It’s All in the Marketing

You gotta hand it to Harley-Davidson, boy.  They rarely m iss a step when it comes to marketing, especially in terms of rider outreach.  I don’t know of any other company that interacts with the riding community  so seriously, and with such a keen eye towards building the brand than the MoCo does.

And they’re doing it again.

Share Your Spark: A Guide to Mentoring is a tool kit the Motor Company developed for current and aspiring riders featuring information on how to be a resource and support system to others during their motorcycling journey. The mentoring kit includes information for both potential mentors and mentees, including a DVD showcasing tips on how to become or find a mentor, stories from successful mentoring experiences, a special Share Your Spark pin and a planning and reflection guide.

Grab younger riders by hooking them up with older riders who can positively reinforce the idea that the Harley-Davidson is the best motorcycle ever!

Nobody is as successful at this as HD.  I mean, with BMW, while there are plenty of rider events in that community, the company’s attitude seems to be that, if BMW has to come looking for you, then you’re probably not the kind of person they want to associate with anyway.  Honda…well, they don’t do much at all anymore.  Not only did they cancel the Honda Hoot, their bike line-up changes at a geological pace.  It seems like all they care about selling you is a Gold Wing.

HD, though, is hyperactive in their contacts with the riding community.

Author: Dale Franks

Dale Franks is the former host of The Business Day, ”a daily, four-hour business and financial news program on KMNY Radio in Los Angeles. From 2002-2004, he was a contributor on military and international affairs for TechCentralStation.com. Currently, he a publisher and editor of the monthly political journal The New Libertarian, as well as an editor of the popular web log, Q and O. Dale served as a military police officer in the United States Air Force from 1984 to 1993, in variety of assignments both in the United States and Europe, where he also was assigned to the staff of the Headquarters of Allied Forces Central Europe. In addition to broadcasting, writing, and speaking on various topics, Dale has also been a long-time technical training instructor on a variety of computer software and technology subjects. Dale has also long been involved with information technology as an accomplished web designer, programmer, and technologist, serving as the corporate knowledge specialist for Microsoft Outlook at SAIC, the nation's largest employee-owned corporation. Additionally, he is the author of a number of software user guides used for classroom training by one of Southern California’'s premier computer training and consulting firms. His book, SLACKERNOMICS: Basic Economics for People Who Find Economics Boring, is available from Barnes & Noble.

2 thoughts on “It’s All in the Marketing”

  1. Sounds like HD is gearing this mentoring program to women, and getting more women interested in riding is something HD has been putting a lot of emphasis on lately.  HD puts a lot of emphasis on community outreach because what they sell is a “lifestyle”, not necessarily a motorcycle.  Honda focuses on selling motorcycles, and relies on the public to recognize that on their own.

  2. Wow! Thank you!
    I always wanted to write in my blog something like that. Can I take part of your post to my blog?
    Of course, I will add backlink?

    Regards, Timur I.

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