success emerged from a new lifestyle brand built on community financial benefit of communities is...
Post on 15-Jan-2016
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Success Emerged from a NEW Lifestyle Brand Built on Community
Financial Benefit of Communities is Irrefutable
Brand Personality
Brand Essence
Core Values•Individuality•Freedom•Loyalty
•Friendship•Inclusive Community•Adventure, Journey, Challenge
•Camaraderie•Freedom•Fun
•Rough•Candid•Fun
•Idiosyncratic/Unique•Rebellious•Leather, Beards, Tattoos
Pride & Belonging
Brand-Scape
The Outlaw Archetype
…Other Examples of the Outlaw Archetype in Our Culture
Archetype: OutlawCategory Archetype: Hero(Warrior, Wanderer/Seeker, Companion)Traits: Rebellious, Loner, Special Skill, Strong, Original, Daring, Self-Discovery
Mental TattooTo
ddle
rRe
tirem
ent
Bran
d’s
Plac
e in
You
r Life
Higher Brain Functions
Core/Nature
Brand’s Place in your Mind
Issues with the Posse Ride
• Yet H.O.G. members criticized the lack of concern for their opinions about various issues
Harley considers feedback their #1 priority
• Are we reaching enough people?400 people vs. 500,000 people
• “Harley certainly has enough money that if they have to eat a shirt or two, it shouldn’t matter. They should do that rather than make all their people mad.”
H.O.G. T-shirt shortage
• “Like a hospital visit instead of an adventure”Orange wristbands given to all riders
Issues with the Posse Ride
• Are we really meeting our customers?Management was not “visible” enough to the entire population
• Are we reaching enough people?“Hotel parties were not coordinated well enough”
• Feels like we are organizing a shopping spreeToo many stops at dealerships
• Similar to a graduation ceremony instead of a party to celebrate the achievement of all the riders
Closing ceremonies were way too long and boring
Improvement of the Posse Ride Will Connect Customers to the Lifestyle
Brand
Harley Must Support and Facilitate the Posse Ride
Harley Must Improve Logistics of the Posse Ride
Harley Must Expand the Posse Ride Globally
Pre - Ride vs Post – Ride Survey Results
I would sig
n up for a
nother long dist
ance H.O
.G. ra
lly
If I w
ere to place
my b
ike, I'
d buy another H
arley
Harley r
eally underst
ands what r
iding a bike is
all about
I feel a
sense of k
inship with
other Harle
y owners
I have
made lif
elong friends b
ecause of H
arley
I really
understand w
hat Harle
y is all a
bout
I would re
commend th
is ride to
a friend
I am sa
tisfied with
H.O.G
.
My Harle
y says
a lot a
bout the kin
d of perso
n I am
My Harle
y is an in
tegral part
of my d
aily life
No one but Harle
y could put o
n an event li
ke th
is
Harley r
eally ca
res about m
e as a cu
stomer
Harley r
eally underst
ands my n
eeds0
1
2
3
4
5
6
7
Rituals Resulting from Dynamic Spontaneity
Story Night
“I think the road stories is what
brings everybody together”
Posse Oath
“Helped foster this sense of community”
Necessary Support and Facilitation
Logistics• Organization of centralized events/locations• Facilitation of dealership experience
Feedback Mechanism• Official surveys • Publicize results in H.O.G. Tales
Relationship Building• Management presence in rituals• Connecting with customers
Management Visibility• Identifying characteristic that makes leadership standout• Presentation at “No Host Rendezvous”
Management Presence as Life Line to Customers
Close to Customer
Philosophy
Learn from Customers
Evaluate H.O.G.
Evaluate Dealerships
Build Relationships
Gain User Experience
Improvement of the Posse Ride Will Connect Customers to the Lifestyle
Brand
Harley Must Support and Facilitate the Posse Ride
Harley Must Improve Logistics of the Posse Ride
Harley Must Expand the Posse Ride Globally
Dealership Publicized Events
Cut down on events:1/2 stops at dealerships
1/2 optional stops at historic landmarks
Location Specific Themed Events:Open to the public
Earning a “Notch”
NORTH AMERICAN
POSSE RIDE2000
Merchandising Strategy
Posse Ride Participants
Giveaways
Online
On-site
Communication of Posse Rides
Lifestyle
Web(Blog)
Magazine(H.O.G. Tales)
Television(Local News)
Improvement of the Posse Ride Will Connect Customers to the Lifestyle
Brand
Harley Must Support and Facilitate the Posse Ride
Harley Must Improve Logistics of the Posse Ride
Harley Must Expand the Posse Ride Globally
New Global Posse Rides
Euro Posse – Castle Run
•Start: Harbin•End: Xining•Pass through cities: Shenyang, Beijing, Tianjin, Shijiazhuang, Taiyuan, Hohhot, Yinchuan•Approx. Distance: 4,916km
Euro Posse – Castle Run
•Start: Rock of Gibraltar•End: Munich, Germany•Pass through cities: Madrid, Barcelona, Paris, Amsterdam, Berlin, Prague, Munich•Approx. Distance: 4,225km
Australia Posse – Harley Walkabout
•Start: Melbourne•End: Cairns •Pass through cities: Canberra, Sydney, Newcastle, Brisbane, Bundaber, Rockhampton, Townsville•Approx. Distance: 3,617km
South America Posse – Ciudad Meseta de Paseo
•Start: Harbin•End: Xining•Pass through cities: Shenyang, Beijing, Tianjin, Shijiazhuang, Taiyuan, Hohhot, Yinchuan•Approx. Distance: 4,916km
Improvement of the Posse Ride Will Connect Customers to the Lifestyle
Brand
Harley Must Support and Facilitate the Posse Ride
Harley Must Improve Logistics of the Posse Ride
Harley Must Expand the Posse Ride Globally
Questions?