Everyone knows Harley-Davidson.
But what most don’t know is how the Milwaukee-based motorcycle manufacturer drives sales leads via mobile marketing to their more than six hundred independent dealerships in the US.
According to Randy Sprenger, manager of electronic advertising and direct promotions, Harley-Davidson, mobile marketing has worked for Harley not just for drawing attention to the brand, but also for providing positive and negative feedback that directs future company goals and, ultimately, product lines.
With more than 145,000 fans on Facebook, it isn’t uncommon, reports Sprenger, for Harley to get anywhere from 300 to 500 comments per say. “It helps us learn what people are saying outside the walls of Harley,” he stated.
Last year, with the help of mobile agency SnapTell, Harley ran a campaign for the V-Rod Muscle motorcycle that “combined ads in men’s lifestyle magazines with mobile marketing.” Consumers were able to download various wallpapers for their mobile phone that featured swimsuit model Marisa Miller posing on the motorcycle.
For Harley, the campaign was a success (even though specific download information wasn’t made readily available). Nonethless, the company claims that numerous lead were generated.
Why should we believe it?
Because Harley is aggressively stepping up their mobile presence – something they surely wouldn’t invest in if the mobile channel has not proven lucrative thus far.
Keep yours eyes and ears peeled this summer for a big wave of mobile advertising from Harley-Davidson.
