-time deal, either. Customers are invited to pay the brand repeat visits, engaging them with one workshop per month, per season. Event-goers are entered into a prize lottery awarding $500 LSH-D Gift Cards, and every return visit equates to another entry.
Prize money aside, Harley-Davidson’s urge to return is potent. Bike mechanics take time to understand, and return visitors are influenced to turn their motor vehicles into something great. Harley-Davidson’s marketing efforts aren’t new, either. Recently, Stacey Watson, the brand’s marketing leader, has stated an intention to target customer segments on a grand scale in North America. Targeting new demographics is Harley-Davidson’s goal, and return visits secure word-of-mouth procurement of new consumers.
Targeting new consumers is difficult for any brand, and Harley-Davidson answers with consumer segment and core marketing mechanics. The brand, now, targets smaller groups while pairing efforts with grand-scale market segmentation. Harley-Davidson targets young adults, women and other diverse markets, enhancing its brand by reaching even-minded consumer segments.
Harley-Davidson, as an industry leader, proposes quite a bit in terms of practical approach. The Harley-Davison brand, famous for its product museums, has made great strides to engage a practical workshop effort. Highly qualified as a community impact workshop, the Harley-Davidson Roll Your Own Wheel & Suspension Workshop is encouraging to motor brands hoping to impact new consumers. While Harley-Davidson is highly specific in its products, it’s still representative of the motor industry as a whole.
The Homestead Championship Rodeo kicks off its events with Ride On Rodeo, designed to bring together riders, event goers, sponsors and vendors in one venue. The rodeo is held January 23-25, 2016.