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Harley-Davidson
Rachel Fisher Eugenia Jefferson
Jahmela McGhee Aishwarya Sharma
Table of Contents
Introduction
Situation Analysis
Target Market Profile
Objectives
Creative Brief
Marketing Communication Strategy
Communication Assessment Measures
Budget
Summary
Appendix
2
Route 1
Route 2
Route 3
Route 4
Route 5
Route 6
Route 7
Route 8
Route 9
Route 10
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
3
SITUATION ANALYSIS
4
Brand Analysis
5
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
6
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).
7
Competitive Analysis
8
Competitive Analysis
Primary (Heavy Bikes)
9
Triumph Motorcycles
• 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)
10
Industry & Category Analysis
11
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)
12
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)
13
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)
14
Market Analysis
15
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)
16
Market Analysis cont’d.
17
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
Problems & Opportunities Summary
18
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)
19
Key Insights and Opportunities
20
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.
SWOT Analysis
21
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
22
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
23
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
24
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
25
TARGET MARKET PROFILE
26
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)
27
U.S. Riders/Motorcycle Owners
65%
17%
2% 16%
Marital Status of a New
Bike Rider
Married
Single
(never
married)
Widowed
Divorced/
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)
28
U.S. Hispanics
29
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)
U.S. Hispanics cont’d.
19%
8%
21%35%
17%
Hispanic Age-Based Segments
9-0 Los Bebes & Los Ninos
60+ Los Grandes
40-59 Latin Boomers
20-39 Latinos & Latinas
10-19 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.
30
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
31
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)
32
OBJECTIVES
33
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
34
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
35
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
36
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
37
Advertising Objectives
Build emotional connection with Harley-Davidson
Increase Hispanic engagement with the brand
Establish rapport among Hispanics
38
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
39
STRATEGIES
40
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 Idea
Celebrating collective freedom while honoring
youthful individualism
41
Overall Strategies
Marketing Objectives Strategies
42
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
CREATIVE BRIEF
43
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)
44
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)
45
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
46
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
47
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
48
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)
49
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
50
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
51
“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
52
TACTICS
53
Television
54
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
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.
55
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.
Digital/Internet/Online
Web banners
56
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.
57
Digital (Social Media) - Facebook
58
“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
Digital (Social Media) - Facebook
59
Sample of interactive sweepstakes entry
for Harlistas Edition Bike
Digital (Social Media) - Twitter
Status Updates & Hashtags
60
#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
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.
61
Event/Contest
Winners of all contests receive gifts from participating sponsors.
62
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 Supreme
• The person who has the oldest model year bike (or major part for modified machines).
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.
63
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.
64
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.
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.
65
Rationale for Tactics
66
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 average
26-30 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 $21.6 billion by 2011 (Sonderup, 2004)
• High engagement which builds participation
• Spurs word of mouth and captures viewers’ interest
• Hispanics represent at least 10% of all online users
•Allows subtle advertising without being pushy
•Allows for flexibility and measurability (Clow & Baack, 2010)
Rationale for Tactics cont’d.
67
Tactics Rationale
Sales Promotion • Generates action and measurable
• Spurs excitement and can create buzz (Clow & Baack, 2010)
Out-of-Home • Low cost per impression
• Broad reach
• Can garner a lot of attention especially in unexpected places
• Strategic placement (Clow & Baack, 2010)
Event Marketing • Events reinforce image and allows you to hand-deliver your marketing message
face-to-face with your target audience
• Many companies’ efforts to sell themselves to Hispanics are limited to
sponsoring the occasional Cinco de Mayo celebration (Remember that this is a
Mexican holiday and there are many nationalities and cultures among Spanish
speakers). (Sonderup, 2004)
• Raises awareness and spurs excitement
• Measurable (Clow & Baack, 2010)
COMMUNICATION
ASSESSMENT MEASURES
68
Measures
69
# of people who enter the sweepstakes
# of views to the webisodes
# of people that attend the event
# of people who follow, fan, and interact via social networks
# of hits to partner websites and microsites
# of in-store visits
# of request for information from Harley
# of people that access QR code
Click through rates
Compare sales before and after campaign
# of apps downloaded
Survey at events
BUDGET
70
Campaign Budget
71
MarCom Channel Spending ($)T Total
Television Movie night = $360,000 (3 mos.)
Product Placement = $500,000
Movie Programs = $200,000
1,060,000
Radio :30 spot = $350,000 (7 cities for 3 mos.) 350,000
Event Don Omar = $50,000
Interactive digital billboard = $40,000
Digital Maintenance (10 people) = $50,000 (for 2
days)
Other event necessities/rental = $1,000,000
1,140,000
Digital (Univision) Web banner = $62,500
Web series = $3,500,000
Mobile 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
= $210,000
Interactive mall placement: $3,000/unit x 7 mos. x 20
malls = $420,000
Bathroom ads: 6 mos. x 7 cities = $52,500
682,500
TOTAL $6,872,500
Media Schedule
72
March Apr May June July Aug Sep
t
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
Additional Recommendations
73
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
The creative ideas that didn’t make it
74
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
Creative Ideas that didn’t make it: Direct-
75
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)
Creative Ideas that didn’t make it: Print
76
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
77
APPENDIX
78
Research Transcripts
79
Qualitative Research: IDI Results
80
Demographics of Interviewees - Gender
81
Male, 3
Female , 7
Demographics of Interviewees
82
12%
62%
13%
13%
Age
18-24
25-29
30-39
40+
Demographics of Interviews - Ethnicity
83
Mexican-American - 6
Caribbean/Hispanic/Panamanian - 2
Costa Rican -1
Prefer Not to Answer- 1
Demographics of Interviews: Generation
84
• 1st Generation 5
• 2nd Generation4
• 3rd Generation1
Where or what do you do to escape?
85
“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.
What’s the first thing you will buy with your tax return?
86
Nothing… I’m going to start a savings account
with 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
What influences you to buy a big ticket item?
87
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
What brands do you connect with? Why?
88
“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”
What are your favorite ads? Why?
89
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.
What do you think about motorcycles?
90
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!
How much is a reasonable price to pay for a motorcycle?
91
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"
What would be your reasons for buying a motorcycle?
92
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
Would you rather customize your
motorcycle yourself or get it standard?
93
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.
What kind of motorcycle would you buy?
94
Harley-Davidson Chopper
Kawasaki Ninja
2011 Customized H-D
Touring Street Glide
(starts at $18k)
BMW
Aprilia
Motto Guzi
How did you first hear about Harley-Davidson?
95
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.
What do you think about when you hear
about when you hear Harley-Davidson?
96
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”
Have you ever been to a Harley-Davidson store?
97
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.
What do you think about Harley-Davidson?
98
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.
What would you change about Harley-Davidson?
99
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
What would you change about Harley-Davidson?
(cont’d.)
100
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.
Quantitative Research:
Survey Results
101
What is your gender?
83%
17%
Male
Female
102
What is your age?
Prefer Not to
Answer
0%40 +
33%
35-40
25%
31-34
8%
25-30
17%
18-24
17%
103
What do you consider most when
purchasing a big ticket item?
Need
13%
Price
12%
Brand Name
8%Quality
67%
Other
0%
104
How often do you use the following:
0 20 40 60 80 100 120
Television
Radio
Internet
Social Media
Magazines
Books
Newspaper
Mobile Device
105
Do you prefer English or Spanish media?
English
88%
Spanish
12%
106
Do you own any of the following
recreational vehicles?
Motorcycle
49%
Jet Ski
9%Snowmobile
3%
Dirt Bike
6%
Antique/collector
car
6%
Scooter
9%
Boat
9%
Other
9%
107
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.
How often do you use this item, and
with whom?
110
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!”
111
Creative Testing Survey
112
Participants and their Gender
# of Participants Gender
113
There were a total of 45
participants for this
creative testing survey. Male
24%
Female
76%
Gender
Ethnicity
114
0
5
10
15
20
25
30
35
Ethnicity
Age
115
0 10 20 30 40
18-24
25-35
35-40
40+
Age of Respondents
Age of Respondents
Do you own a motorcycle?
116
0
5
10
15
20
25
30
35
40
45
Yes No
Responses
Responses
For each Ad we asked the following questions…
117
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:
AD 1: Men’s Bathroom Stall Ad
118
AD 1: cont’d.
119
AD 2: Bathroom Stall Ad
120“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!”
AD 2: Cont’d.
121
AD 3: Bathroom Ad
122
“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”
AD 3: Cont’d.
123
AD 4: Gas Station Ad
124
AD 4: Cont’d.
125
AD 5: Gas Station Ad
126
AD 5: Cont’d.
127
AD 6: Gas Station Ad
128
AD 6: Cont’d.
129
AD 7: Web Banner Ad
130
AD 7: Cont’d.
131
AD 8: Web Banner Ad
132
AD 8: Cont’d.
133
AD 9: Web Banner Ad
134
AD 9: Cont’d.
135
AD 10: Ambient Mall Ad
136
AD 10: Cont’d.
137
AD 11: Ambient Mall Ad
138
AD 11: Cont’d.
139
AD 12: Ambient Mall Ad
140
AD 12: Cont’d.
141
Out of ALL the ads, which one stood out?
142
0 1 2 3 4 5 6 7 8
Ad 1
Ad 2
Ad 3
Ad 4
Ad 5
Ad 6
Ad 7
Ad 8
Ad 9
Ad 10
Ad 11
Ad 12
Out of All Ads
* 25 people answered with 20 people skipping this section
Ads
143
Ad 1 Ad 2 Ad 3
Ad 4 Ad 5
Ad 6
Ad 7
Ad 8Ad 9
Ad 10
Ad 11
Ad 12
Why did this particular ad stand out?
144
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.”
Did you get the message that the ad was trying to
convey? If so, what was that message?
145
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.
Sources
146
Sources
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147
Sources cont’d.
148
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Sources cont’d.
149
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150
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
